Which Olympics TV ads drove consumer searches?
With a massive TV audience tuning in for the Rio 2016 coverage, it’s an important event for brands. So which TV ads have been most effective?
A post on the Google Analytics blog seeks to answer the following questions:
To find the answers, Google has used a combination of consumer surveys and ‘second-screen (mobile, desktop, and tablet) response data’ – search queries driven by the ads.
The Coca-Cola ad was recalled by almost 35% of respondents, followed by Samsung and Chevy (23% and 22%).
Google surveyed people who had seen the ad, and those who hadn’t.
An interesting side-point here is that the impact of ads on respondents’ feelings and purchase intent was exactly the same, whether or not the brands were official Olympics sponsors.
Responses were measured in the form of second screen searches, meaning that consumers picked up their smartphones and tablets after seeing the ads.
The McDonald’s ad achieved the greatest response, with 42% more searches then the average, followed by BMW and Samsung.
These TV ad driven searches came overwhelmingly via mobile – 94% compared to an average of 56% for those brands when their ads were not showing.
For brands, that means a presence on the TV screen isn’t complete without a strategy for small screens, as well.
As TV ads drive search behaviour, it’s important that brands have a strategy for these responses. This includes: