A 360˚ analysis of the most important search terms, trends and benchmarking data for retail banks. This report provides an exclusive snapshot of the Search market for your sector right now. From the size of your potential audience to the top performing companies, it's all here.
Product focus: Banking, Borrowing, Savings & Investments
Greenlight digital marketing - when the digital cookie crumblesGreenlight Digital
Browser ‘cookies’ are the life blood of online marketing. They tells us where our site traffic comes from, in what quantities and what it does when it gets there. But the humble Cookie is under threat from many angles. Come May 26 2012, European privacy laws come into force. All UK websites must offer users opt-in consent tools to allow cookies to pass information about browsing activities to 3rd parties. So here’s our brief and easy to read slide pack giving you an overview and highlighting options.
In the Spring Edition of the Greenlight magazine, we explore the new reality of link building, how to get the most from mobile advertising, the impact of Facebook's latest product 'Home' plus we provide tips on how to achieve a fully integrated digital search strategy.
Greenlight's Magazine: Search & Social Media Survey EditionGreenlight Digital
Read our Search and Social Media Survey Edition which focuses on the results of our 2012 survey, which asked 500 internet users for their views on Mobile, Facebook Advertising, Fan Acquisition and searching online in multiple languages.
As 2012 comes to an end, we look at what 2013 holds for the Search industry. Our directors provide insights into the advancements that can be expected in SEO, PPC and Social Media, whilst Google highlights what to expect from the 2013 consumer.
Read the Social Media Edition magazine with contributions from Greenlight's Paid Media Director - Hannah Kimuyu, Social Media Director - Anna O'Brien and SEO Director - Adam Bunn.
Greenlight's Consumer Electronics Sector Report, May 2013, Issue 1Greenlight Digital
A 360˚ analysis of the most important search terms, trends and benchmarking data in the consumer electronics sector. This report provides an exclusive snapshot of the online search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Computing, TV & Entertainment, Small Kitchen Appliances, Large Kitchen Appliances
A 360˚ analysis of the most important search terms, trends and benchmarking data in the online Cruise sector. This report provides an exclusive snapshot of the online Search and Social Media market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Brand, Cruise Liners, Destinations, Generics
Greenlight's Gaming Sector Report, April 2013, Issue 10Greenlight Digital
A 360˚analysis of the most important search terms, trends and benchmarking data in the Gaming sector. This report provides an exclusive snapshot of the online Search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Bingo, Casino, Poker, Sports Betting
Greenlight digital marketing - when the digital cookie crumblesGreenlight Digital
Browser ‘cookies’ are the life blood of online marketing. They tells us where our site traffic comes from, in what quantities and what it does when it gets there. But the humble Cookie is under threat from many angles. Come May 26 2012, European privacy laws come into force. All UK websites must offer users opt-in consent tools to allow cookies to pass information about browsing activities to 3rd parties. So here’s our brief and easy to read slide pack giving you an overview and highlighting options.
In the Spring Edition of the Greenlight magazine, we explore the new reality of link building, how to get the most from mobile advertising, the impact of Facebook's latest product 'Home' plus we provide tips on how to achieve a fully integrated digital search strategy.
Greenlight's Magazine: Search & Social Media Survey EditionGreenlight Digital
Read our Search and Social Media Survey Edition which focuses on the results of our 2012 survey, which asked 500 internet users for their views on Mobile, Facebook Advertising, Fan Acquisition and searching online in multiple languages.
As 2012 comes to an end, we look at what 2013 holds for the Search industry. Our directors provide insights into the advancements that can be expected in SEO, PPC and Social Media, whilst Google highlights what to expect from the 2013 consumer.
Read the Social Media Edition magazine with contributions from Greenlight's Paid Media Director - Hannah Kimuyu, Social Media Director - Anna O'Brien and SEO Director - Adam Bunn.
Greenlight's Consumer Electronics Sector Report, May 2013, Issue 1Greenlight Digital
A 360˚ analysis of the most important search terms, trends and benchmarking data in the consumer electronics sector. This report provides an exclusive snapshot of the online search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Computing, TV & Entertainment, Small Kitchen Appliances, Large Kitchen Appliances
A 360˚ analysis of the most important search terms, trends and benchmarking data in the online Cruise sector. This report provides an exclusive snapshot of the online Search and Social Media market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Brand, Cruise Liners, Destinations, Generics
Greenlight's Gaming Sector Report, April 2013, Issue 10Greenlight Digital
A 360˚analysis of the most important search terms, trends and benchmarking data in the Gaming sector. This report provides an exclusive snapshot of the online Search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Bingo, Casino, Poker, Sports Betting
eMarketer Webinar: Social Marketing Trends for 2016eMarketer
Despite industry concerns over ad blocking and viewability, 2015 saw strong growth in ad spending on social properties and a major shift toward video. Topics in this webinar include: eMarketer’s latest forecasts for social media marketing and social network ad revenues; Why TV ad dollars will start to flow more steadily toward social in 2016; How livestreaming will be pushed into the mainstream; The importance of influencer marketing and how marketers will address issues of ad blocking and viewability
With more than 2 billion monthly active users, Facebook is undeniably the most popular social network in the world. But how much do you know about the other platforms making their way to the top?
Disrupting the world's social landscape, these companies are rivaling the top players with new features, often uniquely tending to the needs of niche markets.
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...eMarketer
The first stage of consumer-ready virtual reality (VR) and augmented reality (AR) technologies are coming to market throughout 2016, giving brands and publishers a new, immersive medium through which they can engage audiences in compelling ways. Topics in this webinar include: The current landscape of VR and AR technologies and how they map with specific near-term marketing and advertising opportunities; Consumer attitudes about using immersive media, as well estimates of current and future adoption; Key technological, creative and distribution challenges that need to be considered when leveraging immersive media; The long-term potential of using VR and AR for marketing and advertising experiences that go well beyond 360-degree video.
If you have a website, then you have a site that can be accessed by any mobile device with any browser. Now, the bad: Chances are, that site looks pretty crappy on said mobile device.
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know NoweMarketer
Mobile already accounts for more than half of digital ad spending in the US, and its share is growing. Topics in this webinar include: Why even though overall spending skews toward mobile, most brands don’t think they’re spending half their digital budgets on the channel; What opportunities lie in location-based marketing beyond geofencing; Why marketers need to embrace ad IDs and cut the cookie cord; Which metrics to monitor and get the most out of mobile measurement; Why creative is in crisis on mobile.
A webinar I hosted on Thursday 26th October talking about the future of social media and dark data. As more customers switch to private messaging apps, brands are no longer in control.
This creates all kinds of ethical and moral challenges, not to mention the creative ones. Essentially, brands now need to provide more value than they capture. They need to give something useful BEFORE they ask for your personal details.
(85% of B2C consumer conversations in some areas are now on private messaging apps and not visible on public social networks)_.
The future of content marketing is here. The general collapse of big journalism, the shift in consumerism over the last 4-years, adoption and usage of smartphones and smart tvs, and big data is changing the marketing landscape forever. Content marketing has emerged as a guiding light for brands and marketers - enabling more connected content experiences for consumers. This presentation touches on what has caused these fundamental changes, and the various technologies and marketing tactics being deployed in this new age of content marketing - and what we can expect to see in the coming years, including trends related to: (1) the new consumer decision journey, (2) the connected purchase funnel, (3) organic search, (4) big data, (5) programmatic buying, (6) digital tv advertising, (7) native advertising and retargeting, (8) social media marketing, (9) in-store marketing, (10) brand publishers, and finally (11) influencer marketing.
