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             Voice technology is driving brands to

             adopt a new strategy for search

            The    rising   importance   of   voice   technology,  survey  cited  voice  as  the  emerging  technology  they
            improvements  to  measurement,  and  the  emergence  of  most expect to be important in 2019, an increase of 12
            Amazon as an ad platform is driving growth and change  percentage  points  on  the  result  from  a  year  ago.
            in  search  marketing,  concludes  WARC,  the  global
            authority  on  advertising  and  media  effectiveness,  in  its  When asked about the application of voice technology
            Marketer's Toolkit 2019.                             in  marketing  plans,  40%  selected  voice-optimized
                                                                 search, ahead of content (25%), commerce (20%) and
            While  information-seeking,  transactions  and  navigation   advertising (11%).
            remain the three core activities of search, the landscape
            is changing fast.                                    "The more pronounced trend is around voice. In 2018,
                                                                 iProspect conducted research on voice adoption in six
            Advertising  spend  for  paid  search  has  trebled  over  the   key  markets  across  APAC:  China,  Japan,  India,
            past decade and is expected to account for over a fifth   Indonesia,  Singapore  and  Australia.  The  results  were
            (21.9%)  of  the  total  in  2018.  Across  WARC's  12  key   eye-opening. Our research found that 82% smartphone
            markets  -  Australia,  Brazil,  Canada,  China,  France,   users in India, 77% in China, and 62% in Indonesia are
            Germany, India, Italy, Japan, Russia, UK, US - spend for   currently  using  voice-activated  technology",  Nate
            paid  search  is  forecast  to  rise  11%  in  the  last  year,   Shurilla,  APAC  Head  of  Innovation  and  North  Asia
            topping $100bn.                                      Commerce, iProspect, says.

            This  growth  is  driven,  in  part,  by  the  confidence  with   Visual  search,  meanwhile  -  defined  as  anything  using
            which  brands  can  measure  the  outcomes  of  search   an  image,  rather  than  text,  as  the  search  input  -  is
            marketing. In WARC's Marketers Toolkit survey, 36% of   growing  facilitated  by  smartphones  and  is  already
            respondents   claimed   they   can   measure    the   changing  the  search  landscape,  particularly  among
            effectiveness  of  online  search  "very  accurately",  more   younger  audiences,  leading  to  a  shorter  path  to
            than any other media channel. However, there is also a   purchase for brands.
            growing realization that search can now play a valuable
            role  in  delivering  brand  experience  and  inspiration.  Key  findings  around  search  from  WARC's  Marketer's
            Brands are especially enthused by the potential for voice  Toolkit 2019 survey reveal that:
            search.  Some  29%  of  clients  taking  part  in  the  Toolkit

      10            January 2019 - Digital Business Trends Predictions
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