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【正文】 %10Proprietary and Confidential Do not distribute without written permission from Score. Online Advertising:One third branding。 Non – Searcher (n= 803) = Significant difference at 95% confidenceDemographic ProfileSearchers are more affluent, youngerand more likely to be female30Proprietary and Confidential Do not distribute without written permission from ScoreSearchers can be influenced to switch brands based on factors other than priceThinking about your last purchase, did you switch brands? Why did you switch?Searchers NonSearchersQA14/11a: Did you switch to another brand? Base: Searchers (n = 1,893)。三月 21三月 21Thursday, March 11, 2023■ 雨中黃葉 樹 ，燈下白 頭 人。 三月 21三月 2120:04:2520:04:25March 11, 2023■ 1他 鄉(xiāng) 生白 發(fā) ，舊國 見 青山。 2023/3/11 20:04:2520:04:2511 March 2023■ 1做前，能 夠環(huán)視 四周；做 時 ，你只能或者最好沿著以腳 為 起點的射 線 向前。 三月 2120:04:2520:04Mar2111Mar21■ 1世 間 成事，不求其 絕對圓滿 ，留一份不足，可得無限完美。 。三月 21三月 21Thursday, March 11, 2023■ 閱讀 一切好 書 如同和 過 去最杰出的人 談話 。 勝 人者有力，自 勝 者 強 。2023/3/11 20:04:2520:04:2511 March 2023■ 1一個人即使已登上 頂 峰，也仍要自 強 不息。 11 三月 20238:04:25 下午 20:04:25三月 21■ 1最具挑 戰(zhàn) 性的挑 戰(zhàn) 莫 過 于提升自我。 三月 2120:04:2520:04Mar2111Mar21■ 1越是無能的人，越喜 歡 挑剔 別 人的 錯 兒。2023/3/11 20:04:2520:04:2511 March 2023■ 1空山新雨后，天氣晚來秋。 三月 21三月 2120:04:2520:04:25March 11, 2023■ 1意志 堅 強 的人能把世界放在手中像泥 塊 一 樣 任意揉捏。 三月 21三月 21Thursday, March 11, 2023■ 很多事情努力了未必有 結 果，但是不努力卻什么改 變 也沒有。 。三月 2120:04:2520:04Mar2111Mar21■ 1故人江海 別 ，幾度隔山川。 NonSearchers (n = 208) = Significant difference at 90% confidence.Price (Main Reason for Switching)? Searchers 27%? NonSearchers 38%31Proprietary and Confidential Do not distribute without written permission from Score 32The Brand Lift of SearchProprietary and Confidential Do not distribute without written permission from ScoreQuery: Unbranded (., “fuel efficient car”)Methodology: Testing the Brand’s Placement1. Control (No branding – “Brand X” does not appear on the SERP)2. Brand appears in Top Sponsored result only3. Brand appears in Top Organic result only4. Brand appears in both Top Sponsored and Top Organic results5. Brand appears in Side Sponsored result onlyTop Organic Only3Top Sponsored Only2Top Organic AND Top Sponsored4Side Sponsored5Top SponsoredControl, brand not mentioned1Top OrganicSubjects entered an unbranded query and saw one of the following search engine results pages (SERP): Source: Enquiro Search Solutions, Inc., July 2023. Note: All subjects (N=2722) are 25+ and considering purchasing a new car within the next year (test brand: major import auto maker).34Proprietary and Confidential Do not distribute without written permission from ScoreTest Brand OtherNoneA 16% Point Increase in Brand Association When Brand Is in Top Sponsored and Top Organic ResultsWhen you think of fuelefficient cars, which e to mind?42% point gap between test brand and another brand16%Control Side Sponsored Top Sponsored Listing Top Sponsored Top Organic Top OrganicListing 0%10%20%30%40%50%60%70%Source: Enquiro Search Solutions, Inc., July 2023。 based on holidayrelated purchases pleted online and offline across 11 product categories for 60 days postsearchDirect Online Effects 16%Latent Offline Effects 63%Latent Online Effects 21%The Three Components of how Search Drives Buying28Proprietary and Confidential Do not distribute without written permission from ScoreTHE SEARCH MARKETING OPPORTUNITYAll CPG CategoriesNearly half of Inter Users search on CPG related terms or visit CPG related sites.USING SEARCHSource: Score Marketing Solutions。 Outdoor Advertising Association of America。 Ernst Young certified for information privacy securityDEMOGRAPHICS? Selfreported and validated? Appended Segments (. Claritas, Acxiom)? Individual Household Level
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