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Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
Sis sat 0845 dennis glavin
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Sis sat 0845 dennis glavin

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  • 1. Local Search<br />Dennis Glavin<br />Local Advertising Lead<br />Microsoft Advertising<br />
  • 2. The Three Phases of Local Search<br />The First Date<br />Dating<br />Marriage<br />2<br />
  • 3. Outside Influences<br />3<br />
  • 4. Harvesting Investment in Offline Media<br />37%<br />38%<br />Number of consumers reported LEVERAGING MOBILE to look for more information after seeing a product advertised via OUTDOOR, NEWSPAPERorRADIO AD.<br />Number of consumers reported LEVERAGING PC & MOBILE to look for more information after seeing a product advertised viaTELEVISION.<br />4<br />Source: ROI Research & Microsoft Advertising, 2010<br />
  • 5. Partnerships at Scale<br />Query<br />Share<br />5<br />
  • 6. Bing Business Portal<br />6<br />
  • 7. The Dating Phase<br />7<br />
  • 8. Social Signals<br />“50% increase in consumers trusting their social network contacts for product recommendations”<br />8<br />Source: eMarketer article, “Who Gives the Most Trusted Recommendations”, February 2011<br />
  • 9. Hubs of Opportunity<br />Day One - Residential<br />Day Two – Commercial Area<br />Cold Relief 5:07 PM<br />Runny Nose 5:20 PM<br />Pharmacy 6:31 PM<br />Walgreens Houston 5:07 PM<br />Walgreens + ATM 5:20 PM<br />Walgreens Directions 6:31 PM<br />9<br />Source: Bing for Mobile 2010<br />
  • 10. 10<br />PC & Mobile Query Intent<br />70%<br />70%<br />In 1 Month<br />In 1 Hour<br />Source: Bing for Mobile 2010<br />
  • 11. 11<br />Opportunity <br />Bing Deals<br />“78% of consumers want special offers or promotions”<br />+<br />Source: TMP Directional Marketing and 15Miles, Local Search Usage Study September 2010.<br />
  • 12. Opportunity <br />Hyperlocal Ad Opportunities<br />“64% of consumers expect a business distance to be within 15 miles”<br />12<br />Source: TMP Directional Marketing and 15Miles, Local Search Usage Study September 2010.<br />
  • 13. National Scale w/ Local Presence<br />13<br />
  • 14. The Marriage Phase<br />14<br />
  • 15. In-Store Engagement<br />90%<br />Use mobile search<br />Of shoppers use search as part of their shopping activity<br />84%<br />Of Smartphone users compare prices in stores<br />46%<br />Source: Essential Research, 2009; Yahoo Mobile Search Webinar, April 2011<br />15<br />
  • 16. Bing Vision<br />16<br />
  • 17. Bing Vision<br />

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