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Are You In Position For Greatness Realized

by ~ December 2nd, 2010

On Nov. 6 I stood, along with 72,000 others, and screamed, then stared in disbelief as a once-in-a-generation thoroughbred race horse named Zenyatta attempted to have her greatness realized. Zenyatta, a six-year-old mare, came to the hallowed Churchill Downs for the 2010 Breeders Cup, the de facto All Star races to determine the best of the best, in horse racing. Never before in her previous 19 starts had the massive horse tasted defeat, and in this, her final race, she stood a mere two minutes from the kind of greatness that surpasses the momentary and transcends generations.

The race played out like every other Zenyatta race, with her in the very back and a mad dash down the home stretch to reach the finish line. Yet on this day, a horse by the name of Blame found his own moment of greatness. Running on his home track, he found the kind of outcome that few in the crowd — and fewer watching around the world — had expected.

On the four-hour drive home with my long-time gambling partner, we discussed the outcome, what could have been, and the emotions of the moment. Over dinner I suggested that what we came within a head bob of seeing was greatness realized. That got me thinking about what happens in our business every day that puts us in a position to do just that. A lot of coverage leading up to the event had dissected what it took to bring Zenyatta to this moment, and it’s clear that whether it’s a race horse or a business, many of the same elements go in to achieving greatness.

It’s safe to say that preparation and people are key components in any successful endeavor. There are few instances where someone has enough talent or resources to simply show up without doing the work – and win. Likewise, the person who wins an award is rarely an individual with no support system. Even in individual endeavors, be it an election or solo sport, you will always find a network of talent behind the face that contributes to the outcome.

Our business continues to undergo seismic changes that require constant evolution. When I started in this business it was a very loose collection of stand-alone companies trying to form an industry on the back of relationships and business deals. The potential was unknown, but there was a linked energy between the effort and the reward. No one knew quite what to expect, but they were committed to the race because they felt a passion for it. Continue reading >>

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Bing and Facebook Personalize Search

by ~ October 15th, 2010

Bing-Facebook-Integration-grabEarlier this week, Microsoft and Facebook held a press event to announce a new module coming to Bing. In essence, Bing is now a true social search engine, using your own Facebook social graph to inform and expand your decision-making process. Looking for a new restaurant or a good movie? The new Bing experience will enable you to see your friends’ experiences as part of the searching process.

This, in and of itself, is big news. Search has been an evolving marketplace, but the searchable content has historically been similar from engine to engine. Whether it is Google, Yahoo or now, Bing, the major Web sites — sites like Wikipedia — have always been prominent on every engine. Image and video inclusion as well as that of news feeds may vary by query, but the general data sources have always been whatever could be crawled and indexed. That is certainly not the case, at least for now, with this deal.

But for most marketers, the implications of this have meaning far beyond search. The strength of search has been in its direct-response nature — the ability to search, find, refine and ultimately act in some way. That way has historically been emphasized as purchase, but more and more brands are considering the intent expression as an important part of understanding who people are and what motivates them either into searching or where they go next on their consumer journey. Continue reading >>

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GroupM Search Study Reveals Advertisers Could See CPC Increase Up To 78% With Yahoo & Microsoft Search Alliance Transition

by ~ September 20th, 2010

Download the White Paper

Financial Implications of the Yahoo and Microsoft Search Alliance

The analysts in our Predictive Insights unit here at GroupM Search have been busy researching the financial implications the Yahoo and Microsoft Search Alliance will have on advertisers in order to help our clients prepare for the upcoming transition.  The study revealed cost-per-click implications and how increased competition will impact CPCs as paid search advertisers move to one platform. Our analysts also identified a window of volatility advertisers will experience post-transition before the marketplace settles.  Below is our press release on the topic; you may also download the white paper for a deeper look into the study.

Advertisers could see a cost-per-click (CPC) increase up to 78 percent above current Bing CPCs as a surge of competitors move to one platform with the Yahoo and Microsoft Search Alliance transition, a study completed by GroupM Search revealed.

