?? TV and search: better together!

The premise of the research* highlighted that a multi-channel strategy with TV, search and native drives better reach to audiences interacting across those channels.?Note: The research compares TV with search and native ads (together).??

1. Gender

TV influenced the male and female audiences differently. The latter made over 8 searches online following a TV commercial, compared to only 2 from the male audience. According to the research, the female queries were often related to men's gifts, kids, and home items, while the male queries were more related to partner’s gifts and coffee-related items.?

2. Peak Time during Black Friday and Cyber Monday

TV Air plans for Black Friday & Cyber Monday were covered throughout the month of November and the biggest search lift from TV ads exposure was seen mid-month and around mealtimes.

3. Verticals: apparel, food delivery, electronics

The biggest search lift from TV ad exposure was seen in Apparel (+7x uplift) followed by Food delivery (+5 times), Car insurance (+4 times) and Electronics (+3 times).?Worth noting that generic search trends leaned toward car insurance and mobile phone. Additionally, Brand terms seemed to get more clicks than the average searches.

In summary

• TV advertising had a strong positive impact on both brand and vertical searches.?
• Time of day matters: Consumers searched more during mealtimes following TV ads.
• The network size was also important to consider: The large networks drove volume while the smaller ones drove higher peaks of searches relative to their size.?

Recommendations??

1. ?During the world’s largest soccer tournament, reach more customers by increasing your keyword/match-type coverage for new queries that TV ads can influence with the Microsoft Search Network planning tool.
2. ??Align your bid strategy to the day and hour of the highest interaction, leveraging Microsoft Automated bidding to achieve your goals (pun intended).
3. ??? Be present across both native and search on the Microsoft Audience Network to avoid losing clicks to competitors.?

* Research author: Ivana Privitera – Insights Sales Manager at Microsoft Advertising. Microsoft Advertising analyzed TV data[1] from comScore?combined with Microsoft Internal data to measure the?user's behavior in search and native platforms.

[1] John Lewis TV commercials in 30 days distributed in percentage across 19 media networks and Microsoft Advertising. November 2021.?

***

Thanks for reading. Please share this article if you like it!?Follow?Microsoft Advertising?on LinkedIn to get the latest news and insights for marketers.