0
Google Confidential and Proprietary
PREPARE FOR THE
FUTURE
WHILE TAKING ADVANTAGE OF THE PRESENT
Lucia Mastromauro
HEAD OF...
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Kodak owned 90% market
share in photographic film and
invented the
‘Kodak Moment’
DISR...
Google Confidential and Proprietary
TDK for 24 years
Coca Cola for 60 years
McDonald’s for 27 years
ONE PICCADILLY
Google Confidential and Proprietary
Uses digital
Of media consumption
As a primary source
THE PICCADILLY AUDIENCE
Google Confidential and Proprietary
2007
2,000gb
2012
12,000gb
2017
37,000gb
Google Confidential and Proprietary
Google Confidential and Proprietary
jhwhbf
GETTING YOUR HOUSE IN ORDER
CREATIVE
SEARCH
SOCIAL
DISPLAY
ANALYTICS
CREATIVE
SEARCH SOCIAL
DISPLAY
ANALYTICS
3rd
PARTY
DATA
GETTING YOUR HOUSE IN ORDER
CRM
Google Confidential and Proprietary
SINGLE
VIEW
Google Confidential and Proprietary
Data flow within a great platform
← A U T O M A T E →
Google Confidential and Proprietary
Main elements to get right in Programmatic
Google Confidential and Proprietary
REAL TIME BIDDING
Ad inventory
bought and sold
in milliseconds…
…through an
instantane...
Google Confidential and Proprietary
ThankYou!
#ixdisplay
LMas@google.com
@LMastromauro
INTERNAL: Google Confidential and Proprietary
iCrossing Mobile Display
Apps - We’re only just beginning
Google Confidential and Proprietary
Google is extremely well positioned in mobile
INTERNAL: Google Confidential and Proprietary
Three forces driving mobile app momentum
800MiTunes accounts,
most with cred...
Google Confidential and Proprietary9
Play revenue doubled Y/Y - diversify past ads
Google Confidential and Proprietary
Over 1 million apps in each App Store (Play / Apple), however..
Google Confidential and Proprietary
100B Apps were downloaded in 2013,
60% increase over 2012.
91% were free.
http://www.h...
Google Confidential and Proprietary
Our job is to unlock the mobile power of Google
for you, the app owners and advertiser...
Google Confidential and Proprietary
Google’s In-App ads focus on a cross product approach to
take the user from app discov...
Google Confidential and Proprietary
Further install opportunities exist across Google
Gmail Sponsored Promotions
(native)
...
Google Confidential and Proprietary31
App deeplinking & discovery in Display
Google Confidential and Proprietary
40% of watch time is on mobile
YouTube App Install - One of first “made for mobile” ad...
INTERNAL: Google Confidential and Proprietary
App install advertiser segments
App Developers
● Revenue generated
exclusive...
Google Confidential and Proprietary
Google’s Mobile App Solution
In-App Display
Acquire high quality app users
on in-app d...
Google Confidential and Proprietary
Track and measure installs in AdWords
Android Tracking
Google uses codeless conversion...
Google Confidential and Proprietary
Measuring lifetime value of your app users
Google makes it easy to integrate with othe...
Google Confidential and Proprietary
Measuring lifetime value of your app users
In-App Conversion Tracking allows you to un...
Google Confidential and Proprietary
Google Analytics:Measuring lifetime value of your app users
Cross-network measurement ...
Google Confidential and Proprietary
Remarket to your app users
User added to custom list
based on in-app actions
User
leav...
Google Confidential and Proprietary
Deep linking is fully supported
Flight Sale!
Send users to a specific page within your...
Google Confidential and Proprietary
Android / iOS: Tracking Capabilities w/ 3rd Party Platforms
Destination URL mGDN Mobil...
Google Confidential and Proprietary
Next steps
1
2
3
New to app promotion?
Work with iCrossing and Google to discuss a str...
Google Confidential and Proprietary
APPENDIX
Google Confidential and Proprietary
What businesses care about mobile apps? How do we identify them?
Mobile Attributes:
● ...
