The Guardian - Future of Advertising Summit
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The Guardian - Future of Advertising Summit

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Presentation from http://www.guardian.co.uk/advertisingsummit 2009

Presentation from http://www.guardian.co.uk/advertisingsummit 2009

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The Guardian - Future of Advertising Summit The Guardian - Future of Advertising Summit Presentation Transcript

  • Search Engine Optimisation
    • Guardian Future of Advertising 2009
  • What are search engines, why are they important?
    • The School of Information Management and Systems at the University of California-Berkeley calculates
    • … Five exabytes of new information - roughly five billion gigabytes - was created in 2002 alone. Five exabytes is like half a million libraries as big as the Library of Congress print collections.
    • Almost 800 MB of recorded information is produced per person, per year: if stored on paper, that would take up about ten metres (30 feet) of books.
    • http://www.sims.berkeley.edu/research/projects/how-much-info-2003
    • Yahoo! = 20 billion items in 2005
    • over 19.2 billion web documents
    • 1.6 billion images
    • over 50 million audio and video files
    • Source: 2005 http://www.ysearchblog.com/archives/000172.html
    • Google = 50,000,000,000 items?
    and we all expect instantaneous results  and growing
  •  
  • New website visitors which come from a search engine. (Forrester) 73%
  • What search engines do people use?
  • Search experiences
    • Research/Info (Google, Yahoo, BING)
    • Commercial (Ebay, Amazon, Rightmove)
    • News (Google News, Technorati, Digg)
    • Entertainment (YouTube)
    • Friends (Facebook, BEBO, LinkedIn)
  • They did use all of these:
  • But now they mostly use:
  • HOW MUCH MARKET SHARE (SEARCH REFERRALS) DO YOU THINK GOOGLE HAS ?
  • Hitwise.co.uk
  • “ People always make the assumption that we're done with search. That's very far from the case. We're probably only 5 per cent of the way there. We want to create the ultimate search engine that can understand anything ... some people could call that artificial intelligence.” Larry Page, Google
  • “ Google's mission is to organize the world's information and make it universally accessible and useful.” Cue scary music & dim lights
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  • The web is getting more densely packed
    • 6%
    • of all web traffic was received by Google
    • Arbor Networks 2009
    • So as the way we interact with the world and the media has changed, and continues to change, how has advertising kept pace?
  • Offline Ad Spend Moving Online Internet Usage Still Growing New Content Forms New Devices
    • Online > National Newspaper Advertising
    • UK online spending at £2.016bn
    • 11.4% of total advertising revenues
    • IAB
    2006
    • Online > TV Advertising
    2009
  • During the first half of 2009, online accounted for
    • 23.5 %of overall ad spend within the U.K.
    • £1.75 billion
    • TV advertising accounted for 21.9 % in H1
    • PricewaterhouseCoopers, IAB U.K. World Advertising Research Centre
  • The Crunch
    • In tough times habits change
    • Bargain hunters
    • More clicks less conversions
    • Browsing not buying
    • Bargain hunting through the credit crunch saw a surge in coupon and voucher related traffic
  • Online Lead Generation (B2C) Report 2009
  • What is search engine optimisation?
  • “ Search engine optimization (SEO) is a set of methodologies aimed at improving the visibility of a website in search engine listings.” wikipedia.org/wiki/SEO
    • Search engine optimisation is not considered bad by Google…
    • … but some search engine optimisation techniques are.
    http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291
    • Search Engines are evolving
    • Web technology is evolving
    • Search engine optimisation is about considering how the two interact.
  • That differs from
    • Pay per click ( PPC ) is an advertising model…where advertisers only pay when a user actually clicks on an advert to visit the advertiser's website.
    http://en.wikipedia.org/wiki/Pay_per_click
    • Pay per click advertising is how Google makes its money.
    • It pays for the services provided by Google for free that we may sometimes take for granted.
  • In case you were in any doubt Organic Pay Per Click Adverts
    • What and why are people investing in search?
  • HOW MUCH DO YOU THINK UK BUSINESSES SPEND ON SEARCH ENGINE MARKETING?
    • 11 % of companies surveyed are spending more than £ 100,000 annually on search engine optimisation.
    UK Search Engine Marketing Report 2009
  • UK Search Engine Marketing Report 2009
    • 15 % of companies surveyed are spending more than £ 500,000 annually on paid search .
    UK Search Engine Marketing Report 2009
  • UK Search Engine Marketing Report 2009
    • Measuring Success
