BROADCAST NETWORKS BUY INTO SEARCH KEY WORDS

No Longer Able to Ignore Search Engine Marketing Power

By Published on .

Most Popular
NEW YORK (AdAge.com) -- Facing fragmented audiences and a plethora of media choices, marketing chiefs at the broadcast networks need to find ever more inventive ways to entice viewers, and this season they’re turning to key words.
Fox's 'Prison Break' was heavily promoted with search engine key word campaigns.
Related Stories:
HOW-TO STORIES FROM THE SEARCH-ENGINE TRENCHES
Conference Attendees Show Keen Interest in Search Ad Agencies
WPP OPENS SEARCH ENGINE AD SPECIALTY UNIT
Latest Sign of Growing Impact and Importance of Search Marketing
ROOMBA CLEANS UP WITH SEARCH ENGINE MARKETING
New Strategy Made It the 7th Most-Searched Brand on Google
INSIDE THIS HOLIDAY'S SEARCH ENGINE AD BUSINESS
Veteran Interactive Marketers Offer Insights From the Selling Trenches
SEARCH ENGINE AD TERM PRICES SKYROCKET
What Once Sold for Pennies Now Bumps $20 Per Click
RISE OF THE NEW SEARCH-BASED MEDIA-BUYING AGENCIES
$3.2 Billion in Placements Predicted Next Year
WHY HP HAS PURCHASED TENS OF THOUSANDS OF SEARCH TERMS
A Top Exec Explains New Marketing Visions at AdTech
ONLINE YELLOW PAGES BEAT SEARCH ENGINES LOCALLY
Exploit Ability to Connect Web-Browsing Shoppers to Hometown Retailers
MSN'S $100 MILLION SEARCH ENGINE REVAMP
Severs Ties With Yahoo!; Takes Page From Google
AOL ACQUIRES ADVERTISING.COM FOR $435 MILLION
Looks to Bolster Online Ad Growth With Pay-per-performance Model
AMAZON LAUNCHES WEB-WIDE SEARCH ENGINE
Gathers Personal Behavioral, Search Interest and Purchasing Data
INTERNET SEARCH ENGINE ADVERTISING SHOWS MAJOR GAINS
Term-Targeting Becoming a Killer App for Online Marketing

While online search advertising has been embraced on a wide scale by big brand marketers, it has taken some time for the major broadcasters to join the party. But with the widespread adoption of broadband Internet connections ramping up, several networks have bought online search terms from the likes of Google and Yahoo to direct surfers to their own Web sites to watch full-motion previews of the fall season.

'Noise and buzz'
“Our guys have always sought out the cool hunters,” said Peter Liguori, president of entertainment of Fox Broadcasting Co., on why his network is using key words. “The marketing guys at Fox work in a very sophisticated fashion. They have a real desire to figure out what creates noise and buzz. [Viral] marketing is the strongest thing you can have.”

For instance, for Prison Break a sponsored link on Google.com leads Web surfers to Fox.com/prisonbreak and a promotional site about the fall series, which launches today. The site is supported by advertising. According to media agency Initiative, Prison Break was the top show for positive buzz among consumer-generated media such as blogs and online discussion groups between May and July 2005. The network also bought key word Reunion to promote its series of the same name. Web surfers are directed to a site supported by, appropriately enough, Classmates.com.

Sweeps promotions
Fox isn’t the first broadcast network in the game. George Schweitzer, president of CBS Marketing Group, said the network bought a number of search terms to help promote specials last season, such as November’s Category 6: Day of Destruction and May’s Elvis.

“We bought search words for Elvis that helped us out for sweeps and for [Category 6M] we bought hurricane and weather-related terms in a concentrated period,” Mr. Schweitzer. The majority of CBS’s key word purchases were on Google and Yahoo, he added.

Mr. Schweitzer finds more complex marketing techniques are necessary these days because "not everyone is watching all of your spots. You must be out there in different platforms in different mediums. We’re branching out.” CBS’s media agency is Carat, known for encouraging marketers to try out nontraditional media tactics.

Search is also a relatively inexpensive way to promote a new show. Andy Wetzler, president of search engine optimization agency MoreVisibility of Boca Raton, Fla., said: “The amount of money you’d need to spend to effectively market a show via search is nominal.”

For as little as 2 cents
Search terms can be bought for 2 cents and up (depending on how fierce the bidding is) per click and can be bid on by anyone, even a broadcaster’s competitors. The Web site TVshows.org, which sells broadband downloads of hit TV shows, occupies the sponsored link area for many of the new season’s TV shows. It’s easy to see why it might have taken a while for broadcast networks to catch on. Viewers looking for popular shows such as The Apprentice will be taken directly to NBC.com as part of Google’s free search offering. Similarly, searches for Freddie, a new show on ABC, pull up ABC’s own Web site first, thus negating the need to acquire a sponsored link.

That’s likely why ABC Entertainment's senior vice president of marketing, Mike Benson, isn’t convinced that buying search terms is the way to go. “Search terms? We’re looking at all kinds of things. The challenge is what makes most sense and what people actually use. We have to be careful. I don’t want to invest money that gives us a low return on investment. High ROI is what we’re looking for and the alternative things are low-cost ideas.”

In this article: