1. The document discusses how mobile usage has increased dramatically, with people spending 5 hours per day on mobile and having their phones with them 81% of the time.
2. It notes that mobile advertising spending will reach $87 billion in 2019, and that mobile search spending will be $28 billion. However, marketers have limited visibility into the mobile user journey.
3. The presentation discusses how Ogury's technology and consent-based data collection can help marketers better understand user intent and engagement across the full mobile user journey. This provides opportunities to optimize performance, monetization, and drive revenue.
2. 81%have mobile at arms reach
every minute of the day
5HOURS
per day spent
on mobile(1)
Source: Techcrunch
SearchingforIntent
2
Mobile is
where
consumers
are.
And it is
personal.
6. SearchingforIntent
6
70%of web traffic happens
on a mobile device
75%of smartphone owners turn to mobile
search first to address their
immediate needs
Source: Google; CIODive
7. SearchingforIntent
7
51%of smartphone users have
discovered a new company or
product while conducting a search
on their smartphone
92%of mobile users who searched for a
product on their phone made a
related purchase
Source: Google; XX
9. SearchingforIntent
9
01
Closing the data gap
Marketers see less than 5% of the mobile user journey
02
The limited supply and
increased costs
Google brand keyword CPCs have increased 6% Y/Y
Sources: Digiday; Merkle; Global Web Index
03
Providing transparency
and control to
consumers
+50% of users don't feel in control of their data
The challenges of driving
performance on mobile
11. archingforIntent
11
Consent Manager
Enables Ogury to systematically
ask for user consent
Consent
Manager
SOURCE 01
SOURCE 02
SOURCE 03
SOURCE 04
SOURCE 05
SOURCE 06
...
User Consent
We collect consented mobile user journey
signals, via our Consent Notice
GDPR Compliant by design
71% of consumers prefer ads tailored to
their interests
12. The most powerful
dataset in the
industry
What you see before Ogury.
Intent from users who land on
your site or app from a keyword
What you see with Ogury.
Intent from users, wherever they
land. Beyond Search results.
SearchingforIntent
12
14. Ogury Attract for Search
Capture more intent, attract more users
Human Intelligence Machine Learning
Capture intent and attract users
Keywords
App
Site
Conditions
SearchingforIntent
14
Search engine results
Hi everyone, I’m Kevin, Head of Insights at Ogury, and today I’ll be discussing the role search plays in identifying intent and completing the mobile user journey.
Before we get started, I’ll bring you up to speed on who Ogury is.
Ogury is a technology company specialized in Mobile Journey Marketing, and is the only technology company that can see the COMPLETE mobile user journey, both in app and out.
Since being established in 2014, we now have our SDK integrated into more than 10,000+ apps and have over 400M global mobile users that have explicitly opted-in to let us collect their mobile signals which we use to generate our own first-party data.
This data is 100% GDPR and CCPA compliant and delivers 100% viewable media and unique insights for more than 900 global brands.
Enough about Ogury, let’s jump into the mobile opportunity.
I’m sure you’re all familiar with how important mobile is.
To build and maintain a successful business today you need to engage consumers on mobile.
The average person spends five hours per day on their phone, and 81% of people have their mobile within arm’s reach every minute of the day.
This makes mobile exceptionally personal, and users seek value at every step of their journey. Because like the device, user journeys are personal, resulting in a huge opportunity for marketers.
These marketers understand the value of mobile, with eMarketer just releasing the prediction that US mobile ad spend will account for more than one-third (36.5%) of total media ad spending in 2019.
This is HUGE.
So what role does search play?
AUM Core estimates that mobile search spend will reach $28.25B this year, which signifies how big of an opportunity mobile search is.
If marketers are to capitalize on this opportunity, they need to understand the channel that consumers are using, as different digital channels drive different results.
In fact 79% of keywords rank differently in search on mobile and desktop SERPs.
This highlights how important it is for brand to understand their consumers mobile behaviors, and not bucket ‘search’ as a singular tactic on a media plan.
You need to understand their mobile behavior.
