Norm Johnston, director Digital de Mindshare
In 2012, Mindshare WPP group created a tool for Kleenex customer, which used Google search data to see where in the UK products related to the flu were demanded. Based on these data, Kleenex was able to change their TV ad spending to ensure that the inhabitants of these areas saw their advertisements.Now, Mindshare has developed this tool into an analyzer of search trends with Google. The tool called Search as signal, will track what users are searching in Google: from what device, what information they require, what trends, among other details.This new tool works with related keywords into categories called “umbrella”, so specific searches will be compiled into group as indicated. Subsequently, the search according to location is organized, with the ability to drill in regions and cities.The Digital director of Mindshare, Norm Johnston said: “There is no financial arrangement behind this.” While there is no capital involved, it is expected that the use of the tool indirectly affects the budgets of customers; and indirectly on Google, and advertisers will be interested in investing in search and display of their brands. “We will make a monetary agreement with Google if we think that makes sense, but we will not sign arbitrarily” the spokesman said.
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