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Seizing the Mobile Opportunity – UK Mobile Insights 2016

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As mobile continues to grow, ensure you make the most of the mobile opportunity available on the Bing Network. Understand shopping habits on mobile, smartphone opportunities for advertisers and what the mobile trends are on the Bing Network

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Seizing the Mobile Opportunity – UK Mobile Insights 2016

  1. 1. @BingAds Seizing the Mobile Opportunity Insights from the Bing Network March 10, 2016
  2. 2. Mobile ecommerce continues to surge UK mobile shoppers by device Source: UK Mobile Shoppers, eMarketer 2014 -2019 2014 2015 2016 Shoppers on Smartphones (Million) 28.2 31.9 35.3 % of Digital Shoppers 74.5% 80.6%67.6% 22.5 25.4 27.3 Shoppers on Tablets (Million) 54.1% 59.2% 62.3% % of Digital Shoppers
  3. 3. Increasing ad spend on mobile Spend on the rise Source: UK Mobile Ad Spending, eMarketer 2014 -2019 2014 2015 2016 Mobile Internet Ad Spending (Billion) £2.3 £3.3 £4.4 % YoY Change 45% 35%90%
  4. 4. UK mobile users who have made a purchase due to research conducted on a mobile device2 (% of respondents) 12% 2% 24% 20% 23% 26% 28% 33% 7% 10% 19% 20% 21% 25% 26% 40% Writing a product or service review None of these Purchasing for home delivery/ collection Reserving for collection in-store Researching specific details Browsing with intention of a purchase Checking and comparing prices Browse products for fun Shopping related mobile activities: Smartphone Vs Tablets1 (% of respondents) Smartphones Tablets 64% 19% 17% Yes plan to purchase in near future No Mobile devices are critical to the purchasing funnel 1: Source: eMarketer, Webloyalty and Conlumino, “The Mobile Consumer”, Sep 2015 2: Source: eMarketer, xAd and Telmetrics, UK Mobile Path to purchase 2014 Over 90% of smartphone & tablet users are using their mobile devices for shopping-related activities, most popularly for browsing & comparing prices. 80% of UK mobile device users have either made a purchase or plan to make a purchase due to research conducted on their mobile devices.
  5. 5. 4% 7% 23% 21% 11% Many times a day A few times a day At least once a week At least once a month Less than once a month Smartphone M-commerce shoppers, by frequency1 (% of respondents) Smartphone shopping habits are shifting 1: Source: eMarketer, OfCom-UK, International Communications Market Report 2015. 2: Source: eMarketer, xAd and Nielson, 2015 Mobile Path to purchase, UK 2015 One third of smartphone shoppers actively shop on their smartphones at least once a week. Two thirds of UK smartphone shoppers now primarily shop in the comfort of their home. 43% 61% 64% 57% 39% 36% 2013 2014 2015 Location where UK smartphone shoppers researched products via smartphones2 At home Out of home
  6. 6. 42% Smartphone opportunities for advertisers 19% 36% Currently use mobile advertising Plan to use mobile advertising Have never used mobile advertising According to an IAB study, only 42% of UK organisations are promoting products/services via ads on smartphones. Source: IAB UK Mobile Advertiser Snapshot StudyBase: All respondents including screen -outs (713)
  7. 7. 26%It’s critical 18% It’s useful, not essential 53%It’s important 3% It’s of limited or no importance According to an IAB study, 79% of UK organisations consider mobile advertising an important as part of their overall advertising strategy. How critical is the smartphone to the overall advertising strategy?? Source: IAB UK Mobile Advertiser Snapshot StudyBase: All respondents answering the question (295)
  8. 8. Mobile Device trends on the Bing Network
  9. 9. YoY search volume growth Search volume share by device Searches on mobile devices see robust growth on the Bing Network Internal Source: UK Bing Network search volume year on year growth across mobile devices, Dec 2015 vs, Dec 2014 Internal Source: UK Bing Network search share across devices, Dec 2015 Searches from mobile devices make up almost two-thirds of searches on the Bing Network 38% 25% 37% PC Tablet Smartphone +14% +23%
  10. 10. Over 50% of searches on smartphones are from people aged less than 35. 60% of searches on smartphones and tablets are by women. Internal Source: UK Bing Network search volume (Bing and Yahoo sites) split by demographics for the period Dec 2014 – Dec 2015 21% 12% 17% 34% 15% 18% 32% 33% 30% 11% 32% 26% 2% 8% 9% Smartphone Tablet PC < 24 25-34 35-49 50-64 65+ 57% 61% 51% 43% 39% 49% Female Male UK search share by demographics across devices Under 35’s & Women lead mobile device charge on the Bing Network
