Users are searching less and discovering more.
Narcos – Wouldn’t search for because you didn’t know it existed.
Users are spending much less time searching
Amazing experiences are what power us
Story works – BBC decision about content, sport and innovation
— Stewart Barrett (@stewface) March 15, 2016
NOTE: Please find my crude notes taken from Ad:tech Sydney March 2016. Please excuse any typos as this was written on the fly and with my life is now consumed with my beautiful 5 month old daughter and work @ROKT. As such this hasn’t been edited, typos and poor autocorrections from my iPad Pro will entail.
77% of Australians now own a smartphone
Search doesn’t cover 80% of the users time –
State of mind:
Every page should be personalized – how content & ads are displayed.
When coming from social – Show collapsed version of content – time on page longer, users don’t exit back to social
Users who are frequent sharer can show more viable social button, users who are likely to not share don’t have social boxes viable (SHOW BASED ON LOGIN?? E.g. Logged into facebook, Pinterest etc.)
Today consumers are spending more time online consuming content – as much as they are searching or on social platforms. Whereas Search is very intent driven and keyword based, and social is friend and interest based, Content Discovery is where ideas are surfaced to consumers at the moment they are most likely to engage with them.