Now TV has launched a search engine advertising campaign enabling the firm to direct those enquiring about the service on Google directly after the airing of its ads to its website.
The Sky-owned streaming service, in conjunction with wywy and iProspect, is to sync Now TV advert keywords with Google search in a bid to capture and retain consumers who actively look for ‘Now TV’ online after its ads air.
Wywy’s SearchSync technology will look to upweight Now TV’s pay per clicks (PPC) to raise the firm’s Google rankings for up to three minutes after the brand’s adverts air on TV.
Katie Manser, search marketing manager at Now TV, said: “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 chief operating officer at wywy, added: “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.”
This comes after the firm earlier this month expanded its user base by granting exclusive access to those subscribed to EE contracts.