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the StackeMarketer
As marketing technology becomes a standard part of managing a business, many companies have become comfortable enough with the concept to shift away from their initial focus on platforms and to focus instead on data. Topics in this webinar include: The current state of marketing tech adoption and the most common tools being used; Why the best-of-breed tech stack has won out; What marketers are trying to get from their tech usage; How marketing technology can support overall digital transformation at brands.
eMarketer Webinar: Social Ad Effectiveness—Four Things You Need to KnoweMarketer
Social media marketing is now a standard part of brands’ digital plans—and research suggests that’s at least in part because of how effective its proved to be. Topics in this webinar include: Why many marketers now rate social media advertising as more effective than search; What Facebook has done to help show the effectiveness of its ad products—and, in turn, social in general; How mobile fits in with social media ad measurement and engagement; Why brands are latching on to new social networks like Snapchat.
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...eMarketer
As mobile usage becomes ubiquitous, the path to purchase is becoming less defined. Shoppers are always connected, well-informed and often quick to convert both digitally and in-store. Topics in this webinar include: How consumers are using smartphones for shopping even when they’re not on the go; What changing mobile conversion rates mean for the path to purchase; How increasing digital shopping research means less time spent in stores; What millennials are doing across channels.
eMarketer Webinar: Artificial Intelligence—The Future Is Already HereeMarketer
Artificial intelligence (AI) is still new in most of the business world, but many marketers may be using it without realizing it. Key topics include: How marketers are currently using AI for business intelligence; Customer acquisition and more; How the marketing-related AI ecosystem is shaping up as new and old players roll out AI technology; How AI makes big data more useful and why marketers think AI will have a major impact on their business in the next five years.
Greenlight's Insurance Sector Report, May 2013, Issue 16Greenlight Digital
A 360˚ analysis of the most important search terms, trends and benchmarking data in the Insurance sector. This report provides an exclusive snapshot of the Search and Social Media market for your sector right now. From the size of your potential audience to the top performing companies, it's all here.
Product focus:
Health Insurance, Home Insurance, Motor Insurance, Pet Insurance, Travel Insurance
eMarketer Webinar: Eight Trends to Watch for Social Marketing 2015eMarketer
Wondering where you should place your time, attention and money in social media next year? Topics in this webinar include: How marketers are budgeting and organizing for paid vs. organic social marketing. Why mobile is critical and how video fits in. How real-time marketing is evolving and what this means for marketers. Why Facebook-first won’t always be the right strategy.
Greenlight's Energy Sector Report, April 2013, Issue 1Greenlight Digital
A 360˚analysis of the most important search terms, trends and benchmarking data in the online Energy sector. This report provides an exclusive snapshot of the online Search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Dual Fuel, Electricity, Energy, Gas
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...eMarketer
Marketers are spending more each year on location-targeted ads and other location-aware messaging and promotions. Topics in this webinar include: How many consumers are sharing location data with marketers, and how they feel about it; How good the location data is on the marketer side, and what they can do with it; What tactics are marketers using to drive real-world behaviors with digital messaging; How marketers are using location data to understand online-to-offline commerce.
Public Committee's project for monitoring and raising awareness of corruption...Voices Against Corruption
This bilingual presentation was created by the Economic media center in Yemen and was provided to us by Mustafa Nasr during the Global Youth Anti-Corruption Forum.
A presentation by David Riveros Garcia, Global Changemaker on the Global Youth Anti-Corruption Forum in Brussels on 27 May 2010.
Session: Governance and Anti-Corruption (GAC)
You can view a recording of this presentation on YouTube: http://www.youtube.com/watch?v=YIOOdr4MkWY
eMarketer Webinar: Social Marketing Trends for 2016eMarketer
Despite industry concerns over ad blocking and viewability, 2015 saw strong growth in ad spending on social properties and a major shift toward video. Topics in this webinar include: eMarketer’s latest forecasts for social media marketing and social network ad revenues; Why TV ad dollars will start to flow more steadily toward social in 2016; How livestreaming will be pushed into the mainstream; The importance of influencer marketing and how marketers will address issues of ad blocking and viewability
With more than 2 billion monthly active users, Facebook is undeniably the most popular social network in the world. But how much do you know about the other platforms making their way to the top?
Disrupting the world's social landscape, these companies are rivaling the top players with new features, often uniquely tending to the needs of niche markets.
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...eMarketer
The first stage of consumer-ready virtual reality (VR) and augmented reality (AR) technologies are coming to market throughout 2016, giving brands and publishers a new, immersive medium through which they can engage audiences in compelling ways. Topics in this webinar include: The current landscape of VR and AR technologies and how they map with specific near-term marketing and advertising opportunities; Consumer attitudes about using immersive media, as well estimates of current and future adoption; Key technological, creative and distribution challenges that need to be considered when leveraging immersive media; The long-term potential of using VR and AR for marketing and advertising experiences that go well beyond 360-degree video.
If you have a website, then you have a site that can be accessed by any mobile device with any browser. Now, the bad: Chances are, that site looks pretty crappy on said mobile device.
eMarketer Webinar: Mobile Advertising—Five Things You Need to Know NoweMarketer
Mobile already accounts for more than half of digital ad spending in the US, and its share is growing. Topics in this webinar include: Why even though overall spending skews toward mobile, most brands don’t think they’re spending half their digital budgets on the channel; What opportunities lie in location-based marketing beyond geofencing; Why marketers need to embrace ad IDs and cut the cookie cord; Which metrics to monitor and get the most out of mobile measurement; Why creative is in crisis on mobile.
A webinar I hosted on Thursday 26th October talking about the future of social media and dark data. As more customers switch to private messaging apps, brands are no longer in control.
This creates all kinds of ethical and moral challenges, not to mention the creative ones. Essentially, brands now need to provide more value than they capture. They need to give something useful BEFORE they ask for your personal details.
(85% of B2C consumer conversations in some areas are now on private messaging apps and not visible on public social networks)_.
The future of content marketing is here. The general collapse of big journalism, the shift in consumerism over the last 4-years, adoption and usage of smartphones and smart tvs, and big data is changing the marketing landscape forever. Content marketing has emerged as a guiding light for brands and marketers - enabling more connected content experiences for consumers. This presentation touches on what has caused these fundamental changes, and the various technologies and marketing tactics being deployed in this new age of content marketing - and what we can expect to see in the coming years, including trends related to: (1) the new consumer decision journey, (2) the connected purchase funnel, (3) organic search, (4) big data, (5) programmatic buying, (6) digital tv advertising, (7) native advertising and retargeting, (8) social media marketing, (9) in-store marketing, (10) brand publishers, and finally (11) influencer marketing.
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the StackeMarketer
As marketing technology becomes a standard part of managing a business, many companies have become comfortable enough with the concept to shift away from their initial focus on platforms and to focus instead on data. Topics in this webinar include: The current state of marketing tech adoption and the most common tools being used; Why the best-of-breed tech stack has won out; What marketers are trying to get from their tech usage; How marketing technology can support overall digital transformation at brands.
eMarketer Webinar: Social Ad Effectiveness—Four Things You Need to KnoweMarketer
Social media marketing is now a standard part of brands’ digital plans—and research suggests that’s at least in part because of how effective its proved to be. Topics in this webinar include: Why many marketers now rate social media advertising as more effective than search; What Facebook has done to help show the effectiveness of its ad products—and, in turn, social in general; How mobile fits in with social media ad measurement and engagement; Why brands are latching on to new social networks like Snapchat.
eMarketer Webinar: The Changing Path to Purchase—What It Means to Add Mobile ...eMarketer
As mobile usage becomes ubiquitous, the path to purchase is becoming less defined. Shoppers are always connected, well-informed and often quick to convert both digitally and in-store. Topics in this webinar include: How consumers are using smartphones for shopping even when they’re not on the go; What changing mobile conversion rates mean for the path to purchase; How increasing digital shopping research means less time spent in stores; What millennials are doing across channels.
eMarketer Webinar: Artificial Intelligence—The Future Is Already HereeMarketer
Artificial intelligence (AI) is still new in most of the business world, but many marketers may be using it without realizing it. Key topics include: How marketers are currently using AI for business intelligence; Customer acquisition and more; How the marketing-related AI ecosystem is shaping up as new and old players roll out AI technology; How AI makes big data more useful and why marketers think AI will have a major impact on their business in the next five years.
