NOW TV, the online TV streaming service from Sky, has announced the launch of its search engine advertising (PPC) campaign in conjunction with wywy, a TV syncing advertising technology company, and iProspect, a digital performance marketing agency.
The campaign will enable NOW TV to sync keywords relating to its TV adverts with Google search, to capture and retain consumers who actively look for NOW TV online after seeing the TV ad.
Wywy’s TV sync technology will enable NOW TV to upweight its pay per click (PPC) bids to reach the top position on Google search immediately after the ad is aired. As engaged TV viewers tend to search for advertised products within 90 seconds of an ad being broadcast, wywy’s SearchSync product will synchronise NOW TV’s PPC campaign for three minutes following the ad, which will minimise keyword costs and maximise ROI. The campaign will enable engaged consumers to click through to NOW TV’s website and view the advertised service or product, shortening the route to conversion.
With SearchSync, advertisers can also target competitors by intercepting searches for competing brands’ TV ads, syncing keywords from these ads to their own PPC campaigns. Companies can therefore direct competitor traffic towards their own website, using a minimal budget to encourage conversions.
Katie Manser, search marketing manager at NOW TV, commented: “We’re really excited by the extensive opportunity this campaign offers us as we push NOW TV into the top position for interested viewers. The campaign is a first for us, and for the industry, and will increase the overall ROI of our TV ad campaign.”
Andreas Schroeter, co-founder and COO at wywy, said: “As over a quarter (27 per cent) of consumers research product related information following a TV ad, brands are beginning to recognise the importance of owning the top search position to capture TV inspired searchers. TV ads drive search traffic, so brands should ensure they hold that top search position rather than allowing competitors to intercept the consumer journey. NOW TV is one such brand that has realised the need to proactively adjust advertising efforts to match the changing behaviour of TV viewers.”
Nathan Barling, VP, Global Product and Business Strategy at iProspect, commented: “iProspect helps clients with innovative search strategies to help maximise ROI for their marketing campaigns. Brands need to reach their target audience when buying intent is at its highest and wywy’s SearchSync technology offers the perfect solution for this. TV advertising obviously drives relevant product searches but until now it was impossible to capture the attention of these inspired consumer in real time, let alone measure it.”