1. ©2013 | BrightEdge Technologies
The Future of Search: Mobility
Eric Papczun | US President

2. Mobile Accessibility is Transforming Search
Mobile Phone Internet Users and Penetration Worldwide, 2011-2017
2011 2012 2013 2014 2015 2016 2017
Mobile Phone Internet
Users (Billions)
1.15 1.55 1.88 2.19 2.48 2.74 2.96
%Change 46.2% 34.7% 21.1% 16.4% 13.4% 10.4% 7.9%
% of Mobile Users 30.7% 38.1% 43.7% 48.4% 52.5% 55.7% 57.9%
% of Internet Users 55.0% 66.7% 73.4% 79.1% 84.5% 88.5% 91.2%
% of Population 16.6% 22.1% 26.5% 30.5% 34.3% 37.4% 39.9%
Note: Mobile phone users of any age who access the internet from a mobile browser or an installed
application at least once per month, use of SMS/MMS is not considered mobile internet access.
Source: eMarketer, May 2013

3. Mobile Accessibility is Transforming Search
US Local Search Market: Mobile vs. Desktop In 2015 mobile local search
volume will surpass desktop
local search for the first time.
By 2016 we expect mobile to
exceed desktop by 27.8 billion
queries.

4. US Budgets are Quickly Shifting
US Digital Ad Spending, by Channel, 2011-2017
BILLIONS
Note: *includes spending primarily on desktop-based ads,
**includes display(banners and other, rich media and
video), search and messaging-based advertising
Source: eMarketer, June 2013
Change in Spending on Select Digital Initiatives
According to US Marketers, March 2013
& OF RESPONDENTS
Source: ANA, 2013 Q1 Member Benchmarking Survey,
May 16 2013

5. Not Just Here But Around the World
Mobile Internet Ad Spending Worldwide, By Region, 2011-2017
MILLIONS
2011 2012 2013 2014 2015 2016 2017
North America $1,289 $4,022 $7,325 $11,606 $16,688 $22,328 $28,223
Asia-Pacific $1,644 $2,334 $3,315 $4,674 $6,403 $8,388 $10,519
Western Europe $780 $1,622 $2,920 $4,643 $6,872 $9,277 $11,968
Central and Eastern Europe $37 $71 $118 $195 $308 $453 $544
Latin America $41 $76 $135 $250 $410 $644 $992
Middle East and Africa $4 $7 $13 $23 $36 $58 $90
Worldwide 16.6% 22.1% 26.5% 30.5% 34.3% 37.4% 39.9%
Note: Includes Display (banners, video and rich media) and search; excludes
SMS, MMS, and P2Pmessaging-based advertising, includes ad spending on Tablets
Source: eMarketer, April 2013

6. Not Just Here But Around the World
Mobile Internet Ad Spending Growth Worldwide, By Region, 2011-2017
% OF CHANGE
2011 2012 2013 2014 2015 2016 2017
Middle East and Africa 255.5% 100% 90% 70% 60% 60% 55%
North America 134.2% 212.1% 82.1% 58.4% 43.8% 33.8% 26.4%
Western Europe 92% 108% 80% 59% 48% 35% 29%
Latin America 134.8% 86% 77% 85% 64% 57% 54%
Central and Eastern Europe 29.4% 93.5% 66.2% 65% 58% 47% 42%
Asia-Pacific 43.7% 42% 42% 41% 37% 31% 25.4%
Worldwide 76.7% 114.4% 70% 54.7% 43.6% 34% 27.4%
Note: Includes Display (banners, video and rich media) and search; excludes
SMS, MMS, and P2Pmessaging-based advertising, includes ad spending on Tablets
Source: eMarketer, April 2013

7. Most Brand Leaders Don’t Have a Strategy or Staff
Expect Mobile Budget
Growth in 12 months
Why aren’t you
leveraging mobile
marketing?

8. Their Poor Experiences = Lost Sales
88% of shoppers have negative experiences – 33% go to competitor
*Source: Skava Consumer Mobile Shopping Survey

9. Gilt
“Over 40 percent of our overall
revenue is now generated
through mobile, and that
trend is continuing to grow.”
JASON JOHN | GILT

10. Sephora
Redesigned Mobile Experience
to Address Participant Needs
§ Shop
§ Loyalty
§ Store Locator
§ Browse
150%
SALES

11. Mobility Experience Optimization™
“Mobility”. It is more than a marketing channel. It exists
across an organization, any number of devices, across
digital / physical bounds, and across customer segments.

