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 todays presentation will be sent to all attendees within 48 hours

Our Presenters
Eli Goodman Media Evangelist comScore, Inc. James Green CEO Magnetic

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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. comScore, Inc. Proprietary. 3 TRUSTe certified for information privacy & security.

Magnetic Combines the Intent of Search with Scale from Display Search retargeting focuses on targeting customers with display advertising based on user search history

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

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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

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28.5 billion searches: 7% year-over-year growth

qSearch 2.0: Trends in the Search Market: Total Searches This Year

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

Change vs. January-11

26.7

24.3

26.7

25.6

27.2

26.6

27.4

27.3

27.1

28.3

28.3

29.5

28.5

+7%

Jan-11

Apr-11

Jul-11

Oct-11

Jan-12

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Source: comScore qSearch 2.0

Search growth is driven by both increased intensity and searchers

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

Unique Searchers (MM) vs. Search Intensity

Change vs. January-11

400.0 350.0 300.0 250.0 200.0 150.0 100.0 50.0 -

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

120.0

+4%

100.0 Searches Per Searcher 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 80.0 60.0 40.0

+2%

Unique Searchers
20.0 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12

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Source: comScore qSearch 2.0

Search engines account for the majority of searches at 18.7 billion searches in January 2012
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.
Total U.S. Searches (Billions)
Total Searches Non-Search Engines Search Engines 28.3 28.3 29.5 28.5 Change vs. January-11

26.7 24.3 9.5 8.6

26.7

25.6

27.2

26.6

27.4

27.3

27.1

+7%
9.6 9.3 9.6 9.4 8.9 9.2 9.6 10.4 9.9

9.4

8.9

+3%

17.2

15.7

17.3

16.7

17.6

17.3

17.8

17.9

18.1

19.2

18.7

19.1

18.7

+9%

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 defined as properties falling under the Search/Navigation category in qSearch
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Source: comScore qSearch 2.0

Among the top alternative search properties, eBay leads the pack with 801MM searches
qSearch 2.0: Alternative Search Properties: Searches

Alternative Search Properties: Searches (MM)

Change vs. January-11
900 800 700 600 500 400 300 200

800.8

-6%

eBay

705.0

+8% craigslist, inc.

365.6 350.4 159.6

+42% Amazon Sites -43% Facebook.com -10% Apple Inc.

100
0

Jan-11

Apr-11

Jul-11

Oct-11

Jan-12

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Source: comScore qSearch 2.0

Amazon, eBay, Apple, and Craigslist show increases in searcher base from a year ago
qSearch 2.0: Alternative Search Properties: Unique Searchers

Alternative Search Properties: Unique Searchers (MM)

Change vs. January-11 80 70 60 50 40 -21% Facebook.com

50.9 50.1 49.3 38.2

+11% eBay +28% Amazon Sites +4% craigslist, inc.

30 20 10 0

16.3
+5% Apple Inc.

Jan-11

Apr-11

Jul-11

Oct-11

Jan-12

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Source: comScore qSearch 2.0

Interpreting Intent
Why its difficult but important.

Why its difficult

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

context, then stares and waits for a response.

Why its 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

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Search engines are constantly looking for ways to interpret and respond to intent
How its done by the engines
Algorithmically
Historical query and click logs User-level data Keyword analysis

Conversationally
Search suggestions Query refinement

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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 These are all attempts by the engine to converse with the user to better understand intent

Query logs

Search history

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If engines are confident they understand intent, they can present specialized results

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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

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

3.7 3.6 3.5 3.4

14% Difference
3.3 3.2 3.1 3 2.9 Non Search Engine Search Engines

Greater specificity while searching equates to deeper funnel stages

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

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Source: comScore qSearch June 2010

Shopping Search over-indexes heavily on Non-Search Engines

35%

46%

65%

Non-Search Engines Search Engines

54%

All Searches

Shopping Searches

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Travel search also gathers more than its fair share

35%

40%

65%

Non-Search Engines Search Engines

60%

All Searches

Travel Searches

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New Searching on Search Engines Dominated by Brands

Non-Search Engine news searching is solely story related

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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

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The Age of Data-Driven Advertising

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Understand Your Search Experience

1
What was your last search?

3 4

What site did your search lead you to?

Where did you initiate the search?

Did you search again?

Flat Screen TV

Samsung PN43E450

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When Can Marketers Reach Their Audience?

Product research, reviews, prices

Brand research, product information

New flat screen tv

Samsung PN43E450

Initial search

Consideration Phase

Revised Search

Retargeting Opportunity

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Looking Beyond Google

Search Engines* Shopping Comparison

Search Data

Vertical Sites

E-Commerce

* Top five search engine entities, comScore 2012

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Search Environments

Search Data

* Top five search engine entities, comScore 2012

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Search Data for Retargeting

Automotive 81MM searches

Business/Finance 196MM searches

Travel 206MM searches

13 Billion Searches
Shopping 1.9B searches

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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 theyve 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

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Thank you!

Eli Goodman egoodman@comscore.com @LosBuenos

James Green James@magnetic.is @jamesANGreen

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