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How do brands take the fullest advantage
of the mobile search experience and seize
  the lucrative opportunities within this
    instrumental decision-making tool?
MEET THE PANEL




 Gagan Kanwar             Sheryl Tullis         Gregg Hamilton           Stephen Hall
Director of Research    SVP Client Services   SVP Research & Analytics   Senior Partner
 Marin Software            iconmobile                 AdGooroo           Catalyst Online
  @gagankanwar              @sheryltu              @adgooroog             @SearchBloke


Moderated by Chris Carter | Wunderman | @chris_cart
AGENDA
1   Setting the stage:              Why should brands care?

2   Discussing the opportunities:   How can brands play?

3   Understanding the playing field: Which brands should play?

4   Determining the impact:         What and how should brands measure?

5   Looking ahead

6   Q&A
WHY SHOULD BRANDS CARE?
      Gagan Kanwar
      @gagankanwar
MOBILE PAID SEARCH – GROWING FASTER THAN DESKTOP




                                     SEARCH ACCOUNTS FOR MORE THAN HALF OF GOOGLE’S MOBILE BUSINESS
                                        GOOGLE’S MOBILE BUSINESS IS NOW ON AN $8 BILLION RUN RATE*

*http://thenextweb.com/google/2012/10/18/googles-says-mobile-run-rate-up-2-5b-to-8b-including-google-play-profit-motorola-story-just-beginning/   @gagankanwar
MOBILE SEARCH TRENDS: SHARE OF PAID CLICKS
               (OCT 2011 – SEP 2012)




         BY JULY 2013, 30% OF GOOGLE’S US PAID SEARCH
         CLICKS WILL COME FROM SMART MOBILE DEVICES



                                                        @gagankanwar
MOBILE SEARCH TRENDS: SHARE OF AD BUDGET
                  (OCT 2011 – SEP 2012)




   BY MARCH 2013, SMART MOBILE DEVICES WILL MAKE UP 20% OF THE
           PAID SEARCH BUDGET FOR LARGE US ADVERTISERS


                                                                     8
                                                                 @gagankanwar
PERFORMANCE ACROSS DEVICES – CLICK THROUGH
                  RATE




    SMARTPHONES OUTPERFORM TABLETS AND DESKTOP COMPUTERS
                   ON CLICK THROUGH RATES
                                                               9
                                                           @gagankanwar
PERFORMANCE ACROSS DEVICES – COST PER CLICK




         SMARTPHONES OUTPERFORM TABLETS AND DESKTOP
                 COMPUTERS ON COST PER CLICK

                                                         10
                                                      @gagankanwar
HOW CAN BRANDS PLAY?
     Sheryl Tullis
      @sheryltu
PROVIDE MOBILE-CONTEXTUAL RESULTS

   Locale                                           Google Now cards

   Activity
   Time of day
   Device


          EXPERIENCE YOUR BRAND AS A SEARCHER
       IN A STORE, STADIUM, OFFICE, KITCHEN, TRAIN
                                                                        @sheryltu
HELP NEW UIS FIND YOUR SEARCHES




       CAPITALIZE ON THE UI EVOLUTION.
 PUBLISH RATINGS & REVIEWS. SIRI LIKES THEM.
                                               @sheryltu
MAKE MOBILE SEARCHES COUNT
 Thumb-friendly CTAs:
 directions, map, hours, click to call
 Local offers
 Optimized landing pages
 (no Flash!)


 THINK THROUGH THE LOGICAL NEXT ACTION FOR EACH USER
         CONTEXT – THEN SURFACE IT IN THE SERP
                                                       @sheryltu
THINK BEYOND THE BIG ENGINES




DON’T MISS CHANNELS FOR CATEGORY-SPECIFIC SEARCH
    ON MOBILE WEB AND INCREASINGLY, IN-APP
                                                   @sheryltu
EMBRACE SHOWROOMERS
 More purchase from store’s
  own website than competitor’s
 Competitor price, product
  reviews & product info = most
  frequent in-store searches




    SEAL THE DEAL! BOOST PURCHASE CONFIDENCE BY MAKING
     INFO, REVIEWS & PRODUCT COMPARISONS EASY TO FIND
                                                         @sheryltu
WHICH BRANDS SHOULD PLAY?
      Gregg Hamilton
       @adgooroog
WHICH BRANDS SHOULD PLAY AND WHY?
 Product / Service         Smartphones                     Tablets
                          Phone provides Internet         More screen real estate. Will surpass
B2C (Consumer focused)
                          access for many consumers       PC / laptops in search volume