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Managing your data: How to move from gathering data to processing and applying it correctly in a cross platform efficient manner

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DoubleClick's presentation at our Display Day event on managing data cross platform

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Transcript of "Managing your data: How to move from gathering data to processing and applying it correctly in a cross platform efficient manner"

  1. 1. Google Confidential and Proprietary PREPARE FOR THE FUTURE WHILE TAKING ADVANTAGE OF THE PRESENT Lucia Mastromauro HEAD OF PLATFORM SALES #ixdisplay
  2. 2. Google Confidential and Proprietary
  3. 3. Google Confidential and Proprietary
  4. 4. Google Confidential and Proprietary
  5. 5. Google Confidential and Proprietary Kodak owned 90% market share in photographic film and invented the ‘Kodak Moment’ DISRUPT OR BE DISRUPTED Did not transition to digital technology in spite of having invented the core technology in modern digital cameras.
  6. 6. Google Confidential and Proprietary TDK for 24 years Coca Cola for 60 years McDonald’s for 27 years ONE PICCADILLY
  7. 7. Google Confidential and Proprietary Uses digital Of media consumption As a primary source THE PICCADILLY AUDIENCE
  8. 8. Google Confidential and Proprietary 2007 2,000gb 2012 12,000gb 2017 37,000gb
  9. 9. Google Confidential and Proprietary
  10. 10. Google Confidential and Proprietary jhwhbf
  11. 11. GETTING YOUR HOUSE IN ORDER CREATIVE SEARCH SOCIAL DISPLAY ANALYTICS
  12. 12. CREATIVE SEARCH SOCIAL DISPLAY ANALYTICS 3rd PARTY DATA GETTING YOUR HOUSE IN ORDER CRM
  13. 13. Google Confidential and Proprietary SINGLE VIEW
  14. 14. Google Confidential and Proprietary Data flow within a great platform ← A U T O M A T E →
  15. 15. Google Confidential and Proprietary Main elements to get right in Programmatic
  16. 16. Google Confidential and Proprietary REAL TIME BIDDING Ad inventory bought and sold in milliseconds… …through an instantaneous auction
  17. 17. Google Confidential and Proprietary ThankYou! #ixdisplay LMas@google.com @LMastromauro
  18. 18. INTERNAL: Google Confidential and Proprietary iCrossing Mobile Display Apps - We’re only just beginning
  19. 19. Google Confidential and Proprietary Google is extremely well positioned in mobile
  20. 20. INTERNAL: Google Confidential and Proprietary Three forces driving mobile app momentum 800MiTunes accounts, most with credit card information 47%of internet traffic came from apps, exceeding desktop for the first time $26B Mobile app revenue grew from $4.2B in 2009 to Personal, taken everywhere, vast number of services / features. Massive scale, driving significant revenue growth Robust ecosystem driven by content, payments, network capabilities. Change in Use Change in Scale App Ecosystem In Jan. 2014 Change in use, scale, and the rise of app ecosystem result in fundamental change in 2013
  21. 21. Google Confidential and Proprietary9 Play revenue doubled Y/Y - diversify past ads
  22. 22. Google Confidential and Proprietary Over 1 million apps in each App Store (Play / Apple), however..
  23. 23. Google Confidential and Proprietary 100B Apps were downloaded in 2013, 60% increase over 2012. 91% were free. http://www.hindustantimes.com/business-news/over-100-billion-mobile-apps-downloaded- in-2013/article1-1124695.aspx and 26% were only used once
  24. 24. Google Confidential and Proprietary Our job is to unlock the mobile power of Google for you, the app owners and advertisers. 27
  25. 25. Google Confidential and Proprietary Google’s In-App ads focus on a cross product approach to take the user from app discovery to app engagement
  26. 26. Google Confidential and Proprietary Further install opportunities exist across Google Gmail Sponsored Promotions (native) Video App Promotion Template YouTube TrueView Instream CTA (beta)
  27. 27. Google Confidential and Proprietary31 App deeplinking & discovery in Display
  28. 28. Google Confidential and Proprietary 40% of watch time is on mobile YouTube App Install - One of first “made for mobile” ad products
  29. 29. INTERNAL: Google Confidential and Proprietary App install advertiser segments App Developers ● Revenue generated exclusively from mobile apps ● Focused on ROI & attribution ● Work with many ad partners Installs and revenue In-app purchases; mCommerce; subscription; ad publishing; paid apps Strong ROI focus Lifetime Value (LTV), Cost Per Install (CPI), Reach Pureplay Digital ● Revenue generated online, moving rapidly to mobile ● Apps drive purchase consideration & brand goals Purchase consideration Remarketing, mCommerce, price comparison Hybrid ROI and brand focus Reach, Premium Inventory, CPI Multi-channel ● Revenue generated primarily offline ● Apps enable service extension, acquisition User engagement, service expansion 1. Premium inventory 2. Creative ad units 3. Reach Who invests in mobile app advertising?
