K8 - Research from Kenshoo and Yahoo!

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Presentation from Director of Marketing Research at Kenshoo, Josh Dreller on Kenshoo's latest three screen research shared at Kenshoo's K8 Summit on September 9th, 2013.

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K8 - Research from Kenshoo and Yahoo!

  1. 1. | Kenshoo: Proprietary and Confidential 1 Josh Dreller – Director Marketing Research, Kenshoo Edwin Wong – Senior Director, Product & Media Insights, Yahoo Research: Yahoo!And Kenshoo
  2. 2. | Kenshoo: Proprietary and Confidential 2 Great Research!
  3. 3. | Kenshoo: Proprietary and Confidential 3 3 SCREEN PAID SEARCH
  4. 4. | Kenshoo: Proprietary and Confidential 4 Mobile clicks are a big part of paid search… Q1 2013:
  5. 5. | Kenshoo: Proprietary and Confidential 5 …and growing! June 2012 vs. June 2013
  6. 6. | Kenshoo: Proprietary and Confidential 6 ADVERTISER PERCEPTIONS OF THE THREE SCREEN WORLD
  7. 7. | Kenshoo: Proprietary and Confidential 7 Key Insights Overall volume of searches are still largest on PC, followed by mobile, then tablet. However, mobile search volume of shopping terms is growing exponentially. Terms used on mobile devices would suggest that shoppers are actually in pre-shopping/awareness mode even more so than purchase mode. Transactions are more likely to happen on the PC as a proportion of searches. It's not PC versus mobile, but PC + Mobile.
  8. 8. | Kenshoo: Proprietary and Confidential 8 Key Insights Form filling doesn't happen on mobile devices. Product information searches are just high as product prices searches on mobile. Mobile searchers are more likely than PC searches to do lower funnel activities – might not lead to an actual purchase but might add to a cart, do pricing, etc. Mobile ads that drive engagement are usually more shopping related as opposed to conversion related.
  9. 9. | Kenshoo: Proprietary and Confidential 9 Kenshoo Client Survey 300+ advertiser and agency respondents 27 multiple choice questions • About the respondent (industry, role, etc.) • Consumer trends • Marketing organization ~7-10 minutes to complete August 2013
  10. 10. | Kenshoo: Proprietary and Confidential 10 ABOUT THE RESPONDENTS
  11. 11. | Kenshoo: Proprietary and Confidential 11 In what region are you located? Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo Inc.
  12. 12. | Kenshoo: Proprietary and Confidential 12 Which function best describes your company? Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo Inc.
  13. 13. | Kenshoo: Proprietary and Confidential 13 Approximatelywhat percentageof your marketingorganization’s totalonlinebudgetso far in 2013 is paidsearch? Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo Inc.
  14. 14. | Kenshoo: Proprietary and Confidential 14 CONSUMER TRENDS
  15. 15. | Kenshoo: Proprietary and Confidential 15 Do you feel consumers are using search engines more for mobile shopping research in 2013 than in 2012? Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo Inc.
  16. 16. | Kenshoo: Proprietary and Confidential 16 Where in the classicalpurchasefunneldo you feel thatpaid searchads targetedto smart phonescan be effectivefor retail brands? Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo Inc.
  17. 17. | Kenshoo: Proprietary and Confidential 17 Howcomfortabledo you feelconsumersare with fillingout forms (e.g.requestinfo,quotesubmission,newslettersignup,etc.) on the followingdevices? Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo Inc. Answer: Not Comfortable
  18. 18. | Kenshoo: Proprietary and Confidential 18 How comfortable do you feel consumers are with making purchases on the following devices? Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo Inc. Answer: Not Comfortable
  19. 19. | Kenshoo: Proprietary and Confidential 19 MARKETING ORGANIZATION
  20. 20. | Kenshoo: Proprietary and Confidential 20 Howwouldyou rate your marketingorganization’ssophistication with regardsto your cross-devicepaidsearch strategy? Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo Inc.
  21. 21. | Kenshoo: Proprietary and Confidential 21 Doesyour marketingorganizationuse differentpaidsearch strategiesfor specificdevicesacross the followingactivities? Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo Inc.
  22. 22. | Kenshoo: Proprietary and Confidential 22 Please indicate how much you feel consumers agree or disagree with each of the following statement: Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo Inc. I am disappointed when brands or manufacturers don’t have sites optimized for my mobile device.
  23. 23. | Kenshoo: Proprietary and Confidential 23 As a consumer yourself, what is your reaction when reaching a non-mobile optimized size via mobile device? Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo Inc.
  24. 24. | Kenshoo: Proprietary and Confidential 24 Whatis your marketingorganizationplanningto do (or already doingnow) to addressconsumermobileshoppingexpectations? Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo Inc.
  25. 25. | Kenshoo: Proprietary and Confidential 25 Josh.Dreller@Kenshoo.com

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