In a recent webinar, Magnetic and comScore presented new data on search activity to provide marketers with a better understanding of search data and the true power of intent. View the full presentation to learn how search data from beyond the search engine is becoming a valuable asset for search and display campaigns.

1. Beyond Search Engines: The Brave New World of
Retargeting Data
Eli Goodman, Media Evangelist, comScore, Inc. @LosBuenos
James Green, CEO, Magnetic @jamesANGreen
*A copy of today’s presentation will be sent to all attendees within 48 hours

2. Our Presenters
Eli Goodman James Green
Media Evangelist CEO
comScore, Inc. Magnetic
© comScore, Inc. Proprietary. 2

3. comScore Customer Knowledge Platform: A granular 360° view of the
multitude of online activities for 2 million global users
Designed to be representative of the total online population.
© comScore, Inc. Proprietary. 3
TRUSTe certified for information privacy & security.

4. Magnetic Combines the Intent of Search with Scale from Display
Search retargeting focuses on targeting customers with display
advertising based on user search history
1 2 3 4
USER SEARCHES USER CONSIDERS OPTIONS USER SEES TARGETED AD USER CONVERTS
For “iPhone” or iPhone, Droid, BlackBerry, for iPhone when in Visits Apple.com,
“phone” Palm Pre consideration mode checks out products,
purchases iPhone
© comScore, Inc. Proprietary. 4

5. Agenda
• State of Search
• Searcher Intent
• Search Engines vs. Non Search Engines
• Understanding the Search Experience
• Reaching Consumers with Marketing Messages
• Beyond Google & Search Engines
• New Data Insights for Retargeting
© comScore, Inc. Proprietary. 5

6. 28.5 billion searches: 7% year-over-year growth
qSearch 2.0: Trends in the Search Market: Total Searches This Year
Total U.S. Searches for all qSearch properties (Billions)
Change vs.
January-11
28.3 28.3 29.5 28.5 +7%
26.7 26.7 27.2 26.6 27.4 27.3 27.1
24.3 25.6
Jan-11 Apr-11 Jul-11 Oct-11 Jan-12
© comScore, Inc. Proprietary. 6 Source: comScore qSearch 2.0

7. Search growth is driven by both increased intensity and
searchers
qSearch 2.0: Trends in the Search Market: Total Unique Searchers & Search Intensity
Unique Searchers (MM) vs. Search Intensity
Change vs.
January-11
130.5
400.0 122.5 124.3 121.2 124.1 123.2 120.4 124.5 124.8 125.7
120.5 118.0
112.7 +4%
120.0
350.0
300.0 100.0
Searches Per Searcher
250.0 221.7 216.1 217.7 217.0 218.5 219.1 220.9 221.7 224.7 227.5 226.7 226.4 226.7 80.0
200.0 +2%
60.0
150.0
40.0
100.0 Unique Searchers
50.0 20.0
- -
Jan-11 Apr-11 Jul-11 Oct-11 Jan-12
© comScore, Inc. Proprietary. 7 Source: comScore qSearch 2.0

8. Search engines account for the majority of searches at 18.7 billion
searches in January 2012
qSearch 2.0: Trends in the Search Market: Search Engines vs. Non-Search Engines
Alternative search properties maintain strong growth: this includes search at
portals, directories, resources, multimedia, and social networking sites.
Total U.S. Searches (Billions)
Total Searches
Non-Search Engines Change vs.
January-11
Search Engines
29.5
28.3 28.3 28.5
26.7 26.7 27.2 26.6 27.4 27.3 27.1
25.6
24.3 +7%
9.2 9.6 10.4 9.9
9.5 9.4 9.6 9.3 9.6 9.4 8.9
8.9
8.6
+3%
17.2 17.3 17.6 17.3 17.8 17.9 18.1 19.2 18.7 19.1 18.7 +9%
15.7 16.7
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12
“Search Engines” defined as properties falling under the Search/Navigation category in qSearch
© comScore, Inc. Proprietary. 8 Source: comScore qSearch 2.0

9. Among the top alternative search properties, eBay leads the pack
with 801MM searches
qSearch 2.0: Alternative Search Properties: Searches
Alternative Search Properties: Searches (MM)
Change vs.
January-11
900
800 800.8 -6% eBay
700 705.0
+8% craigslist, inc.
600
500
400 365.6 +42% Amazon Sites
350.4
300
-43% Facebook.com
200
159.6
100 -10% Apple Inc.
0
Jan-11 Apr-11 Jul-11 Oct-11 Jan-12
© comScore, Inc. Proprietary. 9 Source: comScore qSearch 2.0