  11. 11. • Social, Health and Restaurants & Food lead smartphone search share • Tablet share particularly strong for Retail, Auto and Travel UK search share by device across categories 16% 17% 18% 19% 19% 21% 23% 24% 25% 25% 28% 30% 35% 37% 43% 8% 10% 12% 7% 14% 12% 15% 15% 12% 10% 11% 16% 13% 14% 7% 76% 74% 70% 75% 67% 67% 62% 61% 63% 65% 61% 54% 52% 50% 50% Tech & Telco Careers & Education Finance B2B Services B2C Services Reference Travel Auto Entertainment Gambling Others Retail Restaurants & Food Health Social Smartphone Tablet PC Mobile device share by category on Bing Network Internal Source: UK Bing Network search volume (Bing and Yahoo sites) split by devices for key categories, UK, Dec 2014 – Dec 2015 11
  12. 12. UK search share across devices over weekdays and weekends for top 3 categories 1 in 2 searches on the weekends are from mobile devices on the Bing Network. Retail sees the highest share of searches from mobile devices on the weekend. Weekends important for mobile device searches Internal Source: UK Bing Network search volume (Bing and Yahoo sites) split over weekdays & weekends by devices for top 3 categories, UK, Dec 2014 – Dec 2015 12 27% 35% 0 28% 35% 21% 28% 17% 21% 11% 15% 0 15% 19% 14% 20% 11% 15% 62% 50% 0 57% 47% 65% 52% 72% 64% Weekday Weekend Weekday Weekend Weekday Weekend Weekday Weekend Smartphone Tablet PC All up FinanceRetail Travel
  13. 13. • Mobile device searches are strongly aligned to leisure time with peak volumes rising during the evening when consumers are in a very different mindset Mobile device searches driven by consumers in their leisure time Internal Source: UK Bing Network search volume (Bing and Yahoo sites) by hour of the day on weekdays & weekends by devices, Jan 2016 UK search share by hour of the day on the weekends/weekdays across devices 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Hot hours = > 50% of the searches Mobile devices: 4pm – 10 pm PC: 10 am – 4 pm Weekdays Weekends Hot hours = > 50% of the searches Mobile devices: 3pm – 10 pm PC: 1 pm - 7 pm 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Smartphone PC Tablet
  14. 14. Investments in growing our supply Platform investments to drive performance Ad performance on smartphones Ad Extensions that drive user engagement +14% mobile search results +24% click growth +40% click through rate Internal Source: UK Bing Network year on year trends on smartphones, Dec 2014 & Dec 2015
  15. 15. Device KPIs on the Bing Network in the UK Smartphone searches provide stronger CTRs and lower CPCs Average CPC by device, on Bing & Yahoo sites in the UK, December 2015 100% 182% 220% £0.33 £0.29 £0.22 Average CPCs CTRs vs. desktop (indexed) Average CTR for top queries in the UK on Bing & Yahoo sites, indexed to desktop, December 2015
  16. 16. Get local with your mobile audience • Combining ad extensions on mobile results in higher average CTR. • Sitelinks and location extensions are key on smartphones. Internal Source: Analysis based on mainline performance of Ad Extensions on the Bing Network (Bing & Yahoo Sites) from smartphones, Dec 2015 3% 5% 11% 16% Text Ads Text Ads + Location Extension Text Ads + SiteLink Extension Text Ads + SiteLink Extension + Location Extension Top ad formats for smartphones on the UK Bing Network, by highest average CTR
  17. 17. 75% 22% 2% 1% 0% 68% 16% 8% 4% 4% 64% 20% 10% 6% 1% Smartphone PC Tablet Paid clicks according to ad position for Bing UK searches across devices It pays to be first on smartphone searches on the Bing Network • 75% of smartphone clicks are from the top ad position which is significantly higher than on PC and Tablet Internal Source: UK Bing Network clicks (Bing site only) split across the ad positions by devices, UK,, Dec 2015 Ad Position 1 Ad Position 2 Ad Position 3 Ad Position 4 Ad Position 5+
  18. 18. 48% 32% 25% 23% 23% 19% 13% what which why where when how who More questions are asked on smartphones Question related queries on Bing smartphones have increased by more than 20% YoY, with the highest growth in the what’s & which’s. Internal Source: UK question query growth on Bing by question type on smartphones Dec 2015 vs. Dec. 2014 Growth in Question Query YoY 21% UK question query growth on Bing smartphones searches
  19. 19. Increase your clicks on mobile by adopting Mobile ad products Ad Extensions that drive user engagement Investments in relevancy, matching, and click prediction Source: Microsoft Internal Data, Microsoft and Yahoo DE sites, Jan 2015 vs Jan 2016, mobile devices only.
  20. 20. How should you optimise for the mobile device opportunity? Invest in the Mobile experience Device specific ad copy and device optimised landing pages that recognise the user context Tailor campaigns to the audience Mobile devices bring in new audiences, search behaviours and search queries Extensions to drive engagement Utilise sitelinks, location and call extensions to drive CTR gains Stay on Top Optimise bids to stay in the top two page positions, particularly for smartphone
  21. 21. Thank You!
  22. 22. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION.

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