Ogury Luncheon Presentation
2 May 2019•0 j'aime•191 vues
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Presenter: Kevin Fitzgerald, Head of Insights, USA, Ogury Kevin Fitzgerald is the Head of Insights, USA at Ogury. Since joining the team in October of 2017, Kevin has been tasked with leading the charge on embedding data-driven insights and strategy into all that Ogury does for its customers and potential clients. As the Head of Insights for the US, Kevin is responsible for bringing a voice to Ogury’s unique 1st party data. Prior to joining Ogury, Kevin spent 8+ years on the agency side of the business, leading communications planning and strategy efforts across top tier brands in the health, financial services, and entertainment categories.
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Ogury Luncheon Presentation
- 1. 1 SearchingforIntent Searching for Intent MediaPost Search & Performance Insider Summit April 30, 2019 Kevin Fitzgerald Head of Insights
- 2. 81%have mobile at arms reach every minute of the day 5HOURS per day spent on mobile(1) Source: Techcrunch SearchingforIntent 2 Mobile is where consumers are. And it is personal.
- 3. SearchingforIntent 3 36.5% of total US media ad spend will be mobile, reaching $87.06B Source: eMarketer
- 4. SearchingforIntent 4 $28.25B estimated U.S. mobile search spend in 2019 Source: AUM Core
- 5. SearchingforIntent 5 79% of keywords rank differently in search on mobile and desktop SERPs Source: BrightEdge
- 6. SearchingforIntent 6 70%of web traffic happens on a mobile device 75%of smartphone owners turn to mobile search first to address their immediate needs Source: Google; CIODive
- 7. SearchingforIntent 7 51%of smartphone users have discovered a new company or product while conducting a search on their smartphone 92%of mobile users who searched for a product on their phone made a related purchase Source: Google; XX
- 8. SearchingforIntent 8 Don’t look at mobile behavior in siloes
- 9. SearchingforIntent 9 01 Closing the data gap Marketers see less than 5% of the mobile user journey 02 The limited supply and increased costs Google brand keyword CPCs have increased 6% Y/Y Sources: Digiday; Merkle; Global Web Index 03 Providing transparency and control to consumers +50% of users don't feel in control of their data The challenges of driving performance on mobile
- 10. SearchingforIntent 10 Attract and engage your consumers User Engagement SearchingforIntent 10 Attract and engage your consumers User Engagement
- 11. archingforIntent 11 Consent Manager Enables Ogury to systematically ask for user consent Consent Manager SOURCE 01 SOURCE 02 SOURCE 03 SOURCE 04 SOURCE 05 SOURCE 06 ... User Consent We collect consented mobile user journey signals, via our Consent Notice GDPR Compliant by design 71% of consumers prefer ads tailored to their interests
- 12. The most powerful dataset in the industry What you see before Ogury. Intent from users who land on your site or app from a keyword What you see with Ogury. Intent from users, wherever they land. Beyond Search results. SearchingforIntent 12
- 13. SearchingforIntent 13 Active Insights Voice presents an additional opportunity for marketers
- 14. Ogury Attract for Search Capture more intent, attract more users Human Intelligence Machine Learning Capture intent and attract users Keywords App Site Conditions SearchingforIntent 14 Search engine results
- 15. SearchingforIntent 15 Attracting users based on intent drives performance
- 16. SearchingforIntent 016 Consent Manager SOURCE 01 SOURCE 02 SOURCE 03 SOURCE 04 SOURCE 05 SOURCE 06 ... User Consent CONSENTED SIGNALS Data Generation Engine Data Generation Insights Visualization Active Insights Revenue Optimization Engine User Affinity Engine User Engagement Intelligent Monetization Activation Solutions Ogury Mobile Journey Marketing Cloud
- 17. Thank you SearchingforIntent 17 Kevin Fitzgerald, Head of Insights
Notes de l'éditeur
- Hi everyone, I’m Kevin, Head of Insights at Ogury, and today I’ll be discussing the role search plays in identifying intent and completing the mobile user journey. Before we get started, I’ll bring you up to speed on who Ogury is. Ogury is a technology company specialized in Mobile Journey Marketing, and is the only technology company that can see the COMPLETE mobile user journey, both in app and out. Since being established in 2014, we now have our SDK integrated into more than 10,000+ apps and have over 400M global mobile users that have explicitly opted-in to let us collect their mobile signals which we use to generate our own first-party data. This data is 100% GDPR and CCPA compliant and delivers 100% viewable media and unique insights for more than 900 global brands.
- Enough about Ogury, let’s jump into the mobile opportunity. I’m sure you’re all familiar with how important mobile is. To build and maintain a successful business today you need to engage consumers on mobile. The average person spends five hours per day on their phone, and 81% of people have their mobile within arm’s reach every minute of the day. This makes mobile exceptionally personal, and users seek value at every step of their journey. Because like the device, user journeys are personal, resulting in a huge opportunity for marketers.
