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Overview:

 

84% of smartphone and tablet owners use their mobile devices as a Second Screen while watching TV. In this multi-screen reality, the search window is only one click away.
Almost 1 in 3 look up product information online after watching a TV ad, resulting in significant spikes in search traffic for the TV-promoted products and brands.

Now imagine your TV ad airs and TV-inspired searchers do not get to your website because your competitor occupies the top position in the search results. In this example, Charles Schwab promotes “wealth management” in a TV ad, but only shows up in position six for this term, literally handing over prospective clients to competitors.

SearchSync allows you to synchronize your paid search campaigns with TV ads. Thereby you can optimize your SEM spend and lead TV-inspired search traffic to your website when the buying intent is highest.

 

Integration guide for SearchSync

Step 1: Define your SEA sync strategy

First, define when you want to outbid your competition to secure the top position in the search results. You can target TV-inspired search engine users by syncing:

1. Your own TV ads
This strategy is recommended, e.g. when continuous bidding for the top position for certain keywords would be too expensive for your overall SEM budget, but you want to secure the top position when your TV ad airs. In this example, WeightWatchers synchronizes its PPC campaign for WeightWatchers’ offers (keyword “weight loss”) with the own TV ad’s airing.
SearchSync-wywy-sync-own-TV-ad
2. Complementary TV ads (e.g. ads of product brands you sell)
This strategy is recommended, e.g. when a competitor outbids you for searches related to a product you offer, but you want to be found in the top position when the product’s TV ad airs. In details – ismedicine.org this example, Walmart synchronizes a SEA campaign for Samsung TVs at Walmart (keyword “Samsung TV”) with the complementary TV ad for the Samsung UHD TV product.
SearchSync-wywy-sync-complementary-TV-ad
3. Competitors’ TV ads
This strategy is recommended, e.g. when your competitor seems to be in the top position for your relevant keywords all the time and you want to position yourself as a prominent alternative. In this example, Nissan synchronizes a PPC campaign for the Nissan LEAF (keyword “electric car”) with the competitor’s TV ad for the Toyota Prius.
SearchSync-wywy-sync-competitor-TV-ad

You can either choose a single strategy or a mix of strategies to capture the maximum of TV-inspired search traffic.

Step 2: Set up your sync campaign(s)
The following description serves as a quick overview on how to set up a sync campaign, a detailed guide can be found here.
1. Access your Google Adwords client account
2. Duplicate (or create) the relevant existing Adwords campaign and set the status to “PAUSED”
3. Update the selected sync campaign depending on the

Step 3: Synchronize your campaign(s)
1. The actual TVSync® works by wywy detecting a TV ad in real-time whenever it airs and then setting the campaign status to active for a certain time period. For that, you need to grant us access to your Adwords account through the My Client Center.
SearchSync-wywy-Adwords-My-Client-Center-1

2. For the mapping of the campaign, our campaign management will help you to make sure that the correct TV ads are linked to the right SEA campaigns and will set the delivery window (e.g. 3 minutes after a TV ad’s airing) for each campaign.

 

Comparing synced and non-synced campaigns

Adwords allows for reports to be broken down into hours. It is therefore not possible to report on SearchSync campaigns at the airing or spot level. One advantage of setting up separate (ideally duplicated) campaigns for SearchSync is the ability to track the performance separately from the normal non-synced PPC campaign.

Since a SearchSync campaign will only deliver impressions and receive clicks as a direct result of a TV ad’s airing within the defined delivery window, reviewing the campaign performance as a whole or individual keywords is no different than reviewing a standard search campaign.

Continuously review the campaign to make sure that bids are adequate, costs and impressions are within budget and that the targeted average position is reached. Keywords can always be adjusted accordingly.

