What Every Digital Marketer and Search

Transcription

1 What Every Digital Marketer and Search Professional Needs to Know about New Top Level Domains Tony Kirsch Head of Professional Services, Neustar Dean - DNA University 1

2 Benefits of SEMPO Membership Expand Your Knowledge with monthly #SEMPOChats on Google+ Hangout, webinars, and annual research Engage With Industry Leaders at SEMPO Cities, Member Forum and through committee involvement Maximize Your Career through the Career Center, Global Awards, writing for the blog and newsletter, and promoting your brand 2

3 Thank you to our Sponsors and Members Acronym BingAds CallRail Digital Brand Expressions Higher Visibility icrossing iprospect WSI Research and Management YP 3

4 Webinar Housekeeping Webcast Information Connect through your computer, tablet or mobile. Audio is streamed through speakers. Ask Presenter a Question Ask at any time throughout the webinar, all questions will be addressed at the end of the presentation. Refresh Player If the webinar does not load, first click this to try refreshing. Tech Support If you are having further trouble seeing or hearing the webinar, Help/System Test to find the Contact Tech Support link and a representative will assist you. 4

5 2016

6 DNA UNIVERSITY SEMPO WEBINAR Welcome to the Domain Name Association The Domain Name Association ( The DNA ) is a new non-profit global business association that represents the interests of the domain name industry. The Domain Name Association aims to play a key role in helping consumers, business, public-benefit organisations, and others understand the benefits and take advantage of the upcoming expansion of the Internet name space.

7 TODAY S PRESENTER Tony Kirsch Head of Professional Services Neustar Inc.

8 TODAY S OBJECTIVE To foster a shared understanding of the history of the domain name industry, it s evolution, and the opportunities presented by new TLDs

9 AGENDA Historical Overview of TLDs 1. About TLDs 2. Domain name industry overview New gtlds 1. New gtld applicants 2. What new TLDs mean for users 3. Impacts of new TLDs on digital branding and search

10 HISTORICAL OVERVIEW OF TLDS What are Top Level Domains or TLDs?

11 WHAT ARE TOP LEVEL DOMAINS? Shaded area is the TLD

12 TYPES OF TOP LEVEL DOMAINS Two major classifications of historical TLDs Existing Generic TLDs -.com,.biz,.org,.edu,.mil, etc. (22 total) Country Code TLDs -.uk,.au,.us,.ca, etc. (320 total)

13 WHO REGULATES THIS INDUSTRY? Existing Generic TLDs Internet Corporation for Assigned Names and Numbers (ICANN) Country Code TLDs Respective Governments

14 ICANN ICANN created during late 1990s by the US Government Now a global Not for Profit ICANN s role in the domain name industry: Increase choice Increase competition Protect the Internet s security and stability Promote consumer trust

15 ICANN S GOVERNANCE MODEL Bottom-Up Multi-Stakeholder Model

16 HOW ARE DOMAINS REGISTERED? Registrar

17 HOW ARE DOMAINS REGISTERED? Registry (.com) Registrar Registry (.co.uk) 200+ others.net.co

18 HOW ARE DOMAINS REGISTERED? Registry (.com) Registrar Registry (.co.uk) DNS 200+ others.net.co

19 HOW ARE DOMAINS REGISTERED? I m looking for apple.com

20 HOW ARE DOMAINS REGISTERED? I m looking for apple.com DNS

21 HOW ARE DOMAINS REGISTERED? I m looking for apple.com DNS

22 SO WHAT S THE PROBLEM?

23 SO WHAT S THE PROBLEM?

24 SO WHAT S THE PROBLEM? Website means unique hostname (a name which can be resolved, using a name server, into an IP Address). Source: Internetlivestats.org

25 SO WHAT S THE PROBLEM? February 2016 ~1 Billion Websites +64% in just 24 months!!!!

26 SO WHAT S THE PROBLEM? 300 million domains registered 138+ million in cctlds 120+ million.com names

27 SO WHAT S THE PROBLEM? Approaching realistic maximum capacity Three Letter Combinations in.com = 17,576 Four Letter Combinations in.com = 456,976 Available Today = 0

28 NEW TLDS A problem of availability was apparent to the industry In 2008 ICANN begun a program to introduce new TLD options to ease consumer demand and foster competition 1,930 applications were received during the application period in 2012 The first new TLDs started going live in October 2013

29 TYPES OF NEW TLD Generic Anyone can register a domain name in a TLD (.sport,.music,.app, etc.) Geographic Representing a city or geographic region, often some restrictions around geography or community (.nyc,.paris,.london, etc.) Brand Restricted to the TLD owner only (eg..ibm,.netflix,.nfl, etc.)

