As 2012 comes to an end, we look at what 2013 holds for the Search industry. Our directors provide insights into the advancements that can be expected in SEO, PPC and Social Media, whilst Google highlights what to expect from the 2013 consumer.

1. December2013|Issue06
The2013PredictionEdition

2. December 2012
contents
EDITOR
Alicia Levy
Marketing & Production
Ashley Burgess
Cover
Bryant Arnold
Design & Layout
Ben Mckeown
Contributors
Andreas Pouros
Adam Bunn
Matt Bush
Tom Lidbetter
Sam Haseltine
Hannah Kimuyu
published by Greenlight
Level 14, The Broadgate Tower
Primrose Street
London, EC2A 2EW
t: +44 (0)20 7253 7000
e-mail: insight@greenlightdigital.com
www.greenlightdigital.com
© Greenlight 2012 – all rights reserved
Foreword
2013 will be the year
that Microsoft becomes
relevant once again
3 SEO
2013, the year of
Negative SEO and
‘secondary searches’
5 THE 2013 CONSUMER
Google provides insights
into how consumers
searching habits will
change in 2013
8 RESPONSIVE WEB
DESIGN
The importance of
having a Responsive
Web Design site
9 CONTEXT WILL BE
KING
Improvements in the
interpretations of Social
Media posts in the
contextual analysis
space
12 search & display
2013
The start of a united
Search & Display vision
S
tudying trends is very
useful when making
predictions because a
prediction in essence, should
be the observation of a trend
with the expectation that it will
continue at a certain pace, to
materially change the reality
of the people who will live that
change. Within that context, we
have the luxury this year of a
number of observable trends:
„„ Google’s market share of
Search dipped below 90% in the
UK, its lowest point in 5 years.
Microsoft’s Bing picking up the
difference
„„ The Apple iPad has seen its
market share drop from 60% to
50% this year, with devices from
the likes of Samsung and Google
making steady progress
„„ 140% more Microsoft Mobile
OS systems were shipped this
year compared to last
„„ Netflix’s market share grew,
against analyst predictions that
Amazon, Hulu and HBO Go would
decimate it
„„ On mobile devices, it’s
not Netflix but YouTube that
dominates bandwidth usage
(Google Play was 7th, followed by
Netflix and iTunes)
„„ In two-way communications,
Microsoft’s Skype increased its
market share of the IM market,
and now holds 83% of it with
the absorption of Windows Live/
Messenger
„„ On desktops, Google Chrome,
Firefox, and Apple’s Safari all lost
market share to Microsoft’s IE9
this year
„„ Data so far suggests
Microsoft’s Xbox will be the best
1 www.greenlightdigital.com

3. selling games hardware of the
year, aided by the release of Black
Ops 2, Halo 4, and the securing of
the third Skyrim expansion pack,
‘Dragonborn’, ahead of a PC or
PS3 release
For me, taken in aggregate,
these trends suggest that
Microsoft has been stealthy like a
ninja, making significant inroads
into its competitors businesses
whilst the world’s gaze has been
focussed on Apple, Facebook and
Google over the last 12 months.
Specifically:
In Search
Bing has for the first time
eaten into Google’s UK dominance
to a newsworthy degree. Whilst
Google has made amazing
progress against Apple in the
world of devices (from 46.9%
market share with Android to
68.1% this year) its core product,
Search, hasn’t proved as resilient
to Microsoft as everyone might
have assumed. This trend is likely
to continue due to Microsoft’s
market gain in desktop browser
usage; IE9 has increased its share
of the browser market to 54%,
at everyone’s expense including
Google’s. With IE10 around the
corner, preloaded into Windows
8, this puts Bing in front of even
more people by default.
In devices
In devices, Apple’s
dominance is declining, with a
very public assault from the likes
of Google, Samsung, and Amazon.
Lesser publicised is the 140%
increase Microsoft has seen in the
number of MS Mobile OS systems
it has shipped this year compared
to last. In fact, of all devices only
Android and Microsoft have
increased their market share this
year.
In two-way communication
Microsoft’s Skype is growing
in dominance, largely due to
Skype now absorbing Messenger/
Live to give it an 83% market
share. Whilst instant messaging
has been waning in terms of
usage, the new Skype will be
part of all Microsoft products,
including the lounge-owning
Xbox, which means Microsoft
is set to dominate two-way
communications, which it will
attempt to mirror on mobile.
In gaming
The Xbox, located under 70
million TVs in the US alone, gives
Microsoft the opportunity to
control people’s living rooms in a
way that Google TV and Apple
Foreword
by Andreas Pouros
These trends suggest that
Microsoft has been stealthy
like a ninja, making significant
inroads into its competitors
businesses whilst the world’s
gaze has been focussed on Apple
the MAGAZINE - Greenlight 2

