Search Engine Keyword Marketing in TV Spots and Outdoor Ads
Posted on September 12, 2008
Filed Under online marketing |
I just wrote a post about how brand marketers can adopt search engine marketing. Now here comes a great example of cross-channel advertising. In Taiwan, there is an interesting development to observe: more and more TV spots show a search engine slot filled with keywords in the closing screen of the spot. In most cases this keyword is the name of the product or company. But still interesting enough to compare a few things: how is the keyword related to the product, i.e. is it a brand keyword or generic keyword? How does the text ad look like? Which landing page is used? And finally, how extensive is the keyword advertising campaign that supports TV spots and outdoor ads?
Anyway, the last days I always had my digicam lying close to the TV and also brought it when I was on the street in Taipei. In the following you will find some photos I shot; please ignore the poor quality, the keywords are normally only shown for a second or two, so getting the right moment and also holding the camera in the right position was not all that easy.
No matter, what the results will be. There is already a winner: Yahoo. As Yahoo is the dominating search engine in Taiwan many TV spots show a copy of the Yahoo search engine slot in the spot! That’s real good advertising for their brand. And even, if there is a white-label search engine slot in the spot, the people are drawn to the search engine - which is Yahoo (they have a market share of appr. 70%).
Would be interesting how much Yahoo pays for these positions and if they pay for all of them or just for some and others are just adopters.
Here are some examples:
Product:Airwaves
Keyword: 點子
SERP: position 1
Yahoo seems to be co-brand as also strong presence on the landing page
Product: Insurance
Keyword: 愛無憂 = company name
Another example is LG with its cell phone ‘Secret’. In the TV spot there is a search engine slot filled with the keywrod ‘’secret’. If you enter ’secret’ into tw.yahoo.com and click on the LG ad you will not find a subpage on the LG domain (although in the text ad the target domain shows tw.lge.com) but you will be redirected to a LG sponsored blog in a blog network (http://www.wretch.cc/blog/lgsecretclub).
Here are some more shots:
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About me
Stefan is Managing Director and Owner of 3digitalminds Co., Ltd., a China Internet marketing agency for performance marketing and SEO Consulting. I report about online marketing in China, China SEO and Chinese PPC. Contact. -
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