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Taking advantage of mobile display

Google's presentation from our Display Day event on mobile display advertising

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Taking advantage of mobile display

  1. 1. INTERNAL: Google Confidential and Proprietary iCrossing Mobile Display App-Install and beyond Max Macintosh - Google UK macintosh@google. com
  2. 2. Google Confidential and Proprietary Google is extremely well positioned in mobile
  3. 3. 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
  4. 4. Google Confidential and Proprietary9 Play revenue doubled Y/Y - diversify past ads
  5. 5. Google Confidential and Proprietary Over 1 million apps in each App Store (Play / Apple), however..
  6. 6. Google Confidential and Proprietary 100B Apps were downloaded in 2013, 60% increase over 2012. 91% were free. in-2013/article1-1124695.aspx (according to Gartner research) and 26% were only used once
  7. 7. Google Confidential and Proprietary Our job is to unlock the mobile power of Google for you, the app owners and advertisers. 27
  8. 8. 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
  9. 9. Google Confidential and Proprietary Gmail Sponsored Promotions (native) Native Ads - a bit trendy, and we’re trying very hard...
  10. 10. Google Confidential and Proprietary31 App deeplinking & discovery in Display
  11. 11. Google Confidential and Proprietary 40% of watch time is on mobile YouTube App Install - One of first “made for mobile” ad products Oh, and LOTS of new targeting and volume….
  12. 12. 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?
  13. 13. 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
  14. 14. 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)
  15. 15. 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 (Criteo), Kochava and many others.) 3rd party URL AdWords reporting 3rd party reporting
  16. 16. 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
  17. 17. 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
  18. 18. Google Confidential and Proprietary Deep linking is fully supported Flight Sale! Send users to a specific page within your app
  19. 19. 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
  20. 20. 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. Lots of Betas to get involved in….just ask! Promoting your app elsewhere? We’re getting there... We're confident we can use our app promotion tools to drive value for your business. New UI, Targeting, Re-engagement tools, GA for Apps, Mobile DBM are all integral parts of the App Roadmap!
  21. 21. Google Confidential and Proprietary THANK YOU!