4. TV can only dream of. To put this
in perspective, Xbox is in 26% of
US homes, the iPad is in 15%. An
even more interesting statistic is
that the Xbox this year captured
28% of all non-PC/Mac video
viewing versus the iPads 27.1%.
Xbox advertising has grown by
142% since 2010. With the Xbox’s
market share increasing and the
iPads decreasing, the Xbox is
increasingly looking like the next
big thing for advertisers – I’d say
it is the advertising worlds best
kept secret right now. Again, some
stealthy ninja skills from Microsoft,
carving out that market and now
leveraging it for advertising.
The Xbox 720 is scheduled
for release next year too, and
it doesn’t take a crystal ball to
predict that this will be a huge
development. We already
know that it will support an
always-on power state and will
utilise a chipset that can allow
concurrent apps. Add SmartGlass
to this and you have the Xbox
as a media (and advertising)
delivery mechanism in the home
that is always on, feeding from
and feeding into every other
networked device. There are
already various clues around how
Microsoft could compel people to
accept being advertised to all the
time too – for example, the Xbox
720 will likely go on sale for just
$99 if you also sign up for a two
year Xbox Live Subscription, i.e.
opt-in advertising. This looks likely
as Microsoft is already trialling this
with a specific 360 package today.
A potentially formidable
ecosystem
If you add up all these small
victories, a strong case could be
made that Microsoft has most
of the ingredients necessary
to build a great ecosystem for
consumers, and the trends
above suggest it might be on
the right track. It dominates the
desktop and gaming domains,
is leveraging both of those to
increase the advertising it can
sell in Search and display, whilst
also getting ready to push its new
mobile offering aggressively at an
opportune time when Android
has already weakened Apple, and
there are questions that the latter
may have lost its mojo. There’s
space for a third player in that
market, particularly given the
decline of Nokia and RIM.
Some of you will disagree and
say that Microsoft can’t compete
however much it tries because the
only real strength it has is on the
desktop and given that the PC is
dying, it cannot leverage the PC for
much longer to push Bing via IE10,
or use it as a compelling part of a
wider ecosystem.
But whilst it’s fashionable
to suggest that the PC is dead,
the argument doesn’t stand up
to reason, nor do any numbers
support that view. In short, the
PC will survive for a multitude of
reasons – simple ergonomics (I
have iPad RSI right now), large
screens, storage levels, number
crunching power, keyboards (far
more valuable than we have given
them credit for), and more.
In terms of numbers, the
economic woes out there has had
a bigger impact on PC sales than
any questions over their utility –
Lenovo for instance have seen an
increase in sales this year by 23%.
The trend is not suggesting death
at all. Don’t take my word for it – if
we take a basket of search terms
to represent desktop machines,
e.g. ‘PC’, ‘desktop computer’,
‘laptop’, etc, and have Google plot
their popularity as search terms
over time, you get the graph
below, which clearly shows that
the demand for desktop machines
has maintained, as opposed to
suffering a certain free fall to its
death as the media has led us to
believe and we’ve blindly accepted
without question.
My prediction for 2013
2013 will be the year that
Microsoft becomes relevant once
again. It will begin to leverage
its dominant position on the
desktop and in gaming to build an
exciting ecosystem that will make
Microsoft a compelling choice for
consumers, and by extension an
increasingly important advertising
partner for marketers. It has all the
ingredients, bar one, to make this
possible. The missing ingredient
would be something like Netflix,
which leads me on to my final
prediction - Microsoft will buy
Netflix in 2013. n
2005 2006 2007 2008 2009 2010 2011 2012
Searches for Desktop Computer related terms (Source: Google Trends)


