This document discusses the rise of mobile audiences and mobile commerce. Some key points made include: - Over 20% of internet access is via mobile devices. Mobile internet users will exceed desktop users globally. - 42% of UK mobile subscribers have a smart phone. Mobile payments in the UK will be worth £3.3 billion by 2011. - Mobile queries on Google in Ireland increased by over 4,300% from 2007 to 2010. 79% of large online advertisers do not have mobile optimized sites. - Only 5.8% of advertising spending in Ireland is on mobile, despite its growing audience share. - Entertainment, immediate access, local information, and mobile shopping are driving trends in mobile usage

1. Reaching Your
Mobile Audience
Are you Mobile Ready?
Increase your audience share

2. Digital life Physical life
Google Confidential and Proprietary
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3. The Rise of M-Commerce: Factors in the Equation
23% 20 Million 42% £500m
of time accessing mobile internet of UK mobile Value of
the internet is via users in the UK subscribers have m-commerce in
a mobile device in 2010 a smart phone the UK in 2010
IAB/PWC mobile study, Apr 2010 Mobile Squared, Oct 2010 IAB/PWC mobile Adspend study
Apr 2010
12% 38% 2007: 1Second
of all UK shoppers penetration of 3G £40/month for frequency of sales
use mobiles to in the UK (from iPhone 2G via a mobile
research before 28% in 2009) device on ebay
they shop Morgan Stanley, Nov 2010
ITPro.co.uk, 2010 2010: $1 Billion
£20/month for Amazon’s revenue
iPhone 3Gs from M-commerce
Tesco, O2
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4. The 2010s Will Be the Decade of Mobile
2011
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
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5. Top 10,000 Mobile Queries - Ireland
18000%
16000%
+4300% 14000%
12000%
10000%
8000%
6000%
4000%
2000%
0%
Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 09 Q4 09 Q1 10 Q2 10 Q3 10
2007 2010
Google Confidential and Proprietary
Source: Google Internal June 2010

6. Mobile accounts for 19% of Paddy Power betting
A bet is made every 3 seconds from a mobile device
31% of all online customers also transact on mobile
Google Confidential and Proprietary
Source: Paddy Power Mar 2011

7. 79%
of large online advertisers
do not have a mobile optimized site
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Source: Google research 2010

8. Media Consumption Has Shifted, But Are You Reaching Your Audience?
Share
of
Advertising
Spend
in
Ireland
All those mobile users… and this is
how little budget is spent reaching
them
5.80%
7.80% 0.60%
21.30%
TV
7.80% Print
Newspaper
Print
Magazine
Radio
Online
14% Outdoors
Mobile
Other
3.30%
39.40%
Google Confidential and Proprietary 13
PWC Research 2009, projected Advertising spend in Ireland in 2011

9. 5
factors
driving
the
growth
in
mobile
internet
usage
1.CompuAng
Power
Memory
cost
2.Clever
Transistors
per
chip
Devices
Time
3.ConnecAvity
increasing
5.Cloud
CompuAng
4.Costs
Decreasing
Google Confidential and Proprietary 14

10. 4 key trends
• Entertainment
• Immediate
• Local
• Shopping companion
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11. Mobile entertains us
125years
of Angry
Birds played
every day
200
million
mobile playbacks a
day on YouTube
Google Confidential and Proprietary 17
Source: Nielsen June 2010, Rovio December 2010, YouTube Internal Data 2010

12. Mobile is local
1 in 3
mobile searches
is local
After looking up
a local business on their
smart phone,
61% of users called the
business and
59%visited.
Google Confidential and Proprietary 19
Source: Kelsey Group 2010, Google User Behavior Study 2010

13. The ultimate shopping companion
79% of
smartphone Internet
users use their
smartphones to help
with shopping.
74% have
purchased as a result
of using their
smartphone while
shopping.
Google Confidential and Proprietary 20
Source: Google User Behavior Study 2010

14. The Mobile User is Always On
Daily View Weekly View
Desktop Searches vs. Mobile Searches Desktop Searches vs. Mobile Searches
Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010 Google Confidential and Proprietary

15. Step 4. Check Mobile Website/App
ü What does your clients website look
like on a mobile device?
ü Is there a mobile app available?
26
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16. Where do I start?
Create a fantastic experience for mobile users
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17. Mobile Website Optimisation
1
Prioritized
Content
2White
Space
3 Big
Buttons
4Simple
Conversion
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18. Be found
Comscore – web traffic vs app
traffic
Google Confidential and Proprietary

19. 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 39