10. Amazon, eBay, Apple, and Craigslist show increases in searcher
base from a year ago
qSearch 2.0: Alternative Search Properties: Unique Searchers
Alternative Search Properties: Unique Searchers (MM)
Change vs.
January-11
80
70
-21% Facebook.com
60
50.9
+11% eBay
50 50.1
49.3
40 +28% Amazon Sites
38.2
30
+4% craigslist, inc.
20
16.3
10 +5% Apple Inc.
0
Jan-11 Apr-11 Jul-11 Oct-11 Jan-12
© comScore, Inc. Proprietary. 10 Source: comScore qSearch 2.0

11. Interpreting Intent
Why it’s difficult but important.
 Why it’s difficult
– Imagine a stranger walks up to you and utters two words completely out of
context, then stares and waits for a response.
 Why it’s important
– Obvious: Present results that are relevant to what the user is trying to
accomplish
“iPod” vs. “iPod support”
“Chicago” the city vs. “Chicago” the musical
– Increasingly Important: Vertically specialized presentations
© comScore, Inc. Proprietary. 11

12. Search engines are constantly looking for ways to interpret and
respond to intent
 How it’s done by the engines
– Algorithmically
Historical query and click logs
User-level data
Keyword analysis
– Conversationally
Search suggestions
Query refinement
© comScore, Inc. Proprietary. 12

13. All the major web search engines have developed technologies to
better elicit intent from users
Fairly ambiguous query. Product
research? Price? Location? Support?
Category level
refinements
These are all attempts
by the engine to
Query logs “converse” with the
user to better
understand intent
Search history
© comScore, Inc. Proprietary. 13

14. If engines are confident they understand intent, they can present
specialized results
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15. A true analysis of search intent should include ALL search activity on
the web
 Web search – Still (and probably always) the 800 pound gorilla
 Search channels
 Site/specialized search
© comScore, Inc. Proprietary. 15

16. Searches on Non-Search Engines are up to 14% longer than those on Search Engines
3.7
3.6
3.5
3.4
3.3
14% Difference
Non Search Engine
3.2 Search Engines
3.1
3
2.9
Greater specificity while searching equates to deeper funnel stages
Intent becomes easier to determine the more specific you are with your search
© comScore, Inc. Proprietary. 16 Source: comScore qSearch June 2010

17. Shopping Search over-indexes heavily on Non-Search Engines
35% 46%
Non-Search
Engines
65% Search Engines
54%
All Searches Shopping
Searches
© comScore, Inc. Proprietary. 17

18. Travel search also gathers more than its fair share
35% 40%
Non-Search
Engines
Search Engines
65%
60%
All Searches Travel Searches
© comScore, Inc. Proprietary. 18

19. New Searching on Search Engines Dominated by Brands
Non-Search Engine news searching is solely story related
© comScore, Inc. Proprietary. 19

20. Agenda
• State of Search
• Searcher Intent
• Search Engines vs. Non Search Engines
• Understanding the Search Experience
• Reaching Consumers with Marketing Messages
• Beyond Google & Search Engines
• New Data Insights for Retargeting
© comScore, Inc. Proprietary. 20

21. The Age of Data-Driven Advertising
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22. Understand Your Search Experience
1 What was your last search? 3 What site did your search lead you to?
2 Where did you initiate the search? 4 Did you search again?
Flat Screen TV
Samsung PN43E450
© comScore, Inc. Proprietary. 22

23. When Can Marketers Reach Their Audience?
Product research, Brand research,
reviews, prices product information
New flat screen tv Samsung PN43E450
Initial search Consideration Phase Revised Search
Retargeting Opportunity
© comScore, Inc. Proprietary. 23

24. Looking Beyond Google
Search Engines* Vertical Sites
Search
Shopping Comparison
Data
E-Commerce
* Top five search engine entities, comScore 2012
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25. Search Environments
Search
Data
* Top five search engine entities, comScore 2012
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26. Search Data for Retargeting
Automotive Business/Finance
81MM 196MM
searches searches
13 Billion
Searches
Travel Shopping
206MM 1.9B
searches searches
© comScore, Inc. Proprietary. 26

27. Key Takeaways
• Search continues to grow as it becomes more and more ingrained in our
daily lives
• Understanding search intent is critical to your marketing efforts
• While there are a variety of ways to determine intent, non-search engine
searching offers strong indicators
• The most optimal time to reach customers is AFTER they’ve searched or
signaled intent
• Billions of searches occur beyond the search engine
• Develop a retargeting strategy for non-search engine data
• Understand sources of data and where true intent is found
• Key verticals for search retargeting include: Finance, Travel, Retail, Auto
© comScore, Inc. Proprietary. 27

28. Thank you!
Eli Goodman
egoodman@comscore.com
@LosBuenos
James Green
James@magnetic.is
@jamesANGreen
© comScore, Inc. Proprietary. 28