                          Mobile = Local = Foot Traffic   Owners = Early Adopters =
Retail & Location based
                                                          More affluent customers

                          Usage peaks in evening          PC usage peaks AM, tablet
     “After hours”
                                                          usage peaks PM

                          Again, phone = Internet         Ad friendly media consumption
  Content Publishers
                          access                          device, but 60% don’t support Flash

  B2B (field, IT, BDM )   Near 100% penetration           Poised to replace laptops on desks



                                                                                          @adgooroog
Product / Service         Smartphones                  Tablets
                          Shopping, services, hours,   Information & reference,
                          directions                   comparison shopping
         B2C
                          Foot-traffic-dependent       “Show & tell” products /
                                                       services
Retail & Location based

                          Dining, entertainment,       Comparison shopping, cooking,
                          emergency, transport         pay-per-view
     “After hours”

                          Info on the go               Subscription, research
  Content Publishers
                          Supply chain, transport,     Parallel ALL forms of desktop
                          services, support, SFA       browsing, shopping, research
         B2B



                                                                                       @adgooroog
TEST AND LEARN CONSIDERATIONS
LOWER CPC’S, HIGHER     - Mobile traffic is cheaper than desktop
CTR’S NOW               - Test now while it’s still cheaper

THUMB TYPING IS         - Broad and location based matched recommended
LESS RELIABLE           - Minimized form text entry / menus etc.

LESS SERP REAL ESTATE   - Fewer ads = fewer winners
ON PHONES               - Compete or get shut out

MORE FRAGMENTED         - More versioning = higher setup costs
MOBILE TRAFFIC          - Less traffic = longer test periods



                                                                   @adgooroog
WHAT AND HOW SHOULD BRANDS
         MEASURE?
        Stephen Hall
        @SearchBloke
24

  PERFORMANCE ACROSS DEVICES

             Conversion Rates




SMARTPHONES CONVERSION RATES ARE LIKELY UNDERCOUNTED
        DUE TO DIFFERENCES IN BUYER BEHAVIOR
                                                       @SearchBloke
CROSS-SCREEN ATTRIBUTION

 Google, Apple and Microsoft
  have the capability

 Amazon & others could do it
  through apps, but need a lot of
  app-traction


                                      @SearchBloke
DEFINING SUCCESS FOR MOBILE
 Understanding mobile search behaviors
  through segmentation


      AWARENESS                      [TV]


        CONSIDERATION                [COMPARE TVS]


              PREFERENCE             [COMPARE SONY TVS]
               PURCHASE              [BUY SONY TVS]


                                                          @SearchBloke
CONVERSION COMPARISON




=                       ?
                        @SearchBloke
DO MORE TOP FUNNEL        MORE BOTTOM
   MOBILE CLICKS     =   FUNNEL ACTIVITY         ?
AWARENESS

CONSIDERATION
                                   PREFERENCE
                                  PURCHASE



                                                @SearchBloke
DO MORE BOTTOM            MORE MOBILE
FUNNEL MOBILE CLICKS   =    PURCHASES     ?
                             $$$
                                         @SearchBloke
DO MOBILE CLICKS       MORE IN-STORE
                   =       VISITS       ?


                                       @SearchBloke
MEASUREMENT TAKEAWAYS

CAN’T TRACK ACROSS SCREENS         - But can understand trends, or track through App


TEST MOBILE SEARCH STRATEGICALLY   - Use campaign flighting to understand the patterns



UNDERSTAND HOW YOUR AUDIENCE       - Navigational, research, purchase, real-world
USE MOBILE SEARCH                    navigation, showrooming,




                                                                                    @SearchBloke
LOOKING AHEAD
WHAT IS THE SINGLE BIGGEST
OPPORTUNITY / CHALLENGE FOR BRANDS?
GOOGLE’S PPC PRICES FELL BY 15% OVER
   THE PAST YEAR - WHY AM I NOT
    EXPERIENCING THIS DISCOUNT?
Q&A
HOW WILL SIRI AND OTHER PERSONAL
   ASSISTANTS IMPACT SEARCH?
HOW WILL SIRI AND OTHER PERSONAL
   ASSISTANTS IMPACT SEARCH?
HOW CAN ADVERTISERS MAKE BETTER USE
           OF CONTEXT?
WHAT ADVICE WOULD YOU GIVE FOR IN-
        APP ADVERTISING?

