2. 2 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
SREEKANT LANKA
• 20+ years of cross-functional leadership experience
• Currently SVP Digital Solutions at iQuanti
• Previously, headed Programmatic Account Strategy for
Google
• Guest faculty at multiple business schools
• TEDx speaker

3. 3 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Today we’ll discuss…
1 Evolving Search Landscape
2 Evolving Audience Segments and Needs
3 Media channels influencing consumer journey
4 Takeaways – Alignment of media mix vs. where the audience is

4. 4 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Overview of the evolving search landscape

5. 5 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
A QUICK POLL:
How much ‘Search’ constitutes to your overall mix (in 2023)?
a. >75%
b. 51-75%
c. 25-50%
d. <25%
e. Not measured yet!

6. 6 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Search queries keep evolving
70% • From keywords to conversations
• Expanding over multiple sessions
• “near me” “best of” etc. are emerging trends
• Moving beyond lower funnel
queries which are new (long tail)

7. 7 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Google ecosystem, building capabilities beyond keywords
• Search evolving from Exact Match -> Broad Match with
Smart Bidding -> Keywordless AI
• Broad Match with Smart Bidding strategy recommended
for growth on Search
• AI Learns from a broader set of queries coupled with multiple
signals
• Performance Max uses improved Keywordless AI
technology to deliver on additive search opportunities
• Analyzes LP content, assets & product feed to find new
converting queries & generate text ads matching user intent
Operating
system
Browser
Device
type
CM / RLSA
Audience
segment
Ad creative
Language
Application
Time of day
Conversion
path
Search
network
partner
Actual Query
Device
RLSA
Locations
Day of week
Keyword
Bid
Similar
audiences

8. 8 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Google ecosystem, building capabilities beyond keywords
• Search evolving from Exact Match -> Broad Match with
Smart Bidding -> Keywordless AI
• Broad Match with Smart Bidding strategy recommended
for growth on Search
• AI Learns from a broader set of queries coupled with multiple
signals
• Performance Max uses improved Keywordless AI
technology to deliver on additive search opportunities
• Analyzes LP content, assets & product feed to find new
converting queries & generate text ads matching user intent
Operating
system
Browser
Device
type
CM / RLSA
Audience
segment
Ad creative
Language
Application
Time of day
Conversion
path
Search
network
partner
Actual Query
Device
RLSA
Locations
Day of week
Keyword
Bid
Similar
audiences

9. 9 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Google ecosystem, building capabilities beyond keywords
• Search evolving from Exact Match -> Broad Match with
Smart Bidding -> Keywordless AI
• Broad Match with Smart Bidding strategy recommended
for growth on Search
• AI Learns from a broader set of queries coupled with multiple
signals
• Performance Max uses improved Keywordless AI
technology to deliver on additive search opportunities
• Analyzes LP content, assets & product feed to find new
converting queries & generate text ads matching user intent
Operating
system
Browser
Device
type
CM / RLSA
Audience
segment
Ad creative
Language
Application
Time of day
Conversion
path
Search
network
partner
Actual Query
Device
RLSA
Locations
Day of week
Keyword
Bid
Similar
audiences

10. 10 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Searches on matured verticals aren’t Search engine dominated
Leading online sources where consumers worldwide search for
products in 2022
• Marketplaces & Social media
sites command a significant
share of product searches in
2022.
• 28% of all online product
searches start out on
marketplaces like Amazon or
eBay.

11. 11 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
SERPs is evolving; AI technologies may eventually change the face of ‘Search’

12. 12 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Evolving audience segments and needs

13. 13 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Gen Z is on its way to becoming the most dominant customer segment. This
segment also has the lowest attention span
• The Gen Z customer segment is growing → In 2023, there will
be more adult Gen Zers than adolescents for the first time—
about half the size of the millennial population
• Gen Z loses active attention for ads after just 1.3 seconds—less
time than any other age group. Perhaps this is why Gen Z
frequents platforms with shorter ad formats.
• Skippable ads like those on YouTube and vertical scrolling
like on TikTok have reinforced an expectation for young
people that many ads are essentially optional.
• However, 59% of Gen Z agree that they use short-form video
apps to discover things that they then watch longer versions of
according to Google. Short-form video ads can be utilized to
develop initial interest with your brand and longer-form content
for more engaged users.
Source: Emarketer

