Mobile RevolutionInan ArasMobile Evangelist                    Google Confidential and Proprietary
“iPhone users have                            more sex”Research done by OkCupid (2010)         Google Confidential and Pro...
Agenda1   Why Mobile?2   Mobile Strategy3   Google Mobile Ads                        Google Confidential and Proprietary   3
Why Mobile?The importance of Mobile Devices                                   Google Confidential and Proprietary
The 2010s Will Be the Decade of Mobile  2011                       2012                         2013                      ...
Google Confidential and Proprietary
6 Million                                         mobile internet users in the NL                                         ...
23%                                                 time accessing the internet                                           ...
People Are Constantly Connected On Mobile                                                      65%                        ...
Mobile Search is Complementary                             Reading                                                        ...
2009                      20103%                      25%  Android Global Market Share                                Goog...
Top 1,000 commercial queries              +2650%                                                                          ...
2012:       more internet users on mobiles                                   than computersSource: Morgan Stanley, Nov 201...
Mobile is ramping up faster than any                                        ‘new thing’                                   ...
Business not keeping up     with demand                          Google Confidential and Proprietary   15
What should I do now?             What should I do now?                                     Google Confidential and Propri...
50x more searches   on high-end devices than traditional WAP phones     50% start with a search                           ...
Google Confidential and ProprietarySource: Google Internal Data
Google Confidential and Proprietary   19
45
        Mobile
Apps
   Mobile
Browsers
                                                                                ...
$1 Billion                               in sales via mobile                                                     Google Co...
Google Confidential and Proprietary
IHG Receives 91% YoY Increase in MobileRevenue Through Google Advertising                                            The A...
24                                                    Google Confidential and ProprietarySource: nearfieldcommunicationswo...
Augmented reality In 2010 augmented reality is set to generate $2m in                    revenue... ...by 2014 it will be ...
Google Mobile AdsGolden Rules of Mobile Optimization                                      Google Confidential and Propriet...
Golden Rules of Mobile Optimization1    Separate Campaigns2    Optimize Your Keyword List3    Create compelling Ad Text4  ...
Full Suite of Mobile Advertising Solutions:Search & Display  Display ads   Video Display Ads   m.youtube.com    Search Ads...
Mobile Ad Formats: Search 1 Click- to-call                      2Site-                       Links 3 Click-to-download    ...
Google Confidential and Proprietary   30
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Google en Mobile Search