12. PERFORMICS – Mobility Pillars
Participant
Behaviors
Internal Alignment
Active Experiences
Integrated Media
§ Cross-Channel Marcomm
Collaboration
§ Retail/Physical Presence
§ Online/Commerce
Functionality
§ Mobility Metrics/KPIs
§ Content & Media Depth
and Exchange
§ App/Web - Device
Integrations
§ Paid/Owned/Earned
Media
§ Search Engine
Optimization
§ 3rd Party Partners/
Affiliates/Links

13. Before We Begin, We Understand the Participant
NAME MOTIVATIONAL NEEDS DESCRIPTION KEY DRIVERS EXAMPLE
1 NOTIFY Urgent need, Emergency, Accident, Problematic (VULNERABLE, DEPENDENT) Ex. AAA Application
2 SIMPLIFY Location or Time Sensitive, Quick, Concise (ANXIOUS, EXPECTANT) Ex. Click to Call
3 COMMUNICATE Social, SMS, MMS, FaceTime, Calling, Chat (INTERACTION, CONVERSATION) Ex. Skype
4 PRICE Coupon or Deal checking, Codes, Offers, Comparison (INVESTIGATIVE, ECONOMICAL) Ex. Red Laser
5 GUIDE Travel, Tourism, expert / insider advice or opinion (ACCESS, EXPLORATION) Ex. NapaValley Insider
6 RESEARCH Ratings, Reviews, Comments, Product, Service specific (TRUST, TRANSPARENCY) Ex. Amazon Feedback
7 VISUALIZE MMS, Picture or Video Messaging, Markup or Editing (CONNECTION, SHARING) Ex. PicSay
8 ENROLL Program / Product details, enroll , sign up, save for later (DEPTH, INTEREST) Ex. ** (star star)
9 NAVIGATE LBS, Navigation, Directions, Store Locator, Events (GEOGRAPHIC, GUIDANCE) Ex. Google Maps
10 BROWSE Swipe, swap, explore, peruse casually (DISCOVERY, EXPOSURE) Ex. Flipboard
11 SHOP Purchase, Promos, VIP Cards, Checkout, Loyalty (FINDING, BUYING) Ex. eBay
12 SHARE Products, Likes, Wish Lists, location, status (IDENTITY, SOCIAL) Ex. Pinterest
13 NETWORK Social or Professional, Updates, Friends, Peers (CONNECTION, COMMUNITY) Ex. Linked In
14 ENTERTAIN Movies, Clips, Shows, Podcasts, Streaming, Downloads, (MEDIA, ENGAGEMENT) Ex. Redbox Instant
15 WORK Remote Data Access, VPN, Email, Presentations (CONTINUITY, PRODUCTIVITY) Ex. Webex Mobile
16 PLAY Fun, Games, Leisure, Personal or Social (ENGAGMENT, ENJOYMENT) Ex. Angry Birds
17 MONITOR Alerts, Management, Tracking, Shipping, Location, Data (UPDATES, STATUS)
Ex. Nest Home
Thermostat
18 EDUCATE Learning or Teaching, group or individual (KNOWLEDGE, ADVANCEMENT) Ex. Rosetta Stone
19 UPDATE News, Weather, Global, Local, Sports, Celebrity (UPDATES, AWARENESS) Ex. NPR App
20 PAY Mobile Wallet, NFC, Payment, Banks, Transfers (FISCAL MANAGEMENT, INSTANT) Ex. PayPal
PARTICIPANT MOBILITY
MOTIVATIONS & NEEDS

14. The Needs of the Mobile Searcher
SEARCH ENGINE
PAID ADMOBILE MEDIA SPEND SEM COVERAGE / RANK
LOCAL EXTENSION
INTEGRATION VISIBILITY
VISIBILITY
MAPS ORGANIC
LANDING PAGE
CONNECTIVE MESSAGING
RESPONSIVE DESIGN
EXPERIENCE
EXPERIENCE
COUPON REDEMPTION AT LOCATION
OPTIMIZED CONTENT EXPERIENCE
ONLINE TO OFFLINEINTEGRATION
LOCAL STORE PAGE
MOBILE COUPONBrowse / Shop
Participant Journey
INTEGRATION
EXPERIENCE
VISIBILITY

15. Mobility Experience Optimization™ - Audit
Low position
CTA
Non
responsive
Design
Shopping
cart not
prominent
Not thumb click
optimized
Poor use of real
estate
Browse / Shop

16. Thank you!