Based on the impact two industry milestones had on advertisers – Yahoo’s introduction in 2007 of Panama and Microsoft’s transition in 2009 from MSN Live to Bing, GroupM Search projects a three-week period of volatility post-transition before costs begin to settle. At the campaign level, advertisers can expect an average increase of 64 percent over current Bing CPCs for unbranded keywords and 78-percent for branded keywords during this time. Once the marketplace settles, CPCs on Bing will rest at 13 to 23 percent above current Bing CPCs for unbranded and branded keywords, respectively.

“Any time you interject change into the auction you invite pricing pressure,” said Chris Copeland, chief executive officer of GroupM Search. “In this case, we see historical evidence that suggests regardless of the bid tools and the preparation, a period of short-term volatility will exist.”

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The Search Alliance: A Study In Listening To Advertisers First

by ~ July 27th, 2010

We are close to 60 days from the formal transition of most advertisers to the Bing platform as part of the Yahoo-Bing search results merger. Over the next two months a lot of ink will be spilled about the expected impact, with prognostications about the ability of the combination to challenge Google and what could go wrong (which would make the former topics moot). In advance of this, I want to give you one early indicator why this combination is something different from what most in the search space are used to seeing.

Over the past few weeks representatives from Yahoo and Bing have visited search marketing agencies with a series of updates on the transition. These updates include status items such as progress reports, timing and checklists of things to do before the big switch. As these visits were taking place, a formal release was made public with appropriate quotes from each party. With the pending shift less than two months away, the knowns are finally outweighing the unknowns. And that brings me to an important revelation that matters for advertisers today, but may also be significant in the search marketplace for tomorrow.

Yahoo and Microsoft are listening to advertisers and their agencies. In this business it is common practice to hear what advertisers have to say, but then listen to consumers. Google built its highly successful search business by putting nothing above the consumer experience and providing the highest relevance possible to those individuals who use the service. This has created consistent friction with advertisers, who want to find a more productive way into the process than just cutting a check to show up when Google decides it best for the end user. Unfortunately for advertisers, while the Google model has been successful, historically it has not produced the kind of game-changing innovation in ad formats or opportunities that get advertisers to make dramatic shifts in how they allocate budgets or think about a channel.

Continue reading >>


The Interface of Intent

by ~ June 25th, 2010

“The user interface on Google has changed very little since its inception,
and I think it’s their core vulnerability.”
- Irwin Gotlieb, Global CEO, GroupM

Irwin Gotlieb was quoted in an article for India’s The Economic Times discussing the future competition that would challenge Google’s dominance. Gotlieb suggested that the challenge was likely to come from an unknown in a garage somewhere; he doubted the it be on the algorithm front but rather the user-experience side.

The timing of this article had a fabulous intersection for what was one of the most memorable sporting days in U.S.-England history. Simultaneously, the USA and England soccer (futbol, if prefer) teams were playing for their lives in the World Cup. England carried through with a 1-0 win over Slovenia only to see their pesky afterthought competitors from the U.S. score a stoppage time goal from Landon Donovan to win the Group over England.

As remarkable as the U.S. outcome was, it was not even close to the most amazing U.S.-England sports outcome of the day – and an interesting example of how the commentary about Google’s blind spot could eventually be exposed.

Continue reading >>

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What’s Your Brand’s Share of Expressed Intention?

by ~ June 22nd, 2010

This article was written by Chris Copeland, CEO, GroupM Search – The Americas, and published on MediaBizBloggers, Tuesday, June 22, 2010. Follow Chris on Twitter – @SearchBoss.

In preparation for this column, I asked the head of my research team at GroupM Search to find a few data points about the difference between true search engines and places where people can search, in addition to other things. The subject line for his reply was “Top ‘Search’ Properties.” His reply provided some of the data I’ll cover in this column, but it also highlighted a major challenge we are now facing in the search space.

Consumers express their intention throughout the digital graph, and our ability to position brands as a proper response is the key to success for advertisers. Today we focus on how much share of voice we can buy in traditional search locations. Every year, studies come out showing the lack of success major brands have in the SEO realm. This bodes ill if they are to take the premise of this column forward into their business. Because whether you consider YouTube or Facebook a “search” property or not, the reality is consumers’ expression of intent is being facilitated through searching and selection on every major site from FourSquare to Twitter to Digg.

