Jeff Lancaster

Jeff Lancaster

CEO - Catalyst Canada

Mobile Search Takes Center Stage as Outrider adds Specialty Practice Group


Early adoption by advertisers in automotive, entertainment and quick service restaurants help GroupM Search clients become leaders in mobile

ST LOUIS (July 25, 2008)

Outrider, a leading global, integrated search marketing agency and division of GroupM Search, introduced today a mobile search practice group, adding to its comprehensive scope of advanced search marketing offerings. The focus of the mobile search group is to guide advertisers through the education, adoption, strategy development and execution of mobile search programs that compliment their comprehensive search marketing program and overall marketing strategies. The announcement was made at SMX Local & Mobile in San Francisco, Calif.

The mobile search practice group will work under the direction of Michael Nevins, GroupM’s Group Director of Mobile Technologies for North America. Outrider, which serves as the incubation brand for the development of emerging search trends and new practices that can be executed across all GroupM agencies, will pioneer the search portion of GroupM’s mobile advertising initiatives and manage mobile search campaigns for clients across GroupM agencies. Outrider’s team, led by Michael Dowd, Technology Manager and Mobile Practice Lead, and Tim LaGrone, Mobile Tactical Lead, currently manages mobile programs for clients in the entertainment, automotive and quick service restaurant categories.

“Mobile search will emerge as a critical component of many programs, as user behavior is evolving toward lean-forward activities on mobile. Increasingly, consumers are using mobile devices to find information they need now. This creates exciting opportunities for advertisers to reach consumers at the moment of impulse,” said Nevins.

With 144 million U.S. mobile subscribers using their devices for data purposes as of Q1 of 2008 (Source: Nielsen), Outrider’s mobile search strategists help B-to-C and B-to-B clients identify opportunities to tap into this audience and create engagement with appropriate mobile presence.

“Consumer experience and expectations on a mobile device are quite different than that on a PC,” noted Nevins. “Outrider’s mobile team will take the lead in creating effective mobile strategies, whether through engaging consumers via mobile search or identifying ways to extend wired-web marketing programs into positive engagement on the mobile platform.”

Early adopters of mobile search have an advantage over their competition, reaping the benefits of testing strategies, gathering a wealth of historical and behavioral data, and identifying which platform perform best for their brands. For one entertainment client, mobile search delivered substantial exposure that otherwise would have been a missed opportunity with more than 1.6 million impressions in the first 30 days of the campaign, and for less than 1 percent of their annual search budget. For an automotive client, being one of the first in their category to adopt mobile search has afforded them the ability to test strategies and attract potential customers with little competition at a lower cost-per-click (CPC) on general keywords than achieved through traditional search. In fact, the campaign has outperformed initial projections, further defining the opportunity for mobile as part of their overall search strategy. And for one client in the quick service restaurant category, early adoption has enabled them to explore how their consumer engages in mobile, and what influences or impedes a conversion or sale. One factor to their success is the approach to keywords and creative – including misspellings more likely on a mobile device – that differ slightly from desktop search, but resonate better with mobile search behavior.

“Engagement and measurement in mobile search differ from traditional search campaign,” said Patrick Garrett, U.S. Managing Director of Outrider. “Our job is to help advertisers assess the right tasks in engagement with their brand by mobile users. We then identify and dissect the right learnings from our clients’ mobile programs and turn the data into actionable items.”

According to a M:Metrics report from January, 2008, mobile content consumption across the total market is strong, but jumps significantly for users of the iPhone and Smartphone, up to 52 percent more mobile search activity and 71 percent more news or browser-based information gathering among the iPhone users. Mobile consumption is also the driving force behind market opportunity for advertiser. In 2007, mobile search advertising spend reached $34.5MM domestically and $83.3MM worldwide, and is projected to reach $1.4 billion domestically and $3.7 billion globally by 2012 (Source: eMarketer, February 2008).

About Outrider

Outrider, a division of GroupM Search and winner of the Yahoo! Searchlight Award, is a leading global search marketing agency, specializing in holistic, advanced search marketing strategies that are integrated with advertisers’ cross-channel media planning. Outrider brings clients the leading proprietary technology solution Decide DNA®, supporting Paid Search, SEO, Paid Inclusion and Shopping Feeds in one platform, and rated #1 twice by JupiterResearch. Regarded for thought leadership and recognized by Forrester Research as a leader in search strategy, management and client service strengths, Outrider has provided integrated search marketing and consumer-driven media strategies at the global, national and local-market level to category-leading clients including: AT&T, Dell, AstraZeneca, Showtime, Microsoft, Chevron and more.

Outrider is a WPP company and a division of GroupM, WPP’s media buying and planning arm responsible for 30% of the world’s media buying. With North American headquarters in St. Louis, Mo., Outrider has offices in New York, Chicago, Seattle, Sunnyvale, Boston, Toronto, and throughout the EMEA and APAC regions, creating a network of 40 global offices serving more than 40 countries.

GroupM Search is the search specialist division of GroupM. GroupM Search provides industry-leading search marketing strategy, technology development, research, staffing and training to GroupM communications planning agencies through its search divisions: Beyond Interaction Search, Maxus Search, MEC Interaction, MindShare Search, and the direct-to-client brand, Outrider. GroupM Search has the largest global footprint of any other search organization and provides clients with the right balance of human intelligence and search technology in order to deliver paid, organic and advanced search marketing strategies (mobile, social media, video, local, etc.) that help our clients become a part of the online conversation.

Cindy Kerber Spellman
Outrider – Director, Corporate Communications
314.209.1005 x355
cindy.spellman @

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