Google Presentation-Hispanic Campaign Traning Summit

8/8/2019 Google Presentation-Hispanic Campaign Traning Summit

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Google Confidential and Proprietary

Campaigns at the Digital Frontier:Best Practices for 2010

Rowena PazElections & Issue AdvocacyGoogle, [email protected]


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Google Confidential and Proprietary 2

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Across Multiple Media

Source: comScore, 2009

Source: Google/Slack Barshinger, June 2009

82% 68% 49%

Newspapers

and MagazinesInternetTV

Where registered U.S. votersgo 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 onlineregularly forpoliticalinformation

68%

Share of

online

political

advertising

investments

in 2008:

1.6%

4%: Obama 08

7.5%: McDonnell 09

10%: Scott Brown 10

Sources: Compete, October2008; George WashingtonUniversity Institute for

Politics, Democracy & theInternet, 2008.


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Reaching Hispanic Voters in 2010


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A Week in the Life of a US Hispanic

US Hispanic Ad InvestmentWeekly Media ConsumptionHispanic Consumers

3% Magazines

19%

Radio

5% Online

63% TV

8%

Newspapers

Gap between ad spendand media consumption

The Opportunity52% Online

14 hrs

37% TV

10 hrs

7% Radio

2 hrs

4%

Newspapers1 hrMagazines, 0 hrs

Source: eMarketer, US Hispanic Media Usage, August, 2008.

Source: JupiterResearch Economic Downturn Online Consumer Survey, Q4 2008, n=2,151


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A Stronger Consumer Base

Source: Source: RTO Online, Hispanic Internet Usage Report, February 2009, Scarborough Research The Power of the Hispanic ConsumerOnline 2008., Ages 18+, Pew Hispanic Center and Pew Internet & American Life Project, Latinos Online conducted by InternationalCommunications Research (ICR), March 2007; Source: Selig Center for Economic Growth, Terry College of Business, The University of

Georgia, "The Multicultural Economy 2008," January 2009, ARAnet AdFusion survey conducted by Opinion Research Corporation, providedto eMarketer in March, 2009.

80%

Almost 80% ofHispanics usethe Internet to

researchproducts online,

Over halfmake

a purchaseonline at leastonce a month

88% of U.S.Hispanics with a

householdincome of

$50,000+ areonline and will

have$1.4 Trillion

in buying powerby 2013

1 in 3Hispanic internetusers are likely

to read and takeaction after

viewing bannerads

$1.4T 1 in 3Engaged

OnlineFinancially

StableOpen to

Advertising

6


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Integrate Your Media: TV Ads Drive Search

Source: iProspect Offline Channel Influence on Online Search Behavior Study, 2007

Television is the most influential in driving search behavior

36%

37%

30%

3%

9%17%

20%

7%

0% 20% 40% 60% 80% 100%

Ad/company name on taxi/train/city bus

Ad/company name on company truck/van/car

Billboard, indoor sports venue sign

Radio ad

Companys store/physical location

Magazine/newspaper ad

Word of mouth from friend/acquaintances

Television ad

Percentage of Online Search Users

Percent of online users who performed a search due to exposure to offline content


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Google TV Ads Improves Karma For Non-Profit

Note: Queries were tracked on the terms american himalayan, himalayan foundation, american himalayn, himalayn foundation

Source: Google internal data

11M

10.5M

10M

9.5M

9M

8.5M

8M

7.5M

7M

6.5M6M

5.5M

5M

4.5M

4M

3.5M

3M

2.5M

2M

1.5M

1M

500K

80

75

70

65

60

55

50

45

40

35

30

25

20

15

10

5

08/31/07 9/14/07 9/29/07 10/14/07 10/29/07 11/13/07 11/28/07 12/13/07

Date

Impressions

Queries

TV Impressions

Search queries*

American HimalayanFoundation: KeyFindings

TV Ads drivesearch Large spike in

queries after PSAsstarted running

Queries returned topre-TV Ads levelswhen campaignwas paused

Significantwear-out afterone month

By mid-October,query volume half ofwhat it was at start


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Rapid Response


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8:28 PM


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Contextual and Placement Targeting


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Hispanics And The Google Display Network

89%of Hispanic internet usersreached by the GDN

62MSpanish-languageimpressions per day 73%

Accept display ads

Source: Google Internal Data.


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Broad reach Niche audiences

Hispanics Browse Both Mass & Niche Sites


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Respond Next to Relevant Content


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Micro Targeting Key Audiences

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Behavioral Targeting: Remarketing

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4. Voter is recognizedacross GCN, and is shownyour display or text ads

* Works with a TAG code on your page

1. Voter visits your siteand views the volunteerpage but does not takeaction

3. Voter continues tosurf the web

2. Cookie and IPadded to TargetUserList*


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Youtube


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YouTube Is A Key Touchpoint For Hispanics

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YouTube reaches

7.1M Hispanicsonline, achieving 45%

reach across theentire Internet

Fun Facts:

There are 11% moreHispanics on YouTube

than MySpace

YouTube reaches morethan twice the number ofHispanics that Facebook

does


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Video: YouTube Promoted Videos


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Video: YouTube In-Stream Advertising


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Network Blast


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A

D

AD

AD

AD A

D

ADA

D

AD

AD

AD A

D

The Display Network Blast

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

ADClients Creative


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Rowena Paz

[email protected](202)346-1248

Documents

Google Presentation-Hispanic Campaign Traning Summit