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SMX@adtech: Trends and Developments — JeffPruitt

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SMX@adtech: Trends and Developments — JeffPruitt

  1. 1. SMX @ ad:tech: Trends and Developments in Search Marketing Dana Todd, CMO, Newsforce, Inc. Jeffrey Pruitt, Advisor, iCrossing, and Chairman, SEMPO Sandor Marik, Director of Marketing, Condé Nast Digital Jim McDonald, Senior Manager, Search and CRM, Match.com Moderator: Danny Sullivan, Editor-in-Chief, SearchEngineLand.com
  2. 2. “ Search and Search Engines are the collective consciousness of today’s World giving equal access to anyone, anywhere.”
  3. 3. Internet Connection: Anyone, Anywhere at Anytime
  4. 4. Always-on Network
  5. 5. Brands need a new model to be successful Creating connected brands. Aware Active Trusted Useful
  6. 6. Agenda <ul><li>The Market Opportunity for Search </li></ul><ul><li>Evolution of Search </li></ul><ul><ul><li>Digital Asset Optimization </li></ul></ul><ul><ul><li>Performance Media </li></ul></ul><ul><li>Brand Model </li></ul>
  7. 7. THE MARKET OPPORTUNITY FOR SEARCH
  8. 8. What are Companies Spending in Search? North America, all Search Tactics and Technology Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. and Radar Research Forecast, North America, 2/09   2008 Advertiser SEM Spending ($mm) Share of Total Share of Tactic Paid Placement $11,913,431 88.4%   Search Media Firms $10,756,866 79.8% 90.3% SEM Agencies $351,822 2.6% 3.0% In-House $804,743 6.0% 6.8% Organic SEO $1,424,813 10.6%   SEM Agencies $300,599 2.2% 21.1% In-House $1,124,214 8.3% 78.9% SEM Tech $141,538 1.1%   Leasing $9,436 0.1% 6.7% SEM Agencies $51,223 0.4% 36.2% In-House $80,879 0.6% 57.1% Total $13,479,782    
  9. 9. U.S. Online Advertising Spending Total Dollars in Billions by Format, 2001 - 2012 $3.85b (38%) $10.78b (42%) PAST $19.65b (47%) FUTURE $0.25b (3%) Source: eMarketer, US Online Advertising Spending Report, October 2008
  10. 10. U.S. Advertising Spending Total Dollars in Billions by Media Type, 2001 - 2007 Sources: eMarketer,US Online Advertising Spending, Report, October 2008; TNS Ad Spending by Media Report, 2001 - 2007 * Internet includes yearly totals for Display, Paid Search and Natural Search
  11. 11. Organic SEO Most Popular of SEM Programs By Advertiser Respondents, 2004-2007 Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, December 2005. Global Results.
  12. 12. Media Budgets Continue Move to Search from other Media &quot;From which marketing/IT programs are you shifting budget away and moving it to your search marketing programs?“ Biggest shifts from offline marketing: print, direct mail and TV Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Advertisers n=317
  13. 13. Brand, Sales, Leads and Traffic Are Top Objectives of Paid Placement Programs Among Advertisers &quot;What is your company using search engine marketing to accomplish?&quot; Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Advertisers n=317
  14. 14. SEMPO Survey: Advertisers Plan to Increase Spending on Search Ads Moderately in 2009 Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Advertisers n=229
  15. 15. Our Market = Our Opportunity <ul><li>Pundits say by 2012 … “ ” (SEMPO + eMarketer) </li></ul>Search Marketing Display Marketing Social Marketing Video $40+ Billion
  16. 16. EVOLUTION OF SEARCH Inspiring Marketers to Change!
  17. 17. Platform Content Digital Asset Optimization (DAO, not just SEO)
  18. 18. Search in 2001… Google Confidential and Proprietary
  19. 19. Today… Better answers, faster Twitter results Store locater Organic results Video Results Including stock quotes, and site links Search Wiki Local Results
  20. 20. PERFORMANCE MEDIA
  21. 21. Advertising Platforms <ul><li>Ad Platforms include: APT, Google Adwords, AdCenter </li></ul><ul><li>The digitization of all content will lead to new advertising methods across multiple forms of content </li></ul><ul><li>Advertising platforms will be utilized to manage cross channel campaigns as “Performance Media” </li></ul>
  22. 22. Search Driven Media Buying Platform API Cross-Media Bid/Buy Tool Media Buyer API API API 3rd Party Ad Management & Serving Tool Bid Management API API Ad Network Ad Exchanges + = Radio TV Print Buying Search, Contextual, Display Ads & Video Display Video Exchanges Search
  23. 23. CONVERGENCE OF SEARCH + DISPLAY
  24. 24. Convergence of Search and Display Performance Media (CPA/CPC) Search Display Site Targeting Contextual Exchanges Retargeting BT PAST Branding (impressions/CPM) Performance Branding NOW
  25. 25. BRAND MODEL
  26. 26. Program Management Integrating the digitization of all content and advertising
  27. 27. Search is at the Center of all Media Search
  28. 28. Thank you. Jeffrey Pruitt Advisor, iCrossing, and Chairman, SEMPO

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