Greenlight's Insurance Sector Report, May 2013, Issue 16Greenlight Digital
A 360˚ analysis of the most important search terms, trends and benchmarking data in the Insurance sector. This report provides an exclusive snapshot of the Search and Social Media market for your sector right now. From the size of your potential audience to the top performing companies, it's all here.
Product focus:
Health Insurance, Home Insurance, Motor Insurance, Pet Insurance, Travel Insurance
eMarketer Webinar: Eight Trends to Watch for Social Marketing 2015eMarketer
Wondering where you should place your time, attention and money in social media next year? Topics in this webinar include: How marketers are budgeting and organizing for paid vs. organic social marketing. Why mobile is critical and how video fits in. How real-time marketing is evolving and what this means for marketers. Why Facebook-first won’t always be the right strategy.
Greenlight's Energy Sector Report, April 2013, Issue 1Greenlight Digital
A 360˚analysis of the most important search terms, trends and benchmarking data in the online Energy sector. This report provides an exclusive snapshot of the online Search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Dual Fuel, Electricity, Energy, Gas
eMarketer Webinar: Location Matters—Using Mobile Location Data to Drive Actio...eMarketer
Marketers are spending more each year on location-targeted ads and other location-aware messaging and promotions. Topics in this webinar include: How many consumers are sharing location data with marketers, and how they feel about it; How good the location data is on the marketer side, and what they can do with it; What tactics are marketers using to drive real-world behaviors with digital messaging; How marketers are using location data to understand online-to-offline commerce.
Public Committee's project for monitoring and raising awareness of corruption...Voices Against Corruption
This bilingual presentation was created by the Economic media center in Yemen and was provided to us by Mustafa Nasr during the Global Youth Anti-Corruption Forum.
A presentation by David Riveros Garcia, Global Changemaker on the Global Youth Anti-Corruption Forum in Brussels on 27 May 2010.
Session: Governance and Anti-Corruption (GAC)
You can view a recording of this presentation on YouTube: http://www.youtube.com/watch?v=YIOOdr4MkWY
Wim Oscé (Africalia, Belgium) presented this presentation during the Global Youth Anti-Corruption Forum in the Culture & Development Session - Linkages and added value of cultural elements in maximizing the potentials of development projects with a focus on anti-corruption.
A presentation by Mohammed Al-Bous, Global Changemaker on the Global Youth Anti-Corruption Forum in Brussels on 27 May 2010.
Session: Governance and Anti-Corruption (GAC)
This presentation was made by Zekiya Ezekiel Mudimu from the Simuka Africa Youth Association in Zimbabwe and sent in during the Global Youth Anti-Corruption Forum in Brussels on 27 May 2010. It summarises what Simuka Africa is doing, and discusses the differences and the evolution between what is happening now and what future we are aiming for in the fight against corruption and the aim to have good governance.
This presentation, called "Bulgarian miracles: Stara Zagora youth and business in pursuit of the Millenium Development Goals" was made by the Initiative Regional Youth Council about their contributions to the Millenium Development Goals.
Greenlight's Fashion Sector Report, April 2013, Issue 17Greenlight Digital
A 360˚ analysis of the most important search terms, trends and benchmarking data for fashion retailers. This report provides an exclusive snapshot of the online Search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Shoes & Accessories, Dresses, Womenswear, Menswear
2019 RESEARCH REVIEW:
Insights we uncovered in 2019 that will take you into 2020
This year consumer journeys became increasingly complex. New channels of media consumption emerged, traditional industries went digital, and standards in privacy and digital wellbeing were raised. This is a review of the insights we uncovered in 2019, based on Google and YouTube data and research. Our analysis uncovered five key themes that underpin the changes we saw this year, all of which are trends we expect to continue into 2020.
Mobile Goes Mainstreet: Consumers Lead the Way — Key Trends and Investment Op...Linda Gridley
The number of smartphone users in the U.S. is consistently growing and the connected user is turning to mobile more and more frequently for everyday consumption. Global mobile data traffic is predicted to increase 26-fold between 2010 and 2015. Smartphone and tablet revenues overtook traditional desktop and laptop revenues in 2013. At the same time, the amount of time users are spending on mobile daily is increasing. Mobile commerce sales are reaching all-time highs, and now represent 12% of total digital commerce, while mobile traffic represent about 40% for major eCommerce retailers such as Amazon, eBay, Apple, and Walmart.
The mobile industry was unquestionably the most important growth channel across digital media. Some of the most important trends we’ve seen in the sector include:
Average mobile (plus tablet) time spend now equal to desktop
Mobile is no longer just for gaming. Growing number
of use cases and apps hitting mass adoption— utilities, productivity,shopping, media & entertainment
Total mobile ad revenue grew twofold in 2013, and still only represents 2% of total ad spend but 12% of total media time spend
Strong M&A and funding environment – First $1bn M&A deal in mobile. Q3’13 was record quarter for mobile
Digital media leaders such as Facebook and Twitter realigned their organizations to mobile over the past two years and now see 40% plus of their revenue from the mobile channel
The evolution of mobile as the next computing platform is just beginning to take shape, bringing new billion market opportunities to the digital media ecosystem. We believe it is still early in this evolution and expect to see new technologies and innovative applications to fuel continued growth over the next five years.
Why Your Business Needs a Mobile Websitee-point SA
Is it necessary for businesses to have a website for smartphones and tablets? Find out who are prosumers and what are their expectations. Check how to boost your business's reach and entice potential customers to contact it. Learn why a mobile website is important for a business.
Brands are building up their mobile presence - comprised of apps, websites, and app stores - with the goal of interacting and engaging with consumers across every touch point. But why have relatively few brands effectively mastered the mobile channel? Find out in a report detailing survey findings of 1,000+ mobility influencers across the US and UK. We uncovered how much brands are investing in mobile projects, what their mobile priorities are and what frustrates them about mobilizing their businesses.
7 ecommerce trends to keep your eye on this year.
From the importance of same-day-delivery, to why you should ensure your pages are ready for action on mobile devices, GoSquared dives into the 7 key trends affecting the ecommerce landscape in 2014.
For more ecommerce analytics, trends, insights, and data-backed stories, check out the GoSquared Blog: http://gosquared.com/blog
P.S. This is our first ever Slideshare – we hope you like it!
Neustar Report on US research detailing their findings on how mobile phone users are using local searches on their smart phones to find local business's, underlining the importance of ensuring that a web site is set up correctly for local search results if the business provides a local service.
Adjust’s annual App Trends 2020 report for long-term trends based on data from 2019 sheds light on insights into how COVID-19 has affected the app economy by comparing Q1 2019 and Q1 2020 figures.
