Strategy and Scale Advocating Effectively Across the Web April 29, 2016
The shifting media landscape
2011 TV TV RADIO NEWSPAPERS MAGAZINES DIGITAL OTHER 4:34 3:40 1:34 :39 :26 :18 TV TV RADIO NEWSPAPERS MAGAZINES DIGITAL OTHER Source: eMarketer 2015
2011 2015 TV RADIO NEWSPAPERS MAGAZINES DIGITAL OTHER 5:38 4:34 4:15 3:40 1:34 1:27 :39 :26 :24 :18 :11 :10 TV RADIO NEWSPAPERS MAGAZINES DIGITAL OTHER Source: eMarketer 2015
7X 2011 2015 M M D / L D / L O O TV RADIO NEWSPAPERS MAGAZINES DIGITAL 5:38 4:34 4:15 7X M 3:40 M 1:34 D / L D / L 1:27 :39 :26 :24 :18 :11 :10 O O TV Imagine what is was like 30 years ago? RADIO NEWSPAPERS MAGAZINES DIGITAL OTHER Source: eMarketer 2015
Then... Few publishers Limited sources One-way convo Push messages out OK, now that everyone has stepped back into the 2006 frame of mind, let’s think through what the media landscape was like with no iPhones or Android….
Then... Now... Few publishers Limited sources One-way convo Push messages out Everyone's a publisher Infinite sources Social dialogue Pull people in Today things look much different...people have unlimited choices for their media and content. And as we all can attest, communicating in response to a crisis only magnifies the rules of engagement...
10 7 sources consulted by citizens to learn more about issues DC policy influentials when making decisions Source: 10.4 - Think With Google, “Zero Moment of Truth” Source: 6.8 - National Journal, “Washington in the Information Age,” 2015
Among those using the internet for more information... 57% identify Search as their #1 tool Source: Google Consumer Survey, December 2015, p: 200.
Search is the go-to source...
Search is the go-to source…”Merrick Garland”
1B+ Searches every day on Google.com
for energy related topics 40M+ monthly searches for energy related topics Source: Google Consumer Survey, December 2015, p: 200.
Top trending energy topics solar energy pros and cons +231% oil and gas news +201% hydraulic fracking +96% natural gas news +49% renewable resource +45% natural gas vs propane renewable energy sources +42% thermal energy +39% fossil fuel +36% is natural gas renewable +33% Source: Google Internal Data, Google.com Search US. Top growth energy queries, 2015 vs. 2014.
Top trending energy topics solar energy pros and cons +231% oil and gas news +201% hydraulic fracking +96% natural gas news +49% renewable resource +45% natural gas vs propane renewable energy sources +42% thermal energy +39% fossil fuel +36% is natural gas renewable +33% Source: Google Internal Data, Google.com Search US. Top growth energy queries, 2015 vs. 2014.
Sitelinks (nice job!)
Extend your reach against related content
Among those using the internet for more information... 29% identify Online News Sites as their #1 tool Source: Google Consumer Survey, December 2015, p: 200.
Contextual Display Targeting Run against web content specific to your issue Persuade audiences as they read about issues of importance to your organization The Atlantic Coast Pipeline will provide reliable energy. Learn more today.
Reach the right audience for advocacy
Behavior-based targeting Visits political blogs and websites Watches debate highlights on YouTube “Political Junkies” Reads the Washington Post politics section Downloaded Political News App on Play Store
Custom Audiences: Business Leaders www.ft.com www.bloomberg.com www.wsj.com +7 additional urls
Reach existing supporters “Customer Match” empowers you to reach current supporters across Google platforms
Extend reach with similar audiences Similar web behaviors as Supporters Supporters “Similar Audience Tool” builds an audience with similar web behaviors as current supporters
Tell your story through sight, sound and motion
Why online video? 110M Hours of political- and issue- related videos viewed on YouTube since April 2015 Source: YouTube Elections Trend Report, March 2016
35% 24% 14% 13% 13% Age breakdown of likely voters who use online video to learn about candidates and issues
35% 24% 1 in 4 are 45+ years old 14% 13% 13% Age breakdown of likely voters who use online video to learn about candidates and issues
The energy conversation is happening on YouTube. 113% YOY Growth 460M YouTube views on energy-related topics Source: Google Internal Data. All time global views for Energy & Utilities category. Growth = 2015 vs. 2014. Engery sub-vertical overall: +8% YoY Oil & Gas: +113% YoY Electricity: +10% YoY Renewable & Alternative Energy: +9% YoY Nuclear Energy: -43% YoY Waste Management: -2% YoY So that leads us to YouTube -- which is of course not only a video platform, but a social media/sharing platform.
Fastest growing energy topics on YouTube YoY growth % Mobile Climate change 37% 34% oil 23% 22% renewable 18% Natural gas 13% 20% Solar 4% 25% +13% YoY +37% YoY +18% YoY Natural Gas Climate Change Renewable Energy Source: Google Internal Data - Arcata March 2016
Target site visitors and YouTube video watchers across the web Display Remarketing Target site visitors and YouTube video watchers across the web Activate people who have engaged with your cause and content Stand up for reliable energy. Show your support for the Atlantic Coast Pipeline today.
“ ” Reason leads to conclusion. Feeling leads to action. Andrew Robertson, CEO, BBDO ”
What makes compelling content A memorable character The unexpected may be powerful Take the time for your story It doesn’t need to look like an ad Populist angle work best
Measurement and Insights
Full transparency within AdWords and YouTube Impressions Clicks Click-Through Rate Cost-Per-Click Conversions Keyword Performance Ad Performance Conversion-Rate Location Device Impressions Clicks Click-Through Rate Cost-Per-Click Conversions URL Performance Ad Performance Conversion-Rate Location Device Impressions Views View-Through Rate Watch Time Cost-Per-View Engagements Ad Performance Location Device
Measuring Sentiment Change: Brand Lift Survey Awareness - Recall - Consideration - Favorability - Intent
Deliver feedback to the client like: Age/Gender: Our campaign is driving the highest lift in recall among males 45-54 Frequency: People who saw the video four times had the highest lift in favorability Viewers vs Skippers: Our campaign is increasing awareness, even among those who skip Creative: The “jobs” video had higher recall than the “reliable energy” video Targeting: Our campaign generated a higher impact on those who are avid investors Geography: Virginia showed the strongest lift in brand awareness
Measuring Impact on Behavior: Search Lift Study Measure lift in organic search activity
Audience insights based on engaged users