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Door Inan Aras, Google

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Google en Mobile Search

  1. 1. Mobile RevolutionInan ArasMobile Evangelist Google Confidential and Proprietary
  2. 2. “iPhone users have more sex”Research done by OkCupid (2010) Google Confidential and Proprietary 2
  3. 3. Agenda1 Why Mobile?2 Mobile Strategy3 Google Mobile Ads Google Confidential and Proprietary 3
  4. 4. Why Mobile?The importance of Mobile Devices Google Confidential and Proprietary
  5. 5. The 2010s Will Be the Decade of Mobile 2011 2012 2013 2014 2015 85% beats £3.3bn $6.5bn 500m to of new handsets will Mobile internet users Transaction value of Redemption value of 3.5bn be able to will exceed mobile Mobile growth in access the desktop users payments in Coupons in mobile internet mobile web globally the UK US alone users globally 2010 → 2015 Source: Source: Source: Source: Source: MobiThinking, Oct 2010 Morgan Stanley, Nov 2010 IAB/PWC Adspend study, Apr 2010 Borrell Associates, Aug 2010 Ericsson, Mobile Broadband World, Nov 2010 Google Confidential and Proprietary 5
  6. 6. Google Confidential and Proprietary
  7. 7. 6 Million mobile internet users in the NL Google Confidential and ProprietarySource: Bank of America Merrill Lynch
  8. 8. 23% time accessing the internet via a mobile device Google Confidential and ProprietarySource: IAB/PWC mobile ad spend study apr 2010
  9. 9. People Are Constantly Connected On Mobile 65% Commuting to work 80% At home 79% Social activities 81% 82% At work While shoppingSource: Universal McCann 2009, Brightkite 2009 Google Confidential and Proprietary
  10. 10. Mobile Search is Complementary Reading Entertainment, newspapers/ Search for Games, YouTube magazines Products and other Video’s 23:00  13:00 Traffic 20:00 7:00 9:00 – 18:00 Mobile Time  Desktop PC Google Confidential and Proprietary 10Source: Internal Data, typical across different markets
  11. 11. 2009 20103% 25% Android Global Market Share Google Confidential and Proprietary
  12. 12. Top 1,000 commercial queries +2650% NL IT +170% ES DE FR GB 2007 2010Source: Google Internal June 2010 Google Confidential and Proprietary
  13. 13. 2012: more internet users on mobiles than computersSource: Morgan Stanley, Nov 2010 Google Confidential and Proprietary
  14. 14. Mobile is ramping up faster than any ‘new thing’ – is your business leading 6 Million or lagging? mobile internet users in the NL by end 2010Source: Morgan Stanley, November 2010 Google Confidential and Proprietary
  15. 15. Business not keeping up with demand Google Confidential and Proprietary 15
  16. 16. What should I do now? What should I do now? Google Confidential and Proprietary
  17. 17. 50x more searches on high-end devices than traditional WAP phones 50% start with a search of mobile internet users Google Confidential and Proprietary 17Source: Google Internal June 2010, Morgan Stanley 2010
  18. 18. Google Confidential and ProprietarySource: Google Internal Data
  19. 19. Google Confidential and Proprietary 19
  20. 20. 45
 Mobile
Apps
 Mobile
Browsers
 Search is theNumber of US Smartphone users who have used Mobile 40
 38
 38
 most popular usage of Mobile Browsers 35
 2x Browsers / Apps (millions) 30
 25
 48% of US Smartphone users 20
 18
 18
 have used a browser 15
 10
 90% of apps are deleted within 30 5
 days of downloading 0
 2009
 2010
 Source: Morgan Stanley Google Confidential and Proprietary
  21. 21. $1 Billion in sales via mobile Google Confidential and ProprietarySource: mashable.com 2010
  22. 22. Google Confidential and Proprietary
  23. 23. IHG Receives 91% YoY Increase in MobileRevenue Through Google Advertising The Approach •  Clearly defined mobile strategy helped IHG target different types of customers: Searchers: Mobile Website & Optimised Ads •  IHG Loyalists: Mobile Application The Results •  91% YoY growth in revenue from mobile •  20% MoM in traffic to mobile website •  Click-to-Call: Accounts for 40% of global mobile revenue •  100,000 App downloads in 3.5 months 23 Source: Google Internal Nov 2010 Google Confidential and Proprietary
  24. 24. 24 Google Confidential and ProprietarySource: nearfieldcommunicationsworld.com Sep 2010
  25. 25. Augmented reality In 2010 augmented reality is set to generate $2m in revenue... ...by 2014 it will be $714m Google Confidential and Proprietary 25 Source: Juniper research 09
  26. 26. Google Mobile AdsGolden Rules of Mobile Optimization Google Confidential and Proprietary
  27. 27. Golden Rules of Mobile Optimization1 Separate Campaigns2 Optimize Your Keyword List3 Create compelling Ad Text4 Bid and Budget for Mobile5 Track Your Performance6 Optimize Mobile Website 27 Google Confidential and Proprietary
  28. 28. Full Suite of Mobile Advertising Solutions:Search & Display Display ads Video Display Ads m.youtube.com Search Ads Display Ad Units Google Confidential and Proprietary 28
  29. 29. Mobile Ad Formats: Search 1 Click- to-call 2Site- Links 3 Click-to-download 4Hyper local Google Confidential and Proprietary 29
  30. 30. Google Confidential and Proprietary 30

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