Mindshare Introduces ‘Search As Signal’ and brings Google Search Insights to The Loop
NEW YORK, Date — Mindshare, a WPP global media agency, today announced a new product, Search As SignalTM (SAS), to inform media decision-making for Mindshare clients.
Search As Signal has access to aggregated, indexed search trends that can be filtered by country to give marketers information on whether they are trending up or down relative to their norm or the category norm. With proprietary category definitions crowdsourced, analyzed, and defined by Mindshare and Google, SAS looks at brand and category activity outside the brand-messaging vacuum. The SAS alert system gives Mindshare clients an early indicator if a category or brand is accelerating, giving teams real-time insights to turn into media actions that influence content, keyword search and paid media decisions.
SAS, unique to the marketplace, lets Mindshare clients access customized, fliterable, aggregated and anonymized search trends relevant to their brands and categories (on an non-exclusive basis). Thus Mindshare clients can understand where a brand sits in the larger cultural environment of search activity. The initiative combines Google’s global reach and Mindshare’s global network to bring unprecedented insight and data to Multinational clients.
“Clients know that staying on people’s minds means tapping into what they care about. That means brands moving in sync with cultural trends, or being at the right time and in the right place when people are searching in a category,” said Colin Kinsella, CEO, Mindshare North America. “Given the reach of Google, Search As Signal gives us the early indicators that are critical for our clients to stay ahead of the marketplace. And, in combination with our other Insight partners for THE LOOP, the data tells a significant story for us to turn into action.”
"Leading agencies, like Mindshare, are helping to offer their clients’ a holistic view of how their campaigns are performing across channels as search activity is a strong signal,” said Anya Paul, Global Agency Business Leader, Google. "We’re happy to work with them to make insights available through THE LOOP and Search As Signal to enable their clients to make smarter investment decisions."
THE LOOP is Mindshare’s adaptive marketing engine. A physical room that enables adaptivity, using real-time insight to drive real time actions. Featuring multiple screens that provide locally relevant data feeds and cultural context, Mindshare uses THE LOOP to drive behavioral change, both for clients’ consumer relations, but also across client agency networks, creating one focused team working adaptively, reacting live and seeing trends ahead of the competition. It ‘closes the loop’ on the P.O.E. model by focusing on adapting paid media, based on the best available data.
Mindshare is a global media agency network with billings in excess of US$31.4 billion (source: RECMA). The network consists of more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group. Visit us at www.mindshareworld.com and follow us on Twitter @mindshare and facebook.com/mindshare andLinkedIn.com/company/mindshare.
GroupM is the leading global media investment management operation. We serve as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.
Managing Director, Agency Communications & Content, Mindshare NA