Online MediaA review of 2011 and predictions for 2012(before the December 21st apocalypse)Nigel GwilliamConsultant Head of...
What I’ll be talking about—The current Search market    (according to a non-specialist)—5 big things that happened this ye...
Search Marketing Review  (from a non-search specialist)
The Big Picture: IPA Bellwether
Search & Internet Marketing(much more positive)
You’re in a good place!IPA Bellwether: 3Q2011 vs 2Q2011
“The Bellwether Report reveals a strengthening of marketing   budgets in Q3, particularly in the internet and search   cha...
SEM attracting budget shifts from where? (US)
Trends & Technologies impacting SEM (US Agencies)
Check out this presentation I saw in SXSW!— Mobile search…  … is different  … is local & local is growing  exponentially a...
Marketers rate their SEM knowledge…                       Source: IAB National Search Marketing Barometer, 2010
5 big things that happened this year
NUMBER 1— A new epoch:   the mobile web
“A smartphone today would havebeen the most powerful computerin the world in 1985                                   ”     ...
Smartphones surpass feature phones
Smartphone sales beat PC sales in 2011
NUMBER 2— The Stupid   EU Cookie Law
… in 2 ½ minutes
IPA advice for agencies— Tell clients there is no need to panic— BUT don’t do nothing— Audit the use of cookies— Classify ...
NUMBER 3— The rise of   Real Time Bidding
The most infamous chart of 2011
Spend to quadruple this year “By 2015, more than one in four  display ad dollars will be spent  via real-time bidding”    ...
NUMBER 4— Therise of Facebook as an advertising  medium
Facebook steps up                  Estimated Ad Revenue (£m)300250200150100 50 0         2010                      2011   ...
NUMBER 5—Google changes— Mobile search prioritises mobile content— Removes natural search analytics (for signed in  Google...
5 predictions for 2012
NUMBER 1—The Great Tech War of 2012
NUMBER 2— Forget 3D TV, 2012 is all aboutSocial TV & Connected TV
Social TV: The Second Screen
Wifi – unleashes laptops        (and smartphones)       Source: Percentage HH, Touchpoints 3 (2010) vs Touchpoints 2 (2008)
Re-linearization of TV“  linear TV, far from being dead,  is actually making a resurgence                                 ...
Connected TV— “The integration of the internet and Web 2.0  features into modern television sets and set-top  boxes, as we...
Online video— accelerating growth set to continue
NUMBER 3—Local explosion
Local Explosion— 95% of Smartphone users have searched for local  info— 61% have called, 59% visited after a search— 90% a...
Location, location, locationThe mobile phone acts as a cursorthat connects the digital andphysical worlds
NUMBER 4—Privacy Push-Back
EU Data Privacy Directive “Overly strict, static and bureaucratic data-protection rules will have a detrimental impact on ...
NUMBER 5—Tick, tick, BOOM
The Ad Environment Time Bomb
A summary in buzzwords—   Google v Facebook v Apple v Amazon Tech War—   Real time—   So(cial) Lo(cal) Mo(bile)—   Social,...
End of year review/preview
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  • Smartphone sales overtook PC sales in the fourth quarter of 2010
  • Smartphone sales overtook PC sales in the fourth quarter of 2010
  • Smartphone sales overtook PC sales in the fourth quarter of 2010
  • Smartphone sales overtook PC sales in the fourth quarter of 2010
  • Smartphone sales overtook PC sales in the fourth quarter of 2010
  • Smartphone sales overtook PC sales in the fourth quarter of 2010
  • Over the next two years, Amazon, Apple, Facebook, and Google will increasingly collide in the markets for mobile phones and tablets, mobile apps, social networking, and more.
  • The explosive growth of smartphones, home wifi, laptops and tablets has provided the framework for widespread social TV
  • Google Maps usage is 40% mobileLocation and contextual discoveryGoogle expects searches from mobile to exceed searches from PCs in 2013 – though that might happen sooner.Location-based services, including new releases of Maps for mobile, check-ins, deals and augmented reality, are evolving into quintessentially Google products. The world of "contextual discovery" – organising information, reviews and deals around a given location – is the local play on Google's longest-standing ambition.
