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Taken from a presentation to the Interactive Marketing Show from 2008, Peter Young discusses, where search marketing has come from, where it is now, and where it is going
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Interactive Marketing ShowDevelopments in Search
By: Peter Young - Organic Search Manager Jon Myers – Head of Search | Associate Director
Presented By: Peter YoungOrganic Search Manager I MediaVest UK
Email: [email protected]
November 2008
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In a Garage!
• Rented from Susan Wojcicki…who is currently Google’s Vice President of Product Management.
• $1700 per month in 1998– Use of Hot Tub– Access to Refrigerator
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Google 10 Years Ago……
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Google 10 minutes Ago……
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What's Changed?
• Well Google looks just the same!• BUT
• Market Value in 1998 = $100,000 + Garage (+ hot tub)
• Market Value in 2008 = $150 Billion!
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The Market Time Line
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How big is search in the UK Market?
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0
200
400
600
800
1000
1200
Q198
Q298
Q398
Q498
Q199
Q299
Q399
Q499
Q100
Q200
Q300
Q400
Q101
Q201
Q301
Q401
Q102
Q202
Q302
Q402
Q103
Q203
Q303
Q403
Q104
Q204
Q304
Q404
Q105
Q205
Q305
Q405
Q106
Q206
Q306
Q406
Q107
Q207
Q307
Q407
Radio Outdoor Internet Direct Mail
Press - Classified Press - Display Television
Online slices through the media market
Source: PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC
N.B. WARC Recruitment data included from 2003
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21.8%
15.3%
11.8% 5.3%
3.3%
0.9%6.7%
15.1%
19.9%
Television
Press - Display
Internet
Press - Classified
Direct Mail
Directories
Outdoor
Radio
Cinema
2007 market share 15.3% (11.4% in 2006)
• % share of revenues for January to December 2007
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARCIAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures.
Total advertisingmarket
£18.4bn
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Outdoor
TV
Radio
Outdoor
AWARENESS
BRANDING DIRECT RESPONSE(leads, sales, etc.)
EDUCATION/INFORMATION
SOURCE: GOOGLE ANALYSIS
Online
Online Marketing is Consuming all Media
Search Is Becoming the preferred choice of Online Media
All Media is driven to Search engines to source Results and findings
37% 36%
30%
20%17%
9% 10%
33%
0%
10%
20%
30%
40%
50%
Television Word ofMouth
Press StoreLocation
Radio Outdoor Transport No Search
% of online search users
67%67%67%67%
Source: Offline Channel Influence on Online Search Behavior Study Jupiter Research in June 2007
online search* users are driven to perform searches as a result of some offline channel
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Consumers are less likely to purchase from a brand that doesn’t appear in Google's
search results
Source: Offline Channel Influence on Online Search Behavior Study Jupiter Research in June 2007
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34.1m31.7m
•In April 2008, over 31 million UK adults (15+) searched on the Internet:
– 93% of the UK ‘Net population– 4.1 billion search queries– 10 searches per usage day– 30 visits per month– 5 searches per visit
Source: Comscore Media Metrix qSearch, April 2008.
InternetUsers
UniqueSearchers
Search > Synonymous with the Internet
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…. how fast are we approaching their saturation points
UK PENETRATION RATES BY CATEGORY, 2003-2007
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2003 2005 2007 2009 2011 2013 2015 2017 2019
Travel
TechFinance
Media
Home & Garden
Telecoms
Motors
CPG
Share of advertising
spending online (%)
Notes: S-Curves were fitted to the historical data, saturating at the forecasted 2020 saturation levelSources: Nielsen MMS, Zenith, Forester, MediaScope, IAB, Corp Dev Analysis
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The Search LandscapeUK search market split
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Evolution in Search
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The Search Market Has to evolve to....
• Vertical Creep• Local• Mobile• Social Integration• Rich media/TV
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Search results pages now include• Video• Images• PR/News Releases• Maps/Local Search• Products• Books• Finance
… Even Cinema results… AND MORE
…but Search keeps evolving
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Results much more tailored round intent – increased relevancy
Example 1: Local Targeting
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Ability to dominate searches via traditional Organic, Paid Search and Blended Search
visibility
Example 2: Dominating Search
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PR Blended Search results
Ongoing Offline & Online PR activity can
have immediate as well as ongoing effects
Example 3: PR Doubleplay
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Views:
185,000 in 3 months on website only
2,505,036 views on Youtube
Example 4: Online Reinforcement
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The Numbers
• Total videos uploaded as of March 2008: 78.3 Million• Videos uploaded per day: over 150,000• The total time spent watching YouTube videos in first 12
months of launch was 9,305 years! • The content requires several million dollars’ worth of
bandwidth a month to transmit.
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Ability to Target without being there!
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Ability to Target your market
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Main UK Developments in Last 2 Years
• Launch of MSN Search (just over 2 years ago)• Launch of Yahoo Panama • Adwords Editor came out made a big difference to managing campaigns• Google search query report becomes available• Google trademark policy changes• Universal search• Increase in navigational search• Google continues to increase market share• Rise of mobile search• Loss of Google BPF (Best Practice Funding)• Doubleclick purchased by Google
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The future…. Where will search fit? Everywhere!
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The new face of search engines
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Photosynth - Microsoft
http://labs.live.com/photosynth
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Photosynth meets Google Street Maps
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Scratching the ‘surface’
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Get search in the game
http://www.massiveincorporated.com/
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Google's Expanding Boundaries
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The Future
• Power to the Internet People– Multiple Touch Points
• Media Hubs– Access where and when you want– Access on multiple devices
• Ability to target and segment your advertising
• The future is bright the future is Search
