com score magnetic_5.2.12

Beyond Search Engines: The Brave New World of

Retargeting Data

Eli Goodman, Media Evangelist, comScore, Inc. @LosBuenos

James Green, CEO, Magnetic @jamesANGreen

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

2© comScore, Inc. Proprietary.

Our Presenters

Eli Goodman

Media Evangelist

comScore, Inc.

James Green

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.


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 display

advertising based on user search history

1 3 42


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


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 25.627.2 26.6 27.4 27.3 27.1 28.3 28.3 29.5 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)


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

120.5 112.7

122.5 118.0

124.3 121.2 124.1 123.2 120.4 124.5 124.8

130.5 125.7

-

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


qSearch 2.0: Trends in the Search Market: Total Unique Searchers & Search Intensity

Search growth is driven by both increased intensity and

searchers

Unique Searchers (MM) vs. Search Intensity

+4%

Change vs.

January-11

+2%


Unique Searchers

Searches Per Searcher


“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.


17.215.7 17.3 16.7 17.6 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 26.627.4 27.3 27.1

28.3 28.329.5

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 billion

searches in January 2012


159.6

800.8

365.6

350.4

705.0

0

100

200

300

400

500

600

700

800

900



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 pack

with 801MM searches

Amazon Sites+42%

Facebook.com-43%


16.3

50.149.3

50.9

38.2

0

10

20

30

40

50

60

70

80



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 searcher

base from a year ago


Interpreting IntentWhy it’s difficult but important.

Why it’s difficult

– Imagine a stranger walks up to you and utters two words completely out of

context, then stares and waits for a response.

Why it’s 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


Search engines are constantly looking for ways to interpret and

respond to intent

How it’s done by the engines

– Algorithmically

Historical query and click logs

User-level data

Keyword analysis

– Conversationally

Search suggestions

Query refinement


All the major web search engines have developed technologies to

better elicit intent from users

Fairly ambiguous query. Product

research? Price? Location? Support?

Category level

refinements

Query logs

Search history

These are all attempts

by the engine to

“converse” with the

user to better

understand intent


If engines are confident they understand intent, they can present

specialized results


A true analysis of search intent should include ALL search activity on

the web

Web search – Still (and probably always) the 800 pound gorilla

Search channels

Site/specialized search


Searches on Non-Search Engines are up to 14% longer than those on Search Engines

Source: comScore qSearch June 2010

2.9

3

3.1

3.2

3.3

3.4

3.5

3.6

3.7

Non Search Engine

Search Engines

14% Difference

Greater specificity while searching equates to deeper funnel stages

Intent becomes easier to determine the more specific you are with your search


All Searches Shopping Searches

Non-Search Engines

Search Engines

Shopping Search over-indexes heavily on Non-Search Engines

35%

65%

46%

54%


Travel search also gathers more than its fair share

All Searches Travel Searches

Non-Search Engines

Search Engines

35%

65%

40%

60%


New Searching on Search Engines Dominated by Brands

Non-Search Engine news searching is solely story related


• 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


The Age of Data-Driven Advertising


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


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


Looking Beyond Google

Search

DataShopping Comparison E-Commerce

Vertical SitesSearch Engines*

* Top five search engine entities, comScore 2012


Search

Data

Search Environments

* Top five search engine entities, comScore 2012


Search Data for Retargeting

13 Billion

Searches

Automotive

81MM

searches

Business/Finance

196MM

searches

Shopping

1.9B

searches

Travel

206MM

searches


Key Takeaways

• Search continues to grow as it becomes more and more ingrained in our

daily lives

• Understanding search intent is critical to your marketing efforts

• While there are a variety of ways to determine intent, non-search engine

searching offers strong indicators

• The most optimal time to reach customers is AFTER they’ve searched or

signaled 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


Thank you!

Eli Goodman

[email protected]

@LosBuenos

James Green

[email protected]

@jamesANGreen

mailto:[email protected]

com score magnetic_5.2.12

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