uk new device launches
TRANSCRIPT
Preparing For The S7 Launch & Release
Looking Back On Learnings From The S6
Need to add photoUK New Device Launches
Smartphone UK Penetration
It is estimated that there are 41 million smartphone users in the UK in 2016
Smartphone UK penetration is forecast to increase, reaching 45.2 million users in 2018
Approximately 62% of the UK population uses smartphones in 2016
Source – eMarketer.com calculations, published in Mar 2016. eMarketer.com
Smartphone OS Sales Market Share Android dominates OS sales
market share in the UK, accounting for over 58% market share in April 2016
There is room for further fluctuation with the upcoming Samsung & Apple new device launches this year
Android and iOS sales market share has fluctuated over the last three quarters with iOS sales market share increasing following new device launches (Oct 2015)
Source – Kantar World Panel, Smartphone OS Sales Market Share, July 2015 – April 2016
Comparing the Apple & Samsung device launches in 2015
4
IPhone search traffic peaked at the press launch, growing over 600% vs. the index. In contrast, Samsung S6 Edge + searches remained stable following the press launch but peaked in the second week of the handset release
IPhone 6s search traffic peaked at the press launch whilst Samsung S6 Edge + searches experienced a late traffic surge post handset release
Samsung S6 Edge + search queries indexed to the average volume from the 9th Aug – 31st Oct 2015, UK Bing and Yahoo sites, across all devicesIPhone 6s search queries indexed to the average volume from the 1st Sep – 20th Oct 2015, UK Bing and Yahoo sites, across all devices
Daily CPC and CTR on ads generated by Samsung S6 Edge + and IPhone 6s search queries between 1st Aug – 13th Oct 2015, UK Bing and Yahoo sites
CTR & CPC on mainline ads soared for IPhone 6s searches post press launch whilst CTR & CPC on mainline ads for Samsung S6 Edge + searches grew later post handset release
Samsung S6 Edge + CTR & CPC was stable following the press launch, rising to a peak in the second week of the handset release. IPhone 6s CTR and CPC rose dramatically during the launch period before the handset release, rising by 100% and 327%
Samsung S6 Edge + Daily CPC & CTR
(1st Aug – 13th Oct 2015)
IPhone 6s Daily CPC & CTR(1st Aug – 13th Oct 2015)
Samsung S6 Edge + searches started the week strong on PC with Mobile rising and peaking on the weekend, growing by 15% vs the index on Sunday. IPhone 6s searches peaked on PC & Mobile mid week before declining towards the weekend on
both
Mobile Samsung S6 Edge + searches were strong on the weekend whilst Mobile IPhone 6s searches were strong mid week
Samsung S6 Edge + and IPhone 6s search queries indexed volume categorized by day of week, split by device between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites
Mobile was responsible for 40% of IPhone 6s searches whilst Mobile only accounted for 28% of Samsung S6 Edge + searches
IPhone 6s audiences were stronger on Mobile compared to Samsung S6 Edge + audiences
Samsung S6 Edge + and IPhone 6s search queries volume, split by device between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites
Men dominated both IPhone 6s and Samsung S6 Edge + search volume but IPhone 6s audiences had a stronger female share of volume compared to Samsung Edge + audiences (48% vs 40%)
IPhone 6s & Samsung S6 Edge + audiences were both dominated by men however IPhone 6s audiences had a stronger female presence
Samsung S6 Edge + and IPhone 6s search queries volume, split by gender between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites
Over 51% of IPhone 6s search volume came from consumers aged under 34 whilst 60% of Samsung S6 Edge + searches came from consumers aged over 35
IPhone 6s search volume is more strongly indexed towards younger audiences than Samsung S6 Edge + search volume
Samsung S6 Edge + and IPhone 6s search queries volume, split by age demographic between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites
SamsungLearnings From The Samsung S6 Edge +
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The day of the press launch saw Samsung S6 Edge + searches rise by 27% vs. the index, this momentum was maintained till the handset release. Searches peaked in the second week of the handset release, rising by 91%
vs. the index (10th Sept), this was followed by high traffic peaks for the next fortnight (14th & 22nd Sept)
Samsung S6 Edge + searches rose during the press launch, maintaining momentum till the handset release, with searches peaking in the second week of the handset release
Samsung S6 Edge + search queries indexed to the average volume from the 1st Aug – 31st Oct 2015, across all devices, UK Bing and Yahoo sites
Daily CPC and CTR on ads generated by Samsung S6 Edge + search queries between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites, across all devices
CTR on mainline ads for Samsung S6 Edge + searches was stable following the press launch whilst CPC remained low. CTRs and CPC grew post handset release with CPC stabilising in October
CTR was stable following the press launch whilst CPC’s fell and remained low. CTR and CPC rose dramatically within the first fortnight after the handset release, rising by 50% and 300% on the 13 th September. CPC fell and stabilised in October, averaging £1.59 compared to £2.06 in September
PC remained dominant in all search categories but mobile and tablet maintained the strongest presence for S6 Edge + Brand Core searches (40%)
