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Demystifying MobileDemystifying Mobile           Phil Jones           Strategy & Development Lead, WPP Global             ...
What Do These 4 Things Have In Common?                   A)   Available For Google Employees                        To B  ...
mobile subscribers globally                              mobile subscribers globally                                      ...
people have mobile internet access               people ha e mobile internet access                                       ...
1 out of 4                         Internet min tes                                  minutes                         is on...
2012: Smartphone sales overtake         PC sales        PC sales                      Google Confidential and Proprietary
smart phone                                                      77% penetration                                        71...
of all tweets                    f ll                   are mobile                   are mobile                           ...
start their mobile web                  experience with a search                 experience with a search                 ...
The mobile web: It’s exploding!                                                                             4x Growth     ...
…And People Are Searching for Products To Buy!!               +3300%                                                      ...
Mobile Takes Growing Share of Total Searches                                          Google Confidential and Proprietary ...
Mobile Complements Desktop & Is Always On                                      Daily View                         Desktop ...
Mobile Complements Desktop on Weekends                                      Weekly View                           Desktop ...
4 Reasons Why Mobile is different to othermedia channels   di h     l                                125 H                ...
Mobile Websites                  Google Confidential and Proprietary   16
Which site would you rather book a flight on?                                             79%of our large                 ...
General Mobile Website Best PracticesPrioritise              WhiteContent                 SpaceBig Buttons             Eas...
IHG gained 91% YoY increase in mobile   revenue through Google advertising.                          advertising          ...
Google Confidential and Proprietary   20
Google Confidential and Proprietary   21
Google Confidential and Proprietary   22
Google Confidential and Proprietary   23
Google Confidential and Proprietary
Google Confidential and Proprietary   25
Google Confidential and Proprietary   26
Google Confidential and Proprietary   27
Google Confidential and Proprietary   28
Driving visitors to your websiteMobile Search Ad Formats offer greater user interaction Click-                        Site...
Download the “Google Mobile Ads’   Google Confidential and ProprietaryApplication from Android Market
Google Confidential and Proprietary   31
Your customers are already interacting  with your brand on their phones.They usually start their journey with a  search.Th...
it’s Not Too Late  to Be Early            y                Google Confidential and Proprietary
Stay up-to-date with Mobile Developments @Google      Find videos that highlight some of the Google mobile capabilities.  ...
AppendixA    di           Google Confidential and Proprietary   35
Mobile Applications                      Mobile Website Reach Customers Offline             Simple for consumers to find U...
How are people using their Mobile Phones?                                                                                 ...
Branding Works on MobileAverage Brand Lift of Mobile Display Campaigns                          +13%                      ...
Adidas Drove Sales with Offers                   Increased Store Traffic. Weekly in‐                  store coupon redempt...
Better handsets and improved infrastructure                                           has changed mobile consumer behavior...
…Mobiles have developed beyond                                                                       Life Critical        ...
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Hkd2 london google_demystifying mobile_phil jones

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Transcript of "Hkd2 london google_demystifying mobile_phil jones"

  1. 1. Demystifying MobileDemystifying Mobile Phil Jones Strategy & Development Lead, WPP Global gy p , philjones@google.com Hill and Knowlton Google Confidential and Proprietary D2 Conference June 9 th, 2011.
