The Future of Search, presented by Stefan Bardega

1. The Future of Search

2. Where do you go when you want to understand the
future of search

4. The Future
of Search

5. Search will exist everywhere
1

6. As every device becomes
connected so every device
becomes search enabled.
CATEGORY BRAND FUNCTION
AUTOMOBILES
Toyota, Mercedes, Ford,
BMW, Tesla, Hyundai, Audi,
etc.
Search directions, start,
lock/unlock, control music and
lighting and temp, directions
TV &
ENTERTAINMENT
Samsung, LG, TiVo, Dish,
Comcast, Fire, Chromecast,
Apple TV
Search content, record, change
channel, on/off, volume, play
program
APPLIANCES
LG, GE, Bosch, Kenmore, Jenn
Air, Frigidaire, Whirlpool
Search products, set timers,
change temperatures, check
status of loads
WEARABLES
Bose, Jabra, Apple, SUGR,
Intel (smart glasses)
Search directions, control
wireless headphones,
answer/make calls, change
music
HOME SECURITY Canary, D-Link
lock/unlock, open/close garage,
view camera footage, set alarm
AMBIENT HOME Nest, Philips, GE, Wemo
control temp, lighting, lift/close
shades
SMALL
ELECTRONICS
HP Printer, Gourmia Kitchen
Machine, Mr. Coffee, Ubtech
Lynx Robot, iRobot
check status, on/off, print, make
coffee, set timers
BATHROOM
Kohler Numi Toilet, Verdera
Mirror, Moen Shower
Search calendar, search diary,
flush, lift/close seat, water temp

7. 200m smart speakers are driving the search installed base
Apple Siri Google
Assistant
Google
Home/Mini
Amazon Echo, Dot,
Show
Apple
HomepodDevice
Assistant
Results
Amazon
Alexa
Microsoft
Invoke
Microsoft
Cortana

8. Source: Statista
Units Shipped Worldwide (Millions)
0
2000
4000
6000
8000
10000
12000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
Desktops / Tablets Mobiles Other Connected Devices
Mobile
<50% of
connected
devices

9. Search will be more conversational
2

10. –
Why is voice is rising in importance
Of searches have
voice input by 2020
Of searches have
never been seen
before
Average number of
words used in a voice
query Vs 3 in a text
query
Of queries have
purchase intent
50% 15% 9 25%

11. Voice changes the purchase path
”Order
new glass
cleaner”
“Our top seller is Mr Glass Cleaner, ¢8.67.
Would you like to order it?”
“The last time you ordered glass cleaner, it
was Super Shine Glass cleaner, ¢8.67. Would
you like to order it again?”
“The last time you ordered glass cleaner, it
was Super Shine Glass Cleaner, ¢8.67, but it’s
not in stock. Would you like me to recommend
another top selling brand
ORDER HISTORY
NO ORDER HISTORY
“YES”ORDER HISTORY NO STOCK
“NO”

12. From now on technology makes the choice on behalf of the consumer
60%
35%
5%
2nd
3rd
4th
Top prime
Top non-prime
If there is no related shopper history
or Amazon Choice available, Alexa
recommends top 2 Prime ranking
products.
If none of the above applies Alexa
recommends the top non-Prime
products.
If there is no related products in the
shopper history then Alexa
recommends an Amazon Choice
product.

13. Search will be more personal
3

14. The personalisation tipping point has arrived in paid search
2000 2013 2014 2015 2016
Remarketing Demographics Customer match Similar audiences
2017
In market
2018
Affinity
Household income
Life events
2019
LinkedIn TargetingKeyword

15. Why are audiences important for Paid Search?
Reduce
wastage
Mitigate rising
CPCs
Improve
conversion

16. Personalisation of search transforms marketing performance
14m

17. Search personalisation requires a clear data strategy
Nothing about the user Who they are
What they’re actively
researching/planning
How they’ve interacted
with Brand.com
Unknown
What their interests and
habits are
Demo & Detailed
Demographics
Affinity In-Market
RLSA, Customer Match
& Similar Audience
UNKNOWN INFERRED AUDIENCES KNOWN
PERFORMANCE IMPROVEMENTS

18. 0%
10%
20%
30%
40%
50%
60%
70%
80%
20182015 2016 201720142013
Source: iProspect client 2019
Successful brands operate >50% audience depth
71%
2019

19. Search will be more visual
4

20. Search
Engine
Text
Image
Video
News
Maps
Shopping
OUTPUT
Text
INPUT

21. Text
Image
Voice
Audio
Video
Sensor
Search
Engine
INPUT
OUTPUT
Text
Image
Voice
Audio
Video
News
Maps
Products
AR
VR
360 Image
Interactives

23. Integrated visual search
drives key metrics
Pages per session up 135%
Conversion rate 100%
higher
AOV 12% higher
People who use
the visual search
function

24. Visual
Personal
Conversational
Ubiquitous