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Digital Use Shifts To Search by Augustine Fou
1. Digital Use Shifting
to Search
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
November 14, 2012.
November 14, 2012 1
2. Explosion of Content
Google Index
1998
670M hostnames 26 million web
pages
200M active domains
2000
5 million TB of data 1 billion web
pages
Source: Netcraft, July 2012
2008
1 trillion unique
URLs
Source: Google
November 14, 2012 2
3. Search is necessary
Users continue
to use search to
find what they
want from the
“ocean” of
information
Source: Pew Internet March 2012
November 14, 2012 3
4. Users search more often
Users rely on search even Google reports more than 3
more frequently. billion searches per day
Source: Pew Internet March 2012 Source: Business Insider 2012
November 14, 2012 4
5. Users search more savvy
Long tail terms imply users • Users are searching longer terms
type longer phrases to get • Average query word count is
more accurate search results. greater than 4 words, in 2012
Source: Optify 2012 Source: Chitika, Jan 2012
November 14, 2012 5
6. Ad Spend Shifts to Search
1996 2000 2004 2008 2011
$267 million $8.2 billion $9.6 billion $23 billion $31 billion
100% display Search
Display
Other
40% display 40% search 45% search 47% search
31% sponsorships 39% display 33% display 35% display
29% classifieds 21% other 22% other 18% other
Source: IAB March 1997 Source: IAB April 2001 Source: IAB April 2005 Source: IAB March 2009 Source: IAB April 2012
http://bit.ly/JKwCJ1 http://bit.ly/MA9FIh http://bit.ly/LlB6zY http://bit.ly/LuiZhD http://bit.ly/JK2lIu
crossover
November 14, 2012 6
7. Shift to performance
2011 Ad spending is
Source: PwC/IAB April 2011 also catching up
65% by shifting to
performance
and away from
display.
31%
Performance
(CPC) is where
4% advertisers only
pay when they
get the click.
Source: IAB - Full year 2011
November 14, 2012 7
11. So What?
“Marketing and advertising is moving
towards a performance orientation –
enabled by digital and the shift of power to
consumers. They are empowered by
technology and information, and they are
using it.”
- Dr. Augustine Fou
November 14, 2012 11
12. Dr. Augustine Fou – Chief Digital Strategist
“I help clients leverage digital
tools and techniques to create
sustainable competitive
advantage.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
November 14, 2012 12
acfou@mktsci.com