  2. 2. What Do These 4 Things Have In Common? A) Available For Google Employees To B T Borrow At W k d ? A Weekends? B) All Been Purchased From eBay Through A Mobile Device? Google Confidential and Proprietary 2
  3. 3. mobile subscribers globally mobile subscribers globally Google Confidential and ProprietarySources: International Telecommunication Union (October 2010) 3
  4. 4. people have mobile internet access people ha e mobile internet access Google Confidential and ProprietarySources: International Telecommunication Union (October 2010) 4
  5. 5. 1 out of 4 Internet min tes minutes is on a mobile phone Google Confidential and ProprietarySources: IAB/ IDC 2010 5
  6. 6. 2012: Smartphone sales overtake  PC sales PC sales Google Confidential and Proprietary
  7. 7. smart phone  77% penetration  71% 61% 61% across Europe p by 2015 56% 55% Google Confidential and ProprietarySources: StrategyAnalytics.com. 7
  8. 8. of all tweets  f ll are mobile are mobile Google Confidential and Proprietary 8Source: Twitter 8
  9. 9. start their mobile web  experience with a search experience with a search Google Confidential and ProprietarySource: Google
  10. 10. The mobile web: It’s exploding! 4x Growth in past year 2007 2008 2009 2010 2011 US Mobile Queries (Indexed) Google Confidential and Proprietary 10Source: Internal Google Data 2011
  11. 11. …And People Are Searching for Products To Buy!! +3300% NL IT +400% 400% ES DE FR GB Growth of Top 1,000 commercial queries 2007 2010 Google Confidential and ProprietarySource: Google Internal June 2010
  12. 12. Mobile Takes Growing Share of Total Searches Google Confidential and Proprietary 12Source: Internal Google Data 2011, US
  13. 13. Mobile Complements Desktop & Is Always On Daily View Desktop Clicks & Searches vs. MobileSource: Citi Investment Research and Analysis; iCrossing Mobile Google Confidential and Proprietary U.S. Google Internal Data, 2010
  14. 14. Mobile Complements Desktop on Weekends Weekly View Desktop Searches vs. Mobile SearchesSource: Citi Investment Research and Analysis; iCrossing Mobile Google Confidential and Proprietary U.S. Google Internal Data, 2010
  15. 15. 4 Reasons Why Mobile is different to othermedia channels di h l 125 H Hours of Angry Bi d E fA Birds Every Day DEntertainment 200M daily mobile playbacks on YouTube 82% of their mobile consumers booked rooms within a day of arrival Immediacy y 35% were within 1 mile of the hotel 40% mobile searches have local intent. Localised 150M people using Google Maps from their mobile device 79% of smartphone internet users use phones to help with shopping. Decision Making 74% have purchased because of this.  Google Confidential and Proprietary 15
  16. 16. Mobile Websites Google Confidential and Proprietary 16
  17. 17. Which site would you rather book a flight on? 79%of our large online advertisers do not have a mobile optimized p site Google Confidential and Proprietary 17Source: Google research, 2010
  18. 18. General Mobile Website Best PracticesPrioritise WhiteContent SpaceBig Buttons Easy to Convert C t Google Confidential and Proprietary 18
  19. 19. IHG gained 91% YoY increase in mobile revenue through Google advertising. advertising The Approach Clearly defined mobile strategy helped IHG target different 3 types of customers: • Searchers: Mobile Website & Optimised Ads • Direct Bookers: Mobile site & Optimised Ads • IHG L Loyalists: M bil A li ti li t Mobile Application The Results • 91% YoY growth in revenue from mobile • 20% MoM increase in mobile website traffic • Click-to-Call accounts for 40% of global mobile revenue • 100,000 100 000 App downloads in 3 5 months 3.5 Google Confidential and Proprietary 19Source: Google Internal Nov 2010
  20. 20. Google Confidential and Proprietary 20
  21. 21. Google Confidential and Proprietary 21
  22. 22. Google Confidential and Proprietary 22
  23. 23. Google Confidential and Proprietary 23
  24. 24. Google Confidential and Proprietary
  25. 25. Google Confidential and Proprietary 25
  26. 26. Google Confidential and Proprietary 26
  27. 27. Google Confidential and Proprietary 27
  28. 28. Google Confidential and Proprietary 28
