Tag Archives: search

Unlocking The Potential Of Multi-screening

multiscreening trends fastwebmediaNowadays, people tend to manage their lives through various screens like smartphones, tablets and laptops. These behavioural changes open the doors to new opportunities in digital advertising, because each of these “new” distractions provides an opportunity for additional and engaging connections that were never possible when consumption involved just one screen.


TV and online activity

TV content drives a huge amount of multi-screening activity.  From texting to tweeting, gaming to gossiping, activity tends to be driven by three things: researching content, sharing with online friends and participating with TV content and ads.

Let’s dig in into some of the examples that show how TV content affects online activity. Advertisements during the Super Bowl tends to trigger online searches for the advertised brands immediately, within one minute, with smaller effects persisting up to an hour after the ad’s broadcast time. So here marketers have an opportunity to catch TV viewers that are using other devices while watching TV through a PPC ad or through an extremely well designed mobile website. Such online search is obviously important to the brands that sell primarily online, but it also matters to offline retailers, as it allows interested consumers to learn more about an advertised product before visiting the store.

Another brilliant relationship between TV content and products mentioned is that it also affects the other products in the brand’s portfolio. A study by Ebiquity found that, on average, 38% of TV’s total sales effect was felt by products not directly advertised creating a ‘halo effect’ across a brand’s entire portfolio. So, if a beauty brand advertises a shampoo product on TV, the campaign is likely to boost sales of its other products, such as body spray or moisturiser. If a bank advertises a mortgage product, its home insurance and current accounts will benefit as well.


When is the best time to take this opportunity and capture the audience?

Razorfish recently explored the relationship between television advertising and consumers’ online behaviour.  The study found that a quarter of multi-screen users go online immediately after seeing a TV commercial. 26% go directly to an advertiser’s website and 25% conduct an online search based on the television commercial they have just seen. Television also enhances the performance of other media used within the marketing mix.

This seems to be a perfect space for TV content producers and advertisers alike to boost brand awareness, sales and website traffic through multi-screening. We have been investigating multi-screening trends for a number of years now, and our study back in 2013 analysed the success of Twitter hashtags used across TV advertisements, providing tips for running a successful multi-screening ad campaign for other brands. The findings at the time revealed that the placement of a second screening cue is very important in an ad, as it determines how successful the prompt will be amongst viewers. But let’s take these trends and push the limits even further. By implementing simple calls to action within TV content like hashtags for social media which advertisers have been implementing a lot more, marketers are only scratching the surface. By making TV consumption and second screening experience via other devices easier and more streamlined through targeted online activity, marketers will win even more passionate participants and consumers. This participation could be increased at the moments when consumers tend to multi task and start browsing through other devices like mobile phones while watching TV.

The top five categories that attract multitaskers are:

  1. Reality
  2. News
  3. Comedy
  4. Sports
  5. Food

These top results are interesting, but not extremely surprising as the content through these categories is easy to consume. The results further down the list showed that drama beat genres like talk shows, music videos, how-to and others. This means that intense and gripping content like drama or action/adventure categories are still embraced by distracted consumers that are seeking more content online while watching TV.

Is multi-screening the future?

Multi-screening is the path forward for advertising. The frequency and centrality of mobile devices in consumers’ lives opens the door for a perfect marketing space if brands can optimise communication across devices and integrate the brand within the content that audiences are consuming. Smartphones are best used for calls-to-action like polls or sharing opinions via social media.  Laptops are best for detailed digging into TV content, search, and lower funnel behaviours, like product research and purchase. Tablets are best suited for extensions of the TV experience with additional video content, like behind-the-scenes video.

Here are a few of the examples that showcase what kind of TV content has an effect on a variety of brands:


  • Analysis that we undertook for our client Bravissimo showed that website traffic to its website doubled whenever the brand was mentioned on ITV’s “This Morning”.


  • We saw an increase in website visits and ticket sales for bands and artists for our client The Ticket Factory whenever they promote a tour in an interview on “The One Show”.


Second screening through smartphones and other devices will continue to broaden the TV viewing experience beyond the living room in the near future. How will your business take advantage of this window of opportunity? Let us know in the comments below.


Do you want to unlock the potential of multi-screening? If you’re looking for support, why not contact our team of marketing experts to see how we can help?  Get in touch via our website or via Facebook, Twitter, LinkedIn or Google+, we’d love to hear from you! 

