Search Engine Watch recently published an article highlighting Magnetic’s new study, “Searching Beyond Search: Life Beyond the Googleplex.” Here’s a snapshot of the article, which takes the readers beyond search retargeting and focuses in on the search data, where it comes from and why its powerful for display advertising….
It may surprise many marketers to learn that while 62 million U.S. searches are performed on core search engines like Google and Bing on the average day, an additional 33 million are happening on alternative search sites. In January this year, search engines accounted for 18.7 billion U.S. searches; alternative search sites produced another 9.9 billion (report cites comScore data).
Marketers focused solely on traditional search may be missing out on a huge opportunity not only to tap into additional search data, but to connect in a meaningful way with searchers further into the purchase funnel. A new study by New York search retargeting firm Magnetic shows that while search activity overall is up, those using alternative search sites are also searching longer, indicating a greater quality experience for users.
Recent research from Group M shows that global Internet ad spending rose to $84.8 billion in 2011 – a 16% increase from 2010. This year, the media agency predicts this number will rise an additional 16 percent to 98.2 billion.
The study, “This Year, Next Year: Interaction 2012,” reports a similar pattern for U.S. digital advertising, which rose 12 percent to $32.2 billion in 2011. Spending for 2012 is expected to rise 10 percent and reach $35.4 billion.
In a recent webinar, Magnetic and comScore presented new data on search activity to provide marketers with a better understanding of search data and the true power of intent. Download the full presentation to learn how search data from beyond the search engine is becoming a valuable asset for search and display campaigns.
Key points covered in the webinar include:
- State of search activity across core search and non-search engines
- Value of non-search engines & their role in the consumer funnel
- Data opportunities afforded by retargeting
- Differentiation by vertical across non-search engines
A recent story surfaced on Gizmodo called “The Case Against Google.” It sheds light on the search giant’s dark side. Here’s a brief except:
At some point in the recent past, the Mountain View brass realized that owning the Web is not enough to survive. It makes sense—people are increasingly using non Web-based avenues to access the Internet, and Google would be remiss to not make a play for that business. The problem is that in branching out, Google has also abandoned its core principles and values.
Many of us have entered into a contract with the ur search company because its claims to be a good actor inspired our trust. Google has always claimed to put the interests of the user first. It’s worth questioning whether or not that’s still the case. Has Google reached a point where it mustbe evil?
While some readers agree with the author, a majority of those who chose to comment on the Gizmodo piece do not. Read the full article and judge for yourself: The Case Against Google
Magnetic’s CEO, James Green, is scheduled to speak at key industry events in April, Marketwire announced today. According to Marketwire, Green will “address key issues and opportunities facing digital marketers and share best practices for search retargeting with audiences.”
While Magnetic continues to focus on search retargeting, James will be sharing his perspective on various topics ranging from Google’s search guidelines to why search data creates opportunities for marketers to drive better performing display campaigns.
Check out James at the following panels and events taking place in San Francisco this Spring:
James Green, CEO at Magnetic and contributing MarketingLand columnist, talks about why display advertising is on track to be the hottest area of internet marketing in his latest article — Display’s the Thing.
One source comes from Forrester, which anticipates that search spending will shift to digital display. This is a result of high PPC for paid search and the rise of biddable display media. Forrester also predicts that display will account for 36% of interactive spend in five years.
Interestingly enough, James also credits Google as a viable source for the future of display. The proof is in the pudding – Google, which is the king of keyword search and AdWords, is now focused on display ads and mobile. James claims “Google’s reliance on display ads for growth speaks volumes.”