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End of year review/preview


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End of year review/preview

  1. 1. Online MediaA review of 2011 and predictions for 2012(before the December 21st apocalypse)Nigel GwilliamConsultant Head of DigitalIPA
  2. 2. What I’ll be talking about—The current Search market (according to a non-specialist)—5 big things that happened this year—5 predictions for 2012
  3. 3. Search Marketing Review (from a non-search specialist)
  4. 4. The Big Picture: IPA Bellwether
  5. 5. Search & Internet Marketing(much more positive)
  6. 6. You’re in a good place!IPA Bellwether: 3Q2011 vs 2Q2011
  7. 7. “The Bellwether Report reveals a strengthening of marketing budgets in Q3, particularly in the internet and search channels, in a cautious economic environment as brands focus on defending market share and in some instances driving sales growth forward. Digital and search investment continues to grow as brands take cautious shelter in channels that provide measurable return on investment. ” Chris Whitelaw IPA Search Group Chairman, President, I Spy
  8. 8. SEM attracting budget shifts from where? (US)
  9. 9. Trends & Technologies impacting SEM (US Agencies)
  10. 10. Check out this presentation I saw in SXSW!— Mobile search… … is different … is local & local is growing exponentially at 50% per year (in the US) … is social … needs mobile UX
  11. 11. Marketers rate their SEM knowledge… Source: IAB National Search Marketing Barometer, 2010
  12. 12. 5 big things that happened this year
  13. 13. NUMBER 1— A new epoch: the mobile web
  14. 14. “A smartphone today would havebeen the most powerful computerin the world in 1985 ” Horace Dediu, former Nokia ExecutiveIn fact, todays phones have about the same raw processing poweras a laptop from 10 years ago. And every year they close the gap. Source: The Guardian
  15. 15. Smartphones surpass feature phones
  16. 16. Smartphone sales beat PC sales in 2011
  17. 17. NUMBER 2— The Stupid EU Cookie Law
  18. 18. … in 2 ½ minutes
  19. 19. IPA advice for agencies— Tell clients there is no need to panic— BUT don’t do nothing— Audit the use of cookies— Classify cookie usage— Increase prominence of information— And for OBA…
  20. 20. NUMBER 3— The rise of Real Time Bidding
  21. 21. The most infamous chart of 2011
  22. 22. Spend to quadruple this year “By 2015, more than one in four display ad dollars will be spent via real-time bidding” International Data Corporation
  23. 23. NUMBER 4— Therise of Facebook as an advertising medium
  24. 24. Facebook steps up Estimated Ad Revenue (£m)300250200150100 50 0 2010 2011 2012 “Facebook now accounts for the majority of net online display growth in the UK.” Ian Maude, Enders
  25. 25. NUMBER 5—Google changes— Mobile search prioritises mobile content— Removes natural search analytics (for signed in Google account holders)?
  26. 26. 5 predictions for 2012
  27. 27. NUMBER 1—The Great Tech War of 2012
  28. 28. NUMBER 2— Forget 3D TV, 2012 is all aboutSocial TV & Connected TV
  29. 29. Social TV: The Second Screen
  30. 30. Wifi – unleashes laptops (and smartphones) Source: Percentage HH, Touchpoints 3 (2010) vs Touchpoints 2 (2008)
  31. 31. Re-linearization of TV“ linear TV, far from being dead, is actually making a resurgence ” Chloe Sladden, Twitter
  32. 32. Connected TV— “The integration of the internet and Web 2.0 features into modern television sets and set-top boxes, as well as the technological convergence between computers and these television sets / set-top boxes.” Source: Wikipedia
  33. 33. Online video— accelerating growth set to continue
  34. 34. NUMBER 3—Local explosion
  35. 35. Local Explosion— 95% of Smartphone users have searched for local info— 61% have called, 59% visited after a search— 90% act within 24 hours Source: Google
  36. 36. Location, location, locationThe mobile phone acts as a cursorthat connects the digital andphysical worlds
  37. 37. NUMBER 4—Privacy Push-Back
  38. 38. EU Data Privacy Directive “Overly strict, static and bureaucratic data-protection rules will have a detrimental impact on Europe’s economy” said 11 industry associations, including the Business Software Alliance, which counts Microsoft among its members, and IAB Europe, which has Google and Yahoo! Inc. on its roster.
  39. 39. NUMBER 5—Tick, tick, BOOM
  40. 40. The Ad Environment Time Bomb
  41. 41. A summary in buzzwords— Google v Facebook v Apple v Amazon Tech War— Real time— So(cial) Lo(cal) Mo(bile)— Social, Connected TV— Privacy push-back— Danger UXB