1. ©2013 | BrightEdge Technologies
The Future of Search
A UK Perspective
Jim Brigden
Chief Client & Commercial Officer
iProspect UK

2. My Career in Search
§ Image100.com 1990s
§ GoTo / Overture / Yahoo 2000-2004
§ The Search Works 2004-2007
§ The Technology Works 2004-2007
§ TradeDoubler 2008
§ I Spy Marketing 2009-2012
§ iProspect (Aegis) August 2012
§ iProspect manage c$2bn in SEA globally for many of the world’s leading brands
with c2000 global staff in 50 locations

3. About The UK
§ 64m population
§ Broadband, Smartphone and tablet
penetration high – a sophisticated market
§ Google Monopoly – 90% market share for
5+ years
§ 15% the size of US search market c $8.5bn
on online advertising & c$5bn on search
§ Agencies dominate search spend
§ Mature market – heavy competition
§ Higher CPC for clients and higher RPS for
search engines

4. What does the future hold for search in the UK?
Trends
§ Ongoing Growth – living
through a successful marketing
revolution
§ Clients and agencies targeting
specific consumers on search
engines
§ The growth of the 3 device
world - leading to attribution
and content iteration challenges

6. Digital Performance on a Global Scale.
Copyright
©
2012,
iProspect,
Inc.
All
rights
reserved.
6
£465
£825
£1,366
£2,016
£2,813
£3,350
£3,541
£4,097
£4,809
£5,416
£0
£1,000
£2,000
£3,000
£4,000
£5,000
£6,000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
£Millions
SOURCE: IAB / PwC Digital Adspend 2002 - 2012
UK Digital Marketing Spend – Last 10 years

7. Digital Performance on a Global Scale.
Copyright
©
2012,
iProspect,
Inc.
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rights
reserved.
Digital Shows Sustained Quarterly Growth
7
SOURCE: IAB / PwC Digital Adspend 2002 – 2012 & WARC

8. Digital Performance on a Global Scale.
Copyright
©
2012,
iProspect,
Inc.
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rights
reserved.
Digital is the Single Biggest Medium
8
SOURCE: IAB / PwC Digital Adspend 2002 – 2012 & WARC

9. Digital Performance on a Global Scale.
Copyright
©
2012,
iProspect,
Inc.
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rights
reserved.
Digital = 31% of a £17.6 Billion Market
9
SOURCE: IAB / PwC Digital Adspend 2002 – 2012 & WARC

10. Digital Performance on a Global Scale.
Copyright
©
2012,
iProspect,
Inc.
All
rights
reserved.
The Digital Media Mix - % Share of Revenues 2012
10
Category 2011 Share
Search 58%
Display 24%
Classified 16%
NB: Other includes Lead Generation, Search Affiliate, Solus Email, Mobile SMS/MMS
SOURCE: IAB / PwC Digital Adspend 2012

11. Digital Performance on a Global Scale.
Copyright
©
2012,
iProspect,
Inc.
All
rights
reserved.
Search Continues to Show Impressive Growth
11
SOURCE: IAB / PwC Digital Adspend 2012

12. WHY The GROWTH?
§ Search works for consumers and advertisers
§ Audience Size, Time and Education
§ Broadband Speed and Prices
§ Devices – Smart Phones and Tablets (TV coming soon)
§ Effectiveness – Tracked and measurable in absolute terms
§ Consumer adoption – actively embrace
§ Cost effective versus other channels
§ The growth is consistent and is not slowing down any time soon

13. Not all UK consumers are equal
13

14. Search Ads are Tailored to the individual
§ new versus returning consumers
§ consumers who pass credit checks
§ consumers who will be profitable long term customers rather than the mass market

15. 3 device image of a family with TV, Mobile laptop

16. Copyright
©
2012,
iProspect,
Inc.
All
rights
reserved.
THE UK CONSUMERS LEAD “THREE DEVICE LIVES”
Day in the Life of Device Usage - Weekday
0%
5%
10%
15%
20%
25%
30%
35%
Night Time
1-3am
Early
Morning
4-6am
Morning
7-9am
Late
morning
10am-12am
Early
Afternoon
1pm-3pm
Afternoon
4-6pm
Early
Evening
7-9pm
Late
Evening
10-12pm
Desktop
Mobile
Tablet
%interactions
Source: IAB Three Device Lives: Tablets in context

17. Matching content with device is a challenge

18. Attribution

19. To Conclude
§ The UK search market is growing fast and isn’t slowing
§ Advertisers are willing to pay more for the right consumer
§ Those consumers are not making it easy for advertisers to track
them

20. Thank you – any questions?
Jim Brigden, Chief Client & Commercial Officer iProspect UK
Email: Jim.Brigden@iprospect.com