Beyond Search Engines: The Brave New World of Retargeting Data

transcript

Eli Goodman, Media Evangelist, comScore, Inc. @LosBuenosJames Green, CEO, Magnetic @jamesANGreen

*A copy of today’s presentation will be sent to all attendees within 48 hours

2© comScore, Inc. Proprietary.

Our Presenters

Eli Goodman

Media EvangelistcomScore, Inc.

James GreenCEOMagnetic

comScore Customer Knowledge Platform: A granular 360° view of the multitude of online activities for 2 million global users

Designed to be representative of the total online population.TRUSTe certified for information privacy & security.

Magnetic Combines the Intent of Search with Scale from Display

USER SEARCHESFor “iPhone” or

“phone”

USER CONSIDERS OPTIONSiPhone, Droid, BlackBerry,

Palm Pre

USER SEES TARGETED AD for iPhone when in consideration mode

USER CONVERTSVisits Apple.com,

checks out products, purchases iPhone

Search retargeting focuses on targeting customers with display advertising based on user search history

1 3 42

Agenda

• State of Search

• Searcher Intent

• Search Engines vs. Non Search Engines

• Understanding the Search Experience

• Reaching Consumers with Marketing Messages

• Beyond Google & Search Engines

• New Data Insights for Retargeting

qSearch 2.0: Trends in the Search Market: Total Searches This Year

28.5 billion searches: 7% year-over-year growth

Jan-11 Apr-11 Jul-11 Oct-11 Jan-12

26.724.3

26.7 25.6 27.2 26.6 27.4 27.3 27.1 28.3 28.3 29.5 28.5 +7%

Change vs. January-11

Source: comScore qSearch 2.0

Total U.S. Searches for all qSearch properties (Billions)

Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 -

221.7 216.1 217.7 217.0 218.5 219.1 220.9 221.7 224.7 227.5 226.7 226.4 226.7

120.5 112.7

122.5 118.0

124.3 121.2 124.1 123.2 120.4 124.5 124.8 130.5

qSearch 2.0: Trends in the Search Market: Total Unique Searchers & Search Intensity

Search growth is driven by both increased intensity and searchers

Unique Searchers (MM) vs. Search Intensity

Unique Searchers

Searches Per Searcher

“Search Engines” defined as properties falling under the Search/Navigation category in qSearch

Total U.S. Searches (Billions)

qSearch 2.0: Trends in the Search Market: Search Engines vs. Non-Search Engines

Alternative search properties maintain strong growth: this includes search at portals, directories, resources, multimedia, and social networking sites.

Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12

17.215.7 17.3 16.7 17.6 17.3 17.8 17.9 18.1 19.2 18.7 19.1 18.7

9.58.6

9.4 8.99.6 9.3 9.6 9.4 8.9

9.2 9.6 10.4 9.9

26.724.3

26.725.6

27.2 26.6 27.4 27.3 27.128.3 28.3

29.528.5

Search Engines

Non-Search Engines

Total Searches

Search engines account for the majority of searches at 18.7 billion searches in January 2012

365.6350.4

Alternative Search Properties: Searches (MM)

Apple Inc.-10%

eBay-6%

craigslist, inc.+8%

qSearch 2.0: Alternative Search Properties: Searches

Among the top alternative search properties, eBay leads the pack with 801MM searches

Amazon Sites+42%

Facebook.com-43%

50.1 49.3

Alternative Search Properties: Unique Searchers (MM)

Apple Inc.+5%

eBay+11%

craigslist, inc.+4%

Amazon Sites+28%

Facebook.com-21%

qSearch 2.0: Alternative Search Properties: Unique Searchers

Amazon, eBay, Apple, and Craigslist show increases in searcher base from a year ago

Interpreting IntentWhy it’s difficult but important.

Why it’s difficult

– Imagine a stranger walks up to you and utters two words completely out of context, then stares and waits for a response.

Why it’s important

– Obvious: Present results that are relevant to what the user is trying to accomplish“iPod” vs. “iPod support”

“Chicago” the city vs. “Chicago” the musical

– Increasingly Important: Vertically specialized presentations

Search engines are constantly looking for ways to interpret and respond to intent

How it’s done by the engines

– Algorithmically Historical query and click logs

User-level data

Keyword analysis

– ConversationallySearch suggestions

Query refinement

All the major web search engines have developed technologies to better elicit intent from users

Fairly ambiguous query. Product research? Price? Location? Support?

Category level refinements

Query logs

Search history

These are all attempts by the engine to

“converse” with the user to better

understand intent

If engines are confident they understand intent, they can present specialized results

A true analysis of search intent should include ALL search activity on the web

Web search – Still (and probably always) the 800 pound gorilla

Search channels

Site/specialized search

Searches on Non-Search Engines are up to 14% longer than those on Search Engines

Source: comScore qSearch June 2010

Jan-11 Feb-11 Mar-11 Apr-11 May-11

Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-122.9

Non Search Engine

Search Engines

14% Difference

Greater specificity while searching equates to deeper funnel stages

Intent becomes easier to determine the more specific you are with your search

All Searches Shopping Searches

Non-Search EnginesSearch Engines

Shopping Search over-indexes heavily on Non-Search Engines

Travel search also gathers more than its fair share

All Searches Travel Searches

Non-Search EnginesSearch Engines

New Searching on Search Engines Dominated by Brands

Non-Search Engine news searching is solely story related

• State of Search

• Searcher Intent

• Search Engines vs. Non Search Engines

• Understanding the Search Experience

• Reaching Consumers with Marketing Messages

• Beyond Google & Search Engines

• New Data Insights for Retargeting

Agenda

The Age of Data-Driven Advertising

Samsung PN43E450

Understand Your Search Experience

1 What was your last search?

2 Where did you initiate the search?

3 What site did your search lead you to?

4 Did you search again?

Flat Screen TV

When Can Marketers Reach Their Audience?

Initial search Consideration Phase Revised Search

Product research, reviews, prices

Brand research, product information

New flat screen tv

Retargeting Opportunity

Samsung PN43E450

Looking Beyond Google

Search Data

Shopping Comparison E-Commerce

Vertical SitesSearch Engines*

* Top five search engine entities, comScore 2012

Search Data

Search Environments

Higher Intent

* Top five search engine entities, comScore 2012

Search Data for Retargeting

13 BillionSearches

Automotive81MM

searches

Business/Finance196MM

searches

Shopping1.9B

searches

Travel206MM

searches

Key Takeaways

• Search continues to grow as it becomes more and more ingrained in our daily lives

• Understanding search intent is critical to your marketing efforts

• While there are a variety of ways to determine intent, non-search engine searching offers strong indicators

• The most optimal time to reach customers is AFTER they’ve searched or signaled intent

• Billions of searches occur beyond the search engine

• Develop a retargeting strategy for non-search engine data

• Understand sources of data and where true intent is found

• Key verticals for search retargeting include: Finance, Travel, Retail, Auto

Thank you!

Eli Goodmanegoodman@comscore.com@LosBuenos

James GreenJames@magnetic.is @jamesANGreen

Beyond Search Engines: The Brave New World of Retargeting Data

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