- These marketers understand the value of mobile, with eMarketer just releasing the prediction that US mobile ad spend will account for more than one-third (36.5%) of total media ad spending in 2019. This is HUGE. So what role does search play?
- AUM Core estimates that mobile search spend will reach $28.25B this year, which signifies how big of an opportunity mobile search is.
- If marketers are to capitalize on this opportunity, they need to understand the channel that consumers are using, as different digital channels drive different results. In fact 79% of keywords rank differently in search on mobile and desktop SERPs. This highlights how important it is for brand to understand their consumers mobile behaviors, and not bucket ‘search’ as a singular tactic on a media plan. You need to understand their mobile behavior.
- In fact, 75% of smartphone owners turn to mobile search first to address their immediate needs. And with 70% of web traffic happening on mobile devices, it’s no wonder we’re all here at this conference discussing the impact search has on performance, which is extremely significant when it comes to brand interactions.
- So significant, that 51% of smartphone users have discovered a new company or product while conducting a search on their smartphone. And 92% of mobile users who searched for a product on their phone made a related purchase. Mobile is the most personal device we own, and search has a huge impact on our brand interactions.
- Search is a massive opportunity for marketers to drive performance, but it doesn’t come without its challenges. Looking at search behaviors alone, won’t reveal the true intent of the user behind the screen. You need to understand their complete mobile user journey to truly drive performance.
- Without seeing the complete mobile user journey, organizations face 3 significant challenges. The first is closing the data gap, as users engage with mobile web and app very differently, and organizations currently only see this behavior in silos. As they see in silos, they can’t capture intent. In fact, 95% of the mobile user journey goes beyond what you see, with Facebook and Google, only seeing 30% of a user’s time on mobile, and the actionability of the insights they provide is questionable. The second challenge is the limited supply and subsequent increased keyword costs. There’s increasing competition when it comes to keywords, resulting in a really cluttered space. Merkle reported that Google brand keyword CPCs have finally started to level out after five straight quarters of double digit increases, now at 6% Y/Y increase in Q1 2019. This pushes prices up making it extremely challenging for marketers. The third key challenge is providing transparency and control to consumers. In the advent of new laws such as GDPR, organizations need to provide this transparency and control to consumers over how their personal data is collected and used. But, despite new laws, users still don’t get full transparency or control over data consent. They are often served ambiguous or forced opt-in notices, leading to increasing mistrust from consumers over the ways in which their personal data is used, with over 50% of consumers not feeling in control of their personal data. It doesn’t have to be this way, Ogury has designed a new category of solutions to help organizations overcome these challenges…
- User Engagement is where we can activate Ogury’s unique data to drive value to brands by attracting and engaging users.
- Driving value begins with consent (finish talk track).
- Once you gain consent, you can than access quality first-party data. Before Ogury brands can capture is intent from users who land on your site or app after clicking on your keyword, and it’s competitive. But with Ogury, brands can see the entire mobile journey across 400m user profiles, so we enable you to capture intent from users who search your keyword, and truly engage with the content, wherever they land.
- This data provides insights beyond traditional search. Let’s take a look at the Alexa app. Here you can see active usage of the app averaged. 67% in April 2018. Fast forward to April 2019, usage has reached 81%. Adobe Analytics shared that almost half of all Amazon Alexa requests are for searching online, and as we can see the jump in app usage you can see how voice presents a huge opportunity for search.
- So how do we gather is data? We combine human intelligence with machine learning to extend a brand’s reach by identifying apps and websites that go beyond the top search results After marketer’s send us their keyword bulk sheet, our Engine executes a search in all the top Search engines to identify the top URLs associated with the keywords. Using this list of URLs as a basis, Ogury’s User Affinity Engine then builds a bespoke and precise attraction matrix for the brand’s campaigns. Ogury’s technology provides a complete view of user behaviour that demonstrates intent for your product, extending your reach by identifying new apps and websites that you otherwise would not have been able to capture intent from. This enables us to identify their ‘intentmatch’.
- Attracting the most relevant users who demonstrate the highest intent will result in stronger marketing performance.
- Here’s a look at the entire process, from consent through to activation. The three key takeaways you should leave this room remembering, is that: You shouldn’t look at mobile behavior in siloes. We all know search is extremely important, but users are searching through apps and users are searching via voice. You need to understand the entire mobile user journey which should only be done with explicit user consent. Secondly, understanding the complete mobile user journey of your consumers allows you to identify and attract users that demonstrate the strongest intent. Finally, you should should leverage real-time data signals that identify this intent to reach beyond the results page, to truly drive performance.
- I’ll be around for the rest of the day and tomorrow if anyone has any questions. Thanks.