    • John (Nelson) Wanamaker (July 11, 1838 – December 12, 1922) was a much respected and admired United States merchant, religious leader, civic and political figure, considered the father of modern advertising . Wanamaker was born in Philadelphia , Pennsylvania .
    • John (Nelson) Wanamaker
    • (July 11, 1838 – December 12, 1922) was a much respected and admired United States merchant, religious leader, civic and political figure, considered the father of modern advertising. Wanamaker was born in Philadelphia, Pennsylvania.
    • "I know I waste half the money I spend on advertising, the problem is, I don't know which half ."
  • Digital has been successful because
    • Modern day web analytics allow us to target advertising messages much more precisely than ever, and to gain comprehensive data on the viewers of ads, website visitors and outcomes of our campaigns.
  • TV needs to go online
    • YouTube Insight
    • Not broadcast – two way dialogue
  • No one is perfect, but we are getting better
    • The proportion of companies who are tracking paid search ROI effectively has increased from 33% last year to 45% in 2009.
    • For SEO, there has been an even bigger increase, from 20% to 35%.
    UK Search Engine Marketing Report 2009
  • Tracking ROI from SEO
    • Clicks / visitors Number of sales
    • Value of sales
    • Leads
    • Position (branding)
    • Page impressions
    • Profit margin
    • Lifetime value
    • Telephone calls
    • No tracking
    69% 47% 38% 36% 34% 29% 14% 13% 11% 9% UK Search Engine Marketing Report 2009
  • Changes in SEO tracking since 2008 UK Search Engine Marketing Report 2009
  • Tracking ROI from Paid Search
    • Clicks / visitors Number of sales
    • Value of sales
    • Leads
    • Page impressions
    • Position (branding)
    • Profit margin
    • Lifetime value
    • Telephone calls
    • No tracking
    61% 53% 43% 37% 22% 19% 21% 19% 14% 13% UK Search Engine Marketing Report 2009
  • Changes in paid search tracking since 2008 UK Search Engine Marketing Report 2009
  • Mindshare – a better way of measuring brand coverage
  • Which is good because… UK Search Engine Marketing Report 2009
  • How does social it fit into all this?
  • HOW MANY TYPES OF ACTIVITIES CONDUCTED BY YOUR BUSINESS OR EMPLOYEES WOULD YOU CLASSIFY AS 'SOCIAL‘ ?
  • It is my belief that…social media is not a fad…
    • the web is inherently SOCIAL!
  • and always has been.
    • Bulletin Boards (1970s)
    • Usenet (1979)
    • Internet Relay Chat (IRC) (1988)
    • Social Networking
    • Social Bookmarking
    • RSS
    • Blogging
    • Micro Blogging
    • Forums
  •  
  • Social Networking
    • Club Penguin
    • Bebo
    • MySpace
    • FaceBook
    • LinkedIN
    • SagaZone
  • Social Bookmarking
    • Saving, sharing and sometimes voting on things you find interesting.
  • and then there is
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  • UK Search Engine Marketing Report 2009
  • Pause for thought ON AVERAGE WHAT % OF UPSTREAM TRAFFIC TO WEBSITES COMES ON FROM SOCIAL MEDIA?
  • We asked…
    • Were your organisation's social media campaigns more or less successful than you expected?
    • Almost half of respondents surveyed don’t know how to assess the success of their social media campaigns.
  • Didn’t know or didn’t care
  • 60,000 websites, 74 Million Impressions
    • “ Despite predictions that social media will replace search engines as Internet users’ primary method of finding information online, a breakdown of the numbers shows that isn’t the case.”
    • http://chitika.com/research/2009/social-vs-search/
  • Social media still generates massive amounts of content
    • http://youtube-global.blogspot.com/2009/05/zoinks-20-hours-of-video-uploaded-every_20.html
    20hrs of videos uploaded to YouTube every minute
  • … and more content
  • What can you do?
    • Information divulged by individuals via social media channels will increasingly influence search engine ranking algorithms.
    • Ironically - Search engines will increasingly be required to organise those channels.
    • Summary
  • Summary
    • Search continues to grow as belt tightening demands more transparent media
    • SEO seeing the biggest rise in budgets over the past 12 months
    • Social media can and does support SEO
    • As the internet grows, search engines will get more, not less important.
    • Measurement is a cornerstone of digital advertising.
  • Response
    • UK Search Marketing Report 2009
    • Almost 900 respondents
    • Online survey in February and March 2009
        • 436 company search marketers
        • 341 supplier respondents
    • SMEs and Blue Chips
    • Range of sectors
    • See Dave in the coffee area or register to download at:
    • www.guava.co.uk/uksem2009
  • Accreditations
    • Google Adwords Qualified Company
    • Google Enterprise Partners
    • Google Analytics Partners
    • Omniture Partners
    • Guava are members of:
      • Internet Advertising Bureau (IAB) (Search Council)
      • SEMPO (UK working group)
      • e-consultancy
  • www.guava.co.uk