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Sis sat 0845 dennis glavin

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Transcript

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