mobile search battle

Mobile Search BattleWhere to Spend Your Time & Money

(ahhem….Death by Data)

SES Chicago ‘08

By: Cindy Krum

Director of New Media Strategy

Blue Moon Works, Inc.

Between 3 and 7% of Traffic to

Traditional Sites is from Mobile

Devices

Types of Mobile Search

• On-Deck Search

• Off-Deck Search

• Mobile Search Applications

• Alternative Query Input Search

On-Deck Search

On-Deck Search:Top Searches

• Frequently Used for Downloadable Content (Free or Put on Your Bill)– Ring Tones & Ring Backs– Wall Paper & Desktops– Games

• Also Used for News, Entertainment & Directory Service

• Carriers Have Info = Massive Targeting Power

On-Deck Search:Overview

• Provided by the Carrier• Walled or Semi-Walled Garden• Content & Ads through Agreements with

Carriers• Not Location Aware• Preferred 38% of the time, when

Compared to Off-Deck Search according to iCrossings, (but 87% said it was because of Convenience & only

28% said it was because of good results. April 2007)

On-Deck Search:Top Providers

• White Label Search– Medio– JumpTap

• Traditional Search Engines

• Medio– On-Deck Mobile Search Engine– Also:

• Serves Contextual Ads in Search, Based on– Search History– Click History– Geography– User Demographics

• Serves Ads in On Mobile Websites that Have Signed Up as Publishers

• Pay-Per-Call Ads through Inginio

• JumpTap– On-Deck Search Engine– Results Ranked Based On:

• Submissions & Spidering• Subscriber Data From the Carrier• XML Feeds• Editorial Review

– Also:• Pay-per-click• Pay-per-call• Banners• Interstitials

Off-Deck Search

Off-Deck Search:Overview

• Like Regular Web Search

• Not Controlled by Carriers

• Handset/Browser Can Impact Search Results

• Not Location Aware (Yet) • Preferred 69% of the time, when

Compared to On-Deck Search according to iCrossings, (April 2007)

Mobile Search Applications

Mobile Search Applications

• Are Downloaded to Phone then Installed

• Have Search Function that Accesses Closed Set of Web Content

Local Mobile Search Applications

Yelp YPMobile

JuiceCaster PhotoBucket

Flickr

Picasa

Mobile Image Search

Mobile Video Search

Truveo YouTube

Mobile Shopping Search

NearByMeNow Slifter

Alternative Query Input Search

– SMS Search• Goog411

– Voice Search & 411• ChaCha

– Image & QR Code Search

Other Ways to Get Eyes on Phones:

• Create Agreements with Handset Manufacturuers:Sony Pictures, News Corp., and CNN have closed deals to distribute directly to the N95 (Links to content on Home Screen)

• Create Agreements with Carriers:MVP, a free ESPN service offered by Verizon

Contact Me!

Cindy KrumDirector of New Media Strategy

cindy.krum@BlueMoonWorks.com

Direct: 303-865-5555

Blue Moon Works, Inc.www.BlueMoonWorks.com

3773 Cherry Creek Dr. North, #985

Denver, CO 80209