An Analysis Of The Most Infringed Terms

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CSC has conducted exclusive research to find the most common terms used within domain names by third parties to infringe upon brands. Analyzing this data can help you put together a proactive domain name registration strategy to help mitigate the risk of infringement.

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An Analysis Of The Most Infringed Terms

  1. 1. Important Information About This CSC Web Seminar • All participant phone lines are muted. To ask a question, please type your inquiry in the Q & A panel. We will get to as many questions as possible during the presentation. • You have two options for listening to the audio portion of today’s presentation: – If you have a sound card and speakers, you may listen to the audio over your computer, you will not need to dial into the teleconference. Be sure to un-mute your speakers. – If you can not hear sound over your computer, you must dial into the conference call. The dial in information is located in your confirmation email and can also be viewed by pressing the “Meeting” button above. • To download a copy of the presentation materials, please click the button that looks like three little sheets of paper on the upper right hand side of your screen. You must disable your pop-up blockers to download the presentation materials. • If you require technical assistance and are connected to the teleconference, please press *0 at any point during the presentation to reach an operator.
  2. 2. An Analysis of the Most Infringed Terms within Domain Names Vincent D’Angelo Colin Darbyshire
  3. 3. Agenda • Domain name space • Challenge to brand owners • Research background – CSC Infringement Research – UDRP (Uniform Domain-Name Dispute Resolution Policy) Analysis – Top 100 Corporate Domain Owners Research • “www” and “online” findings • Recommendations
  4. 4. Domain Name Space • Through 2009, 192 Million domain names had been registered – 15% Growth in 2009 vs. 2008 – 76.3 million ccTLD (Country code Top Level Domain) registrations across all of the ccTLDs – 2.3 million .com and .net registrations a month • Average daily DNS (Domain Name system) queries of 53 billion a day • .com and .net web content – 24% one page website – 65 % multiple page websites – 11% no website *Verisign Domain Name Industry Report 2007-2009
  5. 5. Challenges to Brand Owners • TM Infringement • Brand Degradation / Phishing Attacks • Traffic Diversion via – Direct Navigation – Impact on SEO (Search Engine Optimization) Rankings – Impact on SEM (Search Engine Marketing) Campaigns • Lost Revenue or Increase in SEM Costs – wwwBMW.com Example – Domain will display ads to competitor links/websites as opposed to the genuine brand owner – PPC Pages may include same keyword term marketing departments are bidding on in Search Campaigns • Each click at wwwbmw.com via a BMW ad is costing BMW as much as $1.43 to get their “OWN” customer to the right landing page
  6. 6. wwwbmw.com
  7. 7. Research Background • CSC’s objective was to identify the most infringed terms in domain domains containing a a brand name – Eg. term + brand.com or brand + term.com • CSC examined three data sets – CSC infringement trend research carried out on more than 400,000 domains that contained brand names and variations – An analysis of Uniform Domain Name Dispute Resolution Policy (UDRP) cases filed – Some of the world’s top 100 corporate domain name owners (on avg. more than 5000 domains) • CSC researched – The owners of the domain names in question – The content found on the corresponding Web sites – How much traffic each site receives
  8. 8. CSC Infringement Trends • 400K+ domain registrations analyzed • 100 brands • 23 industry sectors • 84% of brand related domains owned by 3rd parties • ONLY 16% owned by true brand owners
  9. 9. CSC Infringement Trends (cont’d) • CSC found that 3rd party registrants utilized registered names more proactively than brand owners • Maximize their ROI compared to brand owners • 40% of active 3rd party domains point to a PPC • Most common prefix registered is ‘www’ – e.g. wwwolympics.com • Most common suffix registered is ‘online’ – e.g. olympicsonline.com
  10. 10. Age of “www” & “online’ Infringements
  11. 11. UDRP Analysis • CSC aggregated all UDRP disputes filed between January 2000 and May 2009 through the World Intellectual Property Organization (WIPO) and the National Arbitration Forum (NAF) • Examined more than 45,000 UDRP domain filings – Most infringements occur using the prefix “www” or the suffix “online” – 793 UDRP claims filed against “www” variants of brands – Many industry specific variant filings – Keyword variant infringements
  12. 12. UDRP Analysis (cont’d)
  13. 13. Top 100 Corporate Domain Owners • To determine whether the common prefixes and suffixes we identified in our research were truly the most commonly infringed terms, CSC analyzed domain name data from some of the world’s top 100 corporate domain owners – Companies that have on average more than 5,000 domain names under their management • Our research team examined the main corporate Web site (using the .com extension) for each of the 100 companies on our list
  14. 14. Top 100 Corporate Domain Owners (cont’d) • 64% of the domain names identified using these variations (“www” and “online”) did not belong to the brand holder – In some cases, no one has registered the domain name variation at all • From this simple analysis, CSC believes that the “www” prefix and “online” suffix represent the most commonly used domain name variations for brand infringement
  15. 15. Top 100 Corporate Domain Owners
  16. 16. Content • “www” – Of third party registrations, 80% are used for (PPC) Pay- per-click advertising – Of brand owned names, 67% are not pointing to a live web site • “online” – Of third party registrations, 38% are used for PPC – 26% go to other web sites – 22% do not point anywhere – Of brand owned names, 78% do not point to a live web site
