Beyond Search Engines

8/2/2019 Beyond Search Engines

1/28

Beyond Search Engines: The Brave New World ofRetargeting Data

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

*A copy of todays presentation will be sent to all attendees within 48 hours


2/28

2 comScore, Inc. Proprietary.

Our Presenters

Eli Goodman

Media EvangelistcomScore, Inc.

James Green

CEOMagnetic


3/28


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

Designed to be representative of the total online population.

TRUSTe certified for information privacy & security.


4/28


Magnetic Combines the Intent of Search with Scale from Display

USER SEARCHES

For iPhone or

phone

USER CONSIDERS OPTIONS

iPhone, Droid, BlackBerry,

Palm Pre

USER SEES TARGETED AD

for iPhone when in

consideration mode

USER CONVERTS

Visits Apple.com,

checks out products,

purchases iPhone

Search retargeting focuses on targeting customers with displayadvertising based on user search history

1 3 42


5/28


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


6/28


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

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

26.724.3

26.7 25.6 27.2 26.6 27.4 27.3 27.1 28.3 28.329.5

28.5

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

+7%

Change vs.January-11

Source: comScore qSearch 2.0

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


7/28


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

120.5112.7

122.5118.0

124.3 121.2 124.1 123.2 120.4124.5 124.8

130.5125.7

-

20.0

40.0

60.0

80.0

100.0

120.0

-

50.0

100.0

150.0

200.0

250.0

300.0

350.0

400.0


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

Search growth is driven by both increased intensity andsearchers

Unique Searchers (MM) vs. Search Intensity

+4%


+2%


Unique Searchers

Searches Per Searcher


8/28


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

+9%

+3%

+7%


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.


17.2

15.717.3

16.717.6 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

26.7

24.3

26.725.6

27.2 26.6 27.4 27.3 27.128.3 28.3 29.5 28.5

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

Search Engines

Non-Search Engines

Total Searches

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


9/28


159.6

800.8

365.6

350.4

705.0

0

100

200

300

400

500

600

700

800

900



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 packwith 801MM searches

Amazon Sites+42%

Facebook.com-43%


10/28


16.3

50.149.3

50.9

38.2

0

10

20

30

40

50

60

70

80



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 searcherbase from a year ago


11/28


Interpreting IntentWhy its difficult but important.

Why its difficult

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

Why its 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


12/28


Search engines are constantly looking for ways to interpret andrespond to intent

How its done by the engines

Algorithmically

Historical query and click logs

User-level data

Keyword analysis

Conversationally

Search suggestions

Query refinement


13/28


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

Fairly ambiguous query. Productresearch? Price? Location? Support?

Category levelrefinements

Query logs

Search history

These are all attemptsby the engine to

converse with the

user to betterunderstand intent


14/28


If engines are confident they understand intent, they can presentspecialized results


15/28


A true analysis of search intent should include ALL search activity onthe web

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

Search channels

Site/specialized search


16/28


17/28


All Searches ShoppingSearches

Non-SearchEngines

Search Engines

Shopping Search over-indexes heavily on Non-Search Engines

35%

65%

46%

54%


18/28


Travel search also gathers more than its fair share

All Searches Travel Searches

Non-SearchEngines

Search Engines

35%

65%

40%

60%


19/28


New Searching on Search Engines Dominated by Brands

Non-Search Engine news searching is solely story related


20/28


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


21/28


The Age of Data-Driven Advertising


22/28


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


23/28


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


24/28


Looking Beyond Google

SearchData

Shopping Comparison E-Commerce

Vertical SitesSearch Engines*

* Top five search engine entities, comScore 2012


25/28


SearchData

Search Environments

* Top five search engine entities, comScore 2012


26/28


Search Data for Retargeting

13 BillionSearches

Automotive81MM

searches

Business/Finance196MM

searches

Shopping1.9B

searches

Travel206MM

searches


27/28


Key Takeaways

Search continues to grow as it becomes more and more ingrained in ourdaily lives

Understanding search intent is critical to your marketing efforts

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

The most optimal time to reach customers is AFTER theyve searched orsignaled 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


28/28


Thank you!

Eli Goodman

[email protected]@LosBuenos

James [email protected]@jamesANGreen
mailto:[email protected]:[email protected]:[email protected]

Beyond Search Engines

Documents

Transcript of Beyond Search Engines