The Power of Search as a Signal -- and Alternative Currency -- for Advertisers
A VAB Industry Spotlight Webinar in partnership with EDO, Inc.
Thanks to online search, consumers have instantaneous brand and product information at their fingertips. In fact, over 90% of consumers use search at every step of their consumer journeys and 88% of TV viewers watch with a second screen in hand, meaning search is frequently the first action they take after seeing a TV ad that interests them. The ability to tie incremental search to granular Convergent TV spend provides marketers a robust tool to see their customers’ journey in action. Further, numerous academic and industry reports point to the value of search as advertisers increasingly adopt this new behavioral response to predict sales and market share.
- Explore the benefits of search as a measurement currency, and why optimizing for search will drive market share growth
- Understand why Share of Search is the best predictor of sales using data from verticals including automotive, pharmaceuticals, insurance, restaurants, and movies
- Learn how search-based advertising metrics inform creative optimization and media choices that drive short-term and long-term revenue growth for advertisers
Click HERE to download the deck that was presented by both John Cripps & James Hankins.
SPEAKERS
John Cripps, PhD, SVP Convergent Measurement, EDO
John Cripps, Ph.D, is SVP of Convergent Measurement at EDO, Inc. He is a marketing decision science thought leader, innovator, entrepreneur and team builder with deep expertise in marketing ROI measurement and optimization (MMM and MTA). Cripps has international experience in brand, sales, and conversion lift modeling & optimization, and has deep vertical experience in insurance, automotive, QSR, media, B2B and technology categories. He has previously built four in-house marketing science teams from scratch, and has advised numerous startups on marketing analytics.
James Hankins, Global VP Marketing Strategy and Planning, SAGE
James Hankins is Co-chair of the Institute of Practitioners in Advertising Share of Search ThinkTank, which he founded alongside Les Binet to promote further research into the use of Share of Search globally. Hankins is also Founder and Consulting Strategist at Vizer Consulting, and Global VP Marketing Strategy and Planning at SAGE. He was named a Marketing Week change maker in 2020, and is a published author and keynote speaker.
Marianne Vita, SVP, Director of Integrated Strategy and Marketing, VAB
Marianne Vita serves as Senior Vice President, Director of Integrated Strategy & Marketing at VAB. In her role, Marianne has authored marketer’s guides and insights reports on a variety of critical industry topics including viewer engagement, OTT/streaming, cord-cutting, time-shifted viewing, and brand safety. s
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