Gamc2010 10 - catching up on trends - madona michael - google

Catching Up On Trends

“Advertising generally works to reinforce consumer trends rather than initiate them”

Michael Schudson, sociologist

Google Confidential and Proprietary

Trend Seeker – Mr X

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• Owns Auto X car dealership

Wants to evaluate his:

• Website

• Advertising campaign

• Advertising spend


What’s the Trend?

What are people talking about?

Where can my ads get targeted

exposure?

Is my ad campaign capturing popular

trends & buzzwords?

Is my site up-to-date

with current topics?

How stale are my ad

messages?

How does my

site measure up to the

rest?

3


Catching Up on Trends

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Profile DoubleClick Ad Planner

Research YouTube

Stats & Data Insights for

Search Trends for Websites

Trend Web Timeline Wonder Wheel


Case: Toyota Recall

5


Case: Toyota Recall

Recall - Floor mat issue

Recall – Accelerator pedal

Recall – Prius hybrid

Toyota President apologizes in US

YouTube upload (19,966 views as of 28 Feb)

26 Nov 09 21 Jan 10 8 Feb 10 24 Feb 10 24 Feb 10



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Research YouTube





Google Search Results

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Web Timeline

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Get insights into news & web content topics


Web Timeline

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Research YouTube





Wonder Wheel

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Insights into related topics for your ad placements & to include as content on your site



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Research YouTube





Toyota on YouTube

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http://www.youtube.com/watch?v=ZZeiD2-Rbg4


YouTube Statistics & Data

15

Insights into how content becomes popular, which sites refer to it, how it is searched for, who is viewing it


Mr X’s YouTube Statistics & Data

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Insights into how audiences interact with your content - Views



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Insights into how audiences interact with your content - Demographics



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Insights into how audiences interact with your content – Hot or Not?



19


Research YouTube





Insights for Search

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Insights for Search

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Insights into particular terms as well as industry-wide search trends


Insights for Search

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Insights into regional interest, rising searches – do you have alternative solutions for consumers?



23


Research YouTube





Trends for Websites

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nissan.com mazda.com

Insights into other sites people are visiting. Can you get tips from their web pages?



25


Research YouTube





Ad Planner

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Insights into sites – Reach, Visitors, Page views & more


Ad Planner

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Where else are people going? What are significant pages within a site?


Ad Planner

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honda.com

mercedes-benz.com

volkswagen.com

volvo.com

Bad news for others in your industry could be good news for you. See how news affects traffic to sites


The Trend Spotters Web Timeline

Wonder Wheel

YouTube Stats & Data

Insights for Search

Trends for Websites

Ad Planner

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Where can my ads get targeted exposure?

How stale are my ad messages?

Is my ad campaign capturing trends?

Is my site up-to-date?

How does my site measure up?

What are people talking about?


Trend Spotted!

-  Insights into what people are concerned with

-  Research into your site & related sites

-  Updating site content to include popular, related topics

-  Modifying your ad campaign to capture popular terms

-  Revising ad messaging to suit the trend

-  Finding new ad placements

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Last Look – What Mr X Did Next

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Gamc2010 10 - catching up on trends - madona michael - google

Business

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ad planner insights

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