5. SEO
by Adam Bunn
do think 2012 will be looked back
on in SEO as a year like no other
in terms of the unprecedented
disruption it has caused to the
SERPs and the clearest message
yet from Google that things are
different now. Whether they are or
not is largely irrelevant, since just
the inherent threat will be enough
to change behaviour. The key is
whether that change causes you
to give up altogether or actually
evolve.
So, next year will be the social
SEO year instead… right?
This is the problem with
predicting things in SEO on a
yearly basis. You kind of know
what’s going to happen, just not
when. Sometimes people don’t
even realise their prediction has
already happened. I remember
the “year of mobile” has been
predicted for at least five years
running, and I’m sure it will be
again this year, but it’s already
crept up on us (mobile campaigns
are vital to many businesses, often
yielding better results than their
desktop equivalents).
The other problem with
predictions of course is that
usually it’s pretty impossible to say
whether one was correct or not,
since most of them aren’t given
to simple yes/no answers. But to
you, reader, whether 2013, 2014 or
2020 is the “year of Social SEO”,
it’s neither here nor there – what
matters is whether you can say
L
ast year I predicted that 2012
would be the year of “Social
SEO”:
Next year, the confluence of
user signals influencing search
engines perception of brand
strength, and everyone being on
the “Social Media helps us build
links” bandwagon, will make 2012
the year of social link building.”
By this, I meant that brands
would embrace the integration
of SEO, Social and PR to create
a wave of genuinely interesting,
powerful online marketing
campaigns (in the parlance of our
times this is now becoming known
as “content marketing”).
What actually happened?
If I had to characterise what
actually happened in 2012, it
would be this:
2012 was the year
when Google killed
the old style of SEO
and almost everyone
milled about looking
confused about
what to do next,
mainly because most
businesses just weren’t
ready for anything
different.
When I say “killed”, it’s
important to note that Google
hasn’t actually stopped certain
approaches to SEO from working,
as even the grubbiest tactics are
still proving fruitful (if you want
to watch this in action, you can
do a lot worse than monitor the
rankings for “payday loans”, where
a hacked sports blog is ranking
on page one as of this writing,
and has been for weeks). But I
Adam
Bunn
Director of SEO, Greenlight
4

6. you have embraced it for your site.
Having said all that, and as
much as I rather like waffling on
circuitously making a point about
the future of SEO, I’m still bound
by some draconian word count
requirements and the theme of
this issue of our magazine to
deliver some actual predictions.
So here is not one, but two
predictions:
1. Negative SEO will become
commonplace
This year it’s become clear
that some links, which historically
may have simply been ignored
by Google, are actively bad for
rankings. An almost inevitable
consequence of the proliferation of
negative signals in the algorithm
is that unscrupulous brands and
agencies will start trying to use
them as a weapon against their
competitors, for example by
seeking out the cheapest and
nastiest paid link schemes out
there and pointing them all at
a top ranking competitor. For a
very small investment in time and
money it’s entirely possible to go
and buy hundreds of thousands of
low quality forum and comment
spam links, and the flawed logic
will be “ah ha… now that’s much
easier than optimising my own
site!”
This means that everyone
needs to be on red alert for
this type of activity and take
appropriate measures if it does
happen (namely, have an itchy
trigger finger on your shiny new
Disavow Tool).
2. Identification and targeting of
Knowledge Graph “secondary
searches” will be essential
In a world where the
Google search results pages are
constantly being tinkered with, the
launch of the knowledge graph
this year really stands out as the
biggest development. Essentially
for certain keywords, Google
now shows some particularly
advanced and prominent related
searches that have the potential to
drive traffic to longer tail keyword
variants. For example, a search
for “things to do in Paris” shows a
carousel of landmarks and tourist
attractions before any search
results. Clicking on one does what
I’m calling a “secondary search”
for that landmark or attraction.
I think marketers who pay
attention to the queries that
are triggering knowledge graph
results, and what the secondary
searches are, will see some good
results in 2013. The secondary
search terms will typically be
less transactional and therefore
less competitive to rank for.
This prediction even extends to
Paid Media as well, where the
secondary search terms will tend
to be cheaper to bid on, and I
think Google will launch some
sort of tool for advertisers that
enables them to at least see
what secondary terms are being
triggered from the keywords they
already bid on, if not automatically
bid on those secondary terms.
In essence, you will be
capitalising on the knowledge
graph to get cheaper traffic and, if
you are visible for both the trigger
term and the secondary terms,
better brand awareness. n