Join guest speakers Gregory Hickman, Mobile Marketing Manager at Cabela’s and Julie Ask, Analyst at Forrester Research, Inc. as they discuss the opportunity for retailers and brands to better engage the perpetually connected consumer, delivering the right message to the right person at the right time and place, driving store traffic and enhancing the in-store experience. This session is brought to you by Digby, the leader in location-based marketing technology for retailers and brands.
This presentation exposes key facts about mobile search for small and moderate sized businesses in the US. Consumer usage and penetration statistics are presented in a quick and accessible fashion. Advertising and marketing recommendations are for business owners and managers is included at the end of the presentation which was produced by DigiMechanix, Inc (DMX) - A Division of BALLA, Llc
The Challenges of a Rapidly Changing Local MarketplaceLocalogy
Local Search Association VP of Strategy & Insights Greg Sterling's remarks during the Search and Information Industry Association's (SIINDA) "Making Transactions Happen" event in Munich.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Greenlight's Retail Banking Sector Report, May 2013, Issue 16
1. The greenlight sector
REPORT
An exclusive snapshot of the online Search market
‘Mobile Advertising -
Why haven’t we fully
embraced it yet?’
asks Hannah Kimuyu.
Exactly what will it take
for brands to embrace the
new reality of search?
Adam Bunn discusses.
What could Facebook’s
new product ‘Home’
mean for your brand?
Article by Sam Haseltine.
PRODUCT FOCUS
Banking
Borrowing
Savings & Investments
APRIL 2013
2. The Greenlight Sector Report
Advertisement
Apply to iwanttowork@greenlightdigital.com
3. ARTICLE
Contents
What will it take for
brands to embrace the
new reality of Search?
Interflora’s recent run in with Google gets
Greenlight’s SEO Director, Adam Bunn,
questioning the ‘state of link building’.
31
The Impact of Facebook‘Home’
How can we get the
most from mobile
advertising?
Integrated
Search &
Digital Strategies
3229
Article by Paul Byrne
25
feature articles
15
The Greenlight Sector Report
3 Foreword
7 Natural Search
15 Exactly what will
it take for brands to
embrace the new reality
of Search?
17 Paid Media
25 Article: Mobile advertising
27 Integrated Search
29 Article: Integrated Search
& Digital Strategies
31 Social Media
Article: The impact of
Facebook Home
33 About this report
4. foreword
At Greenlight, we pride ourselves on being thought leaders
within the Search industry. Utilising our unique data
aggregation and visualisation platform, Hydra, we are able
to track, record and analyse consumer search behaviour
in any given market vertical, which in turn leads to the
creation of our industry renowned Sector Reports.
Each report gives an indication to the size of the potential
online audience and examines the most visible websites
and advertisers on Google UK. In the past few months,
we have worked hard to improve our Sector Reports by
giving them a new look and feel, updating the keyword
sets we analyse and adding mobile search data to the mix,
thus providing insight into how searches differ on different
devices.
We hope that you enjoy the updated versions of our
Sector Reports. If you have any suggestions on how
we can improve our reports, please contact us at
marketing@greenlightdigital.com.
Kind regards,
Alicia Levy
by Alicia Levy, Greenlight CMO
GREENLIGHT WELCOME
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | +44 (0)20 7253 7000
5. Executive Summary
This report profiles search behaviour for the online Retail Banking sector. It analyses which websites, advertisers and brands were most
visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Retail Banking-related terms. This report
also assesses which brands interacted well on the Social Media networks. In our analysis we established that:
moneysupermarket.com was the most visible advertiser for Retail Banking-related searches on mobile devices, achieving a
83% share of voice.
moneysupermarket.com was the most visible website for Retail Banking-related searches on laptops/desktops, achieving a
78% share of voice.
Queries for borrowing-related keywords accounted for 63% of all searches made using laptops/desktops and 83% of all
queries made using mobile devices.
In April, 3 million queries were made by consumers searching for Retail Banking-related terms on laptops/desktops and
mobile devices (tablets & smartphones).
Percentage breakdown of searches made for each subsector (laptops/desktops):
Percentage breakdown of searches made for each subsector (mobile devices):
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
6. Natural Search
April Overview
In April 2013, 3 million searches were made for Retail Banking-related terms using laptops/desktops and mobile devices. The graphs
below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of
the total number of searches made for the online Retail Banking market in the past 12 months.
Retrospective 12 month view of the online retail banking market
Breakdown of subsector searches by platform (April 2013)
Searches for borrowing products were
most popular on laptops/desktops,
accounting for 63% of all searches
made for the sector.
In April, 632,871 searches were made
for retail banking-related keywords
using mobile devices.
In April, 2.4 million searches were
made for retail banking-related
keywords using laptops and desktops.
At a glance
Retail Banking Sector Report | April 2013 | The most visible websites and advertisers on Google UK
7. Retail Banking: Overall
Laptops/desktops: 2.4 million searches
In April 2013, 2.4 million searches were made using laptops and desktops for Retail Banking-related keywords. The league table below
shows which websites were most visible in the Natural Search listings on Google UK for the 3,033 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
moneysavingexpert.com attained a
60% share of voice through ranking for
2,983 keywords, including the search
terms ‘savings rates’ and ‘cash isas’.
moneysupermarket.com was the most
visible website, achieving a 78% share
of voice through ranking for 2,978
keywords, including the search terms
‘apply for credit card’ and ‘student
accounts’.
In April, the keyword ‘mortgage
calculator’ was queried 301,000 times,
accounting for 12% of all searches
made using laptops/desktops.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
8. Natural Search
Retail Banking: Overall
Mobile devices: 632,871 searches
In April 2013, 632,871 searches were made using mobile devices (tablets & smartphones) for Retail Banking-related keywords. The
league table below shows which websites were most visible in the Natural Search listings on Google UK for the 3,033 keywords
analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
moneysavingexpert.com attained a
52% share of voice through ranking for
2,986 keywords, including the search
terms ‘100 percent mortgage’ and
‘creditcard’.
moneysupermarket.com was the most
visible website, achieving a 78% share
of voice through ranking for 2,950
keywords, including the search terms
‘guarantor mortgage’ and ‘mortgage
application’.
In April, the keyword ‘mortgage
calculator’ was queried 135,000 times,
accounting for 21% of all searches
made using mobile devices.
MOBILE DEVICES:
Retail Banking Sector Report | April 2013 | The most visible websites and advertisers on Google UK
9. Retail Banking: Borrowing
Laptops/desktops: 1.5 million searches
In April 2013, 1.5 million searches were made using laptops and desktops for borrowing-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 1,364 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
moneysavingexpert.com attained a
51% share of voice through ranking for
1,081 keywords, including the search
terms ‘credit card’ and ‘mortgages’.
moneysupermarket.com was the most
visible website, achieving a 82% share
of voice through ranking for 1,399
keywords, including the search terms
‘apply for credit card’ and ‘how much
can i borrow mortgage’.
In April, the keyword ‘mortgage
calculator’ was queried 301,000 times,
accounting for 20% of all searches
made using laptops/desktops.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
10. Natural Search
Retail Banking: Borrowing
Mobile devices: 522,684 searches
In April 2013, 522,684 searches were made using mobile devices (tablets & smartphones) for borrowing-related keywords The
league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,364 keywords analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
moneysavingexpert.com attained a
51% share of voice through ranking for
1,078 keywords, including the search
terms ‘100 percent mortgage’ and
‘creditcard’.
moneysupermarket.com was the most
visible website, achieving a 82% share
of voice through ranking for 1,385
keywords, including the search terms
‘guarantor mortgage’ and ‘mortgage
application’.
