Search has traditionally been associated with direct response and purchasing, both activities at the bottom of the purchase funnel. Recently, we have begun to explore and understand the role of search higher up the purchasing funnel and its role in branding. As search begins to be recognised as a branding tool several questions arise for marketers. What is the role of search throughout the purchase funnel? How does search impact brand metrics? How does Offline Media, (TV, Radio, Print) work with search to impact branding metrics? What is the most cost effective media combination? Likewise, the advent of new formats raise similar questions for marketers and media agencies: How are audiences engaging with new online formats, notably online video, and how do these interact with offline media, TV in particular, to impact branding and other metrics?
Over the past 18 months Google’s Market Insights team has worked with Agencies and Clients to understand these key issues. Mark Howe, Sarah Everitt and Angela O’Connell will present the key headlines from the innovative studies that have been carried out to understand the role of search & You Tube in branding and how it compares with other media. They will also share how the results are being used by advertisers to review their media combinations.
Mark is Country Director for Google UK, with a remit to build stronger relationships and drive digital growth and understanding within the advertising and media agency community. Joining Google in January 2006, Mark brought with him a wealth of advertising and marketing experience; having worked in the UK television industry for 20 years, over half that time in digital, multi-channel TV.
Sarah currently heads up YouTube research for Google, leading custom research projects across Europe that explore topics such as audience engagement with different media and the branding effect of online video. Sarah has 10 years marketing and research experience and previously worked for a marketing consultancy (kae: marketing intelligence) where she ran strategic marketing projects for blue chip clients such as Hilton, American Express, BSkyB, and O2.
Angela is Head of Cross Media Research. Her role involves understanding how search interacts with other media vehicles throughout the purchasing funnel from a macro perspective through to more targeted campaign analysis. Angela graduated with an MBA from INSEAD and previously worked as a management consultant with Deloitte.
Please respond as soon as possible if you would like to attend. If for any reason at a later date you can’t make the meeting please let us know, as there is likely to be a waiting list.
This meeting will be chaired by Stef Hrycyszyn
eveningmeeting@mrg.org.uk |
