Consumer search behavior is evolving. Referencing a recent Jumpshot survey during his presentation at MediaPost’s Search Insider Summit, Morgan Chemij, HP’s Senior Director of CRM & Acquisition shared that more than 50% of Google searches ended without a click to content outside the engine. This has created the opportunity for Google to monetize conversions with more traffic staying on Google and thus, additional challenges for advertisers to directly reach the consumer. This, in part, has led to marketers embracing solutions outside of Google and legacy engines.

As marketers evaluate search strategies for 2020, Chemij referenced the success HP has achieved by implementing new tactics outside of legacy search. Chemij shared that HP has discovered strong, effective inventory that provides incremental revenue by targeting the same keywords across other search / keyword-driven platforms.