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Mobile Search Panel at SIC2012

  • 1.
  • 2. How do brands take the fullest advantage of the mobile search experience and seize the lucrative opportunities within this instrumental decision-making tool?
  • 3. MEET THE PANEL Gagan Kanwar Sheryl Tullis Gregg Hamilton Stephen Hall Director of Research SVP Client Services SVP Research & Analytics Senior Partner Marin Software iconmobile AdGooroo Catalyst Online @gagankanwar @sheryltu @adgooroog @SearchBloke Moderated by Chris Carter | Wunderman | @chris_cart
  • 4. AGENDA 1 Setting the stage: Why should brands care? 2 Discussing the opportunities: How can brands play? 3 Understanding the playing field: Which brands should play? 4 Determining the impact: What and how should brands measure? 5 Looking ahead 6 Q&A
  • 5. WHY SHOULD BRANDS CARE? Gagan Kanwar @gagankanwar
  • 6. MOBILE PAID SEARCH – GROWING FASTER THAN DESKTOP SEARCH ACCOUNTS FOR MORE THAN HALF OF GOOGLE’S MOBILE BUSINESS GOOGLE’S MOBILE BUSINESS IS NOW ON AN $8 BILLION RUN RATE* *http://thenextweb.com/google/2012/10/18/googles-says-mobile-run-rate-up-2-5b-to-8b-including-google-play-profit-motorola-story-just-beginning/ @gagankanwar
  • 7. MOBILE SEARCH TRENDS: SHARE OF PAID CLICKS (OCT 2011 – SEP 2012) BY JULY 2013, 30% OF GOOGLE’S US PAID SEARCH CLICKS WILL COME FROM SMART MOBILE DEVICES @gagankanwar
  • 8. MOBILE SEARCH TRENDS: SHARE OF AD BUDGET (OCT 2011 – SEP 2012) BY MARCH 2013, SMART MOBILE DEVICES WILL MAKE UP 20% OF THE PAID SEARCH BUDGET FOR LARGE US ADVERTISERS 8 @gagankanwar
  • 9. PERFORMANCE ACROSS DEVICES – CLICK THROUGH RATE SMARTPHONES OUTPERFORM TABLETS AND DESKTOP COMPUTERS ON CLICK THROUGH RATES 9 @gagankanwar
  • 10. PERFORMANCE ACROSS DEVICES – COST PER CLICK SMARTPHONES OUTPERFORM TABLETS AND DESKTOP COMPUTERS ON COST PER CLICK 10 @gagankanwar
  • 11. HOW CAN BRANDS PLAY? Sheryl Tullis @sheryltu
  • 12. PROVIDE MOBILE-CONTEXTUAL RESULTS  Locale Google Now cards  Activity  Time of day  Device EXPERIENCE YOUR BRAND AS A SEARCHER IN A STORE, STADIUM, OFFICE, KITCHEN, TRAIN @sheryltu
  • 13. HELP NEW UIS FIND YOUR SEARCHES CAPITALIZE ON THE UI EVOLUTION. PUBLISH RATINGS & REVIEWS. SIRI LIKES THEM. @sheryltu
  • 14. MAKE MOBILE SEARCHES COUNT  Thumb-friendly CTAs: directions, map, hours, click to call  Local offers  Optimized landing pages (no Flash!) THINK THROUGH THE LOGICAL NEXT ACTION FOR EACH USER CONTEXT – THEN SURFACE IT IN THE SERP @sheryltu
  • 15.
  • 16. THINK BEYOND THE BIG ENGINES DON’T MISS CHANNELS FOR CATEGORY-SPECIFIC SEARCH ON MOBILE WEB AND INCREASINGLY, IN-APP @sheryltu
  • 17. EMBRACE SHOWROOMERS  More purchase from store’s own website than competitor’s  Competitor price, product reviews & product info = most frequent in-store searches SEAL THE DEAL! BOOST PURCHASE CONFIDENCE BY MAKING INFO, REVIEWS & PRODUCT COMPARISONS EASY TO FIND @sheryltu
  • 18.
  • 19. WHICH BRANDS SHOULD PLAY? Gregg Hamilton @adgooroog
  • 20. WHICH BRANDS SHOULD PLAY AND WHY? Product / Service Smartphones Tablets Phone provides Internet More screen real estate. Will surpass B2C (Consumer focused) access for many consumers PC / laptops in search volume Mobile = Local = Foot Traffic Owners = Early Adopters = Retail & Location based More affluent customers Usage peaks in evening PC usage peaks AM, tablet “After hours” usage peaks PM Again, phone = Internet Ad friendly media consumption Content Publishers access device, but 60% don’t support Flash B2B (field, IT, BDM ) Near 100% penetration Poised to replace laptops on desks @adgooroog