If you found this article interesting, why not take a look at our post about peronalised content, simply click on the image below:


Attribution Marketing: Success Through Transparency

‘’Half of my adverting spend is wasted. The worst part is, I don’t know which half’’

Does this sound familiar? Have you ever wondered where you are spending your advertising budget? Are you following the trends and using the latest ‘best thing’ in marketing? Or are you combining the most influential touch points in conversion and winning in sales? It’s clear that the last option is best. The question is: how to distribute your budget using the best marketing strategy for business?

Cue data.


In the digital age, everything should be measurable, from consumer behaviour to the performance of advertisements. This means transparency in advertising spending is approaching unprecedented levels, and the expectation of accountability and proven ROI is coming to the forefront of marketing departments.

The first step when it comes to capturing the client is to understand how the sale is made. The customer purchase funnel allows you to clearly see and highlight areas in order to improve your conversion rate.

Online marketing is the process of driving traffic to your website and encouraging your prospects to convert.  One of the possible ways to strengthen that is to use the  attribution model which is a rule, or combination of rules, that decides the value of every touch point in a conversion path. However, which touch points are the most influential when it comes to making a sale?

Types of interaction

There are 4 main kinds of interaction which make up a common conversion path: direct, organic, paid advertising and referral.


A direct interaction is recorded when a user types your URL into the address bar on the browser and visits the site without engaging in any other online marketing channel.


You can reach organic interaction via a well-planned SEO campaign and ranking for specific keywords in your industry.

Paid advertising

Search engines also offer listings in various areas of the page which can be paid for by customers on a cost-per-click basis. They drive traffic to the site and well optimised campaigns can bring huge success.


While the most common kinds of non-direct traffic are the kinds that come from search engines, conversions can also derive from referral traffic. A referral link is any link to your site from another website or an article online.

Types of attribution model


So what exactly constitutes the attribution model? There are 4 main kinds of interaction which make up a common conversion path: direct, organic, paid advertising and referral.

Last Touch

attribution imageThe Last Touch Attribution Model is the default Analytics setting. This method assigns 100% of the value of the conversion to the last method by which a user arrived at the site. This is the simplest way to establish the value, but it doesn’t give credit to any other touch points, particularly the first.

First Touch

Many marketers prefer to credit the first touch point on the conversion path.  First Touch attribution gives 100% of the credit to the start of the journey. Remember, the customer purchase funnel? First touch is important, because without it there may not have been subsequent contact or a conversion! The look back window is increasing from 30 days to 90 days according to this post by Justin Cutroni at Google. This increases the likelihood that “first touch” is the actual “first touch”.  However, when it comes to dividing your budget, don’t rely only on this step as you need to lead your customer through the whole purchase journey!

Position Based

This popular method assigns some value to every touch point but gives greater value to the first and the last.

Time Decay

This model gives increased value to each step of the customer journey. The core premise of the time decay model is this: The media touch point closest to conversion gets most of the credit, and the touch point prior to that will get less credit based on a smart and simple algorithm.

How can you decide which path is the best for your business?  The best way to find the most beneficial route is to use data and testing. Testing will showcase the opportunities and results you might not even have thought about before.  Ask yourself:

What type of user behaviour do you value?

  • Is there an optimal conversion window you are solving for?
  • What does the repeat purchase behaviour look like historically?
  • Are there any micro-conversions defined with engagement type goals, tied to the economic value?
  • Are offline conversions being sent back into GA using Universal Analytics?


Attribution marketing is a great way to test various logical scenarios for weighting credit to channels very quickly and compare the results side-by-side. The possibilities are endless so start experimenting!

What are your thoughts on attribution marketing? Let us know in the comments below or by tweeting @FastWebMedia.


Read more about building custom attribution models in our Top 10 Digital Trends for 2015, simply click on the image below:


Fast Web Media nominated for Best PPC campaign

We’re very excited to announce that our work with The Ticket Factory has been nominated for a UK Search Award for the category of Best PPC campaign.

The campaign involved using innovative PPC techniques to sell tickets for concerts and events. The results we achieved were positive and showed that PPC is a great method for shifting tickets online.

FWM’s weatherFIT technology was also used, allowing us to apply weather rules to campaigns. For example, sales for festival tickets tend to increase during sunny periods, therefore weatherFIT was used to target areas that were experiencing those weather conditions.

The UK Search Awards is a national awards competition to celebrate the very best in SEO, PPC and digital marketing that launched in 2011 by Don’t Panic in association with Manual Link Building and SEMPO.

