Beyond Search Engines: The Brave New World of Retargeting Data

Transcription

1 Beyond Search Engines: The Brave New World of Retargeting Data Eli Goodman, Media Evangelist, comscore, James Green, CEO, *A copy of today s presentation will be sent to all attendees within 48 hours

2 Our Presenters Eli Goodman Media Evangelist comscore, Inc. James Green CEO Magnetic 2

3 comscore Customer Knowledge Platform: A granular 360 view of the multitude of online activities for 2 million global users Designed to be representative of the total online population. 3 TRUSTe certified for information privacy & security.

4 Magnetic Combines the Intent of Search with Scale from Display Search retargeting focuses on targeting customers with display advertising based on user search history USER SEARCHES USER CONSIDERS OPTIONS USER SEES TARGETED AD USER CONVERTS For iphone or iphone, Droid, BlackBerry, for iphone when in Visits Apple.com, phone Palm Pre consideration mode checks out products, purchases iphone 4

5 Agenda State of Search Searcher Intent Search Engines vs. Non Search Engines Understanding the Search Experience Reaching Consumers with Marketing Messages Beyond Google & Search Engines New Data Insights for Retargeting 5

6 28.5 billion searches: 7% year-over-year growth qsearch 2.0: Trends in the Search Market: Total Searches This Year Total U.S. Searches for all qsearch properties (Billions) Change vs. January % Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 6 Source: comscore qsearch 2.0

7 Search growth is driven by both increased intensity and searchers qsearch 2.0: Trends in the Search Market: Total Unique Searchers & Search Intensity Unique Searchers (MM) vs. Search Intensity Change vs. January Searches Per Searcher % +2% Unique Searchers - Jan-11 Apr-11 Jul-11 Oct-11 Jan-12-7 Source: comscore qsearch 2.0

8 Search engines account for the majority of searches at 18.7 billion searches in January 2012 qsearch 2.0: Trends in the Search Market: Search Engines vs. Non-Search Engines Alternative search properties maintain strong growth: this includes search at portals, directories, resources, multimedia, and social networking sites. Total U.S. Searches (Billions) Total Searches Non-Search Engines Search Engines Change vs. January-11 +7% +3% % Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Search Engines defined as properties falling under the Search/Navigation category in qsearch 8 Source: comscore qsearch 2.0

9 Among the top alternative search properties, ebay leads the pack with 801MM searches qsearch 2.0: Alternative Search Properties: Searches 900 Alternative Search Properties: Searches (MM) Change vs. January % ebay % craigslist, inc % -43% -10% Amazon Sites Facebook.com Apple Inc. 0 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 9 Source: comscore qsearch 2.0

10 Amazon, ebay, Apple, and Craigslist show increases in searcher base from a year ago qsearch 2.0: Alternative Search Properties: Unique Searchers 80 Alternative Search Properties: Unique Searchers (MM) Change vs. January % +11% +28% +4% +5% Facebook.com ebay Amazon Sites craigslist, inc. Apple Inc. 0 Jan-11 Apr-11 Jul-11 Oct-11 Jan Source: comscore qsearch 2.0

11 Interpreting Intent Why it s difficult but important. Why it s difficult Imagine a stranger walks up to you and utters two words completely out of context, then stares and waits for a response. Why it s important Obvious: Present results that are relevant to what the user is trying to accomplish ipod vs. ipod support Chicago the city vs. Chicago the musical Increasingly Important: Vertically specialized presentations 11

12 Search engines are constantly looking for ways to interpret and respond to intent How it s done by the engines Algorithmically Historical query and click logs User-level data Keyword analysis Conversationally Search suggestions Query refinement 12

13 All the major web search engines have developed technologies to better elicit intent from users Fairly ambiguous query. Product research? Price? Location? Support? Category level refinements Query logs These are all attempts by the engine to converse with the user to better understand intent Search history 13

14 If engines are confident they understand intent, they can present specialized results 14

15 A true analysis of search intent should include ALL search activity on the web Web search Still (and probably always) the 800 pound gorilla Search channels Site/specialized search 15

16 Searches on Non-Search Engines are up to 14% longer than those on Search Engines % Difference Non Search Engine Search Engines Greater specificity while searching equates to deeper funnel stages Intent becomes easier to determine the more specific you are with your search 16 Source: comscore qsearch June 2010

17 Shopping Search over-indexes heavily on Non-Search Engines 35% 65% 46% 54% Non-Search Engines Search Engines All Searches Shopping Searches 17

18 Travel search also gathers more than its fair share 35% 65% 40% 60% Non-Search Engines Search Engines All Searches Travel Searches 18

19 New Searching on Search Engines Dominated by Brands Non-Search Engine news searching is solely story related 19

20 Agenda State of Search Searcher Intent Search Engines vs. Non Search Engines Understanding the Search Experience Reaching Consumers with Marketing Messages Beyond Google & Search Engines New Data Insights for Retargeting 20

21 The Age of Data-Driven Advertising 21

22 Understand Your Search Experience 1 What was your last search? 3 What site did your search lead you to? 2 Where did you initiate the search? 4 Did you search again? Flat Screen TV Samsung PN43E450 22

23 When Can Marketers Reach Their Audience? Product research, reviews, prices Brand research, product information New flat screen tv Samsung PN43E450 Initial search Consideration Phase Revised Search Retargeting Opportunity 23

24 Looking Beyond Google Search Engines* Shopping Comparison Search Data Vertical Sites E-Commerce * Top five search engine entities, comscore

25 Search Environments Search Data * Top five search engine entities, comscore

26 Search Data for Retargeting Automotive 81MM searches Business/Finance 196MM searches Travel 206MM searches 13 Billion Searches Shopping 1.9B searches 26

27 Key Takeaways Search continues to grow as it becomes more and more ingrained in our daily lives Understanding search intent is critical to your marketing efforts While there are a variety of ways to determine intent, non-search engine searching offers strong indicators The most optimal time to reach customers is AFTER they ve searched or signaled intent Billions of searches occur beyond the search engine Develop a retargeting strategy for non-search engine data Understand sources of data and where true intent is found Key verticals for search retargeting include: Finance, Travel, Retail, Auto 27

28 Thank you! Eli James 28