"Search" has evolved this far

Continuing from last time, we introduce major trends from Dentsu Inc. Aegis Network Carat's "TOP 10 TRENDS" for 2016.

Mobile searches now surpass desktop searches worldwide. Searches are conducted using voice, images, and location data, yielding increasingly personalized results.

Google search ads enable targeting based on demographic data.

"Personal Assistant" apps that centrally manage personal information and provide tailored content are also rapidly emerging. They anticipate and stimulate users' latent needs before they even search. Google Now understands a user's context—like when and where they are—delivers necessary notifications, and predicts their needs. Similar services are being developed and offered by Bing, Facebook, Baidu, and others.

Google is also testing search functionality within apps. Content from apps not installed on a user's device can be streamed as search results without requiring the app download. Apple's Siri and Microsoft's Cortana are actively enhancing voice search capabilities, positioning themselves to compete with Google.

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For advertisers, it becomes crucial to expose their brand on as many search platforms as possible. Since the attributes targeted by search differ by platform, achieving high organic (natural) search rankings cannot be expected. For new brands, achieving top rankings is even more difficult, making search engine-centric strategies problematic.