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Panelists:
SMX @ ad:tech: Trends and Developments in Search Marketing
Dana Todd, CMO, Newsforce, Inc.
Jeffrey Pruitt, Advisor, iCrossing, and Chairman, SEMPO
Sandor Marik, Director of Marketing, Condé Nast Digital
Jim McDonald, Senior Manager, Search and CRM, Match.com
Moderator:Danny Sullivan, Editor-in-Chief, SearchEngineLand.com
“Search and Search Engines are the collective consciousness of today’s
World giving equal access to anyone, anywhere.”
Internet Connection: Anyone, Anywhere at Anytime
Always-on Network
Brands need a new model to be successful
Aware Active TrustedUseful
Creating connected brands.
Agenda
• The Market Opportunity for Search• Evolution of Search
– Digital Asset Optimization– Performance Media
• Brand Model
THE MARKET OPPORTUNITY FOR SEARCH
What are Companies Spending in Search?North America, all Search Tactics and Technology
2008 Advertiser SEM Spending ($mm) Share of Total Share of Tactic
Paid Placement $11,913,431 88.4%
Search Media Firms $10,756,866 79.8% 90.3%
SEM Agencies $351,822 2.6% 3.0%
In-House $804,743 6.0% 6.8%
Organic SEO $1,424,813 10.6%
SEM Agencies $300,599 2.2% 21.1%
In-House $1,124,214 8.3% 78.9%
SEM Tech $141,538 1.1%
Leasing $9,436 0.1% 6.7%
SEM Agencies $51,223 0.4% 36.2%
In-House $80,879 0.6% 57.1%
Total $13,479,782
Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. and Radar Research Forecast, North America, 2/09
U.S. Online Advertising SpendingTotal Dollars in Billions by Format, 2001 - 2012
0
5
10
15
20
25
2001 2002 2003 2004 2005 2006 2007 2008 2009* 2010* 2011* 2012*
Sp
en
din
g (In
bil
lio
ns)
Year
Search
Display
Classified
Rich Media
$3.85b (38%)
$10.78b(42%)
PAST$19.65b(47%)
FUTURE
$0.25b(3%)
Source: eMarketer, US Online Advertising Spending Report, October 2008
Organic SEO Most Popular of SEM ProgramsBy Advertiser Respondents, 2004-2007
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2004 2005 2006 2007
Ad
vert
isers
E
ng
ag
em
en
t (P
erc
en
tag
e)
Year
Organic SEO
Paid Placement
Paid Inclusion
Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, December 2005. Global Results.
Media Budgets Continue Move to Search from other Media
"From which marketing/IT programs are you shifting budget away and moving it to your search marketing programs?“
Biggest shifts from offline marketing: print, direct mail and TV
Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Advertisers n=317
Brand, Sales, Leads and Traffic Are Top Objectives of Paid Placement Programs Among Advertisers
"What is your company using search engine marketing to accomplish?"
Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Advertisers n=317
SEMPO Survey: Advertisers Plan to Increase Spending on Search Ads Moderately in 2009
Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Advertisers n=229
Our Market = Our Opportunity
Pundits say by 2012 … “ ” (SEMPO + eMarketer)
Search MarketingSearch Marketing Display MarketingDisplay Marketing
Social MarketingSocial Marketing VideoVideo
$40+ Billion$40+ Billion
EVOLUTION OF SEARCHInspiring Marketers to Change!
Platform
Content
Digital Asset Optimization (DAO, not just SEO)
Google Confidential and Proprietary 18
Search in 2001…
Twitter results
Store locater
Organic results
Today… Better answers, faster
Video Results
Including stock quotes, and site links
Search Wiki
Local Results
PERFORMANCE MEDIA
Advertising Platforms
• Ad Platforms include: APT, Google Adwords, AdCenter
• The digitization of all content will lead to new advertising methods across multiple forms of content
• Advertising platforms will be utilized to manage cross channel campaigns as “Performance Media”
Search Driven Media Buying Platform
AP
I
Cross-MediaBid/Buy Tool
Media Buyer
AP
IA
PI
AP
I
3rd Party AdManagement
& Serving Tool
Bid Management
AP
IA
PI
Ad Network
Ad Exchanges
+ =
RadioTVPrint
Buying Search, Contextual, Display Ads & Video
DisplayVideoExchanges
Search
CONVERGENCE OF SEARCH + DISPLAY
Performance Media(CPA/CPC)
Convergence of Search and Display
Search DisplaySite Targeting
Contextual
Exchanges
Retargeting
BT
Site Targeting
Contextual
Exchanges
Retargeting
BT
PAST Branding(impressions/CPM)Performance
BrandingNOWNOW
BRAND MODEL
Program ManagementIntegrating the digitization of all content and advertising
Search is at the Center of all Media
SearchSearch
Thank you.Jeffrey Pruitt
Advisor, iCrossing, and Chairman, SEMPO
