Dennis Glavin Local Advertising Lead Microsoft Advertising Local Search
Dennis Glavin
Local Advertising Lead
Microsoft Advertising
Local Search
The Three Phases of Local Search
Marriage
The First Date
Dating
2
Outside Influences
3
Harvesting Investment in Offline Media
4
37% 38%Number of consumers
reported LEVERAGING MOBILE to look for more information
after seeing a product advertised via OUTDOOR, NEWSPAPER or RADIO AD.
Number of consumers reported LEVERAGING PC &
MOBILE to look for more information after seeing a
product advertised via TELEVISION.
Source: ROI Research & Microsoft Advertising, 2010
Partnerships at Scale
5
QueryShare
Bing Business Portal
6
The Dating Phase
7
Social Signals
8Source: eMarketer article, “Who Gives the Most Trusted Recommendations”, February 2011
Hubs of Opportunity
9
Day One - Residential Day Two – Commercial Area
Cold Relief 5:07 PMRunny Nose5:20 PMPharmacy 6:31 PM
Walgreens Houston 5:07 PMWalgreens + ATM 5:20 PMWalgreens Directions 6:31 PM
Source: Bing for Mobile 2010
10
PC & Mobile Query Intent
Source: Bing for Mobile 2010
70%In 1 Month
70%In 1 Hour
11
Opportunity
+
Source: TMP Directional Marketing and 15Miles, Local Search Usage Study September 2010.
Bing Deals
Opportunity
Source: TMP Directional Marketing and 15Miles, Local Search Usage Study September 2010. 12
Hyperlocal Ad Opportunities
National Scale w/ Local Presence
13
The Marriage Phase
14
In-Store Engagement
15Source: Essential Research, 2009; Yahoo Mobile Search Webinar, April 2011
Use mobile search90%
Of shoppers use search as part of their shopping activity
84%
Of Smartphone users compare prices in stores
46%
Bing Vision
16
Bing Vision