In April, the keyword ‘mortgage
calculator’ was queried 135,000 times,
accounting for 26% of all searches
made using mobile devices.
MOBILE DEVICES:
Retail Banking Sector Report | April 2013 | The most visible websites and advertisers on Google UK
11. Retail Banking: Savings & Investments
Laptops/desktops: 737,260 searches
In April 2013, 737,260 searches were made using laptops and desktops for savings & investments-related keywords. The league table
below shows which websites were most visible in the Natural Search listings on Google UK for the 1,262 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
moneysupermarket.com attained a
79% share of voice through ranking for
1,227 keywords, including the search
terms ‘top 10 savings accounts’ and
‘what is a savings account’.
moneysavingexpert.com was the most
visible website, achieving a 86% share
of voice through ranking for 1,605
keywords, including the search terms
‘savings rates’ and ‘cash isas’.
In April, the keyword ‘best savings
rates’ was queried 40,500 times,
accounting for 5% of all searches made
using laptops/desktops.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
12. Natural Search
Retail Banking: Savings & Investments
Mobile devices: 63,811 searches
In April 2013, 63,811 searches were made using mobile devices (tablets & smartphones) for savings & investments-related keywords
The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,262
keywords analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
moneysupermarket.com attained a
82% share of voice through ranking for
1,214 keywords, including the search
terms ‘best 1 year fixed rate isa’ and
‘best 2 year fixed rate’.
moneysavingexpert.com was the most
visible website, achieving a 84% share
of voice through ranking for 1,607
keywords, including the search terms
‘best isa accounts’ and ‘6 month fixed
rate bonds’.
In April, the keyword ‘isa’ was queried
6,600 times, accounting for 10% of all
searches made using mobile devices.
MOBILE DEVICES:
Retail Banking Sector Report | April 2013 | The most visible websites and advertisers on Google UK
13. Retail Banking: Banking
Laptops/desktops: 178,127 searches
In April 2013, 178,127 searches were made using laptops and desktops for generic banking keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 407 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
lloydstsb.com attained a 54% share of
voice through ranking for 400
keywords, including the search terms
‘basic bank account online’ and ‘basic
bank accounts’.
barclays.co.uk was the most visible
website, achieving a 67% share of
voice through ranking for 476
keywords, including the search terms
‘online banking’ and ‘compare current
accounts’.
In April, the keyword ‘online banking’
was queried 40,500 times, accounting
for 23% of all searches made using
laptops/desktops.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
14. Natural Search
Retail Banking: Banking
Mobile devices: 46,376 searches
In April 2013, 46,376 searches were made using mobile devices (tablets & smartphones) for generic banking keywords. The league
table below shows which websites were most visible in the Natural Search listings on Google UK for the 407 keywords analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
lloydstsb.com attained a 64% share of
voice through ranking for 402
keywords, including the search terms
‘best current account uk’ and ‘best
bank accounts uk’.
barclays.co.uk was the most visible
website, achieving a 72% share of
voice through ranking for 474
keywords, including the search terms
‘current accounts’ and ‘compare
current accounts’.
In April, the keyword ‘online banking’
was queried 14,800 times, accounting
for 32% of all searches made using
mobile devices.
MOBILE DEVICES:
Retail Banking Sector Report | April 2013 | The most visible websites and advertisers on Google UK
15. As I write this it’s been almost a
month since Interflora’s recovery
from the landmark Google penalty
caused almost certainly by a large
number of paid advertorials and
potentially by a number of other
link building techniques. Interflora
had suffered a milder penalty in
2012 from which it had recovered,
but then continued to link build
against Google’s guidelines thus in-
curring a rarely seen level of wrath
from the web spam team that saw
them lose rankings not only for all
of their generic and long tail que-
ries but also their brand – an almost
unheard of level of severity for a
link based penalty. It seems an
opportune time to put down some
of my thoughts on the “state of link
building”, current and future.
Linking without linking
As social media becomes the de
facto way of expressing appreciation
for a piece of content, naturally
given links are becoming vanishingly
rare. Frankly, why would you
bother when you can press a
“share” or “like” button and be done
with it?
Meanwhile there is a flight of SEO’s
to the few remaining link building
“techniques” that are collectively
deemed “safe”, however misin-
formed they may be. Various forms
of semantic markup that allow
content to reference its source
without an explicit link may also
prove important in the future.
Google’s proprietary authorship
markup is widely hyped but is just
one example of a burgeoning pool
of schema and microformatting
options for content providers.
Make no mistake: search engines
will have to use these “non-link”
link signals more in the future.
After all, they are companies that
have historically leant on links as
a signal, but are now faced with
a shrinking pool of those links, a
greater and greater percentage of
which are manipulated (if you think
about it for long enough you almost
start to feel sorry for them).
Mixed messages from Google
For marketers, things are getting
confused by Google’s apparent mixed
messages on various types of link,
caused by their increasingly prominent
television advertising for the Chrome
browser and the connected “ecosys-
tem” of Google services. In a classic
case of the left hand not talking to the
right, paid advertorials, sponsored
posts and product reviews have all
received apparent endorsements by
Google on the one hand while various
penalties, warnings and guidelines tell
a completely different story.
“Google’s hypocrisy is bound
to raise ire & confusion in
equal measure.”
Take product reviews. The basic ap-
proach here is to identify a number
of bloggers in your industry with a
desirable following and send them free
products to review. From there angles
vary, from the obviously unnatural “in
return for me sending you this I expect
a link to this page with this anchor text”
to “here’s a product, do what you will”.
The former line is explicitly named and
shamed in Google’s webmaster guide-
lines, and the shades of grey in the
middle have various degrees of risk. A
highly trumped campaign by Interflora
resulted in many product review style
blog posts, many of which had links
to Interflora that might have been
deemed unnatural (note that nobody
except Google, including probably
Interflora themselves, knows exactly
which links if any contributed to their
penalty aside from the paid advertori-
als that are about as open and shut a
Feature Article
Exactly what will it take
for brands to embrace the
new reality of search?
FEATURE ARTICLE
Interflora’s recent run in with
Google gets Greenlight’s SEO
Director, Adam Bunn, questioning
the ‘state of link building’.
The Greenlight Sector Report
16. case as it’s possible to get).
Meanwhile, the current Google
Chrome above the line campaign
you may have seen on TV recently
(http://youtu.be/E0qDrRJT4zE) fea-
tures the story of Cambridge Satch-
els, a start up company that sends
products to fashion bloggers as part
of its online marketing strategy. In
the ad this results in YouTube video
reviews, but Google certainly runs
the risk of being seen to explicitly
sanction sending products to blog-
gers in return for promotion, includ-
ing by extension links. In reality of
course, Chrome’s marketing team
just aren’t talking to Matt Cutts and
his web spam team, proof of which
came when a paid advertorial and
a number of sponsored blog posts
for Chrome went live on the day
that Interflora was banned including
followable links to various Google
pages. At the time of writing, Google
seems to have removed the specific
posts that were widely reported on
but others still remain, including its
links (search for “this blog is part of
a series sponsored by Chromebooks”
in quotes to unearth some). This
hypocrisy is bound to raise ire and
confusion in equal measure.
16Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | +44 (0)20 7253 7000
In March, Matt Cutts told us to ex-
pect a “very large” algorithm update
at some point this year. It is futile to
try and predict the specific details
of what this will affect (although
my money is on a big change to
the importance ascribed to “linking
without linking” as discussed earlier)
but I think it is quite obvious despite
Chrome’s best efforts that in general
Google expects marketers to be
going cold turkey on link “building”
and doing things properly. At the
moment this has resulted in a lot of
noise about content marketing.
