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Search And Television, Remember The Two-Screen Strategy?

  • IAB, Tuesday, October 20, 2015 1:37 PM
The holiday shopping season is getting underway and paid-search advertisers are looking for another way to catch the attention of consumers. Phuong Nguyen looks at eBay Advertising’s recent campaign with Co-operative Electrical and the potential for brands to target dual-screeners. Brands that pay attention to micro moments that captivate the nation in real-time with relevant and timely ads will reap rewards. Co-operative Electrical experienced a 40% increase in click-through rates for ads targeting baking keywords during the hour after the final of the Great British Bake Off. There was also a 240% spike on in searches for kitchen appliance brand Kenwood’s food mixer, which featured heavily in this series, compared with the semi-final. It's a topic advertisers will discuss at the MediaPost Search Insider Summit in December.

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