Mobile Marketing goes Mainstream - Andy Barke

Andy Barke
Google
Industry Head, UK
Mobile Marketing Goes Mainstream

Five things you need to know about the mobile internet
23%
15%
36%
Of all Google search queries in the UK are on Mobile devices
(Internal data)
Of all time spent on the internet is on mobile
(PWC mobility study)
UK Smartphone penetration
(ComScore 2010 UK study)
20M
Q1’11
Smartphone & Tablet sales overtook PC & Smartbook sales for the first time
(Morgan Stanley 2010 Analysis )
Mobile internet users in the UK
(ComScore UK data)

Seven things you need to know about mCommerce
50%
£83m
90%
10%
of UK shoppers use smartphones to check prices in store (Google Ipsos US Mobile Movement)
Of Mobile internet users start their session with a search (Google Ipsos Mobile Movement data)
of UK shoppers use smartphones to haggle in store (Experian)
Value of the UK Mobile advertising market
(IAB UK mobile spend study)
54%
£500m
200m
Of UK users who researched a product on their phones then went into a store to buy
Number of Global daily playbacks on Mobile YouTube (Google Data)
Value of mCommerce in the UK in 2010
(IAB,IMRA study)

Five important mobile cultural trends
Search
Social
Apps
Mobile enables us to share at the point of inspiration.
40% of tweets on mobile.
100m Facebook mobile users
Growing exponentially on mobile.
50% of users on mobile start with a search
Useful apps help users to save time and kill time
300K apps on Android
333K apps on iOS
30K apps on Ovi
26 million users of apps in UK
Market worth $17bn by 2015 (Getjar)
Video
Location
An integral part of mobile.
1 in 3 searches are local
72,000 burgers sold in 72 hours through Groupon mobile.
Viewing & video chat are on the rise:
200m playbacks/day on mYT
66% of internet traffic to come from video in 2015 (Cisco)
4
4

Google Mobile Ads App
5
Free to download
Illustrates whats possible on Googles mobile platforms
Case Studies for branding and DR campaigns
Regularly updated
http://goo.gl/gAinA

Mobile Complements Desktop & Is Always On
MOBILE
Daily ViewDesktop Searches vs. Mobile Searches
Weekly View Desktop Searches vs. Mobile Searches
Source: Citi Investment Research and Analysis; iCrossing Mobile; U.S. Google Internal Data, 2010

Mobile Search

Why use Mobile Search?
Mobile search queries are growing as a proportion of overall query volume. They make up 15% of UK queries, up from 7% a year ago.
1
Enables users to engage with your client’s proposition at the peak of their interest wherever they might be.
2
Generates incremental sales from users who need to make an instant purchase.
3
4
Easy to activate, very effective and completely measurable.
Mobile search has a multichannel effect. It increases purchase on desktop, drives users in store and drives call centre sales.
5

Benefits of splitting out Mobile
Separate campaigns are the best way to guarantee stronger results.
9
1
More Control
Set bids and budgets just for mobile, run separate reports to track results, easier optimization.
2
Include messaging with a strong mobile call-to-action
Use relevant ad formats that drive to a mobile optimized landing page.
Relevant Messaging
3
Better Targeting
With AdWords you can target different carriers and devices.

Mobile Optimized campaigns drive results
Cost Per Acquisition
Click Through Rate
Conversions
-15%
+80%
+43%
Separating out mobile campaigns from desktop drives significant performance gains due to better control of bids, budgets, keywords and landing pages
10

Mobile Display

Why Advertise on Mobile Display?
1
Scale, incremental reach and personal engagement.
2
Highly targeted
Impactful brand formats such as mobile video and HTML5 animation that have positive effects on brand metrics.
3
Proven effectiveness in driving app downloads, m-Commerce, store foot-fall and call centre traffic.
4
5
Trackable and measurable ad solutions.

Andy Barke
Google
Industry Head, UK
Mobile Marketing Goes Mainstream

Mobile Marketing goes Mainstream - Andy Barke

by sascon

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 113

Statistics