keynote - the digital cmo - jim brigden, chief client & commercial officer, iprospect uk
TRANSCRIPT
©2013 | BrightEdge Technologies
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.
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£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: [email protected]