Offline & Online Advertising integration – More thought required maybe??

by Peter Young on April 4, 2009 · 2 comments

Firstly, I should highlight much of the rationale for this post comes from an earlier post from Bigmouthmedia’s Andrew Girdwood who highlighted the use of search in the current MVA (Thats Monsters vs Aliens) trailers currently doing the rounds on the television here in the UK.

In the final frame of the ad, the viewer is prompted to search for ‘MVA’. Now I am a big fan of prompting viewers to integrate with search for four main reasons

  1. Many browsers ‘multi-task’ . That is they watch television whilst browsing the internet.
  2. Search phrases are often easier to remember than domains
  3. Potential for greater interaction with potential browsers – PPC, Organic and Blended search results
  4. Ability to track the influence of the advert.

However the implementation of such campaigns is done very badly, and sadly Monsters vs Aliens is no different. There have already been a number of posts regarding its implementation on Google primarily, mostly regarding the PPC, however it is the lack of organic placement that is a secondary concern. With a rough 75% (organic)/25% (paid) breakdown it hugely suprises me that organic is often a forgotten channel in these campaigns leaving these types of campaigns open to cannabalisation from competitors (albeit limited in the MVA example) and limited impact.

And talking of limited impact, I would add that I would suggest that is exactly what the MVA implementation will be having. Whilst there is no doubt it will inspire users to search…

… What about those searches on Yahoo

Monsters vs Aliens advertising on Yahoo - erm Where??????

Monsters vs Aliens advertising on Yahoo - erm Where??????

and MSN

Monsters vs Aliens on MSN

Monsters vs Aliens on MSN

Now admittedly Google is the majority shareholder as far as search volumes in the UK is concerned however that doesn’t mean Yahoo and MSN should be ignored, particularly if the premise of the campaign is to encourage people to search for the campaign. After all by ignoring the other two engines, surely you are getting a slightly inaccurate reflection of the impact the ad has had on search engine traffic?

It should also be noted the impact it appears to have had as far as searches are concerned.

Impact on search trends

Impact on search trends

Just imagine the impact it could have had if:

  • They had complimented the paid search ad with an organic ad
  • They had thought better through the PPC creative
  • They had run the ad on multiple engines.
  • Considered the impact of blended search. Video search optimisation should have been a given….

Many of these campaigns are still in their infancy, with many organisations still in early rollouts, however one would suggest they may want to think about what they want to get out of the campaign – and develop a campaign best suited to maximising those targets.

At present too many of these campaigns, appear half thought out and half implemented and as such I would suggest are only getting half the returns they could be getting. Moving forward greater integration (and greater thought) is required – if these integrated campaigns are to be a fully effective marketing strategy.

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Adam Boulton April 8, 2009 at 5:58 pm

I spotted this too, sloppy work on their behalf.

I wrote up my thoughts about it here

and created a post rubbishing the film as punishment

with the hope being to rank naturally for MVA!

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