NOW TV claims industry-first with Google Search TV ad syncing campaign
DetailsEditor | 14 April 2015
Sky's NOW TV over-the-top (OTT) service has launched a search engine advertising campaign in conjunction with syncing advertising technology firm wywy and digital performance marketing agency iProspect.
The campaign will enable NOW TV to sync keywords relating to its TV adverts with Google search, to capture and retain consumers who actively look for NOW TV online after seeing the TV ad. Wywy's TV sync technology will see use in enabling NOW TV to upweight its pay-per-click (PPC) bids to reach the top position on Google search immediately after the ad is aired.
Wywy research found that typically engaged TV viewers tend to search for advertised products within 90 seconds of an ad being broadcast, wywy's SearchSync product will synchronise NOW TV¹s PPC campaign for three minutes following the ad, which will minimise keyword costs and maximise ROI. The campaign will enable engaged consumers to click through to NOW TV's website and view the advertised service or product, shortening the route to conversion.
With SearchSync, advertisers can also intercept searches for competing brands' TV ads, syncing keywords from these ads to their own PPC campaigns. Companies can potentially direct competitor traffic towards their own website, to encourage conversions.
"We're really excited by the extensive opportunity this campaign offers us as we push NOW TV into the top position for interested viewers," commented NOW TV search marketing manager Katie Manser. "The campaign is a first for us, and for the industry, and will increase the overall ROI of our TV ad campaign.
Added Andreas Schroeter, co-founder and COO, wywy: "As over a quarter (27%) of consumers research product related information following a TV ad, brands are beginning to recognise the importance of owning the top search position to capture TV inspired searchers. TV ads drive search traffic, so brands should ensure they hold that top search position rather than allowing competitors to intercept the consumer journey."