  • 21. Product / Service Smartphones Tablets Shopping, services, hours, Information & reference, directions comparison shopping B2C Foot-traffic-dependent “Show & tell” products / services Retail & Location based Dining, entertainment, Comparison shopping, cooking, emergency, transport pay-per-view “After hours” Info on the go Subscription, research Content Publishers Supply chain, transport, Parallel ALL forms of desktop services, support, SFA browsing, shopping, research B2B @adgooroog
  • 22. TEST AND LEARN CONSIDERATIONS LOWER CPC’S, HIGHER - Mobile traffic is cheaper than desktop CTR’S NOW - Test now while it’s still cheaper THUMB TYPING IS - Broad and location based matched recommended LESS RELIABLE - Minimized form text entry / menus etc. LESS SERP REAL ESTATE - Fewer ads = fewer winners ON PHONES - Compete or get shut out MORE FRAGMENTED - More versioning = higher setup costs MOBILE TRAFFIC - Less traffic = longer test periods @adgooroog
  • 23. WHAT AND HOW SHOULD BRANDS MEASURE? Stephen Hall @SearchBloke
  • 24. 24 PERFORMANCE ACROSS DEVICES Conversion Rates SMARTPHONES CONVERSION RATES ARE LIKELY UNDERCOUNTED DUE TO DIFFERENCES IN BUYER BEHAVIOR @SearchBloke
  • 25. CROSS-SCREEN ATTRIBUTION  Google, Apple and Microsoft have the capability  Amazon & others could do it through apps, but need a lot of app-traction @SearchBloke
  • 26. DEFINING SUCCESS FOR MOBILE  Understanding mobile search behaviors through segmentation AWARENESS [TV] CONSIDERATION [COMPARE TVS] PREFERENCE [COMPARE SONY TVS] PURCHASE [BUY SONY TVS] @SearchBloke
  • 27. CONVERSION COMPARISON = ? @SearchBloke
  • 28. DO MORE TOP FUNNEL MORE BOTTOM MOBILE CLICKS = FUNNEL ACTIVITY ? AWARENESS CONSIDERATION PREFERENCE PURCHASE @SearchBloke
  • 29. DO MORE BOTTOM MORE MOBILE FUNNEL MOBILE CLICKS = PURCHASES ? $$$ @SearchBloke
  • 30. DO MOBILE CLICKS MORE IN-STORE = VISITS ? @SearchBloke
  • 31. MEASUREMENT TAKEAWAYS CAN’T TRACK ACROSS SCREENS - But can understand trends, or track through App TEST MOBILE SEARCH STRATEGICALLY - Use campaign flighting to understand the patterns UNDERSTAND HOW YOUR AUDIENCE - Navigational, research, purchase, real-world USE MOBILE SEARCH navigation, showrooming, @SearchBloke
  • 33. WHAT IS THE SINGLE BIGGEST OPPORTUNITY / CHALLENGE FOR BRANDS?
  • 34. GOOGLE’S PPC PRICES FELL BY 15% OVER THE PAST YEAR - WHY AM I NOT EXPERIENCING THIS DISCOUNT?
  • 35. Q&A
  • 36. HOW WILL SIRI AND OTHER PERSONAL ASSISTANTS IMPACT SEARCH?
  • 37. HOW WILL SIRI AND OTHER PERSONAL ASSISTANTS IMPACT SEARCH?
  • 38. HOW CAN ADVERTISERS MAKE BETTER USE OF CONTEXT?
  • 39. WHAT ADVICE WOULD YOU GIVE FOR IN- APP ADVERTISING?

Editor's Notes

  1. Voice, virtual assistants (siri), NUI
  2. “clean-it” service which answered both emergency and renovation calls from businesses and consumers
  3. Sears exampleCreate tools for easy product comparisonsBridge from online to physical storeMore likely to try other mobile services such as m-couponing, m-checkout (NFC) and location services such as check-ins
  4. Leverage Kodak’s competitive price + mobile CTA to engage at POP
  5. “Likely Undercounted” – how can you test to inform your planning for your brand?
  6. Do mobile users convert at the same frequency as your desktop activity?Run full campaign on both and compare conversion rates
  7. Does mobile search feed desktop purchase?Run paid campaign, then keep paid campaign running and run a mobile campaign see if desktop purchases are materially affected?
  8. Does mobile search feed desktop purchase?Run paid campaign, then keep paid campaign running and run a mobile campaign see if desktop purchases are materially affected?
  9. Does mobile search feed desktop purchase?Run paid campaign, then keep paid campaign running and run a mobile campaign see if desktop purchases are materially affected?