A search for “things to do in Paris”
5 www.greenlightdigital.com

7. 
consumerThe world today is changing. And it’s changing
faster than anyone of us had ever dreamed
to imagine. The internet is our telephone, our
TV, our shopping centre and our workplace, all
at the same time. We are heavily dependent
on it for information gathering and for
communications. It is hard to imagine a world
without the internet.
2013THE
the MAGAZINE - Greenlight 6

8. So what has driven the
changes in consumers lives so
dramatically?
We think there are three
main reasons: speed, access and
information.
Speed
The evolution of wireless
access technologies is about to
reach its fourth generation this
year. The UK’s first 4G mobile
service will launch in 16 UK cities
before the end of 2012 and we
are predicted to have 4G in 70%
of the UK by the end of 2013,
offering faster networks than ever
before.
Access
Mobile phones have truly
become accessible to the masses;
they are no longer the preserve of
the wealthy few. The price of an
entry level smartphone has fallen
dramatically over the last few
years bringing the average price to
well under £100.
Information
This immediate access to
real time information has resulted
in a shift in consumer behaviour.
Consumers are savvy and well
informed and this behaviour has
become overwhelmingly apparent
since the onset of difficult
economic times. Price comparison
and deals sites have seen an all
time high as consumers hunt for
deals and discounts.
These three drivers have
changed how consumers behave.
At Google, we think that there
are five trends in consumer
behaviour that are worth planning
for in 2013. The 2013 consumer
will be: constantly connected,
empowered, savvy, busy and have
high expectations.
Consumers are constantly
connected
Internet connected devices
have made it possible to access
the world wide web at times and
places that we wouldn’t have
dared to consider maybe even as
little as five years ago.
Now, consumers are
spending one and a half hours
of their personal time online
(excluding work) which is a 48%
increase compared to two years
back. And they are spending time
online across multiple devices.
40% of all UK adults use two
or more devices to access the
internet and 28% of all time spent
online is via mobile.
What to do?
As a result of this shift to
being constantly connected, it
is critical for businesses to offer
a fantastic experience for their
customers across all devices
- a website that looks good on
mobiles and tablets is a necessity,
not a nice feature to have. Going
forward, businesses should plan
their other media around mobile
and tablet usage, as those mobile
devices connect all other media
and activity together.
Consumers are empowered
More than a third of
consumers in the UK watch
video on demand and one in ten
UK households have internet
connected TVs. This is not only
affecting TV viewing, but also
many forms of traditional media.
More than three quarters of
British people say they now get
their main source of news online.
Online offers them the most
up-to-date breaking news and
provides them with the flexibility
to check at times which are most
convenient for them.
What to do?
Empower the consumer by
leaving choice and control in their
hands. Most consumers, if you ask
them, will say they dislike ads and
will actively avoid them because
they feel as though they are being
bombarded.
Consumers are savvy
Consumers are visiting
more sites and conducting more
searches over longer periods
of time to ensure that they are
thoroughly researching their
purchases to get the best deals.
Before making a purchase, today’s
consumer spends up to 27 days
and 3:17 hours across 22 sites.
Two out of every three British
consumers claim to shop around
for the best prices and deals.
That’s a lot of savvy shoppers!
More than half of all
consumers confess that they don’t
like paying full prices for anything!
Two out of every three British consumers claim
to shop around for the best prices and deals.
That’s a lot of savvy shoppers!
7 www.greenlightdigital.com

