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Com score magnetic webinar

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Com score magnetic webinar

  1. 1. The Future of Search is Search Retargeting Eli Goodman, Search Evangelist, comScore, Inc. Josh Shatkin-Margolis, CEO, Magnetic *A copy of today’s presentation will be sent to all attendees within 48 hours
  2. 2. Our Presenters Eli Goodman Josh Shatkin-Margolis Search Evangelist CEO comScore, Inc. Magnetic © comScore, Inc. Proprietary. 2
  3. 3. comScore Customer Knowledge Platform: A granular 360° view of themultitude of online activities for 2 million global users Designed to be representative of the total online population. © comScore, Inc. Proprietary. 3 TRUSTe certified for information privacy & security.
  4. 4. About Magnetic- Magnetic empowers advertisers to target users with display ads based off user search history– - First company to focus 100% on search retargeting- - Product suite including self-service and full-service search retargeting solutions- - Proprietary keyword generation tool- +8 billion search inquiries captured monthly- +1 billion impressions served monthly- +450 unique user searches monthly © comScore, Inc. Proprietary. 4
  5. 5. Agenda- State of Search- State of Display- Search & Display Synergy The Changing Role of the Search Engine What is Search Retargeting? Search Retargeting Best Practices © comScore, Inc. Proprietary. 5
  6. 6. qSearch 2.0: Trends in the U.S. Search Market 26.6 billion searches were performed in June 2011, which marked a 6% growth rate over June 2010. Total U.S. Searches for all qSearch properties (Billions) Change vs. June 2010 27.0 27.2 26.6 26.7 26.7 26.6 +6% 26.0 26.1 25.8 25.6 25.4 24.9 24.3 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Source: comScore US qSearch 2.0, June 2011 © comScore, Inc. Proprietary. 6
  7. 7. qSearch 2.0: Trends in the U.S. Search Market, cont’d Search growth is driven by increased intensity, at +6% year-over-year Unique Searchers (MM) vs. Search Intensity Change vs. June-10 122.7 122.5 124.3 121.2 400.0 114.4 118.1 119.2 119.5 118.1 121.3 120.5 118.0 112.7 120.0 +6% 350.0 100.0 300.0 Searches Per Searcher 250.0 80.0 217.9 215.1 216.5 217.8 220.1 220.9 219.3 221.7 216.1 217.7 217.0 218.5 219.1 200.0 60.0 +1% 150.0 40.0 100.0 Unique Searchers 20.0 50.0 - - Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Source: comScore US qSearch 2.0, June 2011 © comScore, Inc. Proprietary. 7
  8. 8. qSearch 2.0: Trends in the U.S. Search Market, cont’d While all searcher segments increased their search intensity, Heavy Searchers and Medium Searchers outpaced Light Searchers in year-over-year growth Segment Contribution to Search Intensity Total Searches Change vs. Searches per Searcher June-10 Percentage of Searches 450 381.9 400 360.8 +6% 350 300 63.0% 250 200 27.6% 150 +7% 104.2 111.4 100 9.4% 50 22.8 22.0 +4% 0 Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Heavy Searchers (Upper 20%) Moderate Searchers (Middle 30%) Light Searchers (Bottom 50%) Source: comScore US qSearch 2.0, June 2011 © comScore, Inc. Proprietary. 8
  9. 9. Although Search Engines Are Still the Major Players, Search Isn’t Confined to the Engines AnymoreMore than 1/3 of searches conducted online are conducted on Non-Search Engines. Searches (Billions) Change vs. Total Non-Search Engines Search Engines June 2010 +7% 26.6 24.9 -4% 9.7 9.3 15.2 17.3 +14% June 2010 June 2011 Source: comScore US qSearch 2.0; “Search Engines” defined as properties falling under the Search/Navigation category in qSearch , June 2011 © comScore, Inc. Proprietary. 9
  10. 10. US Online Ad Spend Poised to Grow 20% in 2011 US Online Ad Spending 2010-2015 $ Billions and % Change $50 $45 $40 $35 $30 $25 $20 $15 20.2% 17.6% $10 14.9% 12.0% 10.4% 8.8% $5 $0 2010 2011 2012 2013 2014 2015 Source: eMarketer: US Online AdSpend Poised to Grow 20% in 2011 © comScore, Inc. Proprietary. 10
  11. 11. Display Advertising Background:The very first banner ad ran on October 24, 1994 Publisher: Hotwired.com AT&T “You Will” campaign Ad Size/Format: 468 x 60, JPG © comScore, Inc. Proprietary. 11
  12. 12. Display Advertising Background:AT&T “You Will” campaign predictionsHave you ever: Received a phone call on your wrist? Had a classmate who’s 1,000 miles away Conducted business in a language you don’t understand Had an assistant who lived in your computer Tucked your baby in from a phone booth Watched a movie you wanted to the minute you want to Carried your medical history in your wallet Attended a meeting in your bare feetYou will. And the company who will bring it to you? AT&T For more “You Will” campaign predictions, visit: http://adland.tv/content/banner-ads-tenth-birthday © comScore, Inc. Proprietary. 12
  13. 13. How Large is the US Display Advertising Market? 1.1 TRILLION Display Ads Served in Q2 2011 © comScore, Inc. Proprietary. 13
