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Nigel Gwilliam
Consultant Head of Digital
IPA
Online MediaA review of 2011 and predictions for 2012 (before the December 21st apocalypse)
—The current Search market (according to a non-specialist)
—5 big things that happened this year
—5 predictions for 2012
What I’ll be talking about
(from a non-search specialist)
Search Marketing Review
The Big Picture: IPA Bellwether
Search & Internet Marketing (much more positive)
You’re in a good place! IPA Bellwether: 3Q2011 vs 2Q2011
“The Bellwether Report reveals a strengthening of marketing budgets in Q3, particularly in the internet and search channels, in a cautious economic environment as brands focus on defending market share and in some instances driving sales growth forward. Digital and search investment continues to grow as brands take cautious shelter in channels that provide measurable return on investment.
Chris WhitelawIPA Search Group Chairman,President, I Spy
”
SEM attracting budget shifts from where? (US)
Trends & Technologies impacting SEM (US Agencies)
— Mobile search…
… is different
… is local & local is growing exponentially at 50% per year (in the US)
… is social
… needs mobile UX
Check out this presentation I saw in SXSW!
Source: IAB National Search Marketing Barometer, 2010
Marketers rate their SEM knowledge…
5 big things that happened this year
NUMBER 1
— A new epoch: the mobile web
”“
In fact, today's phones have about the same raw
processing power as a laptop from 10 years ago. And
every year they close the gap.Source: The Guardian
A smartphone today would have been the most powerful computer in the world in 1985 Horace Dediu, former Nokia Executive
Smartphones surpass feature phones
Smartphone sales beat PC sales in 2011
NUMBER 2
— The Stupid EU Cookie Law
IPA advice for agencies
— Tell clients there is no need to panic
— BUT don’t do nothing
— Audit the use of cookies
— Classify cookie usage
— Increase prominence of information
— And for OBA…
NUMBER 3
— The rise of Real Time Bidding
The most infamous chart of 2011
“By 2015, more than one in four display ad dollars will be spent via real-time bidding”
International Data Corporation
Spend to quadruple this year
NUMBER 4
— The rise of Facebook as an
advertising medium
2010 2011 20120
50
100
150
200
250
300
Estimated Ad Revenue (£m)
“Facebook now accounts for the majority of net online display growth in the UK.”
Ian Maude, Enders
Facebook steps up
NUMBER 5
—Google changes— Mobile search prioritises mobile content— Removes natural search analytics (for signed
in Google account holders)?
5 predictions for 2012
NUMBER 1
—The GreatTech War of 2012
NUMBER 2
— Forget 3D TV, 2012 is all about
Social TV & Connected TV
Social TV: The Second Screen
Source: Percentage HH, Touchpoints 3 (2010) vs Touchpoints 2 (2008)
Wifi – unleashes laptops (and smartphones)
”“ linear TV, far from being dead, is actually making a resurgence
Chloe Sladden, Twitter
Re-linearization of TV
Connected TV
— “The integration of the internet and Web 2.0 features into modern television sets and set-top boxes, as well as the technological convergence between computers and these television sets / set-top boxes.”
Source: Wikipedia
Online video— accelerating growth set to continue
NUMBER 3
—Local explosion
Local Explosion
— 95% of Smartphone users have searched for local info
— 61% have called, 59% visited after a search— 90% act within 24 hours
Source: Google
Location, location, locationThe mobile phone acts as a cursor that connects the digital and physical worlds
NUMBER 4
—Privacy Push-Back
“Overly strict, static and bureaucratic data-protection rules will have a detrimental impact on Europe’s economy”
said 11 industry associations, including the Business Software Alliance, which counts Microsoft among its members, and IAB Europe, which has Google and Yahoo! Inc. on
its roster.
EU Data Privacy Directive
NUMBER 5
—Tick, tick, BOOM
The Ad Environment Time Bomb
A summary in buzzwords
— Google v Facebook v Apple v Amazon Tech War
— Real time— So(cial) Lo(cal) Mo(bile)— Social, Connected TV— Privacy push-back— Danger UXB
