Think Politics With Google: Winning The Vote At The Online Moment Of Truth V4 (1)

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Winning the Voterat the Online Moment of Truth

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Online Research Forever Changed the Game

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New Behavior Drives a Surge in Search Volume

Travel+206%

Real Estate+188%

Source: Google Internal. Increase in Search Volume Since 1/08

+20%+440%

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More Searches Occurring Every Year

Source: comScore qSearch, January ’08 – March ’10, * Based on the five major search engines

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Queries have increased an average of 21% Y/Y from

Q1 ’08 – Q1 ‘10

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Search Driving New Levels of Traffic to Politics

Source: Hitwise, Search Engine Referral Share, 5/2010

Since June 2009, search traffic to political sites grew

20%.

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24%

19%

December 2008 May 2010

Percentage of Site Referrals to the Politics category from Search Engines

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And Across All Audiences

Source: Google/Slack Barshinger, June 2009

68% of US Voters, use the internet to research political information

100% of Policy Influencers use the Web to research the issues

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Across Multiple Media

Source: comScore, 2009

Source: Google/Slack Barshinger, June 2009

82%82% 68%68% 49%49%Newspapers

and MagazinesNewspapers

and MagazinesInternetInternetTVTV

Where registered U.S. voters go for political information

Where registered U.S. voters go for political information

Online An Essential Source of Information

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Huge Opportunity Gap

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U.S. voters who go online regularly for political information

68%

Share of online political advertising investments in 2008:

1.6%

4%: Obama ‘08

7.5%: McDonnell ‘09

10%: Scott Brown ‘10

Sources: Compete, October 2008; George Washington University Institute for Politics, Democracy & the Internet, 2008.

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The Future of Marketing: A Shifting Landscape

of US marketers will shift funds from traditional media budget to fund interactive marketing

59%

Source: Forrester Research, "US Interactive Marketing Forecast Online Survey" as cited by Inside the Marketers Studio, March 30, 2009, n=204

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The Typical Marketing Mix Has Changed

US Advertising and Marketing Spending, by Media, 2008-2012 (billions)

2008 2009 2010 2011 2012 % Change

TV $57.85 $52.51 $52.24 $53.48 $54.97 -5%

Newspapers $43.95 $32.97 $29.34 $27.29 $25.38 -42%

Internet $17.82 $20.34 $23.42 $27.01 $31.42 76%

Magazines $23.63 $18.57 $17.23 $16.29 $15.61 -34%

Radio $19.22 $16.47 $15.68 $15.71 $16.29 -15%

Outdoor $7.13 $6.70 $6.70 $7.10 $7.40 4%

Cinema $0.61 $0.64 $0.67 $0.72 $0.76 25%

Source: [1] ZenithOptimedia, provided to eMarketer, April 7, 2010, [2] Anticipated Changes at Publications of US Magazine and Newspaper Journalists in the Next Three Years, January 2008 (% of respondents), PRWeek and PR Newswire "Media Survey 2008" conducted by PRWeek and Millward Brown, March 31, 2008

Experts anticipate a 42% decline in Newspaper spending from ‘08 to ‘121, coinciding with a 56% decline in print circulation and increased focus online2

for magazines and newspapers in 2010

Experts anticipate a 42% decline in Newspaper spending from ‘08 to ‘121, coinciding with a 56% decline in print circulation and increased focus online2

for magazines and newspapers in 2010

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The Moment of Truth for Political Campaigns

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Now There’s an Online Moment of Truth

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Researching Starts Early

October 2008 November 2009 May 2010

Source: Google Internal Data. Queries on Google Search properties in the U.S 2010

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And Happens Across the Internet

Source: Pew Internet & American Life Project, The Internet and Civic Engagement, 2008

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Know What Voters Care About

Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. Both series indexed to their respective start dates.

