Australia's smartphone opportunity on Microsoft Search Advertising - MICROSOFT ADVERTISING - Microsoft Advertising. Great relationships start here.
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MICROSOFT ADVERTISING Australia’s smartphone opportunity on Microsoft Search Advertising Microsoft Advertising. Great relationships start here.
Industry Outlook
Smartphone sales in Australia are forecasted to grow 16.2% in 2021 to 9.1 million units Source: 5G expected to spur, Link
5G enabled devices will lead smartphones sales in 2021
In 2021, 55% of the handsets sold would be 5G enabled.1
43% believe they will have better connectivity with 5G.2 “We know that our
customers want 5G, in
fact eight out of every
10 devices we sell in
store today are 5G
47% of the early adopters are 18-34 years old. 2 capable”
-Optus 3
Source:
1. 5G expected to spur smartphone sales, Link
2. Driving the need for 5G, Deloitte, Link
3. Optus Australia’s fastest 5G Network, Link
Forecasts and query trends Consumer search trends on Microsoft Search Advertising
New device arrivals follow three key stages
Pre-announcement, pre-order and release (+sustain)
Pro tip: Phase your budget to cover each
stage. Allocate 10% to pre-announcement,
Weekly search volume: iPhone 12 30% to pre-order and 60% for release.
Search volume trends
Announcement, 13th October.
100 Pre-order, 16th October
75
Release, 23rd October
50
Pre-announcement
25
0
30-Aug 6-Sep 13-Sep 20-Sep 27-Sep 4-Oct 11-Oct 18-Oct 25-Oct 1-Nov 8-Nov 15-Nov 22-Nov 29-Nov 6-Dec 13-Dec
Proprietary Microsoft Advertising Source Data | Queries containing iPhone 12 | Search volume, August 2020-December 2020
Early adopters search for release information before launch
Searches for features, accessories and price peak in 3rd and 5th week from launch
Weekly search volume indexed, iPhone 12, 2020
125 20
Announcement, 13th October
100 Pre-order, 16th Oct 15
75 10
50 5
25 0
0 -5
30-Aug 6-Sep 13-Sep 20-Sep 27-Sep 4-Oct 11-Oct 18-Oct 25-Oct 1-Nov 8-Nov 15-Nov 22-Nov 29-Nov 6-Dec 13-Dec 20-Dec 27-Dec
Pro tip: Optimize ad copy to include key new model features and leverage site links.
Set up accessories related campaigns.
Proprietary Microsoft Advertising Source Data | Queries containing iPhone 12 | Search volume, August 2020-December 2020
* Represented on secondary axisForecast for 2021
Search volume for iPhones are expected to double this September
iPhone searches increase 100%-150% during launch month
Search volume over time & forecasts: iPhone searches
Search volume over time
iPhone 13, iPhone 13 Pro
iPhone 12, iPhone 12 Pro
+112%*
iPhone 11, iPhone 11 Pro iPhone SE
+142%* +34%*
Search Volume Forecast
* MoM uplift
75% year-over-year growth in impressions Pro tip: Plan your campaign budgets to take
advantage of increased consumer interest this
41% year-over-year growth in clicks
launch season.
Proprietary Microsoft Advertising Source Data | Queries containing iPhone | Search volume, 2019-2021For key months, we recommend…
Based on top 2K iPhone queries
…an average monthly spend of $19k for 23k average monthly click opportunity
29.4K
26.K 26.9K
24.6K 24.8K
22.4K
19.8K
16.3K
13.1K
6.6K
Aug-21 Sep-21 Oct-21 Nov-21 Dec-21
Est. Clicks Est. Investment
Proprietary Microsoft Advertising Source Data | Queries containing iPhone | Search volume, August 2021-December 2021Smartphone purchase channel and penetration rates Smartphone landscape
Despite a high smartphone penetration rate, the repurchase cycle remains healthy
Key drivers
$9.5B
Revenue forecast Growth of consumer sentiment over next 5 years.1
for 2021-2022,
growth 1.2%.1
3G mobiles will be deprecated by 2024.3
Students, work from home professionals and
47%
technology enthusiasts are keen on getting the
18-24 year olds latest devices.2
purchased a
smartphone last year. 2
5G and foldable smartphone to drive interest.2
Source:
1. IBISWorld, Industry Report: Mobile Phone and Tablet Wholesaling in Australia. September 2020.
2. Deloitte, Digital Consumer Trends 2020.
3. Australian 3G network shutdown, Link24-month contract purchase increased over the
past 5 years
Smartphone purchase channels, 2019-2020
Retailers
46.2%
The rising price of smartphones has meant that more consumers are
purchasing through carriers and led to retailers accounting for a
declining share of revenue over the past 5 years.
Telco
carriers
53.8%
Source: IBISWorld, Industry Report: Mobile Phone and Tablet Wholesaling in Australia. September 2020.Maximize performance by combining Microsoft Search
& Native strategies (US)
Technology & Telecommunications Ad Effectiveness Study
Users exposed to both
Microsoft Search ads &
Search Native Microsoft Audience ads are
only only more likely to visit and
convert on a Technology &
Telecommunications
advertiser’s website
Both search & compared to those who are
native exposed to only one type of
ad.
2.7x 3.3x
Higher visitation rate Higher conversion rate
vs. only search ad exposure vs. only search ad exposure
Notes: Results may vary for each advertiser based on campaign settings, targeted audiences, and other factors. Lift metrics represent an average of all Technology &
Telecommunications advertisers with completed lift studies to date (Feb. 2021).
These advertisers may be a non-representative sample of all advertisers on the marketplace. Lift measured between exposed users and a control group of eligible
unexposed users, with lift represented on a per-user basis. Average user count per advertiser study = 844KKey takeaways
Raise awareness and hype around announcement
Pre-announcement
INSIGHTS ACTIONS
New device launch follows 3 • Phase your budget according to each stage. Allocate 10% to pre-announcement,
stages. 30% to pre-order and 60% for release.
• Create remarketing lists to re-connect with searchers who showed interest in the
pre-launch phase.
Short window of increased • Feature count-down ads for livestream announcement events.
demand. • Leverage Sitelink Extensions to link to flagship retail stores.
• Ensure high visibility to capitalise on increased demand.
• Leverage Microsoft Audience Network along with search to reach out to users
Re-kindled interest for older
looking for older models towards new flagship model.
models.
• Remarketing to people who showed interest in older models for upgrades.Make it easy to pre-order, upgrade, switch and compare
Announcement and pre-order
INSIGHTS
Device purchases driven by • Use in-market audience and similar audience feature to reach out to relevant
young people, WFH audiences
professionals and Tech • Use remarketing to connect with users due for a device upgrade.
enthusiasts looking for
upgrades.
• Telcos and retailers should align budget planning and campaign
New devices bundled with Telcos
activity to the release cycle.
plan are the main outlet for
• Leverage rich ad format and real estate on Microsoft Advertising Shopping
phone buyers.
Campaigns.Release and sustain consumer interest by ensuring your ads are on
ACTIONS
INSIGHTS
New model buyers conduct
• Optimise ad copy to include key new model features and leverage sitelinks.
detailed research on features
• Use Review Extensions to build your brand trust
and specs.
Accessories and features • Set up accessories related campaigns
searches pick up 3rd and 5th • Set up remarketing campaigns to upsell accessories.
week from launchSummary ❑ Prepare for high consumer demand for smartphones, especially iPhones as searches are forecasted to double this September. Expect brick and mortar sales to rebound and ecommerce to sustain its growth momentum. ❑ Anticipate increased interest in both new and old model phones this year. Consumer interest in carriers brand terms is above pre-pandemic “normal”, don’t lose this audience! ❑ Invest in emerging non-brand keywords to expand your ad coverage. ❑ Take advantage of growing 5G search volume. Reference emerging keywords to find gaps and opportunities for coverage. When targeting consumers for iPhone 5G, keep in mind that they may not explicitly search for 5G (unlike with Samsung).
To get actionable data, insights and best practices to help make decisions and grow your business, visit MicrosoftAdvertising.com/Insights
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