Com score magnetic webinar

The Future of Search is Search Retargeting

Eli Goodman, Search Evangelist, comScore, Inc.

Josh Shatkin-Margolis, CEO, Magnetic

*A copy of today’s presentation will be sent to all attendees within 48 hours

2 © comScore, Inc. Proprietary.

Our Presenters

Eli Goodman

Search Evangelist

comScore, Inc.

Josh Shatkin-Margolis

CEO

Magnetic


comScore Customer Knowledge Platform: A granular 360° view of the

multitude of online activities for 2 million global users

Designed to be representative of the total online population.

TRUSTe certified for information privacy & security.


About Magnetic

- Magnetic empowers advertisers to target users

with display ads based off user search history

– - First company to focus 100% on search retargeting

- - Product suite including self-service and full-service search

retargeting solutions

- - Proprietary keyword generation tool

- +8 billion search inquiries captured monthly

- +1 billion impressions served monthly

- +450 unique user searches monthly


Agenda

- State of Search

- State of Display

- Search & Display Synergy

The Changing Role of the Search Engine

What is Search Retargeting?

Search Retargeting Best Practices


26.6 billion searches were performed in June 2011, which marked a

6% growth rate over June 2010.

qSearch 2.0: Trends in the U.S. Search Market

Source: comScore US qSearch 2.0, June 2011

24.9 25.4

25.8 26.0

27.0

26.1

26.6 26.7

24.3

26.7

25.6

27.2

26.6

Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11

+6%

Change vs.

June 2010

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


Search growth is driven by increased intensity, at +6% year-over-year

qSearch 2.0: Trends in the U.S. Search Market, cont’d


217.9 215.1 216.5 217.8 220.1 220.9 219.3 221.7 216.1 217.7 217.0 218.5 219.1

114.4 118.1 119.2 119.5 122.7

118.1 121.3 120.5 112.7

122.5 118.0

124.3 121.2

-

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

Jun-10 Sep-10 Dec-10 Mar-11 Jun-11

Unique Searchers (MM) vs. Search Intensity

+6%

Change vs.

June-10

+1%

Unique Searchers

Searches Per Searcher


qSearch 2.0: Trends in the U.S. Search Market, cont’d

While all searcher segments increased their search intensity, Heavy Searchers and

Medium Searchers outpaced Light Searchers in year-over-year growth


63.0%

27.6%

9.4%

Percentage of Searches

22.0 22.8

104.2 111.4

360.8 381.9

0

50

100

150

200

250

300

350

400

450

Jun-10 Sep-10 Dec-10 Mar-11 Jun-11

Searches per Searcher

Heavy Searchers (Upper 20%) Moderate Searchers (Middle 30%) Light Searchers (Bottom 50%)

+6%

+7%

+4%

Change vs.

June-10

Search Intensity Segment Contribution to

Total Searches


15.2 17.3

9.7 9.3

24.9 26.6

Total Non-Search Engines Search Engines

Although Search Engines Are Still the Major Players, Search Isn’t

Confined to the Engines Anymore

More than 1/3 of searches conducted online are conducted on Non-Search Engines.

+7%

Source: comScore US qSearch 2.0; “Search Engines” defined as properties falling

under the Search/Navigation category in qSearch , June 2011

Change vs.

June 2010

-4%

+14%

June 2010 June 2011

Searches (Billions)


US Online Ad Spend Poised to Grow 20% in 2011

$0

$5

$10

$15

$20

$25

$30

$35

$40

$45

$50

2010 2011 2012 2013 2014 2015

US Online Ad Spending 2010-2015

$ Billions and % Change

8.8% 14.9%

20.2% 17.6%

12.0% 10.4%

Source: eMarketer: US Online AdSpend Poised to Grow 20% in 2011


Display Advertising Background:

The very first banner ad ran on October 24, 1994

AT&T “You Will” campaign

Ad Size/Format: 468 x 60, JPG

Publisher: Hotwired.com


Display Advertising Background:

AT&T “You Will” campaign predictions

Have you ever:

Received a phone call on your wrist?

Had a classmate who’s 1,000 miles away

Conducted business in a language you don’t understand

Had an assistant who lived in your computer

Tucked your baby in from a phone booth

Watched a movie you wanted to the minute you want to

Carried your medical history in your wallet

Attended a meeting in your bare feet

You will. And the company who will bring it to you? AT&T

For more “You Will” campaign predictions, visit: http://adland.tv/content/banner-ads-tenth-birthday

http://adland.tv/content/banner-ads-tenth-birthday








How Large is the US Display Advertising Market?