Unfortunately I am not convinced
that many people really get what
this means. I recently attended a
content strategy conference full of
people whose jobs revolved purely
around content. The thing that
struck me most clearly was that
the concept of assigning value to
content was seen as weirdly alien.
In particular, in a session dedicated
exactly to this topic, the speaker
had to explain what ROI meant
and felt the need to speak to the
delegates like a room of primary
school pupils. For someone coming
from an online marketing back-
ground it was faintly condescending
and frankly bizarre.
I have written often in the Green-
light magazine of the need to blend
the various strands of on- and off-line
marketing into compelling campaigns
and I’m more convinced than ever
now that success will come from
mashing creativity together with the
science of numbers driven market-
ing – call it content marketing if you
like. Perhaps the Interflora case and
the threat of a looming super algo-
rithm update will turn out to be the
tipping point that convinces brands
to embrace the new reality we find
ourselves in.
“Success will come from
mashing the science of
numbers driven marketing”
The 2013 Google Super
Algorithm Update
By Adam Bunn,
Director of SEO,
Greenlight
17. Retail Banking: Overall
Laptops/desktops: 2.4 million searches
In April 2013, 2.4 million searches were made using laptops and desktops for Retail Banking-related keywords.
The league table below displays the most visible advertisers and ad creatives on Google UK for the 3,033 keywords analysed.
tescobank.com achieved a 43% share
of voice through bidding on 1,056
keywords, at an average ad position of
5.
In April, moneysupermarket.com was
the most visible advertiser, achieving a
83% share of voice through bidding on
2,646 keywords, at an average ad
position of 4.
LAPTOPS/DESKTOPS:
The 30 most visible advertisers on laptops/desktops:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
18. Paid Media
Retail Banking: Overall
Mobile devices: 632,871 searches
In April 2013, 632,871 searches were made using mobile devices (tablets & smartphones) for Retail Banking-related keywords.
The league table below displays the most visible advertisers and ad creatives on Google UK for the 3,033
keywords analysed.
tescobank.com achieved a 42% share
of voice through bidding on 743
keywords, at an average ad position of
3.
In April, moneysupermarket.com was
the most visible advertiser, achieving a
42% share of voice through bidding on
1,744 keywords, at an average ad
position of 3.
MOBILE DEVICES:
The 30 most visible advertisers on mobile devices:
Retail Banking Sector Report | April 2013 | The most visible websites and advertisers on Google UK
19. Retail Banking: Borrowing
Laptops/desktops: 1.5 million searches
In April 2013, 1.5 million searches were made using laptops and desktops for borrowing-related keywords. The
league table below displays the most visible advertisers and ad creatives on Google UK for the 1,364 keywords analysed.
The 5 most visible ad creatives on laptops/desktops:
The 20 most visible advertisers on laptops/desktops:
tescobank.com displayed the most
visible individual ad creative, achieving
a 31% share of voice.
tescobank.com achieved a 67% share
of voice through bidding on 968
keywords, at an average ad position of
5.
In April, moneysupermarket.com was
the most visible advertiser, achieving a
90% share of voice through bidding on
1,301 keywords, at an average ad
position of 4.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
20. Paid Media
Retail Banking: Borrowing
Mobile devices: 522,684 searches
In April 2013, 522,684 searches were made using mobile devices (tablets & smartphones) for borrowing-related keywords.
The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,364 keywords analysed.
The 5 most visible ad creatives on mobile devices:
The 20 most visible advertisers on mobile devices:
lloydstsb.com displayed the most
visible individual ad creative, achieving
a 34% share of voice.
moneysupermarket.com achieved a
41% share of voice through bidding on
743 keywords, at an average ad
position of 3.
In April, tescobank.com was the most
visible advertiser, achieving a 50%
share of voice through bidding on 723
keywords, at an average ad position of
2.
MOBILE DEVICES:
Retail Banking Sector Report | April 2013 | The most visible websites and advertisers on Google UK
21. Retail Banking: Savings & Investments
Laptops/desktops: 737,260 searches
In April 2013, 737,260 searches were made using laptops and desktops for savings & investments-related keywords.
The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,262 keywords analysed.
The 5 most visible ad creatives on laptops/desktops:
The 20 most visible advertisers on laptops/desktops:
fairinvestment.co.uk displayed the
most visible individual ad creative,
achieving a 31% share of voice.
fairinvestment.co.uk achieved a 72%
share of voice through bidding on 1,010
keywords, at an average ad position of
7.
In April, moneysupermarket.com was
the most visible advertiser, achieving a
77% share of voice through bidding on
1,046 keywords, at an average ad
position of 3.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
22. Paid Media
Retail Banking: Savings & Investments
Mobile devices: 63,811 searches
In April 2013, 63,811 searches were made using mobile devices (tablets & smartphones) for savings & investments-related keywords.
The league table below displays the most visible advertisers and ad creatives on Google UK for the 1,262
keywords analysed.
The 5 most visible ad creatives on mobile devices:
The 20 most visible advertisers on mobile devices:
fairinvestment.co.uk displayed the
most visible individual ad creative,
achieving a 24% share of voice.
simplysavingsaccounts.co.uk achieved
a 32% share of voice through bidding
on 380 keywords, at an average ad
position of 4.
In April, moneysupermarket.com was
the most visible advertiser, achieving a
66% share of voice through bidding on
918 keywords, at an average ad
position of 2.
MOBILE DEVICES:
Retail Banking Sector Report | April 2013 | The most visible websites and advertisers on Google UK
23. Retail Banking: Banking
Laptops/desktops: 178,127 searches
In April 2013, 178,127 searches were made using laptops and desktops for keywords pertaining to banking. The league
table below displays the most visible advertisers and ad creatives on Google UK for the 407 keywords analysed.
The 5 most visible ad creatives on laptops/desktops:
The 20 most visible advertisers on laptops/desktops:
cardonebanking.com displayed the
most visible individual ad creative,
achieving a 30% share of voice.
cardonebanking.com achieved a 61%
share of voice through bidding on 253
keywords, at an average ad position of
7.
In April, thinkmoney.co.uk was the
most visible advertiser, achieving a
69% share of voice through bidding on
300 keywords, at an average ad
position of 5.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
24. Paid Media
Retail Banking: Banking
Mobile devices: 46,376 searches
In April 2013, 46,376 searches were made using mobile devices (tablets & smartphones) for keywords pertaining to banking.
The league table below displays the most visible advertisers and ad creatives on Google UK for the 407 keywords analysed.
The 5 most visible ad creatives on mobile devices:
The 20 most visible advertisers on mobile devices:
cardonebanking.com displayed the
most visible individual ad creative,
achieving a 40% share of voice.
cardonebanking.com achieved a 57%
share of voice through bidding on 113
keywords, at an average ad position of
4.
In April, thinkmoney.co.uk was the
most visible advertiser, achieving a
76% share of voice through bidding on
339 keywords, at an average ad
position of 2.
MOBILE DEVICES:
Retail Banking Sector Report | April 2013 | The most visible websites and advertisers on Google UK
25. It took mobile advertising almost
three years (‘…2009/10/11 will
be the year of mobile’) to make
a serious impression until we hit
2011 when we saw mobile traffic
represent almost 38% of online
traffic for retail, and on average
18% for other sectors. Mobile
advertising is cheaper, with cost
per clicks still coming in at half
the price of desktop and is more
cost effective, delivering almost
twice the average basket value
and double the conversion rate.
