This document summarizes the online advertising industry in the Middle East and North Africa region. It notes that the region has over 337 million people, with over 63 million internet users spending on average over 2 hours per day online. The online advertising market size is estimated to be between $110-130 million in 2010, with search advertising making up over 97% of the market. It provides insights on countries like Saudi Arabia and highlights that queries in Arabic account for over half of all searches in the region. The document also outlines Google's role in connecting consumers to information and marketers to customers across its search and display advertising networks.
Middle East and North Africa, the fastest growing region in the world.
IT spending in the MENA Region is forecast to grow 12% in 2010, faster than any other region. Only India, taken outside of its neighbours, is set to grow more rapidly.
Middle East and North Africa, the fastest growing region in the world.
IT spending in the MENA Region is forecast to grow 12% in 2010, faster than any other region. Only India, taken outside of its neighbours, is set to grow more rapidly.
This presentation discusses the potential of mobile as a marketing medium in India, and the strategies marketers and agencies can adopt for optimum results. It also gives examples of great campaigns worldwide with relevant learnings. Th presentation ends with discussing the issues and solutions to the same.
State of the Global and Local Internet (Asia Pacific) presentation at AdTech Singapore 2012 by Greg Dale. download here: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/State_of_the_Global_and_Local_Internet
Sport business webinar the monetisation of football content 120404Tom Horsey
Mobile Opportunities for the Sports Industry
April 4, 2012 at 2:00 PM - 3:30 PM
Mobile Opportunities for the Sports Industry
Mobile in sport has been around for a while now and most industry players have a strategy in place to maximise it's potential for them. The question is, what are they doing, and more importantly which approach works the best?
SportBusiness dedicates a whole day to opening up discussions into questions just like this in its upcoming mSport Summit, and to give you a taste of what's to come we're offering you a FREE webinar on mobile sport.
Title: Monetisation of Football Content
Speaker: Tom Horsey
Tom Horsey, Senior Partner of the Crazy4Media Group, and CEO of Froggie Mobile Marketing Solutions, will show you how sporting clubs of all sizes are making the best use of what mobile can offer. Including case studies on the use of mobile by small, medium, and large sized teams.
This webinar features a guide to:
* Creating and build effective relationships with local fans
* Developing stronger relationships with distant fans
* Using mobile as a successful CRM tool
Евгений Казанцев, Eda.ua — «Как получить треть заказов через мобильное прилож...shevchuk_conf
1. Сервис заказа еды. Как стартап eda.ua за 2 года стал лидером рынка.
2. Подготовка к запуску мобильного приложения (МП): анализ и стратегия.
3. Проблемы и риски в разработке: фриланс, Inhouse, компания-подрядчик.
4. Стадии разработки и прототипы МП: проблемы и их успешное решение.
5. Продвижение МП и результаты.
Виталий Колосов — «Ключевые особенности работы по СРА в арабском регионе (на ...shevchuk_conf
1. Описание стран и отличия от СНГ.
2. Какие креативы стоит использовать в различных рекламных каналах.
3. Источники трафика для арабских стран.
4. Фишки, которые работают для местных.
5. Статистика по конверсиям и выплатам.
This presentation discusses the potential of mobile as a marketing medium in India, and the strategies marketers and agencies can adopt for optimum results. It also gives examples of great campaigns worldwide with relevant learnings. Th presentation ends with discussing the issues and solutions to the same.
State of the Global and Local Internet (Asia Pacific) presentation at AdTech Singapore 2012 by Greg Dale. download here: http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/State_of_the_Global_and_Local_Internet
Sport business webinar the monetisation of football content 120404Tom Horsey
Mobile Opportunities for the Sports Industry
April 4, 2012 at 2:00 PM - 3:30 PM
Mobile Opportunities for the Sports Industry
Mobile in sport has been around for a while now and most industry players have a strategy in place to maximise it's potential for them. The question is, what are they doing, and more importantly which approach works the best?
SportBusiness dedicates a whole day to opening up discussions into questions just like this in its upcoming mSport Summit, and to give you a taste of what's to come we're offering you a FREE webinar on mobile sport.
Title: Monetisation of Football Content
Speaker: Tom Horsey
Tom Horsey, Senior Partner of the Crazy4Media Group, and CEO of Froggie Mobile Marketing Solutions, will show you how sporting clubs of all sizes are making the best use of what mobile can offer. Including case studies on the use of mobile by small, medium, and large sized teams.
This webinar features a guide to:
* Creating and build effective relationships with local fans
* Developing stronger relationships with distant fans
* Using mobile as a successful CRM tool
Евгений Казанцев, Eda.ua — «Как получить треть заказов через мобильное прилож...shevchuk_conf
1. Сервис заказа еды. Как стартап eda.ua за 2 года стал лидером рынка.
