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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
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Our Presenters
Eli Goodman
Media EvangelistcomScore, Inc.
James Green
CEOMagnetic
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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.
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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
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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
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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)
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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
Jan-11 Apr-11 Jul-11 Oct-11 Jan-12
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%
Change vs.January-11
+2%
Source: comScore qSearch 2.0
Unique Searchers
Searches Per Searcher
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Search Engines defined as properties falling under the Search/Navigation category in qSearch
+9%
+3%
+7%
Change vs.January-11
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.
Source: comScore qSearch 2.0
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
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159.6
800.8
365.6
350.4
705.0
0
100
200
300
400
500
600
700
800
900
Jan-11 Apr-11 Jul-11 Oct-11 Jan-12
Source: comScore qSearch 2.0
Alternative Search Properties: Searches (MM)
Change vs.January-11
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%
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16.3
50.149.3
50.9
38.2
0
10
20
30
40
50
60
70
80
Jan-11 Apr-11 Jul-11 Oct-11 Jan-12
Source: comScore qSearch 2.0
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
Change vs.January-11
Amazon, eBay, Apple, and Craigslist show increases in searcherbase from a year ago
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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
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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
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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
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If engines are confident they understand intent, they can presentspecialized results
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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
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All Searches ShoppingSearches
Non-SearchEngines
Search Engines
Shopping Search over-indexes heavily on Non-Search Engines
35%
65%
46%
54%
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Travel search also gathers more than its fair share
All Searches Travel Searches
Non-SearchEngines
Search Engines
35%
65%
40%
60%
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New Searching on Search Engines Dominated by Brands
Non-Search Engine news searching is solely story related
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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
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The Age of Data-Driven Advertising
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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
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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
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Looking Beyond Google
SearchData
Shopping Comparison E-Commerce
Vertical SitesSearch Engines*
* Top five search engine entities, comScore 2012
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SearchData
Search Environments
* Top five search engine entities, comScore 2012
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Search Data for Retargeting
13 BillionSearches
Automotive81MM
searches
Business/Finance196MM
searches
Shopping1.9B
searches
Travel206MM
searches
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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
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Thank you!
Eli Goodman
[email protected]@LosBuenos
James [email protected]@jamesANGreen
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