The Future of Search

The Futureof Search

Search will exist everywhere

1

As every device becomes connected so every device becomes search enabled.

CATEGORY BRAND FUNCTION

AUTOMOBILESToyota, Mercedes, Ford,

BMW, Tesla, Hyundai, Audi,

etc.

Search directions, start,

lock/unlock, control music and

lighting and temp, directions

TV & ENTERTAINMENT

Samsung, LG, TiVo, Dish,

Comcast, Fire, Chromecast,

Apple TV

Search content, record, change

channel, on/off, volume, play

program

APPLIANCESLG, GE, Bosch, Kenmore, Jenn

Air, Frigidaire, Whirlpool

Search products, set timers,

change temperatures, check

status of loads

WEARABLESBose, Jabra, Apple, SUGR,

Intel (smart glasses)

Search directions, control

wireless headphones,

answer/make calls, change

music

HOME SECURITY Canary, D-Linklock/unlock, open/close garage,

view camera footage, set alarm

AMBIENT HOME Nest, Philips, GE, Wemocontrol temp, lighting, lift/close

shades

SMALL ELECTRONICS

HP Printer, Gourmia Kitchen

Machine, Mr. Coffee, Ubtech

Lynx Robot, iRobot

check status, on/off, print, make

coffee, set timers

BATHROOMKohler Numi Toilet, Verdera

Mirror, Moen Shower

Search calendar, search diary,

flush, lift/close seat, water temp

200m smart speakers are driving the search installed base

Apple Siri GoogleAssistant

Google Home/Mini

Amazon Echo, Dot, Show

AppleHomepodDevice

Assistant

Results

Amazon Alexa

MicrosoftInvoke

Microsoft Cortana

Source: Statista

Units Shipped Worldwide (Millions)

0

2000

4000

6000

8000

10000

12000

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024

Desktops / Tablets Mobiles Other Connected Devices

Mobile <50% of

connected

devices

Search will be more conversational

2

–

Why is voice is rising in importance

Of searches have voice input by 2020

Of searches have never been seen

before

Average number of words used in a voice

query Vs 3 in a text query

Of queries have purchase intent

50% 15% 9 25%

Voice changes the purchase path

”Order new glass cleaner”

“Our top seller is Mr Glass Cleaner, ¢8.67. Would you like to order it?”

“The last time you ordered glass cleaner, it was Super Shine Glass cleaner, ¢8.67.

Would you like to order it again?”

“The last time you ordered glass cleaner, it was Super Shine Glass Cleaner, ¢8.67, but it’s not in stock. Would you like me to

recommend another top selling brand

ORDER HISTORY

NO ORDER HISTORY

“YES”ORDER HISTORY NO STOCK

“NO”

From now on technology makes the choice on behalf of the consumer

60%

35%

5%

2nd

3rd

4th

Top prime

Top non-prime

If there is no related shopper history

or Amazon Choice available, Alexa

recommends top 2 Prime ranking

products.

If none of the above applies Alexa

recommends the top non-Prime

products.

If there is no related products in the

shopper history then Alexa

recommends an Amazon Choice

product.

Search will be more personal

3

The personalisation tipping point has arrived in paid search

2000 2013 2014 2015 2016

Remarketing Demographics Customer match Similar audiences

2017

In market

2018

Affinity

Household income

Life events

2019

LinkedIn TargetingKeyword

Why are audiences important for Paid Search?

Reduce wastage

Mitigate rising CPCs

Improve conversion

Personalisation of search transforms marketing performance

14m

Search personalisation requires a clear data strategy

Nothing about the user Who they areWhat they’re actively researching/planning

How they’ve interacted with Brand.com

Unknown

What their interests and habits are

Demo & Detailed Demographics

Affinity In-MarketRLSA, Customer Match

& Similar Audience

UNKNOWN INFERRED AUDIENCES KNOWN

PERFORMANCE IMPROVEMENTS

0%

10%

20%

30%

40%

50%

60%

70%

80%

20182015 2016 201720142013

Source: iProspect client 2019

Successful brands operate >50% audience depth

71%

2019

Search will be more visual

4

SearchEngine

Text

Image

Video

News

Maps

Shopping O

UTP

UT

Text

INP

UT

Shopping is transforming search into a visual output channel

Spend YoY

+184%

Clicks YoY

+146%

Revenue YoY

+180%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct

YoY shopping spend

2018 2019

Text

Image

Voice

Audio

Video

Sensor

SearchEngineIN

PU

TO

UTP

UT

Text

Image

Voice

Audio

Video

News

Maps

Products

AR

VR

360 Image

Interactives

Integrated visual search drives key metrics

Pages per session up 135%

Conversion rate 100% higher

AOV 12% higher

People who use the visual search

function

Visual

Personal

Conversational

Ubiquitous