This is also illustrated in our most
recent Sector Reports where we
now report the different trends in
mobile versus desktop growth; the
evidence clearly shows the num-
ber of mobile searches is catching
up with desktop queries. So what’s
the problem, why are most adver-
tisers still only dipping their toes
into mobile advertising?
12 to 18 months ago site experi-
ence was definitely an issue, with
many advertisers not even bother-
ing to develop a mobile friendly
site, never mind considering the
various different device sizes.
However with responsive website
design, advertisers don’t need to
worry about whether it’s worth
investing in a separate mobile
friendly site. Even Google states
that responsive web design is its
recommended mobile configura-
tion, and even goes so far as to
refer to responsive web design
as the industry best practice. To
explain why, responsive design
sites have one URL and the same
HTML, regardless of device,
which makes it easier and more
efficient for Google to crawl, de-
mand, and organise content.
Google prefers responsive web
design because content that lives
on one website and one URL is
Feature Article
MOBILE
ADVERTISING
Why haven’t we fully
embraced it yet?
by Hannah Kimuyu
With just two months until launch, Greenlight’s Director of Paid Media Hannah
Kimuyu explores the benefits that Enhanced Campaigns will offer for mobile.
The Greenlight Sector Report
26. 26Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | +44 (0)20 7253 7000
much easier for users to share,
interact with and link to, than
content that lives on a separate
mobile site.
So that’s the site taken care of,
however does size really matter
because let’s not forget mobile
advertising isn’t just about the typ-
ical mobile handset, we also have
to consider tablet devices into this
mix as well. A recent study by
YuMe revealed “…that consumer
media consumption on mobile de-
vices is influenced by environment
and context, not just screen size”.
The study revealed that consumers
are increasingly screen agnostic
when it comes to consuming con-
tent. By device, 38% of respon-
dents accessed entertainment
content on their smartphone; 34%
on their laptop, and 28% on their
tablets. The study proceeded to
advise advertisers to throw away
their “…screen-by-screen media
planning rule books” and to focus
on a multi-screen strategy.
This advice is also echoed by
Google, who has gone as far as
overhauling its whole advertis-
ing channel (the first time since
its inception), putting mobile first
and announcing the ‘re-launch’ of
its Enhanced Campaigns in June
2013.
Enhanced Campaigns is all
about ‘…making ads simpler
in the contextual world we
live in today, yet providing the
right reporting and platform
to work with’.
[Kesh Patel, Strategic Partnership
lead for Google’s local channel
sales division]
For mobile specifically the three
real benefits include -
1. Ad Placement Focusing your
budget on the context that mat-
ters, including time of day, proxim-
ity, and type of device.
2. Ad Copy Refocusing your bid-
ding strategy and messaging to
reflect the different contextual
situations, allowing the adver-
tiser to be more consistent and
automated.
3. Reporting Being able to measure
the joint impact of where an ad
shows up and what it says e.g. mea-
suring app downloads, offers, and
click-to-call etc. (Also Google’s first
attempt at joining the dots between
different devices).
However the developments of
Enhanced Campaigns also bring a
few challenges, mainly the forced
inclusion and impending higher cost
per clicks. The higher cost per clicks
will of course be a real issue to those
advertisers who have enjoyed the
cheap, cost effective world of mobile
advertising to date. With brand
cost per clicks on the rise and the
increase in CPC’s from free shopping
becoming a paid format, some may
find it all a bit overwhelming to take
in.
That said mobile advertising is here
to stay and with Google laying out
a more sophisticated approach to
targeting the user, increased CPC’s
aside, mobile advertising is an
avenue we at Greenlight are excited
about.
by Hannah Kimuyu, Director of
Paid Media, Greenlight
So with two months
to go before Enhanced
Campaigns are fully
launched, let’s all embrace
mobile advertising once &
for all.
Given the trend so far it
can only get better!
27. Which websites/advertisers were most visible overall for laptop/desktop searches?
The graph below analyses the Integrated Search performance of 15 different websites. By taking into account each websites Natural
Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.
Strong Paid
Media visibility
Poor Integrated
Search visibility
Strong Integrated
Search visibility
Strong Natural
Search visibility
moneysupermarket.com
achieved strong visibility in the
Paid Media Space.
moneysupermarket.com and
moneysavingexpert.com
achieved strong visibility in the
Natural Search listings.
moneysupermarket.com
achieved strong Integrated
Search Visibility.
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 27
28. Integrated Search
The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to
their total visibility in the Search space. The league tables below, therefore, show which websites achieved the greatest share of
Integrated Search visibility on Google UK.
moneysupermarket.com was most
visible for searches on mobile devices
as overall it achieved the highest share
of Integrated Search visibility.
moneysupermarket.com was most
visible for searches on
laptops/desktops as overall it achieved
the highest share of Integrated Search
visibility.
At a glance
The 15 most visible websites in Integrated Search (mobile devices):
The 15 most visible websites in Integrated Search (laptops/desktops):
Retail Banking Sector Report | April 2013 | The most visible websites and advertisers on Google UK 28
29. A fully Integrated digital search
strategy is a difficult thing to
achieve but is a must for all
digital marketers in a com-
petitive multi-channel and
multi-device marketplace.
The search space has continued to
evolve at a rapid pace over the last
two to three years with the paid
and organic spaces constantly
blurring. This can be clearly seen
with the likes of Google Shop-
ping becoming part of the paid
space and aspects such as mega/
enhanced sitelinks appearing in
Paid Search ads. The addition of
Google Plus and so many search-
ers now being signed into Google
has also fundamentally changed
the Google SERPs. These recent
changes along with the introduc-
tion of universal search, a number
of years ago, has highlighted the
need for truly integrated search
strategies.
Marketers need to start using the
large amounts of data they have
at hand, to see where there is
crossover between their organic
terms and their paid presence.
Clear testing plans need to be
developed, incorporating metrics
such as traffic, rank, position,
conversion data and the volume
around keywords. A huge amount
of advertisers’ budgets are poten-
Feature Article
The Greenlight Sector Report
30. 30Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | +44 (0)20 7253 7000
tially wasted on keywords they do
not need to bid on.
However an Integrated Search
based strategy is not simply about
whether you should bid for certain
keywords or not, it needs to be
broader than that and pull in areas
such as PR, Social Media and
content creation. When plan-
ning an Integrated campaign, you
should ask: what are our plans for
video content, blogger outreach,
alignment with above the line
marketing plans etc? And how can
these elements affect our search
presence?
This should then lead you to con-
sider how to step away from con-
sidering just search and construct
not just an Integrated Search
strategy but the elements involved
in developing an Integrated digital
strategy. This can lead to answer-
ing harder questions, rather than
whether you should be bidding on
certain keywords or not.
A truly integrated strategy moves
away from looking at keywords
and asks what the business’s goals
are and how they can be achieved
in the digital sphere. It suggests
that to be fully integrated, a com-
pany’s marketing team needs to
be wholly aligned. Having siloed
individual specialists manag-
ing PPC and SEO separately (all
fighting for different budget and
different channel targets) is not
the most efficient or integrated
way to manage your strategy.
This siloed approach needs to
change and needs to be driven
from the top, businesses need to
become ‘Digital First’ companies.
C-level employees need to realise
that to deliver an integrated
strategy, all departments need to
be aligned to work towards the
business’s goals.
This may require a number
of changes
• How does reporting change if
the basis for that reporting is last
click?
• How will integration fundamen-
tally affect the business’s fore-
casts?
