A Deep Dive into the Leaders of Search Sentiment: Airbnb, Viacom, and Netflix
Unsurprisingly, Airbnb stands at the forefront in the realm of search sentiment, pursued closely by Viacom and Netflix. These interesting results stem from an in-depth analysis of 100 premier advertisers.
Unearthing the Significance
Scrutinizing search sentiment grants marketers fresh insights into real-time consumer perceptions and aids in identifying factors driving brand loyalty and long-term viability. Airbnb’s strategic switch from search marketing to brand marketing and its ensuing lead in this report are likely to arouse interest among other advertisers. Experimenting with a similar approach could positively impact their consumer sentiment score.
The Bigger Picture
This analysis clearly delineates the attributes required for enduring strong customer sentiment. Brands presenting a positive sentiment typically can uphold it over a period of 15 months, and a similar trend applies to negative sentiment. The role of long-term perception in shaping sentiment is profound, with consistency over time aiding in enhancing long-term sentiment.
Dissecting Relation Between Volume and Sentiment
While there’s no linear correlation between search volume and sentiment, one cannot overlook the potential of search volume as a sentiment enhancer, offering traction that strategists should consider. For example, a company boasting positive sentiment yet low search volume could gain from campaign strategies focusing on volume augmentation. Conversely, the launch of advertisements to tackle negativity and disseminate a positive narrative could yield effective results for entities marked by negative sentiments yet high volume.
Top Ten Advertisement Titans Based on Search Activity
- Airbnb
- ViacomCBS
- Netflix
- Compagnie Financiere Richemont
- NBA
- Inspire Brands
- Sony Group Corp.
- P&G
- Apple
- Walt Disney Co.
Top-rated Advertisers by Industry
Here’s a snapshot of the top advertisers in ten industry categories investigated in the report:
- Travel: Airbnb
- Retail: Compagnie Financiere Richemont
- Consumer packaged goods: Procter & Gamble
- Financial services: American Express
- Restaurants: Inspire Brands
- Entertainment and media: ViacomCBS
- Automotive: Volkswagon
- Telecom: T-Mobile
- Consumer technology: Apple
- Alcohol: AbInBev
About the Data Source
This intriguing study was carried out by Captify, requiring registration, which garners data from more than one billion searches on three million websites spanning two billion devices daily.
