©2013 | BrightEdge Technologies

The Future of Search: Mobility Eric Papczun | US President

Mobile Accessibility is Transforming Search Mobile Phone Internet Users and Penetration Worldwide, 2011-2017

2011 2012 2013 2014 2015 2016 2017

Mobile Phone Internet Users (Billions) 1.15 1.55 1.88 2.19 2.48 2.74 2.96

%Change 46.2% 34.7% 21.1% 16.4% 13.4% 10.4% 7.9%

% of Mobile Users 30.7% 38.1% 43.7% 48.4% 52.5% 55.7% 57.9%

% of Internet Users 55.0% 66.7% 73.4% 79.1% 84.5% 88.5% 91.2%

% of Population 16.6% 22.1% 26.5% 30.5% 34.3% 37.4% 39.9%

Note: Mobile phone users of any age who access the internet from a mobile browser or an installed application at least once per month, use of SMS/MMS is not considered mobile internet access.

Source: eMarketer, May 2013

Mobile Accessibility is Transforming Search US Local Search Market: Mobile vs. Desktop In 2015 mobile local search

volume will surpass desktop local search for the first time. By 2016 we expect mobile to exceed desktop by 27.8 billion queries.

US Budgets are Quickly Shifting

US Digital Ad Spending, by Channel, 2011-2017 BILLIONS

Note: *includes spending primarily on desktop-based ads, **includes display(banners and other, rich media and video), search and messaging-based advertising

Source: eMarketer, June 2013

Change in Spending on Select Digital Initiatives According to US Marketers, March 2013 & OF RESPONDENTS

Source: ANA, 2013 Q1 Member Benchmarking Survey, May 16 2013

Not Just Here But Around the World Mobile Internet Ad Spending Worldwide, By Region, 2011-2017 MILLIONS

2011 2012 2013 2014 2015 2016 2017

North America $1,289 $4,022 $7,325 $11,606 $16,688 $22,328 $28,223

Asia-Pacific $1,644 $2,334 $3,315 $4,674 $6,403 $8,388 $10,519

Western Europe $780 $1,622 $2,920 $4,643 $6,872 $9,277 $11,968

Central and Eastern Europe $37 $71 $118 $195 $308 $453 $544

Latin America $41 $76 $135 $250 $410 $644 $992

Middle East and Africa $4 $7 $13 $23 $36 $58 $90

Worldwide 16.6% 22.1% 26.5% 30.5% 34.3% 37.4% 39.9%

Note: Includes Display (banners, video and rich media) and search; excludes SMS, MMS, and P2Pmessaging-based advertising, includes ad spending on Tablets

Source: eMarketer, April 2013

Not Just Here But Around the World Mobile Internet Ad Spending Growth Worldwide, By Region, 2011-2017 % OF CHANGE

2011 2012 2013 2014 2015 2016 2017

Middle East and Africa 255.5% 100% 90% 70% 60% 60% 55%

North America 134.2% 212.1% 82.1% 58.4% 43.8% 33.8% 26.4%

Western Europe 92% 108% 80% 59% 48% 35% 29%

Latin America 134.8% 86% 77% 85% 64% 57% 54%

Central and Eastern Europe 29.4% 93.5% 66.2% 65% 58% 47% 42%

Asia-Pacific 43.7% 42% 42% 41% 37% 31% 25.4%

Worldwide 76.7% 114.4% 70% 54.7% 43.6% 34% 27.4%

Note: Includes Display (banners, video and rich media) and search; excludes SMS, MMS, and P2Pmessaging-based advertising, includes ad spending on Tablets

Source: eMarketer, April 2013

Most Brand Leaders Don’t Have a Strategy or Staff

Expect Mobile Budget Growth in 12 months  

Why aren’t you leveraging mobile

marketing?  

Their Poor Experiences = Lost Sales

88% of shoppers have negative experiences – 33% go to competitor

*Source: Skava Consumer Mobile Shopping Survey

Gilt

“Over 40 percent of our overall revenue is now generated through mobile, and that trend is continuing to grow.”

JASON JOHN | GILT

Sephora

Redesigned Mobile Experience to Address Participant Needs §  Shop §  Loyalty §  Store Locator §  Browse

150% SALES

Mobility Experience Optimization™

“Mobility”. It is more than a marketing channel. It exists across an organization, any number of devices, across

digital / physical bounds, and across customer segments.