  • Smartphone sales overtook PC sales in the fourth quarter of 2010
  • End of year review/preview

    1. 1. Online MediaA review of 2011 and predictions for 2012(before the December 21st apocalypse)Nigel GwilliamConsultant Head of DigitalIPA
    2. 2. What I’ll be talking about—The current Search market (according to a non-specialist)—5 big things that happened this year—5 predictions for 2012
    3. 3. Search Marketing Review (from a non-search specialist)
    4. 4. The Big Picture: IPA Bellwether
    5. 5. Search & Internet Marketing(much more positive)
    6. 6. You’re in a good place!IPA Bellwether: 3Q2011 vs 2Q2011
    7. 7. “The Bellwether Report reveals a strengthening of marketing budgets in Q3, particularly in the internet and search channels, in a cautious economic environment as brands focus on defending market share and in some instances driving sales growth forward. Digital and search investment continues to grow as brands take cautious shelter in channels that provide measurable return on investment. ” Chris Whitelaw IPA Search Group Chairman, President, I Spy
    8. 8. SEM attracting budget shifts from where? (US)
    9. 9. Trends & Technologies impacting SEM (US Agencies)
    10. 10. Check out this presentation I saw in SXSW!— Mobile search… … is different … is local & local is growing exponentially at 50% per year (in the US) … is social … needs mobile UX
    11. 11. Marketers rate their SEM knowledge… Source: IAB National Search Marketing Barometer, 2010
    12. 12. 5 big things that happened this year
    13. 13. NUMBER 1— A new epoch: the mobile web
    14. 14. “A smartphone today would havebeen the most powerful computerin the world in 1985 ” Horace Dediu, former Nokia ExecutiveIn fact, todays phones have about the same raw processing poweras a laptop from 10 years ago. And every year they close the gap. Source: The Guardian
    15. 15. Smartphones surpass feature phones
    16. 16. Smartphone sales beat PC sales in 2011
    17. 17. NUMBER 2— The Stupid EU Cookie Law
    18. 18. … in 2 ½ minutes
    19. 19. IPA advice for agencies— Tell clients there is no need to panic— BUT don’t do nothing— Audit the use of cookies— Classify cookie usage— Increase prominence of information— And for OBA…
    20. 20. NUMBER 3— The rise of Real Time Bidding
    21. 21. The most infamous chart of 2011
    22. 22. Spend to quadruple this year “By 2015, more than one in four display ad dollars will be spent via real-time bidding” International Data Corporation
    23. 23. NUMBER 4— Therise of Facebook as an advertising medium
    24. 24. Facebook steps up Estimated Ad Revenue (£m)300250200150100 50 0 2010 2011 2012 “Facebook now accounts for the majority of net online display growth in the UK.” Ian Maude, Enders
    25. 25. NUMBER 5—Google changes— Mobile search prioritises mobile content— Removes natural search analytics (for signed in Google account holders)?
    26. 26. 5 predictions for 2012
    27. 27. NUMBER 1—The Great Tech War of 2012
    28. 28. NUMBER 2— Forget 3D TV, 2012 is all aboutSocial TV & Connected TV
    29. 29. Social TV: The Second Screen
    30. 30. Wifi – unleashes laptops (and smartphones) Source: Percentage HH, Touchpoints 3 (2010) vs Touchpoints 2 (2008)
    31. 31. Re-linearization of TV“ linear TV, far from being dead, is actually making a resurgence ” Chloe Sladden, Twitter
    32. 32. Connected TV— “The integration of the internet and Web 2.0 features into modern television sets and set-top boxes, as well as the technological convergence between computers and these television sets / set-top boxes.” Source: Wikipedia
    33. 33. Online video— accelerating growth set to continue
    34. 34. NUMBER 3—Local explosion
    35. 35. Local Explosion— 95% of Smartphone users have searched for local info— 61% have called, 59% visited after a search— 90% act within 24 hours Source: Google
    36. 36. Location, location, locationThe mobile phone acts as a cursorthat connects the digital andphysical worlds
    37. 37. NUMBER 4—Privacy Push-Back
    38. 38. EU Data Privacy Directive “Overly strict, static and bureaucratic data-protection rules will have a detrimental impact on Europe’s economy” said 11 industry associations, including the Business Software Alliance, which counts Microsoft among its members, and IAB Europe, which has Google and Yahoo! Inc. on its roster.
    39. 39. NUMBER 5—Tick, tick, BOOM
    40. 40. The Ad Environment Time Bomb
    41. 41. A summary in buzzwords— Google v Facebook v Apple v Amazon Tech War— Real time— So(cial) Lo(cal) Mo(bile)— Social, Connected TV— Privacy push-back— Danger UXB
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