Thursday, February 8, 2007

TV commercials and search. By Even Aas-Eng

Superbowl is behind us and the lucky advertiser who paid a billion $ for a 30 sec ad spot are reping the rewards (hopefully for them)

The aftermath of superbowl has sparked a debate about who maximized their results by bying sponsored links in addition to their tv spots. Some did and some didnt.

Its more interesting that this is no issue in the norwegian market at all. As far as I know not one of Norways bigger advertisers has done an integrated campaign on purpose. I can guarantee that every time you run a tv campaign people will search for your brand, your product or messages that you communicate through your commercial. Its a very easy job making sure that you are visible when they do.

In general we are not good enough in utilizing the potential in search engines. What people search after is a reflection of what goes on around us. Mayor news happenings, natural disasters, advertising, sport events, elections, all have an influence on consumers search behaviour. The picture below shows us the search trend for the keyword "Tsunami" no fruther explanation is needed

During last summers world cup in fotball I think two norwegian advertisers bought sponsored links related to the happening. The worlds focus was on this event for a month and yes people where searching. So there is a great potential for advertiser here but in order to gain they have to work with their search engine campaigns a little bit different than most do. You have to be hands on. When something happens that in any way is relevant to your brand or product you have to act by adding keywords to your campaign, changing ad texts or make other necessary changes. But you have to be quick, otherwise you miss the beat!

Good luck,


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