PERFORMICS – Mobility Pillars

Participant Behaviors

Internal Alignment

Active Experiences

Integrated Media

§  Cross-Channel Marcomm Collaboration

§  Retail/Physical Presence §  Online/Commerce

Functionality

§  Mobility Metrics/KPIs §  Content & Media Depth

and Exchange §  App/Web - Device

Integrations

§  Paid/Owned/Earned Media

§  Search Engine Optimization

§  3rd Party Partners/Affiliates/Links

Before We Begin, We Understand the Participant NAME MOTIVATIONAL NEEDS DESCRIPTION KEY DRIVERS EXAMPLE

1 NOTIFY Urgent need, Emergency, Accident, Problematic (VULNERABLE, DEPENDENT) Ex. AAA Application

2 SIMPLIFY Location or Time Sensitive, Quick, Concise (ANXIOUS, EXPECTANT) Ex. Click to Call

3 COMMUNICATE Social, SMS, MMS, FaceTime, Calling, Chat (INTERACTION, CONVERSATION) Ex. Skype

4 PRICE Coupon or Deal checking, Codes, Offers, Comparison (INVESTIGATIVE, ECONOMICAL) Ex. Red Laser

5 GUIDE Travel, Tourism, expert / insider advice or opinion (ACCESS, EXPLORATION) Ex. NapaValley Insider

6 RESEARCH Ratings, Reviews, Comments, Product, Service specific (TRUST, TRANSPARENCY) Ex. Amazon Feedback

7 VISUALIZE MMS, Picture or Video Messaging, Markup or Editing (CONNECTION, SHARING) Ex. PicSay

8 ENROLL Program / Product details, enroll , sign up, save for later (DEPTH, INTEREST) Ex. ** (star star)

9 NAVIGATE LBS, Navigation, Directions, Store Locator, Events (GEOGRAPHIC, GUIDANCE) Ex. Google Maps

10 BROWSE Swipe, swap, explore, peruse casually (DISCOVERY, EXPOSURE) Ex. Flipboard

11 SHOP Purchase, Promos, VIP Cards, Checkout, Loyalty (FINDING, BUYING) Ex. eBay

12 SHARE Products, Likes, Wish Lists, location, status (IDENTITY, SOCIAL) Ex. Pinterest

13 NETWORK Social or Professional, Updates, Friends, Peers (CONNECTION, COMMUNITY) Ex. Linked In

14 ENTERTAIN Movies, Clips, Shows, Podcasts, Streaming, Downloads, (MEDIA, ENGAGEMENT) Ex. Redbox Instant

15 WORK Remote Data Access, VPN, Email, Presentations (CONTINUITY, PRODUCTIVITY) Ex. Webex Mobile

16 PLAY Fun, Games, Leisure, Personal or Social (ENGAGMENT, ENJOYMENT) Ex. Angry Birds

17 MONITOR Alerts, Management, Tracking, Shipping, Location, Data (UPDATES, STATUS) Ex. Nest Home Thermostat

18 EDUCATE Learning or Teaching, group or individual (KNOWLEDGE, ADVANCEMENT) Ex. Rosetta Stone

19 UPDATE News, Weather, Global, Local, Sports, Celebrity (UPDATES, AWARENESS) Ex. NPR App

20 PAY Mobile Wallet, NFC, Payment, Banks, Transfers (FISCAL MANAGEMENT, INSTANT) Ex. PayPal

PARTICIPANT MOBILITY MOTIVATIONS & NEEDS

The Needs of the Mobile Searcher

SEARCH ENGINE

PAID AD MOBILE MEDIA SPEND SEM COVERAGE / RANK

LOCAL EXTENSION

INTEGRATION VISIBILITY

VISIBILITY

MAPS ORGANIC

LANDING PAGE

CONNECTIVE MESSAGING

RESPONSIVE DESIGN

EXPERIENCE

EXPERIENCE

COUPON REDEMPTION AT LOCATION

OPTIMIZED CONTENT EXPERIENCE

ONLINE TO OFFLINE INTEGRATION

LOCAL STORE PAGE

MOBILE COUPON Browse / Shop

Participant Journey

INTEGRATION

EXPERIENCE

VISIBILITY

Mobility Experience Optimization™ - Audit

Low position CTA

Non responsive

Design

Shopping cart not prominent

Not thumb click optimized

Poor use of real estate

Browse / Shop

Thank you!