keynote - the digital cmo - jim brigden, chief client & commercial officer, iprospect uk

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The Future of Search A UK Perspective Jim Brigden Chief Client & Commercial Officer iProspect UK

My Career in Search

§  Image100.com 1990s §  GoTo / Overture / Yahoo 2000-2004 §  The Search Works 2004-2007 §  The Technology Works 2004-2007 §  TradeDoubler 2008 §  I Spy Marketing 2009-2012 §  iProspect (Aegis) August 2012

§  iProspect manage c$2bn in SEA globally for many of the world’s leading brands with c2000 global staff in 50 locations

About The UK

§  64m population §  Broadband, Smartphone and tablet

penetration high – a sophisticated market §  Google Monopoly – 90% market share for

5+ years §  15% the size of US search market c $8.5bn

on online advertising & c$5bn on search §  Agencies dominate search spend §  Mature market – heavy competition §  Higher CPC for clients and higher RPS for

search engines

What does the future hold for search in the UK?

Trends §  Ongoing Growth – living

through a successful marketing revolution

§  Clients and agencies targeting

specific consumers on search engines

§  The growth of the 3 device world - leading to attribution and content iteration challenges

Digital Performance on a Global Scale. Copyright  ©  2012,  iProspect,  Inc.  All  rights  reserved.  

6  

£465 £825

£1,366 £2,016

£2,813 £3,350 £3,541

£4,097

£4,809

£5,416

£0

£1,000

£2,000

£3,000

£4,000

£5,000

£6,000

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

£ M

illio

ns

SOURCE: IAB / PwC Digital Adspend 2002 - 2012

UK Digital Marketing Spend – Last 10 years

Digital Performance on a Global Scale. Copyright  ©  2012,  iProspect,  Inc.  All  rights  reserved.  

Digital Shows Sustained Quarterly Growth

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SOURCE: IAB / PwC Digital Adspend 2002 – 2012 & WARC

Digital Performance on a Global Scale. Copyright  ©  2012,  iProspect,  Inc.  All  rights  reserved.  

Digital is the Single Biggest Medium

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SOURCE: IAB / PwC Digital Adspend 2002 – 2012 & WARC

Digital Performance on a Global Scale. Copyright  ©  2012,  iProspect,  Inc.  All  rights  reserved.  

Digital = 31% of a £17.6 Billion Market

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SOURCE: IAB / PwC Digital Adspend 2002 – 2012 & WARC

Digital Performance on a Global Scale. Copyright  ©  2012,  iProspect,  Inc.  All  rights  reserved.  

The Digital Media Mix - % Share of Revenues 2012

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Category 2011 Share

Search 58%

Display 24%

Classified 16%

NB: Other includes Lead Generation, Search Affiliate, Solus Email, Mobile SMS/MMS SOURCE: IAB / PwC Digital Adspend 2012

Digital Performance on a Global Scale. Copyright  ©  2012,  iProspect,  Inc.  All  rights  reserved.  

Search Continues to Show Impressive Growth

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SOURCE: IAB / PwC Digital Adspend 2012

WHY The GROWTH?

§  Search works for consumers and advertisers §  Audience Size, Time and Education §  Broadband Speed and Prices §  Devices – Smart Phones and Tablets (TV coming soon) §  Effectiveness – Tracked and measurable in absolute terms §  Consumer adoption – actively embrace §  Cost effective versus other channels §  The growth is consistent and is not slowing down any time soon

Not all UK consumers are equal

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Search Ads are Tailored to the individual

§  new versus returning consumers §  consumers who pass credit checks §  consumers who will be profitable long term customers rather than the mass market

3 device image of a family with TV, Mobile laptop

Copyright  ©  2012,  iProspect,  Inc.  All  rights  reserved.  

THE UK CONSUMERS LEAD “THREE DEVICE LIVES” Day in the Life of Device Usage - Weekday

0%

5%

10%

15%

20%

25%

30%

35%

Night Time 1-3am

Early Morning 4-6am

Morning 7-9am

Late morning

10am-12am

Early Afternoon 1pm-3pm

Afternoon 4-6pm

Early Evening 7-9pm

Late Evening 10-12pm

Desktop Mobile Tablet %

inte

ract

ions

Source: IAB Three Device Lives: Tablets in context

Matching content with device is a challenge

Attribution

To Conclude

§  The UK search market is growing fast and isn’t slowing §  Advertisers are willing to pay more for the right consumer §  Those consumers are not making it easy for advertisers to track

them

Thank you – any questions?

Jim Brigden, Chief Client & Commercial Officer iProspect UK Email: Jim.Brigden@iprospect.com