Google propose un site illustré portant sur l’analyse des tendances de recherches à l’occasion de la Coupe du Monde de foot. En prime, le sentiment dominant par pays.
La Coupe du Monde de football 2014 qui vient de débuter au Brésil est l’occasion pour Google de faire jouer les matchs sur le registre des tendances de recherches.
Via un site dédié qui est composé de plusieurs modules illustrés pouvant être partagés sur Facebook, Twitter et Google+, la technologie Google Trends est exploitée afin d’afficher les tendances en relation avec l’événement sportif planétaire. À découvrir, quelques insolites en page d’accueil et une confrontation des habitudes de recherches de deux pays dont les équipes nationales se rencontrent.
On pourra ainsi savoir quelles informations les internautes de France et du Honduras recherchent le plus à propos de ce match, quels sont les joueurs les plus recherchés ou ceux qui suscitent un intérêt soudain. Pour le moment, avant ce premier match des Bleus, c’est la question du calendrier de la Coupe du Monde qui turlupine les internautes français ( tout comme ceux du Honduras ), tandis que les joueurs les plus recherchés côté français sont Karim Benzema, Franck Ribéry ( qui est forfait pour la compétition ) et Antoine Griezmann.
Le site propose également le sentiment dominant par pays. La recette de cette évaluation repose sur l’analyse des activités Google+. Pour la rencontre France contre Honduras de dimanche prochain, c’est l’indécision côté français et l’inquiétude côté hondurien.
À l’issue du match d’ouverture qui a eu lieu entre le Brésil et la Coratie et s’est soldé par un score de 3 à 1 avec un arbitrage contestable, les internautes brésiliens ont le sentiment d’être inarrêtables tandis que les internautes croates sont agacés.
Mobile ad spend broke the billion pound mark in 2013, hitting £1.03bn, 93 per cent up on the 2012 total of £529m, according to the latest Internet Advertising Bureau UK (IAB) Digital Adspend report, conducted by PwC. Mobile now accounts for 16 per cent of all digital advertising spend compared to 10 per cent in 2012.
Social media advertising spend on mobile increased to £221.8m in 2013, and by 71 per cent across digital channels overall, to £588.4m. Consequently, mobile now accounts for 35 per cent of total digital social media advertising.
Display advertising across the internet and mobile grew by 22 per cent on a like-for-like basis to reach £1.86bn. With mobile display growing by 180 per cent on a like-for-like basis to £432.4m in 2013, mobile now accounts for 23 per cent of total digital display advertising.
Digital advertising online and on mobile increased by 15.2 per cent to 6.3bn, compared to £5.45bn in 2012. And among media owners who submitted revenue figures to the IAB/PwC, tablet-dedicated advertising (not including internet advertising displayed on a tablet by default) grew by over 400 per cent to reach at least £34.4m in 2013; up from £6.8m in 2012.
Tablet ownership up
This increase has been fuelled by an increase in tablet ownership, which grew 63 per cent year-on-year from 11m to 17.9m Britons in February 2014 according to comScore’s mobiLens research. Over one in four British consumers now owns a tablet, and 36 per cent of people accessing the internet are now doing so via tablets, according to UKOM/comScore February 2014 figures.
57 per cent of tablet owners online say it’s their “go-to” device to surf the internet at home, according to YouGov data. 66 per cent say it’s easier to go online using a tablet, while 65 per cent say they like to use them while watching TV.
Banking and finance is the area of people’s lives that would be most affected without the internet or mobile phone – cited by 48% of Britons online – followed by keeping up with current affairs (37 per cent) and relationships with friends and family (35 per cent).
“Digital advertising continues to grow at impressive rates simply because marketers are becoming more responsive and savvy to the increasing ways people consume content across different devices,” said Tim Elkington, director of research & strategy at the IAB. “However, there’s still a lot of work for the industry to do when it comes to tablet advertising. Spend on ads designed specifically for tablets is growing fast but it’s still a very small part of the pie – despite the increase in tablet ownership, and the crucial role they play in people’s internet use at home. The tablet has moved from the offices of early adopters to the nation’s living rooms and advertisers should be following suit.”
Paid-for search marketing increased 14 per cent on a like-for-like basis to £3.49bn. Classifieds, including recruitment, property and automotive listings, grew 9 per cent like-for-like to £886.5m, accounting for 14 per cent of digital ad spend.
Video advertising grew by 62 per cent year-on-year to £324.9m. Video now accounts for 18 per cent of all online and mobile display advertising. Driven by mobile display and video, the consumer goods sector continued its dominance as the biggest spender on digital display advertising, overall – accounting for 18 per cent in 2013, compared to 16 per cent in 2012.
