Presentation from Director of Marketing Research at Kenshoo, Josh Dreller on Kenshoo's latest three screen research shared at Kenshoo's K8 Summit on September 9th, 2013.

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Josh Dreller – Director Marketing Research, Kenshoo
Edwin Wong – Senior Director, Product & Media Insights, Yahoo
Research: Yahoo!And Kenshoo

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Great Research!

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3 SCREEN PAID SEARCH

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Mobile clicks are a big part of paid search…
Q1 2013:

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…and growing!
June 2012 vs. June 2013

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ADVERTISER PERCEPTIONS OF
THE THREE SCREEN WORLD

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Key Insights
Overall volume of searches are still largest on PC,
followed by mobile, then tablet. However, mobile search
volume of shopping terms is growing exponentially.
Terms used on mobile devices would suggest that
shoppers are actually in pre-shopping/awareness mode
even more so than purchase mode.
Transactions are more likely to happen on the PC as a
proportion of searches.
It's not PC versus mobile, but PC + Mobile.

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Key Insights
Form filling doesn't happen on mobile devices.
Product information searches are just high as product
prices searches on mobile.
Mobile searchers are more likely than PC searches to do
lower funnel activities – might not lead to an actual
purchase but might add to a cart, do pricing, etc.
Mobile ads that drive engagement are usually more
shopping related as opposed to conversion related.

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Kenshoo Client Survey
300+ advertiser and agency respondents
27 multiple choice questions
• About the respondent (industry, role, etc.)
• Consumer trends
• Marketing organization
~7-10 minutes to complete
August 2013

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ABOUT THE RESPONDENTS

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In what region are you located?
Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo
Inc.

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Which function best describes your company?
Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo
Inc.

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Approximatelywhat percentageof your marketingorganization’s
totalonlinebudgetso far in 2013 is paidsearch?
Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo
Inc.

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CONSUMER TRENDS

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Do you feel consumers are using search engines more
for mobile shopping research in 2013 than in 2012?
Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo
Inc.

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Where in the classicalpurchasefunneldo you feel thatpaid
searchads targetedto smart phonescan be effectivefor retail
brands?
Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo
Inc.

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Howcomfortabledo you feelconsumersare with fillingout forms
(e.g.requestinfo,quotesubmission,newslettersignup,etc.) on
the followingdevices?
Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo
Inc.
Answer: Not Comfortable

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How comfortable do you feel consumers are with making
purchases on the following devices?
Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo
Inc.
Answer: Not Comfortable

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MARKETING ORGANIZATION

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Howwouldyou rate your marketingorganization’ssophistication
with regardsto your cross-devicepaidsearch strategy?
Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo
Inc.

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Doesyour marketingorganizationuse differentpaidsearch
strategiesfor specificdevicesacross the followingactivities?
Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo
Inc.

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Please indicate how much you feel consumers agree or
disagree with each of the following statement:
Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo
Inc.
I am disappointed when brands or manufacturers don’t have
sites optimized for my mobile device.

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As a consumer yourself, what is your reaction when
reaching a non-mobile optimized size via mobile device?
Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo
Inc.

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Whatis your marketingorganizationplanningto do (or already
doingnow) to addressconsumermobileshoppingexpectations?
Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo
Inc.

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Josh.Dreller@Kenshoo.com