We previously won several UK Search Awards including Best PPC Campaign in 2011, Grand Prix for Bravissimo in 2011 and Best PPC Managment Software for weatherFIT in 2012. Let’s hope 2013 is another good year for Search Awards wins!

The 2013 awards will be presented at an awards dinner at the Emirate Stadium, on the evening of Thursday 14 November 2013… fingers crossed!

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WeatherFIT is ‘shaping marketing’s future’

Econsultancy has named weatherFIT as one of the seven innovative new technologies that will revolutionise marketing.

The piece looks at a wide range of significant digital innovations and includes products from ITV and Ikea amongst others.

Of weatherFIT, Econsultancy’s Matt Owen writes: “We’ve covered FWM’s weatherFIT in the past, but it definitely bears a repeat look.

“It’s hardly surprising that what’s going on outside (especially in temperamental Britain) affects what users search for online… So being able to align online offers in real time based upon what is happening outside has obvious benefits.

“Essentially a weather-activated ad management tool for Google AdWords, the weatherFIT software allowed Lingerie and swimwear retailer Bravissimo to tailor its online promotions and advertisements to suit the browser, based on the individual web browser’s location and local weather conditions, with a huge impact on PPC revenue.”

weatherFIT was also featured on the recent Channel 4 documentary, The Human Swarm.

Find out how weatherFIT can help you boost your online sales by controlling the weather and do feel free to follow us on Twitter, Facebook, Google+ and LinkedIn.

FWM win at the Rev Awards

Fast Web Media has been announced as Rev Award winner for Search Marketing 2013 for our weatherFIT work with Bravissimo and Pepperberry.

weatherFIT is a unique PPC tool that allows a brand to use different adverts depending on the weather within a specific area, ensuring the advert is more relevant to the potential buyer.
The product has delivered great returns for Bravissimo and Pepperberry, with revenue increasing by 600% on a campaign promoting swimwear.

weatherFIT has already won a number of prestigious awards including Best PPC Management Software at the UK Search Awards 2012, and the Innovation and Grand Prix prizes at the European Search Awards 2012.

Fast Web Media CEO Mike Flynn said: “Another top night for the Fast Web Media team – we never get tired of winning Awards!”

“This is great testament to all the hard work put into all our Digital Marketing campaigns, and it’s fantastic to see our great results acknowledged by our peers from both the agency and client side on the judges’ panel.”

Find out how weatherFIT can help you boost your online sales by controlling the weather and do feel free to follow us on Twitter, Facebook, Google+ and LinkedIn.


FWM exhibits weatherFIT at TFM&A 2013

Fast Web Media attended the Technology for Marketing and Advertising 2013 show on 26th/27th February to exhibit our newest product weatherFIT.

weatherFIT is an award-winning PPC tool that helps you target your campaigns at certain geographical locations depending on the weather there.

So, for example, if it’s sunny in Manchester, you can target that area with adverts for sungalsses. But if it’s raining in Newcastle, you can target that area with ads for umbrellas at that same time.

The software acts as a wrapper on top of existing PPC campaigns, so it’s quick to install and easy to use.

The TFM&A show proved a huge success, and Fast Web Media was delighted to be taking part, both in exhibiting and attending the range of fascinating expert talks.

You can find out more about weatherFIT by visiting the website and watch our advert, starring legendary weatherman Michael Fish below…

Find out how weatherFIT can help you boost your online sales by controlling the weather and do feel free to follow us on Twitter, Facebook, Google+ and LinkedIn.


NEC enlist FWM Search team

Fast Web Media has been enlisted by the NEC Group to perform SEO activity that will help the company improve its position in the Search rankings and increase traffic to its sites.

FWM will be undertaking the work for all of the NEC Group’s brands, including the NEC, the ICC, LG Arena, the NIA, The Ticket Factory and Amadeus.

Our work will include providing onsite optimisation recommendations, which will analyse the websites and identify areas where onsite improvements could be made in order to improve Search performance and rankings.

Gail Webb, Head of Digital Marketing for the NEC Group said: “Search engine optimisation is vital to improving all our Group websites visibility and performance.  

“For what we want to achieve, SEO will be a fundamental part of our digital marketing strategy and having worked with Fast Web Media for many years I am confident their expertise and knowledge will deliver positive results.”