9. And two in three are
shopping around for the best
prices and revel in the thrill of
getting a bargain. After four
years of economic uncertainty,
consumers have become used to
this mindset and will continue this
deal seeking, savvy behaviour well
into any economic recovery.
What to do?
Consumers research products
they want to buy thoroughly
before committing to a purchase.
So it is important that your brand
remains at the top of their mind
during the research process, as
consumers are still somewhat
undecided as to exactly which
brand they are going to buy.
Ensure you maintain a strong
presence in the Search results so
that you can be found not only
when consumers are looking for
your brand, but also when they are
searching generically for a product
that is offered by your brand.
Search is not to be viewed solely
as a direct response mechanism.
Search can also be used as a
great tool for branding; a great
complement to your other media.
Consumers are busy
Today’s consumer is
constantly on the go. Nearly 60%
of UK adults say that there are
not enough hours in the day to
do everything they would like. As
consumers become increasingly
pushed for time, they are seeking
ways to make their lives easier
with the ultimate goal of saving
time. By next year, 90% will make
purchases online , 53% of internet
users are expected to have their
groceries home delivered and
mCommerce is expected to grow
by 40% year on year.
What to do?
In order to win when your
customers are very busy, make
their lives easier for them. If they
are looking at your ads or site on
a mobile, let them call you. If they
visit your site, use remarketing to
bring them back (around 97% of
visitors do not convert on their
first visit). Also use high impact
communications to stand out;
a great example of this is the
YouTube homepage masthead,
which reaches around 12m people
every day.
Consumers have high
expectations
Seemingly, as a direct result
of consumers being empowered,
today’s consumer has very high
expectations of products and
services. They become frustrated
when websites don’t load quickly
enough. In fact, one in four
consumers abandon a website if it
doesn’t load within four seconds.
They expect fast speeds on their
mobiles too; half of mobile users
abandon a mobile site if it doesn’t
load within ten seconds. And three
out of five won’t return!
High expectations extend to
customer service. Two thirds of
consumers cite poor customer
service as the main reason to
switch supplier. And 90% of
consumers say that they would
even be prepared to pay more for
a better customer experience .
What to do?
From the time a customer
arrives at your site, ensure you
give them a good user experience
- make sure that your site isn’t one
of those which they abandon! Use
analytics (Google analytics is great
for this) to constantly check your
load speeds, and to find where
people have a bad experience
and fall out of your site. Optimise
your site for all devices, either by
building bespoke sites for each
device, or by using responsive
design so your site is great on all
devices.
Also ensure that you can
provide a fast and efficient
customer service, maintaining
a real-time, open dialogue with
your customers (and potential
customers) across multiple
channels. Use Social Media to
talk to your customers where
they are, consider using Social
Media management software like
Wildfire so that you are able to see
the whole picture in one place.
2013 holds lots of opportunity
If businesses make sure they
respond to consumers, they will
be well prepared for 2013. Google
is excited about the opportunities
in 2013, and is happy to help other
businesses take advantage of
them. n
Matt
Bush
Agency Head,
Google UK
the MAGAZINE - Greenlight 8

