the future of search - iab sverigethe future of search search will exist everywhere 1 as every...
TRANSCRIPT
As every device becomes connected so every device becomes search enabled.
CATEGORY BRAND FUNCTION
AUTOMOBILESToyota, Mercedes, Ford,
BMW, Tesla, Hyundai, Audi,
etc.
Search directions, start,
lock/unlock, control music and
lighting and temp, directions
TV & ENTERTAINMENT
Samsung, LG, TiVo, Dish,
Comcast, Fire, Chromecast,
Apple TV
Search content, record, change
channel, on/off, volume, play
program
APPLIANCESLG, GE, Bosch, Kenmore, Jenn
Air, Frigidaire, Whirlpool
Search products, set timers,
change temperatures, check
status of loads
WEARABLESBose, Jabra, Apple, SUGR,
Intel (smart glasses)
Search directions, control
wireless headphones,
answer/make calls, change
music
HOME SECURITY Canary, D-Linklock/unlock, open/close garage,
view camera footage, set alarm
AMBIENT HOME Nest, Philips, GE, Wemocontrol temp, lighting, lift/close
shades
SMALL ELECTRONICS
HP Printer, Gourmia Kitchen
Machine, Mr. Coffee, Ubtech
Lynx Robot, iRobot
check status, on/off, print, make
coffee, set timers
BATHROOMKohler Numi Toilet, Verdera
Mirror, Moen Shower
Search calendar, search diary,
flush, lift/close seat, water temp
200m smart speakers are driving the search installed base
Apple Siri GoogleAssistant
Google Home/Mini
Amazon Echo, Dot, Show
AppleHomepodDevice
Assistant
Results
Amazon Alexa
MicrosoftInvoke
Microsoft Cortana
Source: Statista
Units Shipped Worldwide (Millions)
0
2000
4000
6000
8000
10000
12000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
Desktops / Tablets Mobiles Other Connected Devices
Mobile <50% of
connected
devices
–
Why is voice is rising in importance
Of searches have voice input by 2020
Of searches have never been seen
before
Average number of words used in a voice
query Vs 3 in a text query
Of queries have purchase intent
50% 15% 9 25%
Voice changes the purchase path
”Order new glass cleaner”
“Our top seller is Mr Glass Cleaner, ¢8.67. Would you like to order it?”
“The last time you ordered glass cleaner, it was Super Shine Glass cleaner, ¢8.67.
Would you like to order it again?”
“The last time you ordered glass cleaner, it was Super Shine Glass Cleaner, ¢8.67, but it’s not in stock. Would you like me to
recommend another top selling brand
ORDER HISTORY
NO ORDER HISTORY
“YES”ORDER HISTORY NO STOCK
“NO”
From now on technology makes the choice on behalf of the consumer
60%
35%
5%
2nd
3rd
4th
Top prime
Top non-prime
If there is no related shopper history
or Amazon Choice available, Alexa
recommends top 2 Prime ranking
products.
If none of the above applies Alexa
recommends the top non-Prime
products.
If there is no related products in the
shopper history then Alexa
recommends an Amazon Choice
product.
The personalisation tipping point has arrived in paid search
2000 2013 2014 2015 2016
Remarketing Demographics Customer match Similar audiences
2017
In market
2018
Affinity
Household income
Life events
2019
LinkedIn TargetingKeyword
Search personalisation requires a clear data strategy
Nothing about the user Who they areWhat they’re actively researching/planning
How they’ve interacted with Brand.com
Unknown
What their interests and habits are
Demo & Detailed Demographics
Affinity In-MarketRLSA, Customer Match
& Similar Audience
UNKNOWN INFERRED AUDIENCES KNOWN
PERFORMANCE IMPROVEMENTS
0%
10%
20%
30%
40%
50%
60%
70%
80%
20182015 2016 201720142013
Source: iProspect client 2019
Successful brands operate >50% audience depth
71%
2019
Shopping is transforming search into a visual output channel
Spend YoY
+184%
Clicks YoY
+146%
Revenue YoY
+180%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct
YoY shopping spend
2018 2019
Text
Image
Voice
Audio
Video
Sensor
SearchEngineIN
PU
TO
UTP
UT
Text
Image
Voice
Audio
Video
News
Maps
Products
AR
VR
360 Image
Interactives
Integrated visual search drives key metrics
Pages per session up 135%
Conversion rate 100% higher
AOV 12% higher
People who use the visual search
function