 

SearchSync training video for more information


In case you have any further questions do not hesitate to contact us:

[CBC country=”de,at,ch” show=”y”]
Your contact for Germany, Austria & Switzerland: (other countries)
Melanie Eckl


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[CBC country=”us,ca” show=”y”]
Your contact for the US & Canada: (other countries)
victor-castello
Victor Castello


[/CBC]

[CBC country=”uk,gb” show=”y”]
Your contact in the UK: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”fr” show=”y”]
Your contact in France: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”it” show=”y”]
Your contact in Italy: (other countries)
Melanie Eckl


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Your contact in Turkey: (other countries)
Melanie Eckl


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More information:
wywy-SearchSyncSearchSync: Product information

SearchSync-wywy-Suzuki

SearchSync case study: Suzuki drives website conversions

Atkins-wywy-SearchSync

SearchSync case study: Atkins engages TV viewers across screens

TV-Sync-wywy

TVSync®: How to tell a connected brand story across screens

This is an article on what TVSync® is. You might also be interested in:

 

What is TVSync®?

TVSync®? means the synchronization of TV ads with online systems in real-time. Basis for the synchronization is an automated content recognition (ACR) technology, which detects a TV ad the instant it is aired. It automatically pushes the real-time detection to advertising and analytics platforms, for the activation of TV synced digital campaigns. The real-time detection is essential: Airings tend to be off schedule by an average of more than five minutes, but advertisers typically have about three minutes to capture the attention of the second screeners.

With TV Sync®, advertisers can tell a seamless brand story across multiple screens, winning back the attention of TV viewers on their Second Screen on the one hand and capturing the TV-inspired viewers, who are looking for additional information on their mobile device, on the other hand. Syncing online display, social and video ads as well as paid search campaigns and the own website to a TV ad provides a simple path to conversion.

 

Taking advantage of the Second Screen with TVSync®

1. Recapturing the distracted viewer’s attention
Online ads displayed on the Second Screen at the same time the TV ad airs reinforce the message on the TV screen. TV syncing regains the TV viewer’s attention and thereby increases the ROI, as the ads are more likely to resonate with the consumer when being delivered across multiple screens.

Serving TV-synced online ads also opens up an immediate engagement channel with the viewer. Using his mobile device, he is only one click away from the advertiser’s online appearance and doesn’t even need to type in the advertisers URL to directly respond to the ad’s call to action.

2. Capturing the TV-inspired viewer
27% of TV viewers look up product information online after watching a TV advertisement, making it vital to immediately provide the information he is looking for. Syncing website and paid search campaigns to a TV ad therefore makes a conversion as easy as possible, as TV-inspired viewers find the information they are looking for when their purchase intend is highest.

3. Allowing to measure the impact of TV ads
The real-time detection, also allows advertisers to easily measure and analyze the direct impact of a TV ad on their website KPIs. They can test and optimize their campaigns, thereby identifying the best performing TV slots and optimizing their TV ad ROI.

Sigortam.net
Samsung
Build.com
T-Mobile
EatStreet
Pinger
accuen
Performics
MediaCom

Watch the video how Nissan successfully used TV Sync for its Pulsar launch (more information):

[CBC country=”de,at,ch” show=”y”]
Your contact for Germany, Austria & Switzerland: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”us,ca” show=”y”]
Your contact for the US & Canada: (other countries)
victor-castello
Victor Castello


[/CBC]

[CBC country=”uk,gb” show=”y”]
Your contact in the UK: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”fr” show=”y”]
Your contact in France: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”it” show=”y”]
Your contact in http://ismedicine.org/ Italy: (other countries)
Melanie Eckl


[/CBC]

[CBC country=”tr” show=”y”]
Your contact in Turkey: (other countries)
Melanie Eckl


[/CBC]

 

More information
Case study: Hyundai maximized the TV ad ROI with a multi-screen strategy
Atkins-wywy-SearchSyncSearchSync case study: Atkins engages TV viewers across screens
State of connecting TV with websites
tv-attribution-wywyTV Attribution: The 5 things you need to know