10. page, as this will impact loading
time – another important signal in
ranking.
Poor mobile experiences
also mean people are less likely
to share socially and more likely
to bounce right off and back to
the search results, never to return.
In both cases these aren’t good
signals to Google to better rank
your site in the search results.
However, Google does
say that responsive is not the
only option – the other two
being device specific HTML
and separate mobile URLS.
Both options here are perfectly
valid choices as far as Google
is concerned and the search
engine asks that specific hints
and annotations are added to
the pages to help it index them
properly. However, Google does
warn that user-agent sniffing
(on which both these techniques
rely) can be error prone and if
implemented incorrectly, can
result in accidental cloaking -
something which Google has
never much cared for.
Despite Google’s
recommendation and all the
obvious benefits, responsive
web design does have its issues.
Most importantly, desktop sized
images downloaded to a mobile
can drastically increase the page
load time, especially for older or
cheaper phones with less powerful
CPUs. It’s interesting that Google
R
esponsive web design
(RWD) has been around
since 2010 but will explode
onto the web in 2013.
With new devices equipped
with screens of all sizes coming
out every other day - the Galaxy
S3 phone; the mini iPad; giant
iMac screens; a myriad of different
laptops; netbooks and so on - it’s
becoming difficult and expensive
to design, build and maintain a
web presence that maximises the
user experience on all devices and
additionally doesn’t chase away
customers through a clunky and
hard to use user interface.
Responsive web design is a
relatively new approach, starting
to gain traction as a solution
to this problem. The approach
uses a combination of fluid grids
and layouts, flexible images
and the intelligent use of CSS
media queries to alter a design
according to device size. As a user
switches from their desktop to
tablet for example, the website
should automatically switch to
accommodate resolution, image
size and scripting abilities. This
means that columns disappear as
the screen size reduces, navigation
menus shrink gracefully to fit a
small screen and just the right
content is displayed to make the
user journey simple and obvious
regardless of what device is being
used.
But it’s not just pure user
experience that matters. In the
summer of 2012, Google stated
that its recommended approach
to supporting multiple devices
was to use a responsive solution.
According to Google, it’s easier for
its algorithms to assign indexing
properties to your content if the
desktop and mobile content is
on a single URL, rather than on
separate pages or subdomains.
Furthermore, Google has
said that it can discover your
content more efficiently if it’s
not separated on different
URLs per device, as it only
needs to crawl your pages
with a single Googlebot agent.
This improvement in crawling
efficiency can “help Google
index more of the site’s contents
and keep it appropriately fresh”.
Additionally, Google also
prefers users not to have to be
redirected to the appropriate
device optimised version of the
responsive web design
by Tom Lidbetter
According to Google,
it’s easier for its
algorithms to assign
indexing properties
to your content if the
desktop and mobile
content is on a single
URL
9 www.greenlightdigital.com

11. T
ake a look back through one
of your old, printed, photo
albums. Even with the
benefit of the scrawled notes on
the back of each, how many of the
photos from, say, 20 years ago do
you clearly recall? Take away the
notes on the back of each photo
and you’re left with how I currently
believe Social Media monitoring
tools see the social web; small
snapshots of the past with no
context other than who is in each
photo.
When people directly
mention a brand or a key term, we
can measure it and understand it,
but only in the context of itself. A
single photo in your family album
for example. That, however, is
only part of the problem. What
we more specifically can’t do is
measure and understand what is
being said about your brand when
the brand term is not specifically
mentioned. A photo in your album
that you may have taken but are
not actually in, for example. This
is the focus of my prediction for
Social Media in 2013.
Working on a daily basis
with social monitoring tools has
afforded me the opportunity to
explore how they viewed me in an
area I consider myself relatively
influential (at the very least,
passionate!); football. For all my
sins, I’m a big West Ham fan and
since 2006 I’ve been talking about
my team regularly on my blog,
which is fairly successful, and on
Twitter since about 2007. So, from
a social marketing perspective,
there’s an argument for someone
like me being either an influencer
or someone who would be ideal
to seed related campaigns.
However, I’ll never be considered.
Why? I don’t regularly mention
the exact term, “West Ham” and
will therefore be very unlikely to
appear in influencer search results.
Of course, I regularly talk
about West Ham in the context
of “the game on Saturday”,
“great performance” or (more
commonly!), “we’re going to
struggle this year”. Importantly,
Tweets like this regularly garner
engagement and interest and
often there will be some sort of
discussion as a result of these
Tweets. I’ve not needed to
mention “West Ham” for my
1,500 or so followers to know
what I’m talking about because
they’ve come to understand that,
in all likelihood, if West Ham are
playing at the time of my Tweet,
it will most probably be about
West Ham regardless of whether
I have directly mentioned them.
Analysing only the volume of
mentions also opens the door for
false positives or, more precisely,
people who have a passionate
disdain for West Ham and
mention them a lot in what they
publish. To the undiscerning social
monitoring tools, this person
would actually be ranked as an
conteXt will be king
by Sam Haseltine
Tom
Lidbetter
Web Development
Director,
Greenlight
has endorsed RWD when slow
load times mean a poorer user
experience. There is currently no
perfect solution for this, although
there are many reasonable
workarounds and two (possibly
complimentary) proposed W3C
extension specifications that
browsers may soon adopt.
Some argue that a better
approach is to use responsive web
design for desktop and tablets and
then entirely separate HTML for
mobile, thus allowing you to truly
target content to mobile users
with no restrictions.
Whatever the arguments for
and against RWD, it’s clear that
more and more organisations are
seeing it as the best fit for their
needs. Even though it probably
isn’t the right approach for
everyone, there is no doubt that
2013 will be a very big year for
responsive web design. n
the MAGAZINE - Greenlight 10