Zac Pinkham, managing director, EMEA at advertising platform, Millennial Media, believes that breaking through the £1bn mark proves that mobile has moved from an experimental to a strategic phase.
“Where the UK mobile ad market was initially driven by performance advertisers, these results show that it’s now maturing and mirroring the US more closely as growth is fuelled by brand advertisers,” he said. “Driven by a 93 per cent overall rise on the previous year, the IAB’s results have indicated the significant impact of tablets near-ubiquity in UK households in driving spend. Our own platform data from 2013 supports this, with tablets accounting for 24 per cent of ad impressions, and overall growth also being driven by mobile video and display advertising.
“Mobile ad spend is only set to continue, and we believe that the next phase of growth is in new measurement solutions. When brands can easily evaluate the effectiveness of mobile to demonstrate the impact on real-world metrics – such as brand uplift, foot traffic, or increased revenue – then I believe we’ll see even further dramatic growth in the industry.”
Sérendipité contre Recherche
La progression rapide du social media
Search data is not one-size-fits-all – it goes way beyond search engine marketing and knowing which search led to a specific action. In fact, if search data can be used to forecast flu outbreaks, then I think we should consider the use cases beyond just an SEM campaign.
There are various search entities where data resides – such as search engines like Google, Bing and Yahoo!, and then other search entities including vertical sites, shopping comparison engines, e-commerce sites and social networks. The combination of all of these searches is creating opportunities for marketers to take search data beyond SEM and into other types of marketing territory.
Value Of Search Data Beyond Search Engines
Today’s search world is anything but linear. When you think about it, search has really become more organic; something that has grown into multiple elements and can be placed in a variety of contexts to provide greater insights. Marketers should start by understanding that the use of search data in SEM is different from the use of search in display.
Additionally, search data is a great source of consumer behavior and an identifying factor of where a consumer is within the purchasing funnel.
Given this sheer volume of data, it’s easy to see why search data is becoming more important for display advertisers. Today, search data allows display advertisers to reach a broader audience, proving that it’s no longer just a lower level, funnel-marketing channel for SEM advertisers.
This has evolved because in display, marketers aren’t buying keywords related to a search from a list, but an audience based on search. Rather than bidding on specific keywords; in display, you are targeting a much larger audience that is based on other related words, not just a single keyword.
For example, in search, marketers that want to target using the keyword “lawyer” will need to purchase all three related keywords: attorney, legal advice and lawyer.
In display, that same “lawyer” keyword is expanded to include related terms, and would result in an audience that includes people that search for lawyer, attorney, law advice, lawsuit, legal counsel, etc. These keywords are without an additional cost to the marketer and result in an increased reach for the campaign.
Search Engines + Other Search Entities = Greater Insights
As mentioned earlier, search data that is used in display advertising comes from a vast range of sites that aren’t search engines. These types of sites include e-commerce sites, vertical and shopping comparison sites and social networking sites.
The breadth of data available on these sites increases the likelihood that display campaigns based on search will reach consumers earlier in the purchase cycle. This allows advertisers to get their brand and message in front of those consumers during the influence/consideration phase, before they have made their purchasing decision.
The analysis of various sources of search data leads to a pool of insights into consumer trends, purchasing decisions, and the demographics of consumers that are searching for your product or related products.
For example, when you combine search with additional browsing behaviors, marketers get a much richer picture of how long a consumer may consider specific products, what factors play a role in the purchasing process, the kinds of sites that consumers who are interested in the product visit, and other, perhaps even unrelated products, your consumer audience is interested in, etc.
Understanding The Value Of Search In Display
While the search industry has had a proven model since the ’90s, it’s also true that display has created even more value for the search channel and its data. In my opinion, marketers shouldn’t overlook the value that comes, very cost-effectively, from the use of combining search data with display advertising, as many of the insights gleaned go beyond what Google and Bing have.
Search data shouldn’t be seen just as a marketing channel, or be used only for SEM; it should be seen as a major contributor to the overall digital marketing mix. Below are a few ways marketers can make the most out of search data for their display campaigns:
- Leverage search retargeting for search extension: Take your search keywords and work with a partner that can expand your SEM list for greater scale in display.
- Apply search insights to display strategy: Use search data to gain insights into consumer trends, purchasing patterns and trends, etc., refining your display campaign and targeting parameters accordingly.
- Use display as a method for conquesting: Search engines like Google don’t enable conquesting. By utilizing search data within display, marketers can target audiences with display ads based on competitors’ key terms.
- Break free from CPC pricing, while using search data: Buying each keyword in search quickly adds up, and some keywords are simply more costly than others. When you apply search data to display targeting, you place value on the audience vs. each individual keyword.