Developments In Search


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Taken from a presentation to the Interactive Marketing Show from 2008, Peter Young discusses, where search marketing has come from, where it is now, and where it is going

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  • Developments In Search

    1. Interactive Marketing Show Developments in Search By: Peter Young - Organic Search Manager Jon Myers – Head of Search | Associate Director Presented By: Peter Young Organic Search Manager I MediaVest UK Email: [email_address] November 2008
    9. In a Garage! <ul><li>Rented from Susan Wojcicki…who is currently Google’s Vice President of Product Management. </li></ul><ul><li>$1700 per month in 1998 </li></ul><ul><ul><li>Use of Hot Tub </li></ul></ul><ul><ul><li>Access to Refrigerator </li></ul></ul>
    10. Google 10 Years Ago……
    11. Google 10 minutes Ago……
    12. What's Changed? <ul><li>Well Google looks just the same! </li></ul><ul><li>BUT </li></ul><ul><li>Market Value in 1998 = $100,000 + Garage (+ hot tub) </li></ul><ul><li>Market Value in 2008 = $150 Billion! </li></ul>
    13. The Market Time Line
    14. How big is search in the UK Market?
    15. Online slices through the media market Source: PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC N.B. WARC Recruitment data included from 2003
    16. 2007 market share 15.3% (11.4% in 2006) <ul><li>% share of revenues for January to December 2007 </li></ul>Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Total advertising market £18.4bn
    17. Outdoor Print TV Radio Outdoor AWARENESS BRANDING DIRECT RESPONSE (leads, sales, etc.) EDUCATION/INFORMATION SOURCE: GOOGLE ANALYSIS Online Online Marketing is Consuming all Media Search Is Becoming the preferred choice of Online Media
    18. All Media is driven to Search engines to source Results and findings % of online search users 67% Source: Offline Channel Influence on Online Search Behavior Study Jupiter Research in June 2007 online search* users are driven to perform searches as a result of some offline channel
    19. Consumers are less likely to purchase from a brand that doesn’t appear in Google's search results Source: Offline Channel Influence on Online Search Behavior Study Jupiter Research in June 2007
    20. <ul><li>In April 2008, over 31 million UK adults (15+) searched on the Internet: </li></ul><ul><ul><li>93% of the UK ‘Net population </li></ul></ul><ul><ul><li>4.1 billion search queries </li></ul></ul><ul><ul><li>10 searches per usage day </li></ul></ul><ul><ul><li>30 visits per month </li></ul></ul><ul><ul><li>5 searches per visit </li></ul></ul>Search > Synonymous with the Internet Source: Comscore Media Metrix qSearch, April 2008. Internet Users Unique Searchers
    21. … . how fast are we approaching their saturation points UK PENETRATION RATES BY CATEGORY, 2003-2007 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 2003 2005 2007 2009 2011 2013 2015 2017 2019 Travel Tech Finance Media Home & Garden Telecoms Motors CPG Share of advertising spending online (%) Notes: S-Curves were fitted to the historical data, saturating at the forecasted 2020 saturation level Sources: Nielsen MMS, Zenith, Forester, MediaScope, IAB, Corp Dev Analysis
    22. The Search Landscape UK search market split
    23. Evolution in Search
    24. The Search Market Has to evolve to.... <ul><li>Vertical Creep </li></ul><ul><li>Local </li></ul><ul><li>Mobile </li></ul><ul><li>Social Integration </li></ul><ul><li>Rich media/TV </li></ul>
    25. <ul><li>Search results pages now include </li></ul><ul><li>Video </li></ul><ul><li>Images </li></ul><ul><li>PR/News Releases </li></ul><ul><li>Maps/Local Search </li></ul><ul><li>Products </li></ul><ul><li>Books </li></ul><ul><li>Finance </li></ul><ul><li>… Even Cinema results </li></ul><ul><li>… AND MORE </li></ul>… but Search keeps evolving
    26. Example 1: Local Targeting Results much more tailored round intent – increased relevancy
    27. Example 2: Dominating Search Ability to dominate searches via traditional Organic, Paid Search and Blended Search visibility
    28. Example 3: PR Doubleplay PR Blended Search results Ongoing Offline & Online PR activity can have immediate as well as ongoing effects
    29. Example 4: Online Reinforcement Views: 185,000 in 3 months on website only 2,505,036 views on Youtube
    30. The Numbers <ul><li>Total videos uploaded as of March 2008: 78.3 Million </li></ul><ul><li>Videos uploaded per day: over 150,000 </li></ul><ul><li>The total time spent watching YouTube videos in first 12 months of launch was 9,305 years ! </li></ul><ul><li>The content requires several million dollars’ worth of bandwidth a month to transmit. </li></ul>
    31. Ability to Target without being there!
    32. Ability to Target your market
    33. Main UK Developments in Last 2 Years <ul><li>Launch of MSN Search (just over 2 years ago) </li></ul><ul><li>Launch of Yahoo Panama </li></ul><ul><li>Adwords Editor came out made a big difference to managing campaigns </li></ul><ul><li>Google search query report becomes available </li></ul><ul><li>Google trademark policy changes </li></ul><ul><li>Universal search </li></ul><ul><li>Increase in navigational search </li></ul><ul><li>Google continues to increase market share </li></ul><ul><li>Rise of mobile search </li></ul><ul><li>Loss of Google BPF (Best Practice Funding) </li></ul><ul><li>Doubleclick purchased by Google </li></ul>
    34. The future…. Where will search fit? Everywhere!
    35. The new face of search engines
    36. Photosynth - Microsoft
    37. Photosynth meets Google Street Maps
    38. Scratching the ‘surface’
    39. Get search in the game <ul><li> </li></ul>
    40. Google's Expanding Boundaries
    41. The Future <ul><li>Power to the Internet People </li></ul><ul><ul><li>Multiple Touch Points </li></ul></ul><ul><li>Media Hubs </li></ul><ul><ul><li>Access where and when you want </li></ul></ul><ul><ul><li>Access on multiple devices </li></ul></ul><ul><li>Ability to target and segment your advertising </li></ul><ul><li>The future is bright the future is Search </li></ul>
    42. Peter Young | Organic Search Manager | MediaVest Email: [email_address]