2. Подготовка к запуску мобильного приложения (МП): анализ и стратегия.
3. Проблемы и риски в разработке: фриланс, Inhouse, компания-подрядчик.
4. Стадии разработки и прототипы МП: проблемы и их успешное решение.
5. Продвижение МП и результаты.
Виталий Колосов — «Ключевые особенности работы по СРА в арабском регионе (на ...shevchuk_conf
1. Описание стран и отличия от СНГ.
2. Какие креативы стоит использовать в различных рекламных каналах.
3. Источники трафика для арабских стран.
4. Фишки, которые работают для местных.
5. Статистика по конверсиям и выплатам.
<2015년>
상반기 모바일 주요 트렌드 Top 5
1. 스낵 컬쳐 소비 문화 증가에 따른 서비스 출시
2. 모바일 띠배너 크기의 확대
3. 동영상 광고 사업자의 다양화
4. 리워드 유형의 변화
5. 사회·문화 주류에 따른 각종 특화 매체 출현
Appendix
> 모바일 서비스 주요 이슈
> 모바일 광고 매체 주요 이슈
2016 Media Keyword
- 2016년 "Mobile Only"의 시대를 경험하다.
2017 Core Trend Keyword
- 2017년 디지털 광고업계 종사자들이 뽑은 트렌드 키워드
2017 Mobile All
- 2017년 "모든 미디어 중심에는 모바일이 있다"
1. 모바일 영상으로 변모하는 미디어 콘텐츠
- TV 프로그램의 모바일화 : TV 방송사들이 모바일 콘텐츠 전용 제작 채널 보유, 서비스 오픈
- 모바일 최적화 광고 : 기존 TV, 온라인 광고가 모바일 환경에 최적화 된 광고 상품으로 진화함
- V커머스 : TV 홈쇼핑과 온라인 커머스가 모바일 영상화 된 ‘V 커머스’ 탄생
2. 모바일 결제와 O2O 서비스 시너지 창출
- 모바일 결제 현황 : 다양한 간편결제 서비스가 출시되고, 업체 간 경쟁적인 마케팅을 진행하면서 간편결제 이용경험의 비중이 높게 나타남
- 오프라인 시너지 창출 : O2O 사업의 지속적인 오프라인 진출 및 확장으로 인해 모바일 결제의 비중이 점차 증대되는 추세. 앞으로의 시너지가 기대됨
3. 데이터 기반 광고 플랫폼 도입 확산
- 애드테크의 본격화 : 모바일 광고의 성장, 매체의 다변화 등 디지털 환경변화에 따른 애드테크의 본격화
- 페이스북, 구글 광고 약진 : 글로벌 플랫폼 사업자인 페이스북, 구글 등이 모바일 기반의 프로그래매틱 광고 시장을 선도함
- 국내 도입 확산 : 모바일 시장의 지속적인 성장과 글로벌 사업자들의 약진으로 데이터에 기반한 광고 플랫폼 시장이 본격 확산될 것으로 전망
4. Live 영상 플랫폼 활용 증가
- 라이브 영상 현황 : 'Live’ 기능을 강화한 영상 플랫폼이 확산되고, 메신저 및 VR 등의 기능들까지 접목되어 더 적극적인 활용이 예상됨
- 다양한 라이브 영상 : 미디어 및 엔터 분야의 셀럽들이 라이브 영상을 활용한 콘텐츠 제작해 소통을 강화함
- 에이전시 및 마케터 대부분이 실시간 스트리밍 동영상 광고에 투자한다는 글로벌 조사
5. 생활플랫폼으로 확대되는 모바일 메신저
- 이미 메신저는 모바일 시대를 대표하는 주요한 의사소통 수단으로 정착함
- 다양한 영역의 서비스로 확장되며 생활 플랫폼으로 진화 중
6. 콘텐츠 중신 마케팅 확산
- Multi Use Multi Platform : 특정 플랫폼에 종속되지 않는 경쟁력 있는 콘텐츠의 제작
- 콘텐츠 마케팅 믹스 : 콘텐츠의 힘을 활용한 마케팅과 타겟팅이 더욱 활성화 될 것으로 전망
7. TV와 경계가 희미해지는 동영상 소비
- 동영상으로 소비되는 TV : 모바일을 통한 TV 콘텐츠의 시청 및 증가
- TV로 보는 모바일 영상 : IPTV 내 콘텐츠 채널 편성, 앱/OTT 활용한 온라인 콘텐츠의 TV 수신 확대 등...