30 NEW TLDS - GENERIC

31 NEW TLDS - GEOGRAPHIC

32 NEW TLDS - RESULTS

33 NEW TLDS - RESULTS

34 INTHEWILD.DOMAINS

35 INTERBRAND TOP GLOBAL BRANDS 2014

36 INTERBRAND TOP GLOBAL BRANDS 2014

37 INTERBRAND TOP GLOBAL BRANDS

38 NEW TLDS - BRAND BNP Paribas Samsung AXA Abbott Barclays NTT

39 KEY INDUSTRY SUPPORT The New Top Level Domain Program. This is the most important and exciting change in the internet in a long, long time. Maybe since the beginning of the modern Internet as we know it. Ben Fried Google Chief Information Officer 26 June 2014

40 GOOGLE S APPLICATIONS ADS, AND, ANDROID, APP, ARE, BABY, BLOG, BOO, BOOK, BUY, CAL, CAR, CHANNEL, CHROME, CLOUD, CORP, CPA, DAD, DAY, DCLK, DDS, DEV, DIY, DOCS, DOG, DOT, DRIVE, EARTH, EAT, ESQ,EST, FAMILY, FILM, FLY, FOO, FREE, FUN, FYI, GAME, GBIZ, GLE, GMAIL, GMBH, GOO, GOOG, GOOGLE, GUGE, HANGOUT, HERE, HOME, HOW, INC, ING, KID, LIVE, LLC, LLP, LOL, LOVE, MAIL, MAP, MBA, MED, MEME, MOM, MOTO, MOV, MOVIE, MUSIC, NEW, NEXUS, PAGE, PET, PHD, PLAY, PLUS, PROD, PROF, RSVP, SEARCH, SHOP, SHOW, SITE, SOY, SPOT, SRL, STORE, TALK, TEAM, TECH, TOUR, TUBE, VIP, WEB, WOW, YOU, YOUTUBE, ZIP, グーグル, みんな, 谷 歌

41 APPLICATION REQUIREMENTS Extremely complex to ensure only the most qualified of applicants gain access to a TLD Ensure user protection at all times and instill trust and confidence in new TLDs Application Requirements USD185,000 application fee per TLD Stringent technical performance requirements to ensure data protection, privacy and performance Significant financial guarantees (both data modelling and bank guarantees) Mandated Trademark protection requirements

42 NEXT ROUND OF NEW GTLDS ICANN currently investigating a second round of new gtld applications Policy development and analysis underway Next round expected

43 NET IMPACT FOR INTERNET USER

44 NET IMPACT FOR INTERNET USER

45 NEW TLDS FOR SMALL BUSINESS Small businesses are presented with a wealth of opportunity to find new and applicable domain names which suit their business Secure generic terms within their industry vertical Eg. Secure geographic identifiers which assist with their marketing Eg. Can use new TLD domains for new enterprises OR transition from existing domains

46 NEW TLDS FOR MULTI-NATIONALS Multi-nationals who have secured a.brand new TLD have significantly greater options than those who have not Other promotional possibilities exist for non.brand applicants Vanity domains which focus on call to action are possible immediately Benefits may be realized from a global consistency standpoint by utilizing two character domains (eg. uk.brand) to redirect users The.brand new TLD itself is simply a platform, and the true benefit will come from the innovation which results from its use

47 IMPACTS ON SEARCH Yet to be fully realized data is extremely positive Many seeking to return users to the URL bar through memorable domains Google have publically stated that new TLDs do not currently provide benefit, they do not act as a negative factor

48 IMPACTS ON SEARCH

49 IMPACTS ON SEARCH

50 IMPACTS ON DIGITAL BRANDING While domain names have been usurped as a call to action by marketers in favor of Twitter/Facebook/Search, there is now legitimate reasons to reconsider domains The ability to secure a meaningful domain name increases exponentially with the availability of new TLDs The recall benefits provided by fun/meaningful/catchy new TLD based domain name provide digital marketers with options such as mybrand.rocks or promo.tennis as an addition to existing corporate domain name structures New TLDs provide an opportunity for new domains and brand recall to rejuvenate their appeal in the digital marketing mix

51 Q&A

52 THANK YOU! Tony Kirsch Head of Professional Services Neustar

53 POST-WEBINAR ACTIVITY For any further questions,

54 Thank You! Join us for a follow up #SEMPOChat on February 16 at 3 PM EST sempo.org/event/hangout_domainnames_feb2016