October 2008 May 2010

…And Know When Their Interests Change

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3 Strategies to Win The Online Moment of Truth

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The Online Moment of Truth: 3 Strategies to Win

Influence & PersuadeDrive your strategic campaign message

Respond RapidlyBe nimble to respond quickly

Communicate at ScaleBe there at every relevant moment

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Influence & Persuade

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Placement of Your Message Matters

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Relevancy of Your Message Matters

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Micro Targeting Key Audiences

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Behavioral Targeting: Remarketing

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4. Voter is recognized across GCN, and is shown your display or text ads

* Works with a TAG code on your page

1. Voter visits your site and views the volunteer page but does not take action

3. Voter continues to surf the web

2. Cookie and IP added to Target User List*

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0

2,000

4,000

6,000

8,000

10,000

12,000

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Sea

rch

Que

ries

(MM

)Research Happens Across Many Platforms

Source: comScore, July 2008-June 2009. US Search Rankings Data

2008 2009

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…Will Mean Video, More and More

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Online Video Consumption on the Rise

(59.7%)

Source: eMarketer, April ‘10, individuals of any age who watch video content online at least once per month, [2] April 2010 BlogHer and iVillage, "2010 Social Media Matters Study" co-sponsored by Ketchum and The Nielsen Company

(63.8%)

(66.7%)

(69.9%)

(73.1%)

(75.2%)

(77.0%)

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8% of US internet users watch online video daily

2

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YouTube Drives Political Site Views

April 2007 April 2010

Percentage of Site Referrals to the Politics category from YouTube

Source: Hitwise Share of Referrals to Politics Category, 4/07-4/10

+189%

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YouTube Search: Promoted Videos

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Reach your audience on a ‘lean forward’ media platform where people are seeking video engagement and entertainment.

In-Video Overlay + Companion Ad

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In-Stream Ads:Gain visibility on content your target audience is actively viewing

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Online Video Ads Surpass TV Ads in Recall

Source: MediaDailyNews, ‘Online Surpasses TV Ads in Recall, Likability; 4/22/2010

% of Viewers Recall and Likability…

general recall65% 46%28%

likability26%

brand recall50%

14%

message recall39% 21%

Online Video Ads TV Ads

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Conduct Video Market Research

•YouTube Insight enables anyone with a YouTube account to view detailed statistics about the videos that they upload to the site.

•YouTube Insight provides video-level data about who, what, when, where and how people came to watch your video.

YouTube Insight: analytics and reporting for video

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Respond Rapidly

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Information Distribution is Getting Faster

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How Fast Can You Respond at a Critical Time?

Source: Google Insights for Search, Last 12 Months

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How Fast Can You Respond at a Critical Time?

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Respond Next Relevant Content

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Reaching Voters In the Moment on Mobile

Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. All series indexed to their respective start dates.

Politics Magazine, ‘Googling at the Polls,’ 4/20/2010

“The number of people Googling candidates while they're standing in line at the polls is staggering.” – Josh Koster

April 2009 May 2010

+45%

+170%Percent Growth of Political Queries on Google Search Properties from Laptop vs Mobile Devices

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Communicate at Scale

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AD

AD

AD

AD

ADAD

AD

AD

AD

AD

The Display Network Blast

Your ad runs across hundreds of premium and niche websites within a specific time period and geography

ADClient’s Creative

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The Display Network Blast

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65 Million ad impressions65 Million ad impressions 147,000 visits to website 147,000 visits to website $231,000 ad investment $231,000 ad investment

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The Online Moment of Truth: 3 Strategies to Win

Influence & PersuadeDrive your strategic campaign message

Respond RapidlyBe nimble to respond quickly

Communicate at ScaleBe there at every relevant moment

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Five Best Practices

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1 Launch text ads now with your candidate’s name, opponents names, party terms and campaign terms

2Communicate your message directly to voters using more efficient and effective targeting while reinforcing your other paid communications

3Integrate traditional media and online persuasion by putting your quality video assets in front of more viewers more cost effectively

4 Respond immediately when events trigger online interest – issues are framed in hours, not days

5 Budget for display ad and network blasts on key local and national websites within the Google Content Network

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Free Insights Toolbox

google.com/insights/search

google.com/sktool

google.com/analytics

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Thank you