  30. 30. Google Confidential and Proprietary Google’s Mobile App Solution In-App Display Acquire high quality app users on in-app display Measure performance with conversion tracking Drive re-engagement and user lifetime value (LTV) 1 2 3 In-App (AdMob) ● Display Network - Promote in Mobile Apps ● Use app / digital content ads for text and images ● RON targeting, all placements in app store ● Setup conversions, enable conversion optimizer
  31. 31. Google Confidential and Proprietary Track and measure installs in AdWords Android Tracking Google uses codeless conversion tracking from Play to seamlessly measure installs (AdMob & Search) iOS Conversion Tracking Implement the Google SDK or API on iOS to measure installs from ads served in other apps (AdMob Only)
  32. 32. Google Confidential and Proprietary Measuring lifetime value of your app users Google makes it easy to integrate with other tracking companies AdMob conversion tracking now works when using 3rd party tracking urls. Advertisers can now see cost per install data in AdWords and in 3rd party analytics. (Example integrations include HasOffers, AD-X Tracking, Kochava and many others.) 3rd party URL AdWords reporting 3rd party reporting
  33. 33. Google Confidential and Proprietary Measuring lifetime value of your app users In-App Conversion Tracking allows you to understand what users do after they download your app Adwords allows advertisers to track and report in-app conversion events in AdWords (ex: registrations, sales). This data can be used to optimize campaigns to acquire the highest value users
  34. 34. Google Confidential and Proprietary Google Analytics:Measuring lifetime value of your app users Cross-network measurement beyond the install with Google Analytics Goal Benefits Reports Discover New and Relevant Users Gain insight on who are your most valuable users and where they come from so that you can expand your audience ● Traffic sources ● Google Play Traffic Flow ● Advertising acquisition Get Engaged Discover in real time how users are interacting with your app: in app purchases, loyalty and app crashes ● Crash and Exception Reporting ● In-App Flow Visualization Measure impact Get meaningful insights on what users purchase on your app, what is the generated revenue and what is the path to purchase ● iOS Install Tracking (beta) ● Goal flow and tracking ● Custom reporting
  35. 35. Google Confidential and Proprietary Remarket to your app users User added to custom list based on in-app actions User leaves Your ad across the mobile app network User downloads your app Re-engagement Promote sales, feature updates, or your company’s other apps BE RELEVANT
  36. 36. Google Confidential and Proprietary Deep linking is fully supported Flight Sale! Send users to a specific page within your app
  37. 37. Google Confidential and Proprietary Android / iOS: Tracking Capabilities w/ 3rd Party Platforms Destination URL mGDN Mobile Apps Android : Play Store ✔ (install + post-install) ✔ (install + post-install) Android : 3rd Party ✔ (only reports in 3rd party) ✔ (install + post-install) iOS : App Store ✖ (getting there) ✔ (install + post-install) iOS : 3rd Party ✔ (only reports in 3rd party) ✔ (install + post-install)
  38. 38. Google Confidential and Proprietary Next steps 1 2 3 New to app promotion? Work with iCrossing and Google to discuss a strategy to use AdWords app promotion solutions to increase drive adoption of your app from engaged users. Already promoting your app with Google? Expand your app promotion strategy to include in-app conversion events. Promoting your app elsewhere? We’re getting there... We're confident we can use our app promotion tools to drive value for your business. UI, Targeting, Re-engagement, GA are all integral parts of the App Roadmap!
  39. 39. Google Confidential and Proprietary APPENDIX
  40. 40. Google Confidential and Proprietary What businesses care about mobile apps? How do we identify them? Mobile Attributes: ● Always connected, always with you ● Context (location, device, sensors) ● Social graph (contacts, social networks) ● Data Enhancing in-store | Shopping | Loyalty | Ents & Games | Utilities Ask yourself: What is your ONLINE app strategy? Mobile apps enable incredible experiences & augment brand goals
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