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This white paper discusses the evolution of Google into a socially focused search
engine, aiming to achieve their goal of providing personalized results which are
influenced by a user’s social network. The impact of this personalization has the
potential to mix up the search space by changing the way consumers interact in
today’s plugged-in world.
The evolution and impact of Social Search is still in its infancy. Havas Digital expects
Social Search will continue to gain in popularity and continue to be a larger
percentage of the Search Engine’s algorithm in the near future, as both Search
Driven by Smartphone and tablet adoption, and increased consumption of mobile content by
consumers, mobile advertising has taken hold and is positioned for further rapid growth. In June
2011, Gartner projected that the worldwide market for mobile advertising would double from
$1.6 billion in 2010 to $3.3 billion.
The online advertising system consists of three primary constituents: advertisers wishing to market their products; publishers intent on selling the advertisers space; and consumers visiting the publishers’ sites for the content. Currently the system is flawed. The publishers aren’t getting fair market value, the advertisers aren’t reaching their intended audience; and the consumers are swamped with ad clutter. Ad exchanges, properly managed, via Audience Investment Management change that.
Earlier this year, Havas Media Social and the Incorporated Society of British Advertisers (ISBA) collaborated on a research project to investigate the genuine opinions of brands in the UK towards social media, and how the client/agency relationship has evolved to suit the rapid pace of change.