1.1 TRILLION Display Ads Served in Q2 2011


0

20,000

40,000

60,000

80,000

100,000

19%

32%

0%

5%

10%

15%

20%

25%

30%

35%

Portals Social Networking

Social Networks Have Caused Users to Spend More Time Online and

Advertisers to Shift Dollars Towards Online Advertising

Source: comScore US Media Metrix Panel Only Data, April 2011 comScore US Ad

Metrix, April 2011

Total Minutes Spent (MM)

-21%

YoY

+26%

YoY

-6%

YoY

+15%

YoY

Share of Display Ads (%)

Compared to last year, people are

spending more time on social

networks and less time on portals

Social networks have also brought

huge quantities of inventory

online

Portals

Social Networking Sites


Socially Enabled Display Ads Encourage Brand Interaction

* Ad Metrix (May 2011) US data

Advertiser (US) Total Internet

Impressions (000)*

Socially Enabled

Impressions (000)*

% Composition Socially

Enabled Ads*

Kraft Foods Inc. 785,419 166,463 21.2%

TJX Companies, Inc. 60,866 43,174 70.9%

Heineken N.V. 48,378 33,079 68.4%

Many advertisers employ social networking sites and incorporate social media

elements into their online advertising strategies.


Search Generates Higher Offline Sales Lift Than Display Advertising, but

Combined the Synergy Provides an Even Greater Lift

+119%

Incremental Lift in Retailers’ Offline Sales per (000) Exposed

Source: comScore Ad Effectiveness Solutions


Paid, Organic, and Display Influence – Unaided Brand Recall

Source: iProspect/comScore Study: Real Branding

Implications of Digital Media


Paid, Organic, and Display Influence – Brand Website Visitation

Source: iProspect Study: Real Branding Implications of

Digital Media – comScore commissioned


Paid, Organic, and Display Influence - Purchase

Source: iProspect Study: Real Branding Implications of

Digital Media – comScore commissioned


Agenda

- State of Search

- State of Display

- Search & Display Synergy

The Changing Role of the Search Engine

What is Search Retargeting?

Search Retargeting Best Practices


Changing Role of the Search Engine

Search Engine Marketing alone = 4% of

messaging opportunities

time spent in search engines

everything else

OPA’s Internet Activity Index and Nielsen’s Online data, April 2011


Giving Search a Future

?

What about the 96% of inventory where users spend their time


The Future of Search is…

User searches for

product or services

User considers options

User sees targeted ad

while in conversion or

consideration mode

User converts

Search Retargeting


CONSIDERATION

AWARENESS

CONVERSION

Unlikely Buyers

Likely Buyers

Unlimited text, iPhone,

iPhone store, etc.

Blackberry, iPhone,

AT&T, Verizon

Smartphone, mobile

phone, phone plans

Consumer

Upper and

lower Funnel

The Consumer Funnel


Beyond the Search Engine

iphone

signals intent

Key question: Did you ever follow-up?

Search = best source of data


iPhone

Beyond the Search Engine

Harnessing the power of search outside the search engine


Reaching Intenders Just like in Search

COMPETITORS SEGMENT

Seedwords: Blackberry Droid Palm Pre

BRAND INDICATORS SEGMENT

Seedwords: Smartphone

Touch phone

Cell phone

New phone plan Verizon phones AT&T phones

BRAND CENTRIC SEGMENT

Seedwords: Apple iPhone iPad iPod Apple TV

1:1 conversation between

brand & potential customers


Best Practices for Search Retargeting

1. 1. Define Goals: conquesting, lower funnel activities (with clear

attribution model), branding to specific audiences

2. 2. Select Inventory: comScore 250, exchange media, with or

w/out user generated content

3. 3. Identify Audience: define keywords that your audience would

be searching for, and leverage keyword generation tools to

increase scale

4. 4. Place Conversion Tags: these provide insights to successful

optimization – helping determine which keywords, data sources,

recency of searches along with media, creative, geo, etc. are

driving results

5. 5. Optimize: tailor keywords, recency window, inventory, etc. to

beat KPIs, while balancing between precision & scale


Background

Strategy

Using dynamic creative, an online etailer

tapped into search retargeting to drive ROI

online.

Leveraged search history to target relevant

intent consumers across the web:

» Assigned keywords to very specific product

themes including:

» TV, Men’s shoes, eBooks, GPS, NASCAR,

purses

» Dynamically served the right creative to the

right audience

» Utilized premium and exchange inventory to maximize reach

Through search retargeting, the major online

etailer reached a large volume of intent

consumers with specific messages,

achieving a positive ROI.

Case Study – Major online etailer

» Achieved 272% positive

ROI

» Reached 30 million ad

impressions across

inventory sources

Results

TV Solution


Thank you!

Eli Goodman

[email protected]

@LosBuenos

Josh Shatkin-Margolis

[email protected]

mailto:[email protected]

mailto:[email protected]

Technology

Com score magnetic webinar