12. influencer!
By way of example here are
some Kred badges of accounts
suggested by a well respected
social media monitoring tool to
be the accounts with the most
mentions of ‘West Ham’. There is
one caveat however, one of these
badges is for my own account
although it was not even close to
featuring in the ‘most mentions’
influencer list. To add a little more
context, one is a football news
aggregator, another the official
account for the Premier League
and another is the official Sky
Sports account:
If you’re not familiar with
Kred, the two scores displayed
broadly represent the following.
„„ Influence:
“is the ability to inspire action.
It is scored on a 1,000 point
scale.”
„„ Outreach:
“reflects generosity in engaging
with others and helping them
spread their message.”
Ideally you want a high score
in both and I, personally, would
consider that to be both greater
than 700 and 6, respectively.
So that rules out three from the
above list (including the official
Premier League account), but not
mine. The aggregator and Sky
Sports obviously remain (due
to sheer wealth of content and
therefore term mentions - which
actually makes them unrealistic
outreach opportunities). All in all
from those seven, only two plus
my own account (745/7) would
be worthy individuals to actively
pursue for a digital marketing
campaign related to West Ham,
yet my own account didn’t appear
in the original ‘influencer’ list. It is
my belief that contextual analysis
of Social Media accounts will lead
to far more accurate, reliable and
relevant returns on influencer
discovery.
My understanding of
contextual analysis would be
to study factors such as: what
events are happening at the time
of the Tweet, which terms are
consistently referred to, which
key terms are mentioned in users
replies to retweets, the content an
individual follower publishes and
what content appears within the
links a user shares.
Through Twitter’s Interest
Graph and Facebook’s Timeline
(why else would they surface
entire timelines if it wasn’t to
improve insight for marketers?!)
it’s evident that not only is this
data there in some capacity, but
that Twitter is actually already
using it. Take this Promoted Tweet
for example:
It was delivered to me when
11 www.greenlightdigital.com

