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Mobile-Local ads:
The next big opportunity?
Frank Albert Coates
Mobile & Local Evangelist

April 28, 2010



             ...
Four Factors Driving Opportunity




      1    Information
           Ubiquity      2   The Mobile
                      ...
Enabling Consumers to Use Mobile




     Communicate      Entertainment




      Find
      Information       Transact

...
1. Information Ubiquity
                          Google Confidential and Proprietary
9%  46%
                                                     Smartphone % of global mobile
                              ...
Case Study: More Conversions, Lower Cost
                        Mobile advertising seems to be a well-kept secret….
     ...
The Mobile Apps Explosion




     • Over 4 billion app downloads
       and counting

     • Average Android user
       ...
Case Study: Increased Conversions on Apps
               CTR with Google Mobile Ads [for Apps] is consistent
             ...
Make it easier to promote apps



                      AdWords for mobile apps

                      • Transparent setup...
2. The Mobile Web




                    Google Confidential and Proprietary
Google Confidential and Proprietary
Leveraging the Power of the Cloud




     Google Translate        Google Voice Search
                                   ...
3. Location, Location, Location




                          Google Confidential and Proprietary
Location Makes Search More Actionable


                             37% of local online                 46% of local onli...
Half a Decade of Location Investments




                                    Google Confidential and Proprietary
Local Mobile Ad Solutions




 Sponsored Ad Listings   Near Me Now   Click to Call
                                       ...
Ads on mobile linked to Google Places




   Location extensions           Coupons
                                    Goo...
Multiple locations: Store locator ads




                                        Google Confidential and Proprietary   18
Challenges with mobile local advertising



         Advertiser          User


         Targeting           Privacy

    ...
4. Mobile Drives Action


                          Google Confidential and Proprietary
Explosive Growth in 3 Years

                                                                                             ...
Most Active, Biggest Spenders


                                                Total Internet Spending in the Last 6 Mont...
Google Local Shopping




                        Google Confidential and Proprietary
Mobile Transactions for Fortune 100 Retailer

                                                  Increasing
               ...
Case Study: Mobile Drives Online Sales
   Customers were engaging with our website through their
   mobile devices and act...
Thank You !


frankalbert@google.com




                         Google Confidential and Proprietary
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Mobile Local Ads: The next big opportunity?

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Transcript of "Mobile Local Ads: The next big opportunity?"

  1. 1. Mobile-Local ads: The next big opportunity? Frank Albert Coates Mobile & Local Evangelist April 28, 2010 Google Confidential and Proprietary
  2. 2. Four Factors Driving Opportunity 1 Information Ubiquity 2 The Mobile Web Location, 3 Location, Location 4 Driving Action Google Confidential and Proprietary
  3. 3. Enabling Consumers to Use Mobile Communicate Entertainment Find Information Transact Google Confidential and Proprietary
  4. 4. 1. Information Ubiquity Google Confidential and Proprietary
  5. 5. 9%  46% Smartphone % of global mobile phone sales 2008 vs. 2013 Google Confidential and Proprietary Source: Gartner as cited by MediaPost, August 2009 5
  6. 6. Case Study: More Conversions, Lower Cost Mobile advertising seems to be a well-kept secret…. we’re finding that mobile can actually deliver a lower cost per conversion than desktop targeted ads. Retailer Location Danny Huynh, Associate Search Director for Razorfish Results  7.5% more efficient cost per conversion compared to desktop campaigns  Over 9.3% more conversions with mobile-specific ad text Google Confidential and Proprietary 6
  7. 7. The Mobile Apps Explosion • Over 4 billion app downloads and counting • Average Android user downloads 40 apps • 25% of iPhone & Android users spend 2 hours per day in apps Google Confidential and Proprietary Source: Complete, Inc. 2009, mocoNews 2009
  8. 8. Case Study: Increased Conversions on Apps CTR with Google Mobile Ads [for Apps] is consistent and often even better that what we currently see [on desktop]…. clicks are great, but even more impressive, is the direct effect on app downloads. Matthew Shadbolt, Director of Internet Marketing for The Corcoran Group Results  Improved performance: 8 to 10 times higher CTR  Increased downloads: Achieved an estimated 20% of total app downloads Google Confidential and Proprietary
  9. 9. Make it easier to promote apps AdWords for mobile apps • Transparent setup: Automatic device targeting • Improved call-to-action: Ad text optimized Google Confidential and Proprietary
  10. 10. 2. The Mobile Web Google Confidential and Proprietary
  11. 11. Google Confidential and Proprietary
  12. 12. Leveraging the Power of the Cloud Google Translate Google Voice Search Google Confidential and Proprietary
  13. 13. 3. Location, Location, Location Google Confidential and Proprietary
  14. 14. Location Makes Search More Actionable 37% of local online 46% of local online searchers visited a searchers contacted a business in person business by telephone Find a store Order nearby a pizza Get driving Phone the directions business Google Confidential and Proprietary 14 Source: TMP Directional Marketing and comScore, 2009
  15. 15. Half a Decade of Location Investments Google Confidential and Proprietary
  16. 16. Local Mobile Ad Solutions Sponsored Ad Listings Near Me Now Click to Call Google Confidential and Proprietary
  17. 17. Ads on mobile linked to Google Places Location extensions Coupons Google Confidential and Proprietary
  18. 18. Multiple locations: Store locator ads Google Confidential and Proprietary 18
  19. 19. Challenges with mobile local advertising Advertiser User Targeting Privacy Scale Trust Offline Conversion User Experience Tracking Google Confidential and Proprietary 19
  20. 20. 4. Mobile Drives Action Google Confidential and Proprietary
  21. 21. Explosive Growth in 3 Years Android Nexus One Google Mobile “Shopping” Category Query Growth Smart Phone Launches Moto Droid & Eris Android myTouch iPhone 3GS Blackberry Storm Android G1 iPhone 3G Palm Pre iPhone Google Confidential and Proprietary 21 Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category
  22. 22. Most Active, Biggest Spenders Total Internet Spending in the Last 6 Months Under $50 - $100 - $200 - $500 $1k - $2.5 - $5k - $7.5k $10k None $50 $100 $200 $500 - $2.5k $5k $7.5k – $10k + $1000 * % of active mobile users who spent money in one of the “amount spent” categories * Index: Higher = population more likely to use their phones to access mobile content Google Confidential and Proprietary Source: comScore, Google commissioned study, October 2009
  23. 23. Google Local Shopping Google Confidential and Proprietary
  24. 24. Mobile Transactions for Fortune 100 Retailer Increasing order value More transactions More visitors on mobile from mobile phones t=0 More time spent on mobile Google Confidential and Proprietary
  25. 25. Case Study: Mobile Drives Online Sales Customers were engaging with our website through their mobile devices and actually completing transactions…. only now does the data exist to support heavy investment [in mobile]…. as part of our long-term growth strategy. Search Engine Analyst for Fortune 100 National Retailer Results  Incremental traffic: Over 17% increase in iPhone visits  Great ROI: Achieved a 6:1 return within the first three months  Increased online revenues: Grew average order value on mobile 14% Google Confidential and Proprietary
  26. 26. Thank You ! frankalbert@google.com Google Confidential and Proprietary

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