If you were watching the exceptional vocal achievements of the contestants like 100 million Europeans on Saturday 26th, it is likely that you had a smartphone or a tablet device in your hand at the same time.
From our recent Our Mobile Planet research, we know that consumers actively use their smartphones when multi-tasking with other media and more than 50% of Europeans do this while watching the TV. We therefore wanted to understand how Eurovision viewers were using their mobile devices during the finals by analyzing Google search results.
Looking at related search queries from all 42 Eurovision countries on the day of and day before the finals of the Song Contest, we saw an increase in the share of smartphone and tablet searches by nearly 50% from Eurovision 2011. Consumers in a handful of European countries were particularly savvy, actively using their mobile devices to learn more about the mind-blowing performances they saw on screen. More than 54% of Eurovision fans in Denmark searched from mobile devices, along with more than 40% in both Switzerland and Norway. Additionally, Denmark and Norway had the highest share of Eurovision searches conducted on tablets with 11% of Norway’s and 14% of Denmark’s Eurovision queries occurring on tablets.
Looking at a timeline of searches for Eurovision (normalized based on total search queries for each device type), shows us that these mobile and tablet searches were largely complementary to desktop searches. At the primetime of the Eurovision finals, on the evening of May 26th, we observed that people were switching to their smartphones and tablets with more than 38% of queries coming from mobile devices. This is similar to previous search data showing that tablets come out as the sun goes down. The large screen and compact form factor of tablets favour usage in front of the TV and from previous studies we know that the top browsing location is on the couch.
So, how can advertisers take advantage of all these multi-tasking mobile consumers? Make sure that you are on their screen with Google Mobile Ads so that you can get in front of them at the right time with the right ad formats. This way, if a customer sees your TV commercial and then picks up their phone to find more information, you may show up at the top of the results.
You can easily show your ads only when your customers are on their couch looking for information thanks to custom scheduling in AdWords. Or, you can configure your account to bid more aggressively at the times of the day that correspond with your television advertisements.
And don’t forget to add a mobile specific call-to-action such as a clickable phone number for potential customers holding a phone in their hand. You should also ensure that the site your users see on their smartphones is mobile optimized for the best user experience. With all that done you can sit back, relax and watch the stunning performance of Loreen from Sweden who finally won the Eurovision Song Contest.