K8 - Research from Kenshoo and Yahoo!

| Kenshoo: Proprietary and Confidential1

Josh Dreller – Director Marketing Research, Kenshoo

Edwin Wong – Senior Director, Product & Media Insights, Yahoo

Research: Yahoo! And Kenshoo


Great Research!


3 SCREEN PAID SEARCH


Mobile clicks are a big part of paid search…

Q1 2013:


…and growing!

June 2012 vs. June 2013


ADVERTISER PERCEPTIONS OF THE THREE SCREEN WORLD


Key Insights

Overall volume of searches are still largest on PC, followed by mobile, then tablet. However, mobile search volume of shopping terms is growing exponentially.

Terms used on mobile devices would suggest that shoppers are actually in pre-shopping/awareness mode even more so than purchase mode.

Transactions are more likely to happen on the PC as a proportion of searches.

It's not PC versus mobile, but PC + Mobile.


Key Insights

Form filling doesn't happen on mobile devices.

Product information searches are just high as product prices searches on mobile.

Mobile searchers are more likely than PC searches to do lower funnel activities – might not lead to an actual purchase but might add to a cart, do pricing, etc.

Mobile ads that drive engagement are usually more shopping related as opposed to conversion related.


Kenshoo Client Survey

300+ advertiser and agency respondents

27 multiple choice questions

• About the respondent (industry, role, etc.)

• Consumer trends

• Marketing organization

~7-10 minutes to complete

August 2013


ABOUT THE RESPONDENTS


In what region are you located?

Source: Advertiser Perceptions of Three Screen World © 2013 Kenshoo Inc.


Which function best describes your company?



Approximately what percentage of your marketing organization’s total online budget so far in 2013 is paid search?



CONSUMER TRENDS


Do you feel consumers are using search engines more for mobile shopping research in 2013 than in 2012?



Where in the classical purchase funnel do you feel that paid search ads targeted to smart phones can be effective for retail brands?



How comfortable do you feel consumers are with filling out forms (e.g. request info, quote submission, newsletter signup, etc.) on the following devices?


Answer: Not Comfortable


How comfortable do you feel consumers are with making purchases on the following devices?


Answer: Not Comfortable


MARKETING ORGANIZATION


How would you rate your marketing organization’s sophistication with regards to your cross-device paid search strategy?



Does your marketing organization use different paid search strategies for specific devices across the following activities?



Please indicate how much you feel consumers agree or disagree with each of the following statement:


I am disappointed when brands or manufacturers don’t have sites optimized for my mobile device.


As a consumer yourself, what is your reaction when reaching a non-mobile optimized size via mobile device?



What is your marketing organization planning to do (or already doing now) to address consumer mobile shopping expectations?



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K8 - Research from Kenshoo and Yahoo!

Technology

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