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Developments In Search
 

Developments In Search

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Taken from a presentation to the Interactive Marketing Show from 2008, Peter Young discusses, where search marketing has come from, where it is now, and where it is going

Taken from a presentation to the Interactive Marketing Show from 2008, Peter Young discusses, where search marketing has come from, where it is now, and where it is going

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Developments In Search Developments In Search Presentation Transcript

  • Interactive Marketing Show Developments in Search By: Peter Young - Organic Search Manager Jon Myers – Head of Search | Associate Director Presented By: Peter Young Organic Search Manager I MediaVest UK Email: [email_address] November 2008
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  • In a Garage!
    • Rented from Susan Wojcicki…who is currently Google’s Vice President of Product Management.
    • $1700 per month in 1998
      • Use of Hot Tub
      • Access to Refrigerator
  • Google 10 Years Ago……
  • Google 10 minutes Ago……
  • What's Changed?
    • Well Google looks just the same!
    • BUT
    • Market Value in 1998 = $100,000 + Garage (+ hot tub)
    • Market Value in 2008 = $150 Billion!
  • The Market Time Line
  • How big is search in the UK Market?
  • Online slices through the media market Source: PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC N.B. WARC Recruitment data included from 2003
  • 2007 market share 15.3% (11.4% in 2006)
    • % share of revenues for January to December 2007
    Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Total advertising market £18.4bn
  • Outdoor Print TV Radio Outdoor AWARENESS BRANDING DIRECT RESPONSE (leads, sales, etc.) EDUCATION/INFORMATION SOURCE: GOOGLE ANALYSIS Online Online Marketing is Consuming all Media Search Is Becoming the preferred choice of Online Media
  • All Media is driven to Search engines to source Results and findings % of online search users 67% Source: Offline Channel Influence on Online Search Behavior Study Jupiter Research in June 2007 online search* users are driven to perform searches as a result of some offline channel
  • Consumers are less likely to purchase from a brand that doesn’t appear in Google's search results Source: Offline Channel Influence on Online Search Behavior Study Jupiter Research in June 2007
    • In April 2008, over 31 million UK adults (15+) searched on the Internet:
      • 93% of the UK ‘Net population
      • 4.1 billion search queries
      • 10 searches per usage day
      • 30 visits per month
      • 5 searches per visit
    Search > Synonymous with the Internet Source: Comscore Media Metrix qSearch, April 2008. Internet Users Unique Searchers
  • … . how fast are we approaching their saturation points UK PENETRATION RATES BY CATEGORY, 2003-2007 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 2003 2005 2007 2009 2011 2013 2015 2017 2019 Travel Tech Finance Media Home & Garden Telecoms Motors CPG Share of advertising spending online (%) Notes: S-Curves were fitted to the historical data, saturating at the forecasted 2020 saturation level Sources: Nielsen MMS, Zenith, Forester, MediaScope, IAB, Corp Dev Analysis
  • The Search Landscape UK search market split
  • Evolution in Search
  • The Search Market Has to evolve to....
    • Vertical Creep
    • Local
    • Mobile
    • Social Integration
    • Rich media/TV
    • Search results pages now include
    • Video
    • Images
    • PR/News Releases
    • Maps/Local Search
    • Products
    • Books
    • Finance
    • … Even Cinema results
    • … AND MORE
    … but Search keeps evolving
  • Example 1: Local Targeting Results much more tailored round intent – increased relevancy
  • Example 2: Dominating Search Ability to dominate searches via traditional Organic, Paid Search and Blended Search visibility
  • Example 3: PR Doubleplay PR Blended Search results Ongoing Offline & Online PR activity can have immediate as well as ongoing effects
  • Example 4: Online Reinforcement Views: 185,000 in 3 months on website only 2,505,036 views on Youtube
  • The Numbers
    • Total videos uploaded as of March 2008: 78.3 Million
    • Videos uploaded per day: over 150,000
    • The total time spent watching YouTube videos in first 12 months of launch was 9,305 years !
    • The content requires several million dollars’ worth of bandwidth a month to transmit.
  • Ability to Target without being there!
  • Ability to Target your market
  • Main UK Developments in Last 2 Years
    • Launch of MSN Search (just over 2 years ago)
    • Launch of Yahoo Panama
    • Adwords Editor came out made a big difference to managing campaigns
    • Google search query report becomes available
    • Google trademark policy changes
    • Universal search
    • Increase in navigational search
    • Google continues to increase market share
    • Rise of mobile search
    • Loss of Google BPF (Best Practice Funding)
    • Doubleclick purchased by Google
  • The future…. Where will search fit? Everywhere!
  • The new face of search engines
  • Photosynth - Microsoft http://labs.live.com/photosynth
  • Photosynth meets Google Street Maps
  • Scratching the ‘surface’
  • Get search in the game
    • http://www.massiveincorporated.com/
  • Google's Expanding Boundaries
  • The Future
    • Power to the Internet People
      • Multiple Touch Points
    • Media Hubs
      • Access where and when you want
      • Access on multiple devices
    • Ability to target and segment your advertising
    • The future is bright the future is Search
  • Peter Young | Organic Search Manager | MediaVest Email: [email_address]