PC dominated all categories but Samsung S6 Edge + brand core searches had the strongest mobile and tablet traffic amongst categories
Samsung S6 Edge + search queries volume, categorized by query category and split by device between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites*S6 Edge + Brand Core is defined as queries that are focused purely on the handset name and it’s release*Specifications are defined as queries that are focused on features of the handset e.g. camera, battery life *Accessories are defined as queries that are focused on the external additional accessories to the handset e.g. cases, covers*Reviews are defined as queries that are focused on reviews relating to the handset
Samsung S6 Edge + searches started the week strong on PC, with searches rising by 20% vs. the index but fell by over 20% below the index on the weekend. Mobile was particularly notable on the weekend, growing by 15% vs. the index on Sunday
Mobile & Tablet Samsung S6 Edge + searches rose on the weekend whilst PC was strong at the beginning of the week
Samsung S6 Edge + search queries volume categorized by day of week, split by device between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites
Samsung S6 Edge + search queries indexed to the average volume from the 4th Sept – 11th Sept by hour, split by device, UK Bing and Yahoo sites
Samsung S6 Edge + searches rose in the evenings for mobile & tablet but peaked during late morning for PC
7pm and 8pm attracted the most mobile and tablet traffic whilst 11am attracted the most PC traffic across the first week of the handset release. The 7th and 10th September saw particularly strong PC
traffic
Samsung S6 Edge + search volume by location, 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites
Over half of Samsung S6 Edge + searches came from London, Birmingham & Sheffield
Men dominated all search categories but Accessories and S6 Edge + Brand Core searches had the strongest female traffic (over 40%) amongst categories
Men dominated all categories but Accessories and Samsung S6 Edge + Brand Core searches had the strongest female traffic amongst categories
Samsung S6 Edge + search queries volume, categorized by query category and split by gender between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites*S6 Edge + Brand Core is defined as queries that are focused purely on the handset name and it’s release*Specifications are defined as queries that are focused on features of the handset e.g. camera, battery life *Accessories are defined as queries that are focused on the external additional accessories to the handset e.g. cases, covers*Reviews are defined as queries that are focused on reviews relating to the handset
The 35-49 age group performed strongly in all categories but Specification and Accessories searches were popular with younger audiences (over 40% of searches from consumers aged under 34)
35-49 age group performed strongly in all categories but Specifications and Accessories searches were popular with younger audiences
Samsung S6 Edge + search queries volume, categorized by query category and split by age group between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites*S6 Edge + Brand Core is defined as queries that are focused purely on the handset name and it’s release*Specifications are defined as queries that are focused on features of the handset e.g. camera, battery life *Accessories are defined as queries that are focused on the external additional accessories to the handset e.g. cases, covers*Reviews are defined as queries that are focused on reviews relating to the handset
AppleLearnings From The IPhone 6s
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The day of the press launch saw IPhone 6s searches rise by over 600% vs. the index. This momentum stabilized but remained strong in between the press launch and handset release, with IPhone 6s averaging 134% vs. the index. The
handset release saw a further notable increase in volume to 252% vs. the index
IPhone 6s searches soared following the press launch, and then settled at a more modest level before seeing a further uptick at the handset launch
IPhone 6s Edge + search queries indexed to the average volume from the 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites
Daily CPC and CTR on ads generated by IPhone 6s search queries between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites
CTR & CPC on mainline ads for IPhone 6s searches soared following the press launch. CPCs peaked on the handset release before stabilising in October
CTR grew rapidly in the first three days following the press launch, rising by 4X on the 12 th Sept. CPC also spiked from the press launch, peaking on the day of the handset release at £4.35. CPC eventually stabilised in Oct, averaging £1.61 compared to £1.88 in Sept
Mobile proved popular for IPhone 6s specifications searches, accounting for 48% of searches. PC remained dominant in other search categories but maintained tight margins with mobile and tablet for IPhone 6s Brand Core searches
Specifications searches were led by mobile whilst PC dominated other categories
IPhone 6s search queries volume, categorized by query category and split by device between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites*IPhone 6s Brand Core is defined as queries that are focused purely on the handset name and it’s release*Specifications are defined as queries that are focused on features of the handset e.g. camera, battery life *Accessories are defined as queries that are focused on the external additional accessories to the handset e.g. cases, covers*Reviews are defined as queries that are focused on reviews relating to the handset