The brand opportunity is no longer determining how a brand lives and is found through the sole volume of Google or the full search engine landscape. Rather, the opportunity for brands exists in a broader, more complex group of sites with vastly different approaches to optimization and exposure. Take a look at the chart below from comScore for top “search” properties, noting the volume on sites beyond the Big Three engines:

Continue reading >>

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What's Your Brand’s Share of Expressed Intention?

by ~ June 22nd, 2010

This article was written by Chris Copeland, CEO, GroupM Search – The Americas, and published on MediaBizBloggers, Tuesday, June 22, 2010. Follow Chris on Twitter – @SearchBoss.

In preparation for this column, I asked the head of my research team at GroupM Search to find a few data points about the difference between true search engines and places where people can search, in addition to other things. The subject line for his reply was “Top ‘Search’ Properties.” His reply provided some of the data I’ll cover in this column, but it also highlighted a major challenge we are now facing in the search space.

Consumers express their intention throughout the digital graph, and our ability to position brands as a proper response is the key to success for advertisers. Today we focus on how much share of voice we can buy in traditional search locations. Every year, studies come out showing the lack of success major brands have in the SEO realm. This bodes ill if they are to take the premise of this column forward into their business. Because whether you consider YouTube or Facebook a “search” property or not, the reality is consumers’ expression of intent is being facilitated through searching and selection on every major site from FourSquare to Twitter to Digg.

The brand opportunity is no longer determining how a brand lives and is found through the sole volume of Google or the full search engine landscape. Rather, the opportunity for brands exists in a broader, more complex group of sites with vastly different approaches to optimization and exposure. Take a look at the chart below from comScore for top “search” properties, noting the volume on sites beyond the Big Three engines:

Continue reading >>

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Microsoft's End to Bing Cashback Takes Differentiation With It

by ~ June 4th, 2010

Almost a year after launching Bing and revitalizing their Cashback program, Microsoft is bringing an end to their Bing Cashback Shopping and Bing Cashback Search rewards programs, effective July 30. Cited reasons include less than desired profitability and lack of adoption. Microsoft hoped the program would change user behavior of Bing usage by getting users to use Cashback habitually to incent purchases. The official announcement is available on Bing’s Search Blog.

This news is disappointing in terms of the opportunities Cashback presents for advertisers and the needed differentiation a program like Cashback brings for an engine to be competitive in the marketplace. On the heels of Yahoo’s end of the Paid Inclusion program at the start of 2010, this is now two key variants in the marketplace gone from challengers to Google.

Cashback was introduced as a differentiator for Bing when it launched and took significant work on the part of their advertisers and agency partners to implement. Advertisers who invested in IT developments to support site integration for Cashback’s premium program will surely feel a sense of wasted long-term opportunity. Ultimately, this program felt partial baked upon launch, and with significant changes to the Bing focus and leadership, it is safe to say it never released its full potential and thus went the way of many “differentiating” products brought to the search market. Continue reading >>


The Winning Ticket: The Trifecta Of Intention Marketing

by ~ April 30th, 2010

This post was written by Chris Copeland, CEO, GroupM Search – The Americas, and published in MediaPost’s Search Insider, Friday, April 30, 2010

As you read this, I will be standing somewhere on the grounds of my favorite sports destination, Churchill Downs. For me, the two minutes of thoroughbred racing on the first Saturday in May that is the Kentucky Derby is my favorite sports moment. The weekend encompasses three of my favorite things: sports with gambling attached, golf and plaid. It also gives me a great excuse to tie my hours of research into the writing of this column.

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Run The Whole Race, Not Just The Finish

by ~ April 28th, 2010

Sport shoes isolated on the white backgroundI can comfortably go into any running race and be very confident that I am not going to win.  In the running world, I qualify as what is termed a Clydesdale.  Just think of a sleek thoroughbred compared to the solid Clydesdale, and you get the idea.  Well, about two weeks ago, I ran my third half marathon, and as usual, I was not realistically competing against the majority of the other 17,000 entrants.  Sure I wanted to beat as many as I could, but I was competing against myself or maybe my previous times.  As I was going into the last mile, I looked at my watch, and in order to hit my goal time, I had to pick up the pace.  In the end I finished where I wanted, but thought to myself, if I had been able to cut off 20 seconds by going a little faster at the end…

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