  17. 17. Traffic • As part of this research, the CSC research team wanted to empirically determine whether these domain name variations result in legitimate Web traffic • Where we could obtain Web visit history, CSC examined domain name traffic for names that include the “www” prefix. These sites experienced a great deal of variability in traffic • Based on our analysis, CSC concluded that the main factors that influence Web traffic include 1. The domain name extension 2. Whether the domain name represents an exact match/close misspelling to the brand name 3. The number of visitors the “main site” attracts 4. Whether the brand represents a consumer vs. a business
  18. 18. wwwCSCGlobal.com Example • Since we provide business-to-business services, our Web traffic is less than that of Web site targeting consumers – However, traffic from “wwwcscglobal.com” represents approximately 1% of all CSC Web traffic • Does your site bring in 1,000,000 visitors per day? – If your traffic follows the same pattern, you could be missing 10,000 visitors per day or 3,650,000 in a year, if you haven’t registered this simple domain name variation – CSC customers are mostly B2B/business professionals – Consumers accessing B2C websites use mobile devices/make common typo’s • Consider how much your marketing department spends on search marketing – Assuming that you pay $1 per click, your marketing department must spend an extra $3.6 million per year to obtain 3,650,000 visitors – You can recoup the cost of the domain name within minutes of beginning to use it
  19. 19. Considerations • Experienced Domainers register high volume / high CPC “keyword search terms” in .com, .net & .org and the most popular cctlds in an effort to: – Capitalize on the Direct Navigation Traffic with Domain Names – Obtain High Ranking in Search Engines for the targeted “Keyword Search Term” which will result in Organic Traffic to the Domain Name • For example, the keyword term “Ebay auction” gets approximately 25,000 exact-match searches in all the search engines globally. It has a CPC value of $1.69. – Therefore, according to our traffic estimation models, the URL www.EbayAuction.com would be a very profitable domain name and, in fact, a third party currently owns that domain name and directs it to a pay-per-click advertising site
  20. 20. Considerations (cont’d) • This problem also extends globally to ccTLDs. – For instance, the keyword term “Ebay India” gets approximately 150,000+ exact-match searches in all of the search engines in India • CPC value of $.38 – According to our traffic estimation models, www.EbayIndia.in is a profitable domain name and, in fact, a third party currently owns that domain name and directs it to a pay-per-click advertising site • If you visit www.google.co.uk and type in “Wii Consoles”, the first listing in the search engine results is www.Wii-Consoles.co.uk – The Nintendo-owned Web site at www.Nintendo.com/wii has the eighth spot. At www.google.com, the same search would have the listed the Nintendo-owned Web site as the first result
  21. 21. EbayIndia.in
  22. 22. Conclusion • Companies cannot register every permutation of their brands in all domain extensions. However, brand owners can understand infringement patterns and use that knowledge to help mitigate risk and drive growth in Web traffic • Out of the 445,000 records analyzed by CSC, we identified 30 terms that can make a measurable impact on the way that companies like yours manage domain name portfolios and protect brands • By incorporating our findings into your domain name registration strategy, you can help stop infringers and increase the ROI of your marketing efforts • Third parties register these valuable domain name variations in order to monetize their Web traffic. Although you certainly won’t monetize them in the same way, your marketing department can take advantage of these simple, effective, and measurable ways to drive more traffic to your Web sites
  23. 23. Recommendations • Audit TM coverage & reconcile to domain space • Research industry specific infringement • Identify keywords (marketing) • Understand traffic patterns • Optimize your domain portfolio • Monitor for infringement • Establish a domain policy • Contact CSC Brand Advisors for a free consultation
  24. 24. Questions & Answers Vincent D'Angelo Colin Darbyshire Director, Global Brand Advisors Account Manager CSC Brand Advisory Team CSC Brand Advisory Team Corporation Service Company Corporation Service Company 800.927.9801 ext. 5651 800.927.9801 ext. 2553 sapt_support@cscinfo.com +44 (0)207 854 6130 (UK) www.CSCGlobal.com Q&A To ask a question, please type your inquiry into the Q&A panel © Corporation Service Company 2009
  25. 25. About CSC • Privately-held, 110+ year old company headquartered in Wilmington, Delaware • CSC operates offices in the US, Canada, Germany, France and the UK and employs over 1,000 people worldwide • CSC is dedicated reducing risks and costs for our clients by providing – Corporate Governance & Compliance Services – Corporate Identity Protection Services – Litigation & Matter Management Services – Deal & Transaction Support Services. • CSC is the only provider that combines domain management, trademark clearance and brand monitoring solutions to help Corporations such as the Global 2000 Secure, Promote & Protect their Corporate Identity • CSC is the trusted partner of 47 of the Top 100 Best Global Brands* for global domain name registration and management For more information about how CSC can help you protect your brands, please email WebSeminars@CSCInfo.com * As ranked in the Interbrand® 2007 Best Global Brands Report

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