Aw11 woeber dominik_01.07.2015_future-of-search
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Transcript of Aw11 woeber dominik_01.07.2015_future-of-search
vvvThe Future of Search
Dominik WöberHead of Performance Solutions DACH + CEE
Austrian consumers love
Mobile
Gas station
66%
We don't go onlineWe live online.
35%of Austrians
above 55 years have a
Smartphone
28%of Austrians use a
Tablet
Mobile searches exceed desktop in 10 countries,
including
USA Japan
2B people have
internet access
By the end of 2016, there will be 3B
internet users globally
19991GB - 500 euro
201516GB - € 5
Process of invention is never-ending
Building the future of search
Answer Converse
Anticipate
Answer
Converse
Anticipate
Micro-Moments
MeasurementScale &Automatio
n
AdExperienc
es
YoY growth in mobile shopping searches
175%
ShoppingAds
Local Inventory Ads increased in-store sales at 5x the rate of TV ads
Travel industry
Price Location Reviews
of auto-related searches take place on mobile
~50%
Automotive Ads
*Images displayed are a mock of the actual ad format.
Automotive Hotel Shopping
Time of dayLocation OS App
Device BrowserAd creative Actual query
Remarketinglist
Language Search partner
Tailored bids for every auction
9 of 10smartphone users start on one device and finish on another
In-appOnline Cross-device In-store Phone
Estimated Total Conversions
rate attribution as high or top priority
53%
*Source: Google/Forrester 2014
Last Click
Time Decay
Position-Based
First Click
Attribution models
Linear
Data-driven