In The News: weatherFIT featured on State of Search

weatherFIT is the focus of a post by Bas van den Beld on respected SEO website State of Search.

The article covers Fast Web Media Director of Search Tom Smith’s talk at the UK Search Conference on Wednesday (24th January), and goes into detail on how weather can affect sales.

The post reads:

“The weather has impact on what people do online. You can see trends around what sells during different weather conditions.

“Heatwaves, for example, make people withdraw more cash, because they want to go out for drinks. Google Insights shows that water pistol searches increase when it gets warmer. The problem: the weather isn’t the same everywhere. It is very difficult to control that. So they built weather fit for their client Bravissimo.


“weather conditions play a big role in how people behave online. It can really make a difference of when you play on this. It is also another example of how taking a closer look at the actual user will give you so much more insights that your marketing efforts are much better.”

For more on this story, please visit stateofsearch.com

weatherFIT is an award-winning PPC product designed to help make advertising campaigns more effective and improve ROI. For more information, please visit the weatherFIT website

Find out how weatherFIT can help you boost your online sales by controlling the weather and do feel free to follow weatherFIT on TwitterFacebookGoogle+ and LinkedIn.

In The News: FWM at the UK Search Conference

Fast Web Media Director of Search Tom Smith was at the UK Search Conference at the Commonwealth Club in London on Wednesday (23rd January) to discuss weatherFIT.

The Search website analyticsseo.com has a quick round-up of what Tom, and other speakers at the event, had to say.

“Tom was talking about applying ‘weather thinking’ to PPC ad serving. He gave an example of £577m being withdrawn from ATMs during one hot day as people headed to the pub; another example was search volumes for water pistols shooting up (no pun intended) when it was a sunny day. He also gave an example of WeatherLift working out there was a negative correlation between demand for sunglasses when there was cloud cover.

“Fast Web Media ploughed through five years’ worth of data to work out correlations between demand for a lingerie client and weather conditions in different parts of the country.

“Tom referred to a study by David McDermott, on the subject. One of the conclusions from this study was that the higher the temperature, the less inclined people are to buy online but the more they are likely to spend (contrary to what you’d think would be the case). They could even work out exact optimal temperatures for online demand for particular product sets.

‘Products have an optimal temperature.’

“That was an interesting learning point. I’d never really considered the impact environmental conditions can have on a buyer’s behaviour, but it makes a lot of sense, of course.”

For more on this story, please visit analyticsseo.com

weatherFIT is an award-winning PPC product designed to help make advertising campaigns more effective and improve ROI. For more information, please visit the weatherFIT website

Find out how weatherFIT can help you boost your online sales by controlling the weather and do feel free to follow weatherFIT on TwitterFacebookGoogle+ and LinkedIn.

weatherFIT wins PPC prize

Fast Web Media continued its winning streak at the UK Search Awards on Thursday (1st November), winning the ‘Best PPC Management Software’ category with our new solution, weatherFIT. weatherFIT allows companies or search agencies to localise and optimise Pay Per Click campaigns using real-time local weather data.

This is the third prestigious award win in 2012 for weatherFIT, following the European Search Awards at which the solution scooped the ‘Best Innovation’ and ‘Grand Prix’ prizes. It also brings the total number of awards won by Fast Web Media to five in 2012, beating the four awards we secured at the 2011 UK Search Awards (which included the Grand Prix and Best Agency).

At this year’s UK Search Awards, we were nominated in five categories: Best Integrated Campaign for our work on ‘Carling Zest – Summer Bottled’; Best Mobile Campaign for our work on the Blue Moon mobile voucher promotion; and for Best Agency. weatherFIT garnered two nominations: Innovation and Best PPC Management Software.

Fast Web Media CEO Mike Flynn said: “This is testament to our Search and Tech teams, who have worked tirelessly to make weatherFIT an innovative and essential product online marketing solution. It’s an honour to have been nominated for so many awards, and winning the Best PPC Management Software prize highlights the value that weatherFIT delivers to companies in optimising their PPC campaigns.”

FWM WeatherFIT was conceived and developed by Fast Web Media. The digital software supports seamless integration with Adwords and acts as a wrapper which works on top of any existing campaigns, enabling PPC campaigns to be adjusted in real time by taking into account local weather data. This helps companies and brands to quickly capitalise on weather-related opportunities by tailoring online advertisements and promotions. WeatherFIT is currently utilised by Molson Coors UK and Bravissimo amongst others.