13. viewing the stream for my West
Ham account. On the surface it’s
terribly targeted; I clearly don’t
live in Southampton! However, it
just so happened that West Ham
had played Southampton just two
days before this ad was delivered
to me. It’s clearly an example of
a bad use of Twitter’s Interest
Graph as it doesn’t relate to me
in the slightest, but the principle
remains.
I’m confident that until
social marketers have the tools to
accurately translate and work with
this data, we’ll always fall short
in terms of reaching outreach
potential. For 2013 I think we’ll
see a rise of interpretations in
the contextual analysis space,
improvements in accurately
targeted advertising and tools
Sam
Haseltine
Social Media
Strategist,
Greenlight
that bring this ability into the
mainstream. n
SEARCH DISPLAY
by Hannah Kimuyu
What I predicted for 2012?
At the back end of 2011,
Google was just about to
launch its DoubleClick Search
V3 platform - DS3 - a bid
management programme set
to combine Yahoo! and MSN
adCenter into an AdWords
type interface. There were
also rumours of an even bigger
investment into Invite Media,
a Demand Site Platform (DSP)
Google had acquired earlier that
year. With an exciting combo of
Search and Display technologies
on the horizon, I asked marketers
- as advertisers will we really need
to invest elsewhere when Google
could potentially provide it all?
What 2012 delivered?
Google stayed true to its
promise and launched its DS3
platform, and later on in the year
a rather unusual quiet launch
of Double Click Bid Manager
(DCBM) or Invite Media v2 to
most people.
So what happened to Google
taking over the tech world, and
leaving us with no choice but to
use them and them only?
Like all predictions, my
enthusiasm was bigger than the
actual delivery. With all things
in the digital world, nothing
happens overnight. It requires a
few years of grace to really take
off. Surprisingly though, Google
has been quite late to the bid
management and DSP game;
with the likes of Marin, Acquisio,
Kenshoo and DC Storm making a
real impact for some time now.
So was 2012’s launch of DS3
and DCBM too little, too late?
And what does 2013 realistically
look like for this interesting
combination of technology?
2013...
My enthusiasm lives on. I’m
still convinced that advertisers will
be turning their heads to Google’s
combination of Search and Display
management technologies. We
have to remember, the year of
Mobile ran for over three years,
before eventually making a dent
in 2012, contributing to more than
38% of online searches. Therefore
something worth waiting for
needs time…right?
So what’s changed?
„„ DS3 API is now available to
integrate all third party tools, i.e.
Omniture.
„„ Google Analytics (GA) part
integration, but full integration is
set for Q1 2013 whereby if you
already use GA there’s no need to
use the Double Click tags, as it will
offer an end to end solution.
„„ Full inventory management
capabilities with one-click
integration with the Google
Merchant Centre.
„„ All feed related programmes
(Product Listing Ads etc) will
have a fully featured management
and optimisation process,
coinciding with Google Shopping’s
commercial model from Q1 2013.
the MAGAZINE - Greenlight 12

14. „„ Google Tag Manager,
introduced at the back end of
summer, more to follow…
And then there’s DCBM or
Invite Media, with many new
advancements in v2, but the ones
that stick out the most for me
include:
„„ Full integration with Google
Display Network (GDN)
„„ Full integration with YouTube
„„ More granular geo-targeting
capabilities
„„ Cross channel retargeting, e.g.
YouTube, AdWords etc
„„ And the most exciting access
to premium inventory or ‘private
deals’, which is definitely the next
big thing for display data buys and
optimisation in 2013
But is this enough to have us
all thinking Google and only
Google?
Surprisingly, Yahoo! and
Bing have not offered us any
way to integrate Search and
Display. The Search Alliance
has (understandably) been its
core focus for 2012. That said,
without sounding critical, we’ve
all seen great and much needed
improvements since the Alliance.
Other DSP’s continue
to improve massively, new
exchanges are opening (Facebook
is certainly one of the most
exciting), and a new wave
of ‘super real-time bidding’
specialists are paving the way,
by offering a ‘managed service’
making it easier for digital
agencies to get involved in
display. Surprisingly, very few of
these specialists are developing
their own technology, instead
piggybacking off two, sometimes
Hannah
Kimuyu
Director of Paid
Media,
Greenlight
three DSP’s yet building their own
reporting and targeting interface
on top. In the last few months,
we’ve also seen various data
‘geeks’ coming out of their labs,
offering unique data buys and
targeting features that are simply a
plug-and-play option. So it’s fair to
say 2012 has been a busy year for
display, with everyone contributing
to its growth. Regardless, I’m still
convinced (I hope not foolishly)
that Google is the only one with
its eye on integrating Search and
Display across all devices.
Like most years, Google has
always made a BIG contribution to
digital growth and development;
however I am convinced 2013 will
be the start of a united Search
and Display vision, pioneered by
Google. n
Greenlight’s Digital
Advent Calendar
Greenlight’s Digital Advent Calendar is filled with
great tips to help you create successful online
Christmas campaigns.
Find out how to make Twitter and Pinterest work for your
business and discover the do’s and dont’s of SEO PPC.
http://www.greenlightdigital.com/digitaladventcalendar/
13 www.greenlightdigital.com

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SearchCatalyst is a Greenlight company, a business that
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contact us
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16. Greenlight
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Primrose Street,
London, EC2A 2EW
www.greenlightdigital.com