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Surojit Chatterjee Super Forum Keynote

Surojit Chatterjee Super Forum Keynote

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  • 1. Mobile Local: The Next Big Opportunity ILM ‘09 Surojit Chatterjee Local Mobile Ads Google Confidential and Proprietary 1
  • 2. Mobile is huge and growing: Computing, connectivity and the cloud Google Confidential and Proprietary 2
  • 3. Bigger than TV. Bigger than computers 6.7B 4B Mobile will create the ability to individually target more people than any other channel Source: TomiAhonen Consulting 2009 Google Confidential and Proprietary 3
  • 4. Google Confidential and Proprietary
  • 5. Augmenting your senses Google Confidential and Proprietary
  • 6. Google’s approach for mobile – Computing in the cloud YouTube Gmail Maps Voice Latitude Photos My Location Mobile Search Search App News Location Maps Latitude Docs Google.com Voice Search Calendar Google Confidential and Proprietary 6
  • 7. What does this mean for local? Google Confidential and Proprietary 7
  • 8. Mobile local searches prompt physical action Customers turn to their mobile device when close to point-of-sale and looking to act now One in three mobile search queries have local intent.* Find a store Order a pizza Find a toy nearby for nephew Phone the Get driving Walk into business directions a store *Source: The Kelsey Group, 2009 Google Confidential and Proprietary 8
  • 9. Mobile local searches are in context What type of shopping related activities do you perform frequently on your smart phone? Compare price of an item while in a store 36% Check product availability 40% Look for coupons 43% Look at 3rd party or consumer review of a product while in a store 45% Review a product description 52% Look up the address or store hours 68% * Based on Compete Study Google Confidential and Proprietary 9
  • 10. Mobile local searches focus on few verticals Top 3 Categories in Top 3 Categories in Local Queries on Search Local Queries on Google Maps for Mobile Retail Restaurant Users put high value on fresh and accurate Sports, Fitness & Recreation Travel Travel local information Arts & Entertainment Retail Google Confidential and Proprietary 10
  • 11. Mobile local searches complement desktop Google Confidential and Proprietary 11
  • 12. Challenges with mobile local advertising Advertiser User Targeting Privacy Scale Trust Offline Conversion User Experience Tracking Google Confidential and Proprietary 12
  • 13. Reach the users in the right place Where can you target? Choose country-, region-, or city-level targeting… or define a customized area Region City and metro Within a defined radius Within defined borders Where does this apply? What does this apply to? • Google.com, - mobile • Google Search Network Any ad! • Text • Standard mobile ads and desktop • Google Content Network • Image • iPhone and other high-end • Google Maps and mobile targeted ads • Rich media GMM Google Confidential and Proprietary 13
  • 14. Make it easy to start and scale Google Confidential and Proprietary 14
  • 15. Make all your ads location aware Location extension ad on mobile search Addresses dynamically attach to the ad depending on user location Tap on the map to get directions to the store Google Confidential and Proprietary 15