M&M Global asks the questions you might be too afraid to ask about WPP agency Mindshare’s latest service, Search As Signal.

What is it?

GroupM agency Mindshare has launched a new product which, using Google data, allows multinational advertisers to understand what is on consumers’ minds – and than use this information to influence media buying accordingly.

Nattily termed ‘Search As Signal’, the idea is that brands can respond to mass consumer sentiment, even if those thoughts are not being expressed on social media.

I’m confused – can you give an example?

It is not a million miles dissimilar to a project launched by Mindshare for its client Kimberly-Clark in the UK a couple of years ago. The ‘Kleenex Planning Tool’ combined Google search data with National Health Service information to forecast cold and flu patterns around the country.

If lots of people in the Manchester area were searching “flu symptoms” on Google, Mindshare increased the volume of Kleenex advertising in that area on local and digital media.

So how does this new system work?

Search As Signal works by aggregating and indexing anonymised Google search terms and filtering them by country to allow marketers to understand if they are at the forefront of consumers’ thoughts. Nike, a Mindshare client, can see how often people search for its brand in comparison with Adidas in any market, from Germany to Japan.

As well as understanding the extent to which their brand is “trending” in a market, advertisers can also see what products and services Google users are seeking out. To continue the Nike example, if, ahead of a major Champions League football match, there are a flood of searches for Barcelona’s replica shirt in Malaysia, the brand can dial up its media investment to capitalise.

Are Google involved as well, then?

Yes, insofar as it shares its data and insights with Mindshare’s THE LOOP, an “adaptive marketing engine” tool providing locally relevant data feeds and cultural context.

Clients know that staying on people’s minds means “tapping into what they care about”, says Mindshare’s North America CEO Colin Kinsella, so such partnerships are mutually beneficial for Google and agencies.

Given the swivel towards real-time media decision-making, it makes sense to understand the mood and tastes of consumers before making those decisions. And, in search terms, brands may gain a better idea of consumers’ true feelings than from the posturing on social media sites.