Your SlideShare is downloading. ×
0
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Com score magnetic_5.2.12
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Com score magnetic_5.2.12

705

Published on

In a recent webinar, Magnetic and comScore presented new data on search activity to provide marketers with a better understanding of search data and the true power of intent. View the full …

In a recent webinar, Magnetic and comScore presented new data on search activity to provide marketers with a better understanding of search data and the true power of intent. View the full presentation to learn how search data from beyond the search engine is becoming a valuable asset for search and display campaigns.

Key points covered in the webinar include:

- State of search activity across core search and non-search engines

- Value of non-search engines & their role in the consumer funnel

- Data opportunities afforded by retargeting

- Differentiation by vertical across non-search engines

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
705
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Each site represents a destination where consumers look for information
  • Transcript

    • 1. Beyond Search Engines: The Brave New World ofRetargeting Data Eli Goodman, Media Evangelist, comScore, Inc. @LosBuenos James Green, CEO, Magnetic @jamesANGreen *A copy of today’s presentation will be sent to all attendees within 48 hours
    • 2. Our Presenters Eli Goodman James Green Media Evangelist CEO comScore, Inc. Magnetic © comScore, Inc. Proprietary. 2
    • 3. comScore Customer Knowledge Platform: A granular 360° view of themultitude of online activities for 2 million global users Designed to be representative of the total online population. © comScore, Inc. Proprietary. 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 1 2 3 4 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 © comScore, Inc. Proprietary. 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 © comScore, Inc. Proprietary. 5
    • 6. 28.5 billion searches: 7% year-over-year growthqSearch 2.0: Trends in the Search Market: Total Searches This Year Total U.S. Searches for all qSearch properties (Billions) Change vs. January-11 28.3 28.3 29.5 28.5 +7% 26.7 26.7 27.2 26.6 27.4 27.3 27.1 24.3 25.6 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 © comScore, Inc. Proprietary. 6 Source: comScore qSearch 2.0
    • 7. Search growth is driven by both increased intensity andsearchersqSearch 2.0: Trends in the Search Market: Total Unique Searchers & Search Intensity Unique Searchers (MM) vs. Search Intensity Change vs. January-11 130.5 400.0 122.5 124.3 121.2 124.1 123.2 120.4 124.5 124.8 125.7 120.5 118.0 112.7 +4% 120.0 350.0 300.0 100.0 Searches Per Searcher 250.0 221.7 216.1 217.7 217.0 218.5 219.1 220.9 221.7 224.7 227.5 226.7 226.4 226.7 80.0 200.0 +2% 60.0 150.0 40.0 100.0 Unique Searchers 50.0 20.0 - - Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 © comScore, Inc. Proprietary. 7 Source: comScore qSearch 2.0
    • 8. Search engines account for the majority of searches at 18.7 billionsearches in January 2012qSearch 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 Change vs. January-11 Search Engines 29.5 28.3 28.3 28.5 26.7 26.7 27.2 26.6 27.4 27.3 27.1 25.6 24.3 +7% 9.2 9.6 10.4 9.9 9.5 9.4 9.6 9.3 9.6 9.4 8.9 8.9 8.6 +3% 17.2 17.3 17.6 17.3 17.8 17.9 18.1 19.2 18.7 19.1 18.7 +9% 15.7 16.7 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 © comScore, Inc. Proprietary. 8 Source: comScore qSearch 2.0
    • 9. Among the top alternative search properties, eBay leads the packwith 801MM searchesqSearch 2.0: Alternative Search Properties: Searches Alternative Search Properties: Searches (MM) Change vs. January-11 900 800 800.8 -6% eBay 700 705.0 +8% craigslist, inc. 600 500 400 365.6 +42% Amazon Sites 350.4 300 -43% Facebook.com 200 159.6 100 -10% Apple Inc. 0 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 © comScore, Inc. Proprietary. 9 Source: comScore qSearch 2.0
    • 10. Amazon, eBay, Apple, and Craigslist show increases in searcherbase from a year agoqSearch 2.0: Alternative Search Properties: Unique Searchers Alternative Search Properties: Unique Searchers (MM) Change vs. January-11 80 70 -21% Facebook.com 60 50.9 +11% eBay 50 50.1 49.3 40 +28% Amazon Sites 38.2 30 +4% craigslist, inc. 20 16.3 10 +5% Apple Inc. 0 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 © comScore, Inc. Proprietary. 10 Source: comScore qSearch 2.0
    • 11. Interpreting IntentWhy 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 © comScore, Inc. Proprietary. 11
    • 12. Search engines are constantly looking for ways to interpret andrespond 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 © comScore, Inc. Proprietary. 12
    • 13. All the major web search engines have developed technologies tobetter elicit intent from users Fairly ambiguous query. Product research? Price? Location? Support? Category level refinements These are all attempts by the engine to Query logs “converse” with the user to better understand intent Search history © comScore, Inc. Proprietary. 13
    • 14. If engines are confident they understand intent, they can presentspecialized results © comScore, Inc. Proprietary. 14
    • 15. A true analysis of search intent should include ALL search activity onthe web Web search – Still (and probably always) the 800 pound gorilla Search channels Site/specialized search © comScore, Inc. Proprietary. 15
    • 16. Searches on Non-Search Engines are up to 14% longer than those on Search Engines 3.7 3.6 3.5 3.4 3.3 14% Difference Non Search Engine 3.2 Search Engines 3.1 3 2.9 Greater specificity while searching equates to deeper funnel stages Intent becomes easier to determine the more specific you are with your search © comScore, Inc. Proprietary. 16 Source: comScore qSearch June 2010
    • 17. Shopping Search over-indexes heavily on Non-Search Engines 35% 46% Non-Search Engines 65% Search Engines 54% All Searches Shopping Searches © comScore, Inc. Proprietary. 17
    • 18. Travel search also gathers more than its fair share 35% 40% Non-Search Engines Search Engines 65% 60% All Searches Travel Searches © comScore, Inc. Proprietary. 18
    • 19. New Searching on Search Engines Dominated by Brands Non-Search Engine news searching is solely story related © comScore, Inc. Proprietary. 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 © comScore, Inc. Proprietary. 20
    • 21. The Age of Data-Driven Advertising © comScore, Inc. Proprietary. 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 © comScore, Inc. Proprietary. 22
    • 23. When Can Marketers Reach Their Audience? Product research, Brand research, reviews, prices product information New flat screen tv Samsung PN43E450 Initial search Consideration Phase Revised Search Retargeting Opportunity © comScore, Inc. Proprietary. 23
    • 24. Looking Beyond Google Search Engines* Vertical Sites Search Shopping Comparison Data E-Commerce* Top five search engine entities, comScore 2012 © comScore, Inc. Proprietary. 24
    • 25. Search Environments Search Data* Top five search engine entities, comScore 2012 © comScore, Inc. Proprietary. 25
    • 26. Search Data for Retargeting Automotive Business/Finance 81MM 196MM searches searches 13 Billion Searches Travel Shopping 206MM 1.9B searches searches © comScore, Inc. Proprietary. 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 © comScore, Inc. Proprietary. 27
    • 28. Thank you! Eli Goodman egoodman@comscore.com @LosBuenos James Green James@magnetic.is @jamesANGreen © comScore, Inc. Proprietary. 28

    ×