IPhone 6s searches peaked on PC on Wednesday (increasing by 42% vs. index) with Mobile peaking on Thursday (rising by 23% vs. index). Both PC & Mobile fell on the weekend whilst Tablet peaked on Saturday (growing by 11% vs. the index)
Mobile & PC peaked mid week whilst Tablet was strong at the weekend
IPhone 6s indexed search volume, categorized by day of week, split by device between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites
IPhone 6s search queries indexed to the average volume from the 25th Sept – 2nd Oct by hour, split by device, UK Bing and Yahoo sites
IPhone 6s searches rose in the evenings for mobile & tablet but peaked during early afternoon for PC
7pm attracted the most mobile and tablet traffic whilst 1pm attracted the most PC traffic across the first week of thee handset release
IPhone 6s search volume by location, 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites
Over half of IPhone 6s searches came from London, Birmingham & Manchester
Women dominated Accessories and Specifications searches (over 55%) whilst holding tight margins with men on IPhone 6s Brand Core searches. Reviews searches were dominated by Men (over 60%)
Women dominated Accessories and Specifications searches whilst men took the lead in IPhone 6s Brand Core and Reviews searches
IPhone 6s search queries volume, categorized by query category and split by gender, between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites*IPhone 6s Brand Core is defined as queries that are focused purely on the handset name and it’s release*Specifications are defined as queries that are focused on features of the handset e.g. camera, battery life *Accessories are defined as queries that are focused on the external additional accessories to the handset e.g. cases, covers*Reviews are defined as queries that are focused on reviews relating to the handset
Specifications and Accessories searches performed strongest with consumers under 24 whilst IPhone 6s Brand Core and Reviews searches proved popular with the 35-49 age group
Specifications & Accessories searches proved popular with young audiences whilst IPhone 6s Brand Core & Reviews searches scored best with the 35-49 age group
IPhone 6s search queries volume, categorized by query category and split by age group, between 1st Aug – 31st Oct 2015, UK Bing and Yahoo sites*IPhone 6s Brand Core is defined as queries that are focused purely on the handset name and it’s release*Specifications are defined as queries that are focused on features of the handset e.g. camera, battery life *Accessories are defined as queries that are focused on the external additional accessories to the handset e.g. cases, covers*Reviews are defined as queries that are focused on reviews relating to the handset
Brand & Endorsements CTA Delivery Incentives
Token Ad Quality Token Ad Quality Token Ad Quality™ º collect � same day delivery �official � shop � home delivery �Brand Term � get � next day delivery �recommended º buy � free p&p º® º view � free delivery �as seen on tv � compare º free returns ºnumber 1 � call º free shipping �© � find � enquire � see º check º
How to read an ad copy heat map
� Strong impact, rarely usedº Strong impact, sometimes used
� Strong impact, but used often� Fair impact, rarely usedº Fair impact, sometimes used� Fair impact, but used often� Limited impact, but rarely usedº Limited impact, but sometimes
used� Limited impact, but used often
Individual Tokens
Ad quality explanations
Top Tip: The greener and fuller the circle, the more likely your ad will stand out
How well tokens impact your ad
quality
How many other
advertisers are actively using
the token
We’ve looked at two dimensions in Bing Ads:1 2
. .
SmartphonesAd Copy Analysis
Internal Source: Based on brand and generic smartphone queries on Bing & Yahoo sites in the UK, Aug – Oct 2015
Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality
explore {param1: massive savings phone & tariff best deal
call now {param2: [£]pm flexible contracts instantly
view ? lowest price superfast great offers
visit @ £/m guarantee great range
discover + value mins range
contact {keyword: cheapest unltd official
search & lowest unlimited service
check ! great value free delivery wide choice
purchase half price 4g brilliant
look upto [%] off (#)gb latest deals
hurry as low as [£] sale
browse low rates easy
order now low cost best price
buy now huge savings best
CTA Dynamic Inclusion and Special Symbols
Pricing and Value Perception Drivers User Needs USP
Ad Extension Performance For The Technology & Telecommunications Vertical
Ad Extension CTR performance for the financial services vertical, Yahoo and Bing sites, Apr - May 2016, inclusive of all devicesCEX – Call extensions LEX – Location extensionsESL – Enhanced sitelinks
• Ensure there’s room in your budget to capture traffic surges around the launch and release
• Start bidding early - CTR is strong post press launch but CPCs do not peak till post handset release
• Be mindful of the different audiences for Apple & Samsung Devices and examine your bid modifiers (age, gender and device)
• Optimise and test ad copy using our ad copy heat maps• Up your visual appeal: opt into Sitelink, Location, Callout, App & other
extensions
Top recommendations for upcoming device launches