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Key digital trends and the future of online advertising

James Murray, Marketing Research Analyst

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Top Categories online April 2008-11

2008 2011

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Where is Google sending traffic to?

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Top 3 players in social media

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The behemoth that is Facebook

Is the second biggest

website in the UK after Google

1 in every 6 page views in the UK is on a

Facebook page

1 in every 10 visits to a

website comes from Facebook

Has a global reach of over 500 million

users

20 million hours are spent

on Facebook by UK Internet

users every day

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Visits to Virgin Balloon Flights

700% increase

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Virgin Balloon Flights takes 80% market share of visits within Ballooning

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How much was Groupon responsible for this spike?

36% of visits from Groupon

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The most important lesson to learn online…

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How the riots initially affected Egypt holiday searches

-26%

Start of Egypt riots

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News terms started swamping holiday terms

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Lonely Planet became a trusted authority on Egypt

• Visits to Lonely Planet doubled during the Egypt crisis.

• For the week ending 15 January 2011 , 5% of all searches relating to the political unrest in Egypt went to the Lonely Planet website.

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Egypt celebrates, Lonely Planet benefits

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The future of digital: better consumer segmentation

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What does Experian Mosaic look like?

• Over 450 individual

pieces of data contribute to

Mosaic profiles

• Mosaic allows you to see who your

audience are online, what they like and where they

are in the UK.

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How Automotive brands perform online and offline

Source: Experian Hitwise and SMMT

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Volvo in the competitive manufacturer market

• Volvo received more visits than Ford and Volkswagen in April

• Visits to the Volvo website increased by

22% during April 2010

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Where did Volvo’s traffic spike come from?

Auto Publishers

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Publisher traffic changed the Volvo Mosaic profile

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New audience was wrong for Volvo

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What Volvo should have done

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Key Websites Suburban Mindsets visit

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Key Takeaways

Social media continues to grow in influence – it’s impossible to ignore the impact of social networks like Facebook and Twitter on the online landscape. Companies that innovate and communicate using social media will benefit from more traffic.

Retail is gravitating toward social – Sites like Groupon are becoming a growing force in online retail and are driving more traffic to websites than ever before by combining discounts with community recommendations.

Authority is more important than ever – establishing online authority on a given topic can have major benefits to your website traffic, as was witnessed by Lonely Planet during the Egypt crisis.

Identifying the right audience is crucial – the future of digital will be driven by better customer segmentation. Experian Mosaic can improve targeting online and offline so that your brand message reaches the right audience.

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Thank you!

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