Wednesday, May 30, 2012 | 11:06 AM
Did you enjoy the warm weekend across Europe with a nice BBQ and some relaxation in front of the TV with the Eurovision Song Contest? If you were watching the exceptional vocal achievements of the contestants like 100 million Europeans did last Saturday, it is likely that you had a smartphone or a tablet device in your hand at the same time.
From our recent Our Mobile Planet research, we know that consumers actively use their smartphones when multi-tasking with other media and more than 50% of Europeans do this while watching the TV. We therefore wanted to understand how Eurovision viewers were using their mobile devices during the finals by analyzing Google search results.
|Tablets and smartphones come out when the show starts - please note this does not show absolute search volume|
So, how can advertisers take advantage of all these multi-tasking mobile consumers? Make sure that you are on their screen with Google Mobile Ads so that you can get in front of them at the right time with the right ad formats. This way, if a customer sees your TV commercial and then picks up their phone to find more information, you may show up at the top of the results.
You can easily show your ads only when your customers are on their couch looking for information thanks to custom scheduling in AdWords. Or, you can configure your account to bid more aggressively at the times of the day that correspond with your television advertisements.
And don’t forget to add a mobile specific call-to-action such as a clickable phone number for potential customers holding a phone in their hand. You should also ensure that the site your users see on their smartphones is mobile optimized for the best user experience. With all that done you can sit back, relax and watch the stunning performance of Loreen from Sweden who finally won the Eurovision Song Contest.
Published by Frank Albert Coates, Product Marketing Manager, Mobile & Social ads EMEA.