  14. 14. Social Networks Have Caused Users to Spend More Time Online andAdvertisers to Shift Dollars Towards Online Advertising Compared to last year, people are Social networks have also brought spending more time on social huge quantities of inventory networks and less time on portals online Total Minutes Spent (MM) Share of Display Ads (%) 100,000 +15% Portals -21% YoY 80,000 YoY 35% 32% 30% -6% 60,000 YoY 25% 19% 40,000 +26% 20% Social Networking Sites YoY 15% 20,000 10% 5% 0 0% Portals Social Networking Source: comScore US Media Metrix Panel Only Data, April 2011 comScore US Ad Metrix, April 2011 © comScore, Inc. Proprietary. 14
  15. 15. Socially Enabled Display Ads Encourage Brand Interaction  Many advertisers employ social networking sites and incorporate social media elements into their online advertising strategies. Advertiser (US) Total Internet Socially Enabled % Composition Socially Impressions (000)* Impressions (000)* Enabled Ads*Kraft Foods Inc. 785,419 166,463 21.2%TJX Companies, Inc. 60,866 43,174 70.9%Heineken N.V. 48,378 33,079 68.4% © comScore, Inc. Proprietary. 15 * Ad Metrix (May 2011) US data
  16. 16. Search Generates Higher Offline Sales Lift Than Display Advertising, butCombined the Synergy Provides an Even Greater Lift Incremental Lift in Retailers’ Offline Sales per (000) Exposed Source: comScore Ad Effectiveness Solutions +119% © comScore, Inc. Proprietary. 16
  17. 17. Paid, Organic, and Display Influence – Unaided Brand Recall Source: iProspect/comScore Study: Real Branding Implications of Digital Media © comScore, Inc. Proprietary. 17
  18. 18. Paid, Organic, and Display Influence – Brand Website Visitation Source: iProspect Study: Real Branding Implications of Digital Media – comScore commissioned © comScore, Inc. Proprietary. 18
  19. 19. Paid, Organic, and Display Influence - Purchase Source: iProspect Study: Real Branding Implications of Digital Media – comScore commissioned © comScore, Inc. Proprietary. 19
  20. 20. Agenda- State of Search- State of Display- Search & Display Synergy The Changing Role of the Search Engine What is Search Retargeting? Search Retargeting Best Practices © comScore, Inc. Proprietary. 20
  21. 21. Changing Role of the Search Engine time spent in everything else search enginesSearch Engine Marketing alone = 4% of messaging opportunitiesOPA’s Internet Activity Index and Nielsen’s Online data, April 2011 © comScore, Inc. Proprietary. 21
  22. 22. Giving Search a Future What about the 96% of inventory where users spend their time ? © comScore, Inc. Proprietary. 22
  23. 23. The Future of Search is…Search Retargeting User searches for User considers options User sees targeted ad User converts product or services while in conversion or consideration mode © comScore, Inc. Proprietary. 23
  24. 24. The Consumer Funnel Consumer Unlikely BuyersUpper AWARENESS Likely Buyers Smartphone, mobile phone, phone plans and lower CONSIDERATION Blackberry, iPhone, AT&T, VerizonFunnel CONVERSION Unlimited text, iPhone, iPhone store, etc. © comScore, Inc. Proprietary. 24
  25. 25. Beyond the Search Engine Search = best source of data signals intent iphone Key question: Did you ever follow-up? © comScore, Inc. Proprietary. 25
  26. 26. Beyond the Search EngineHarnessingthe power ofsearch iPhoneoutside thesearch engine © comScore, Inc. Proprietary. 26
  27. 27. Reaching Intenders Just like in Search BRAND CENTRIC SEGMENT COMPETITORS SEGMENT Seedwords: Seedwords: Apple Blackberry iPhone Droid iPad Palm Pre iPod Apple TV 1:1 conversation BRAND INDICATORS SEGMENT between Seedwords: Smartphone brand & potential Touch phone Cell phone customers New phone plan Verizon phones AT&T phones © comScore, Inc. Proprietary. 27
  28. 28. Best Practices for Search Retargeting 1. 1. Define Goals: conquesting, lower funnel activities (with clear attribution model), branding to specific audiences 2. 2. Select Inventory: comScore 250, exchange media, with or w/out user generated content 3. 3. Identify Audience: define keywords that your audience would be searching for, and leverage keyword generation tools to increase scale 4. 4. Place Conversion Tags: these provide insights to successful optimization – helping determine which keywords, data sources, recency of searches along with media, creative, geo, etc. are driving results 5. 5. Optimize: tailor keywords, recency window, inventory, etc. to beat KPIs, while balancing between precision & scale © comScore, Inc. Proprietary. 28
  29. 29. Case Study – Major online etailerBackground Using dynamic creative, an online etailer Results tapped into search retargeting to drive ROI online. » Achieved 272% positive ROIStrategy Leveraged search history to target relevant intent consumers across the web: » Reached 30 million ad » Assigned keywords to very specific product impressions across themes including: inventory sources » TV, Men’s shoes, eBooks, GPS, NASCAR, purses » Dynamically served the right creative to the right audience » Utilized premium and exchange inventory to maximize reach Solution Through search retargeting, the major online TV etailer reached a large volume of intent consumers with specific messages, achieving a positive ROI. © comScore, Inc. Proprietary. 29
  30. 30. Thank you! Eli Goodman egoodman@comscore.com @LosBuenos Josh Shatkin-Margolis Josh@magnetic.is © comScore, Inc. Proprietary. 30

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