aw11 woeber dominik_01.07.2015_future-of-search

vvvThe Future of Search

Dominik WöberHead of Performance Solutions DACH + CEE

Austrian consumers love

Mobile

Gas station

66%

We don't go onlineWe live online.

35%of Austrians

above 55 years have a

Smartphone

28%of Austrians use a

Tablet

Mobile searches exceed desktop in 10 countries,

including

USA Japan

2B people have

internet access

By the end of 2016, there will be 3B

internet users globally

19991GB - 500 euro

201516GB - € 5

Process of invention is never-ending

Building the future of search

Answer Converse

Anticipate

Answer

Converse

Anticipate

Micro-Moments

MeasurementScale &Automatio

n

AdExperienc

es

YoY growth in mobile shopping searches

175%

ShoppingAds

Local Inventory Ads increased in-store sales at 5x the rate of TV ads

Travel industry

Price Location Reviews

of auto-related searches take place on mobile

~50%

Automotive Ads

*Images displayed are a mock of the actual ad format.

Automotive Hotel Shopping

Time of dayLocation OS App

Device BrowserAd creative Actual query

Remarketinglist

Language Search partner

Tailored bids for every auction

9 of 10smartphone users start on one device and finish on another

In-appOnline Cross-device In-store Phone

Estimated Total Conversions

rate attribution as high or top priority

53%

*Source: Google/Forrester 2014

Last Click

Time Decay

Position-Based

First Click

Attribution models

Linear

Data-driven