  29. 29. Driving visitors to your websiteMobile Search Ad Formats offer greater user interaction Click- Site- to-call to call LinksClick-to- Hyper ypdownload local Google Confidential and Proprietary
  30. 30. Download the “Google Mobile Ads’ Google Confidential and ProprietaryApplication from Android Market
  31. 31. Google Confidential and Proprietary 31
  32. 32. Your customers are already interacting with your brand on their phones.They usually start their journey with a search.They are making purchase decisions (and purchases) on their phones phones.They are more likely to use their mobile to access the internet at weekends.The mobile is a unique media channel – capitalise on the USPs.Traditional websites d work, b t id llT diti l b it do k but ideally need to be optimised for mobiles.Re-think your media mix to capitalise on mobile. Search/Site/Apps/Ads. Google Confidential and Proprietary
  33. 33. it’s Not Too Late to Be Early y Google Confidential and Proprietary
  34. 34. Stay up-to-date with Mobile Developments @Google Find videos that highlight some of the Google mobile capabilities. Use this channel as a resource to navigate the ever-changing mobile landscape! Google Mobile Ads Site Twitter www.google.com/mobileads www.twitter.com/googlemobileads Google Mobile Ads Blog Google Mobile Ads YouTube Channel www.googlemobileads.blogspot.com www.youtube.com/GoogleMobileAds Google Confidential and Proprietary
  35. 35. AppendixA di Google Confidential and Proprietary 35
  36. 36. Mobile Applications Mobile Website Reach Customers Offline Simple for consumers to find Users can use your application through S h h Search, Bl h Blogs, T i Twitter and d anywhere, without a connection links in emails. Use all device capabilities p Increased Market Size. within the functionalities of the Impressions are higher on mobile Web application. e.g. GPS, camera, than Apps. Anyone has access to the site. voice, address book & calendar. Easier and cheaper to maintain. Media Rich E M di Ri h Experience i No need to create updates for multiple Some applications allow more platforms when changes are made. All engaging user interaction with types of users see the latest version your brand than websites Google Confidential and Proprietary 36
  37. 37. How are people using their Mobile Phones? In Europe: 30% Europe Europe p • 26% Browse the web 26% B th b • 25% • 25% Use Applications • 19% U E il 19% Use Email  20% • 7% M‐Banking 15% • 6% watch Video 6%  t h Vid • 4% Purchase online 10% 5% 0% Browser Applications Email Online Retail Online Retail Accessed  Accessed Watched  Watched Bank  video  Accounts Confidential and Proprietary Google 37Source:  ComScore  Press Realease Oct 2010
  38. 38. Branding Works on MobileAverage Brand Lift of Mobile Display Campaigns +13% +16% +24% +76% +58% +44% 1) Sample includes hundreds of mobile display campaigns Google Confidential and Proprietary 38 Source: Insight Express Online & Mobile Norms, Nov’07 to Dec’09
  39. 39. Adidas Drove Sales with Offers Increased Store Traffic. Weekly in‐ store coupon redemptions doubled Increased Sales. Offers drove higher  Increased Sales. Offers drove higher average order value in stores than usual Efficient & Effective. 28% higher  CTR’s and 32% lower CPC’s then standard  CTR’ d 32% l CPC’ h d d mobile ads Google Confidential and Proprietaryource: Google Case Study
  40. 40. Better handsets and improved infrastructure   has changed mobile consumer behavior… has changed mobile consumer behavior… 6.0  Bn 5.0  Bn 5 0 Bn scriptions 4.0  BnGloba Mobile Subs 3.0  Bn al 2.0  Bn 1.0  Bn 0.0  Bn 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 1G 2G 3G 4G Google Confidential and Proprietary Analog 1 Mbit/s 14 Mbit/s 100 Mbit/s
  41. 41. …Mobiles have developed beyond  Life Critical just a form of communication. just a form of communication. 6.0  Bn Commerce 5.0  Bn 0 riptions 4.0  BnGlobal Mobile Subscr 3.0  Bn Entertainment 2.0  Bn Communication 1.0  Bn 0.0  Bn 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 1G 2G 3G 4G Google Confidential and Proprietary Analog 1 Mbit/s 14 Mbit/s 100 Mbit/s

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