In fact, 75% of smartphone owners turn to mobile search first to address their immediate needs.
And with 70% of web traffic happening on mobile devices, it’s no wonder we’re all here at this conference discussing the impact search has on performance, which is extremely significant when it comes to brand interactions.
So significant, that 51% of smartphone users have discovered a new company or product while conducting a search on their smartphone.
And 92% of mobile users who searched for a product on their phone made a related purchase.
Mobile is the most personal device we own, and search has a huge impact on our brand interactions.
Search is a massive opportunity for marketers to drive performance, but it doesn’t come without its challenges.
Looking at search behaviors alone, won’t reveal the true intent of the user behind the screen. You need to understand their complete mobile user journey to truly drive performance.
Without seeing the complete mobile user journey, organizations face 3 significant challenges.
The first is closing the data gap, as users engage with mobile web and app very differently, and organizations currently only see this behavior in silos. As they see in silos, they can’t capture intent. In fact, 95% of the mobile user journey goes beyond what you see, with Facebook and Google, only seeing 30% of a user’s time on mobile, and the actionability of the insights they provide is questionable.
The second challenge is the limited supply and subsequent increased keyword costs. There’s increasing competition when it comes to keywords, resulting in a really cluttered space. Merkle reported that Google brand keyword CPCs have finally started to level out after five straight quarters of double digit increases, now at 6% Y/Y increase in Q1 2019.
This pushes prices up making it extremely challenging for marketers.
The third key challenge is providing transparency and control to consumers. In the advent of new laws such as GDPR, organizations need to provide this transparency and control to consumers over how their personal data is collected and used. But, despite new laws, users still don’t get full transparency or control over data consent. They are often served ambiguous or forced opt-in notices, leading to increasing mistrust from consumers over the ways in which their personal data is used, with over 50% of consumers not feeling in control of their personal data. It doesn’t have to be this way, Ogury has designed a new category of solutions to help organizations overcome these challenges…
User Engagement is where we can activate Ogury’s unique data to drive value to brands by attracting and engaging users.
Driving value begins with consent (finish talk track).
Once you gain consent, you can than access quality first-party data.
Before Ogury brands can capture is intent from users who land on your site or app after clicking on your keyword, and it’s competitive.
But with Ogury, brands can see the entire mobile journey across 400m user profiles, so we enable you to capture intent from users who search your keyword, and truly engage with the content, wherever they land.
This data provides insights beyond traditional search.
Let’s take a look at the Alexa app. Here you can see active usage of the app averaged. 67% in April 2018.
Fast forward to April 2019, usage has reached 81%.
Adobe Analytics shared that almost half of all Amazon Alexa requests are for searching online, and as we can see the jump in app usage you can see how voice presents a huge opportunity for search.
So how do we gather is data?
We combine human intelligence with machine learning to extend a brand’s reach by identifying apps and websites that go beyond the top search results
After marketer’s send us their keyword bulk sheet, our Engine executes a search in all the top Search engines to identify the top URLs associated with the keywords.
Using this list of URLs as a basis, Ogury’s User Affinity Engine then builds a bespoke and precise attraction matrix for the brand’s campaigns. Ogury’s technology provides a complete view of user behaviour that demonstrates intent for your product, extending your reach by identifying new apps and websites that you otherwise would not have been able to capture intent from.
This enables us to identify their ‘intentmatch’.
Attracting the most relevant users who demonstrate the highest intent will result in stronger marketing performance.
Here’s a look at the entire process, from consent through to activation.
The three key takeaways you should leave this room remembering, is that:
You shouldn’t look at mobile behavior in siloes. We all know search is extremely important, but users are searching through apps and users are searching via voice. You need to understand the entire mobile user journey which should only be done with explicit user consent.
Secondly, understanding the complete mobile user journey of your consumers allows you to identify and attract users that demonstrate the strongest intent.
Finally, you should should leverage real-time data signals that identify this intent to reach beyond the results page, to truly drive performance.
I’ll be around for the rest of the day and tomorrow if anyone has any questions.
Thanks.