Hkd2 london google_demystifying mobile_phil jones

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  • 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. 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. mobile subscribers globally mobile subscribers globally Google Confidential and ProprietarySources: International Telecommunication Union (October 2010) 3
  • 4. people have mobile internet access people ha e mobile internet access Google Confidential and ProprietarySources: International Telecommunication Union (October 2010) 4
  • 5. 1 out of 4 Internet min tes minutes is on a mobile phone Google Confidential and ProprietarySources: IAB/ IDC 2010 5
  • 6. 2012: Smartphone sales overtake  PC sales PC sales Google Confidential and Proprietary
  • 7. smart phone  77% penetration  71% 61% 61% across Europe p by 2015 56% 55% Google Confidential and ProprietarySources: StrategyAnalytics.com. 7
  • 8. of all tweets  f ll are mobile are mobile Google Confidential and Proprietary 8Source: Twitter 8
  • 9. start their mobile web  experience with a search experience with a search Google Confidential and ProprietarySource: Google
  • 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. …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. Mobile Takes Growing Share of Total Searches Google Confidential and Proprietary 12Source: Internal Google Data 2011, US
  • 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. 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. 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. Mobile Websites Google Confidential and Proprietary 16
  • 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. General Mobile Website Best PracticesPrioritise WhiteContent SpaceBig Buttons Easy to Convert C t Google Confidential and Proprietary 18
  • 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. Google Confidential and Proprietary 20
  • 21. Google Confidential and Proprietary 21
  • 22. Google Confidential and Proprietary 22
  • 23. Google Confidential and Proprietary 23
  • 24. Google Confidential and Proprietary
  • 25. Google Confidential and Proprietary 25
  • 26. Google Confidential and Proprietary 26
  • 27. Google Confidential and Proprietary 27
  • 28. Google Confidential and Proprietary 28
  • 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. Download the “Google Mobile Ads’ Google Confidential and ProprietaryApplication from Android Market
  • 31. Google Confidential and Proprietary 31
  • 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. it’s Not Too Late to Be Early y Google Confidential and Proprietary
  • 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. AppendixA di Google Confidential and Proprietary 35
  • 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. 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. 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. 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. 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. …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