14. 14 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Different verticals are evolving as consumer behaviors shift
• Social commerce adoption is accelerating in the US,
driven by TikTok
• Click-and-collect ecommerce grocery sales outpace total
ecommerce growth: In 2023, the total US grocery click-
and-collect ecommerce sales is projected to grow by
15.1% to reach $56.48 billion, outpacing total retail
ecommerce sales growth of 10.5%
• Mobile app install advertising spend is on the rise: US
mobile app install advertising spend increased nearly 25%
last year and will increase another 15.5% in 2023. This
also outpaces total category growth (digital ad spending
in the US will only grow 12.0% this year).
More than half (55%) of Gen Z and millennial consumers aren’t loyal to any brands or retailers.
Source: Emarketer

15. 15 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Social Media has been a dominant factor influencing consumer journey
43%
of users worldwide
reported using Social
networks for product/
services research
55%
of US based Social
media users report
having found &
purchased a product
via Social platforms
87%
Of large businesses
and 57% of small
businesses use Social
Commerce platforms
to cater to Social
Media users

16. 16 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
New platforms and short form content are taking center stage to cater to the
needs of the evolving customer base
SOCIAL VIDEO has a projected growth rate of 21.2% in 2023, video now accounts for over half
of all social network ad revenues
SHORT FORM VIDEO: YouTube videos under 60 seconds received 135% more views in Q2 2022
than in Q2 2021
CTV is projected to see a significant growth of 27.2%, with Subscription based OTT + CTV ad
spending projected to increase 49.6% in 2023. While the rate of growth will slightly decrease
subsequently, the platform is expected to show a consistent growth until 2026. CTV Ad Spending
Growth Will More Than Double Overall Digital Growth
TIKTOK reached 150million confirmed users in USA in March 2023.
Source: Emarketer

17. 17 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Short form video is the most engaging content format on Social Media.
Videos are mostly measured against top & mid funnel KPIs
66%
of consumers report short form
video to be the most engaging
Social content, up from 50% in
2020
54%
Marketers say Video is the
most valuable content type for
achieving Social Media goals,
2.5x
Short form video considered
2.5x more engaging than long
form video
26%
report bottom line sales
as a video success metric

18. 18 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
A QUICK POLL:
Do you see Tik-Tok, OTT and/CTV feature in your media strategy
currently and in the future?
a. Yes
b. No
c. Not sure, need consult to find the fit

19. 19 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Media channels influencing consumer journey

20. 20 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Retail Media Networks potentially the 3rd big wave in digital advertising after
Search & Social
14.7%
Share of US digital ad
spend in 2021 was on
Retail Media networks
19.1%
Share of US digital ad
spend is expected from
Retail Media Networks by
2024
Advantages:
• Valuable 1P purchase data
• Contextually relevant ads
• Closed loop reporting
“Retail media is following in the footsteps of search and social as digital advertising’s third big wave and
has already established itself as a force”
- Principal Analyst at Insider Intelligence, 2022

21. 21 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Push media channel of Retail shows diversification across media
Facebook
52%
Twitter
1%
Video
15%
Display
32% Facebook
39%
Instagram
32%
Tiktok
7%
Snapchat
2%
Twitter
1%
OTT
5%
Video
7%
Display
7%
Source: Pathmatics
Q1-2020 Q1-2023
| Push Media includes Display, Video, Social, OTT

22. 22 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Push media channel of CPG shows increase in social channels
Facebook
37%
Twitter
11%
Video
36%
Display
16% Facebook
25%
Instagram
26%
Tiktok
8%
Snapchat
3%
Twitter
1%
OTT
20%
Video
14%
Display
3%
Source: Pathmatics
Q1-2020 Q1-2023
| Push Media includes Display, Video, Social, OTT

23. 23 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Key Takeaways
Lead your top funnel activations
with videos to drive awareness &
recall
Nurture your mid funnel with a mix
of videos & statics by driving
engagements & traffic consistently
Close the bottom funnel with search,
retargeting & other high-quality
signal-based audiences
Aided/ Unaided Recall lift, Top of
Mind Awareness
Engagement rates, Retention rates,
Quality visits to the website/ app,
Branded Search Volumes, CTR
TOP
MID
BOTTOM
CPA, ROAS, LTV/CAC
Content must cater to
the intent during each
funnel stage:
from building context
on top, to being more
specific at the bottom
APPROACH KPIs
MEASUREMENT
• Different KPIs per funnel stage
• A sense of overall CAC helps assess the overall health across Marketing channels
• Attribution challenges and privacy issues have paved the way for increased adoption of Incrementality testing

24. 24 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
A QUICK POLL:
Are you “thinking beyond Search”, towards more dynamic media-mix?
a. Not now
b. Yes, but doesn’t require a strategic consultation
c. Yes, and require a strategic consultation
d. Already moved