Local Search Dennis Glavin Local Advertising Lead Microsoft Advertising
The Three Phases of Local Search The First Date Dating Marriage 2
Outside Influences 3
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
Partnerships at Scale Query Share 5
Bing Business Portal 6
The Dating Phase 7
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
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 PC & Mobile Query Intent 70% 70% In 1 Month In 1 Hour Source: Bing for Mobile 2010
11 Opportunity Bing Deals “78% of consumers want special offers or promotions” + Source: TMP Directional Marketing and 15Miles, Local Search Usage Study September 2010.
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.
National Scale w/ Local Presence 13
The Marriage Phase 14
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