Canadian Search Landscape | NVI (July 6th 2008)

INTERACTIVE STRATEGY- 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM

QUEBEC SEARCH ENGINE

LANDSCAPE

AGENDA

> QUEBEC DEMOGRAPHICS> QUEBEC FRENCH AUDIENCE> GOOGLE.CA> SYMPATICO.MSN.CA> QC.YAHOO.COM> TOILE DU QUÉBEC / CANOEKLIX> NETWORLDMEDIA> PAGESJAUNES.CA> QUEBEC MARKET DISTRIBUTION> QUEBEC AND SOCIAL MEDIA> HOW TO MARKET PROPERLY IN QUEBEC

INTERACTIVE STRATEGY– NVISOLUTIONS.COM

QUEBEC DEMOGRAPHICS

> 80% of Quebec Internet users are online every day

> 55% (+15%) made purchases online over the past

semester.

> Numbers would be higher if debit payment was widely

accepted

> Quebec users trust their banks, not 3rd party websites!

> 4 million active users

> 70% French / 30% English

> Montreal is a bilingual market: 60% French, 40% English

> Any other city or region besides Montreal = 90% + French


QUEBEC FRENCH AUDIENCE

> Quebec Search landscape is more experienced than France:

~ 8% searches are 1 keyword vs ~30% in France

~45% searches are 2 keywords vs ~22% in France

~35% searches are 3 keywords vs ~29% in France

~12% searches are 4+ keywords

~12% users are not satisfied by the search results

displayed


Data is gathered and normalized from multiple sources, including: ComScore Networks, personal experiences with hundreds of clients statistics, specific publications in Quebec, including a recent one from Skooiz « Comment les québécois cherchent-ils sur le web », and great discussions with peers on the French markets in Quebec and France.

GOOGLE

> Educated guess monthly searches: ~79% with 125–150 million searches


Major Strengths Major Weaknesses

Quebec and France sites are well divided

More likely to get spammed

Easiest to setup / most traffic

Content network quality is below average

Best ratio between time spent / ROI

Confusion of Google.ca and Google.com in English

SYMPATICO.MSN.CA

> Our estimate on monthly searches: ~8-10% with 10–12 million searches



Traffic quality Relevance is sometimes inaccurate

Not a lot of advertisers (lower CPC!)

Time consuming platform and not a lot of traffic

Partnership with Sympatico helps (future of it with Teachers?)

Considered more as an information portal than a search engine

QC.YAHOO.COM

> Our estimate on monthly searches: ~4-5% with 6-8 million searches


STRENGTHS WEAKNESSES

Best traffic quality / ROI Small (for some verticals?) French content network

Great Quebec French portal

Generates lower traffic volume than Google/MSN

Great Canadian account managers network

TOILE DU QUÉBEC / CANOEKLIX


> CanoeKlix has an important ad display network

with several million impressions



Great paid regional directory

Unconventional payperclick platform

Unsavvy Internet users No recurring billing

Loyal userbase (oldest Québec engine)

NETWORLDMEDIA

> Our estimate on monthly searches: Networldmedia is an important ad display network with several million impressions that can reach all Quebec users



Great behavioral targeting Low ROI on B2B

Great B2C market Not a search engine

More than 1 500 clients

PAGESJAUNES.CA




Contains all Quebec businesses

Expensive cost per click

Great for brand awareness

No relation between traffic and price for categories

A major player in Quebec Not good for all verticals

QUEBEC MARKET DISTRIBUTION

> Major properties and verticals owned by 3 actors: PowerCorp, Transcontinental, Quebecor

> Top 3 actors strategy is mainly based on vertical acquisitions

> Because of their size, the turnaround is much slower

> This leaves multiple opportunities to create many verticals (and maybe get acquired by any of those 3 leaders later!)


QUEBEC AND SOCIAL MEDIA

> Quebec users are the most active in Canada (37%)

> Youth in Quebec are more prone to use rich media

than other provinces (50%)

> 2 of the top 30 users on Digg are from Quebec

> Quebec’s culture encourage the usage and understanding of many non-English social

platforms


HOW TO MARKET PROPERLY IN QUEBEC

> Include francophone's while building your strategy

> Make a bilingual version of your website and optimize it

> Leverage social media tactics with marketing tools coming to maturity (Facebook Apps, Online PR

through blogs, Reputation management, Brand Watch, etc.)


THANKS / MERCI !

> EMAIL [email protected]

> NVI SITE NVISOLUTIONS.COM

> NVI BLOG (EN) NVISOLUTIONS.COM/BLOG

> NVI BLOG (FR) GO-REFERENCEMENT.ORG


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Canadian Search Landscape | NVI (July 6th 2008)