Presented by: 1 The Psychology of Search Erica Schmidt, Global Search

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Agenda: Why do people search? What drives people to search? Search informs communications Discovering the consumer mindset 2

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Parisian Love 3

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States 4

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Search Drivers 5

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States The Branding Power of Search 36% of search engine users believe that the top results are the top brands 16% lift in unaided brand recall when in the Top Sponsored and Top Organic Results Consumers are less likely to purchase from a brand that doesn’t appear in search results

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Data from our Thought Leadership 67% of online search users are driven to search by offline channels TV (37%) & word of mouth (36%) are the channels most effective at driving search 40% of online searchers influenced by offline channels ultimately make a purchase Source: iProspect Offline Channel Influence on Online Search Behavior Study (August 2007)

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Case Study: Integrating Search with Offline Media Objective: Drive qualified Internet users to the Saab UK website in support of the launch of the new Saab 93. Approach: The search campaigns were strategically planned around the launch of the Saab TV campaign, radio and outdoor activities. Tailored creative was developed with the purpose of keeping a consistent advertising message between online and offline media. Effectiveness & Results: Huge peak in clicks and CTR Our analysts anticipated a high volume of downloads of the TV ad song from the Saab website, and correspondingly we developed a highly targeted campaign to attract searches specifically looking to download this song.

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States 15,000+ unique visitors 31,000+ page views 3,500 questionnaires 66 countries 23% click-throughs to Coke 19 twitters 16 blogs 7 Flickr posts 4 articles 2 Facebook posts

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States see it…search when did you see the poster?

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Search-Offline Marketing Integration

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Search Informs Communications 15

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Let Search inform marketing communications 16

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Before…Focused on Ingredients

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Now…Focused on 50 Million Searches

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States CASE STUDY: Increased Traffic & Market Awareness Solutions Sub-domain build-out Optimized videos Syndicated videos to 24 vertical search engines Yahoo! Answers campaign Blog campaign Results Increased traffic to site by 57% within three months! Over 1.8 million video views! 600% Increase in Market Awareness

Australia | Belgium | Brazil | Canada | Denmark | Finland | France | Germany | Hong Kong | Hungary | Italy Japan | Korea | Malaysia | Netherlands | New Zealand | Norway | Singapore | Spain | Sweden | Thailand | United States Getting into the Consumer Mindset 20

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