• How will attribution affect the
companies channel/ marketing
plan?
• How to remunerate our agency
if we are no longer looking at a
single channel?
• How will this affect contracts,
targets and business planning
moving forward?
Over the past few months we
have worked with one of our
financial clients to integrate
their strategy, making
several changes:
• Contract was reviewed so it no
longer focused on a single channel
• Targets were changed to become
target focused
• All forecasting changed to suit
one integrated model
• Billing changed to be based on
time rather than percentage of
media spend
The above changes can be a dif-
ficult one for clients to stomach as
it can go to the heart of how their
business might be run, how the
business has reported its perfor-
mance in the past, even as granu-
lar as someone’s job specification.
Whatever your view, integration
is a necessary change required
in today’s digital world. To really
embrace it, a business needs to be
ambitious and courageous.
Businesses must be able to
recognise the changes that need
to be made and have the vision to
see the benefits a truly integrated
strategy and company can deliver.
by Paul Byrne,DiGITAL
Account Director,
Greenlight.
31. Greenlight’s Sam Haseltine
analyses the impact that
Facebook’s new product will
have for brands .
Despite Mark Zuckerberg describ-
ing his company as a “mobile first
social network”, up until now Face-
book’s mobile offering has been
largely fragmented and unreliable;
a main Facebook application, with
separate apps to improve features
such as messaging, managing
brand pages, photographing and
even poking. Although Zuckerberg
has regularly assured consumers
that “it’s not the right strategy for
us...to build a phone”, anticipation
had built prior to its most recent
summoning of press to its Cuper-
tino base, around what its latest
mobile release would involve. They
announced Facebook ‘Home’.
‘Home’ is not a standalone ap-
plication, rather it’s a launcher for
Android which adds a complete
integration layer on top of the
Android OS. Users will witness a
complete overhaul of their phone’s
UI (user interface) and Facebook is
promising three standout features:
Cover Feed, Chat Heads and App
Launcher to place people, rather
than applications, at the centre of
its mobile experience.
Although its intention is to place
people at the forefront of mobile
devices rather than applications, it
appears that with ‘Home’, Face-
book is placing additional empha-
sis on quality of relationships and
content (not too dissimilar to the
way Google rolled out Panda and
Penguin updates to add additional
weight to the quality of a link back
Feature Article
The Impact of Facebook ‘Home’
What could
Facebook’s new
product mean for
your brand?
The Greenlight Sector Report
32. 32Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | +44 (0)20 7253 7000
2. Focus on building a better relationship
with your customers
By investing in the relationship with the
people who use your Facebook page, you’ll
be building a foundation of trust that will
bring your fans to a place where they’re
more receptive to your content; a place
you’ll need to be in if you don’t want your
fans to grow tired of seeing your content on
their phone ‘Home’ screen.
3. Promoted Content
How Facebook intends to use Home for
promoted content is yet to be announced,
although Adam Mosseri, Facebook Product
Director, says “We’re designing a lot of really
high-quality ad units for Cover Feed.” At this
stage I would anticipate it to involve the op-
portunity for brands to pay a premium rate,
above that for promoted posts, to reach their
existing fan base through Home. Unless this
happens, we can confidently say that Home
will become nothing more than opt-in spam.
to your site when organising
SERPs). Facebook’s mechanism
for doing so is fronted by a
dynamic home and lock screen
(Cover Feed), populated by
imagery and content from users
friends and the pages they have
liked. Without the quality of this
content being to a high standard,
users of the Android launcher
may quickly be turned off. Unless
their network is populated exclu-
sively by professional photogra-
phers, it’s highly likely their home
screens will become inundated
with pixelated images of their
friends’ babies and food.
Equally, users of ‘Home’ may find
themselves scrutinising the qual-
ity of relationships they maintain
within Facebook (between friends
and brands). Once the relation-
ships become the focal point
of a device you use as often as
your phone, it may soon become
apparent that there are many
connections that just don’t war-
rant the exposure ‘Home’ could
give them.
What could Home
mean for brands?
Zuckerberg has already expressed his
intention to use Home as an opportunity
for brands to purchase premium advertis-
ing real estate. The potential for this
assumes the success of Home and uptake
by Android users. However, what impact
does it have for brands?
1. Focus on quality content
Your brand’s latest update could find itself
front and centre, in the palm of your cus-
tomers hands when they glance at your
phone. With this in mind, the quality (res-
olution, visual appeal, lighting etc) needs
to be better than it’s ever been if you’re to
stand out and grab your customers atten-
tion. On the contrary, if the quality is poor,
you will not only be losing an opportunity
but also may find yourself losing fans and
engagement levels dropping.
What other opportunities
could Home introduce?
Inadvertently it’s possible that
Facebook has heralded in a new
dawn of opportunity for brands.
And it doesn’t involve Facebook
‘Home’.
Currently the Android ‘launcher’
marketplace is relatively small;
instead consumers opting to trust
and use the built in UI. With this
in mind and, again, assuming the
success of ‘Home’, it could raise
awareness and drive adoption of
the launcher marketplace. With
more consumers realising the
potential of a Launcher, this could
open the door for brands to take
a leaf out of Facebook’s book and
build their own. I know, for one,
that if a brand, company, band or
sports team were to build an app
that afforded me the opportunity to
have a mobile experience centred
on them, I’d be keen to take it
up, especially if it was West Ham
United F.C.
Facebook ‘Home’ is new, and
there’s more to it than just the
Cover Feed. Chat Heads, for
example, allows messaging to take
place in an overlay on top of other
applications so you never have
to stop what you’re doing to chat.
Equally, the Cover Feed can be
turned off. However, once you take
that away and reduce the launcher
to just Chat Heads and App
Launcher (which is just a menu),
what’s really left for users to get
excited about?
Regardless of whether Facebook
‘Home’ is popular, brands should
still be improving the quality of
their content and investing in fan
relationships. By getting this right,
companies’ Facebook pages and
content will become a far richer
experience for users. And if Home
proves popular, they’ll be in a
great place to leverage what it
potentially has to offer.
by Sam Haseltine, Social Media
Strategist, Greenlight
33. About this report
How this report was created Disclaimer:
Greenlight’s Research & Insights team collected 3,033
Retail Banking-related terms queried by online
consumers. The keyword set was then uploaded to
Greenlight’s Hydra platform, which collected volumes
for the associated keywords. Hydra then analysed which
websites and advertisers appeared for the keywords
analysed and from there, ranked websites and
advertisers based on their share of visibility in the
Natural Search listings and Paid Media space on Google
UK.
All data displayed in this report is based on a wide range
of keywords, and therefore aims to provide readers with
a generic overview of the online Retail Banking sector in
April 2013.
The information provided in this report is for information
only and should not be relied upon to enter into any
business transaction or to make any commercial
decision. Whilst Greenlight has made every effort to
ensure the accuracy of this report, Greenlight cannot
accept any liability for any error or inaccuracy found
within this document and no warranty is provided
regarding its completeness or its suitability for any
purpose. The content of the report is the copyright of
Greenlight Marketing Limited. The reader may use and
circulate the report within its own business organisation.
However, it is not permitted to exploit, distribute, sell or
otherwise make use of the report for commercial gain. It
is permitted to reproduce extracts of the report for
public interest, provided that the publisher credits
Greenlight as the source of the work.
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Get in touch
Contact
Ian Hucklesby
Business Development Director
T: +44 (0) 20 3326 6237
Email: ian.hucklesby@greenlightdigital.com
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 33
34. www.greenlightdigital.com
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