We Are Social's comprehensive new APAC 2015 report - published in partnership with The IAB in Singapore - offers internet, social media and mobile usage statistics covering 59 countries around the Asia-Pacific region. It contains more than 300 infographics, including refreshed global snapshots, rich regional overviews, and in-depth digital profiles of 30 of APAC's key economies. For a complete and insightful analysis of these numbers, please visit http://bit.ly/DSMAP15
This companion report to We Are Social's comprehensive new Digital in 2016 report presents headline internet, social and mobile data for 232 countries around the world. Each country snapshot is presented as its own infographic, ready to be copy-pasted direct into your own presentations or web content. For a more insightful analysis of the numbers in this report, please visit http://bit.ly/DSM2016ES.
We Are Social's comprehensive new Digital in 2016 report presents internet, social media, and mobile usage statistics and trends from all over the world. It contains more than 500 infographics, including global data snapshots, regional overviews, and in-depth profiles of the digital landscapes in 30 of the world's key economies. For a more insightful analysis of the numbers contained in this report, please visit http://bit.ly/DSM2016ES.
The first series of TechRasa’s market overview white paper reports starting with Iran AdTech Overview with sponsorship and data partnership with Adro AdExchange, Iran’s first AdExchange opening Iran’s online advertising landscape to the world.
In this report you’ll find out about:
* The evolution of advertising
* Iran AdTech ecosystem
* Adtech’s local and international trends
and Adtech’s challenges and opportunities
Leveraging brand and an omnichannel platform to face the fintech challenge on...Banco Santander
Compilation of presentations made by Sicredi CMO Daniel Ferretti on WOCCU (World Council of Credit Unions) events in Denver, Washington and Colombia in 2015, regarding the importance of branding and omnichannel strategy to face the fintech revolution on retail banking
Mobile Advertising through consumers’ lens: Are we getting the most out of it...InsightInnovation
Mobile clearly represents a huge and growing marketing opportunity, but how should brands best take advantage of it? This session will examine how brands navigate the mobile marketing landscape and explore Millward Brown’s existing databases and new multi-country qualitative and quantitative research.
Additional research has shown how mobile marketing is more effective than online advertising at building brands. General learning will be fleshed out with examples and case studies from around Latin America and the across the world. The new research presented is the result of over 6,000 interviews conducted, and countries covered by the new research will include: Brazil, China, France, Germany, Ghana, India, Italy, Kenya, Korea, Mexico, Nigeria, South Africa, Spain, Turkey, UK and US.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
6. Market: MENA Market Highlights
337M
People = 5x
5% of World Population
Young Population: 33% of them < 14 Years Old
R2 Population GDP per Capita
R4
R3
Advertising Top Countries
Insights: Expenditure
R1
22 Countries
+33% below 14 years Over 70% Saudi & UAE
Arabic in the top 10 languages in number of search queries
Arabic is spoken by +80% Unknown Jordan
Highest GDP per Capita $110k in Kuwait Over 8% Egypt
2nd Language is French in R4 vs. English in R3
Over 60% of MENA users are Males Over 9% Morocco
Sources:: Ministries of Telecom, CIA Fact Book, AC Nielsen, Madar Excluding Yemen, Iran, Sudan and Syria
$8B
Ad Spend = 30% 2.5x Poland Ad Spend ($3B in 2009)
GDP Real Growth at 6% vs. 3.1% Globally
7. Online Advertising in MENA
Ad Market Size in $M
North Africa Gulf
Saudi Arabia
Levant
Internet Penetration
MENA Online Ad Spend in 2010 =
110m-130m USD
5
8. 1,354 287 (21%)
1,224
MENA 90 (45%)
348
MENA 63 (18%)
MENA
311
60 (73%)
234
3rd 6th
Population # of Internet Users
63M
Internet Users
> Internet Users Population 75% Population
Google Confidential and Proprietary
6
11. Search Trends
Queries in Arabic represents:
+54% of MENA queries
+80% of Saudi queries
Google Confidential and Proprietary
12. Online Advertising: How do
I stand out on the web? Google Confidential and Proprietary 11
Google Confidential and Proprietary 11
13. Google is in the “Connections Business”
Connect consumers
to ALL the information
they care about
Connect marketers
to ALL the customers
they care about
Google Confidential and Proprietary 13
14. Reach Customers- Advertise on the Google Network
1
Google
Search:
2
Search
partners:
network
3 Display
partners:
The whole Google
Network reaches
around 86% of
Global Internet users!
Google Confidential and Proprietary 14
15. Targeting options on the network
Reach customers through various advertising touch points:
Search (97%+ reach in MENA) Display (80%+ reach in MENA)
Search campaign Search campaign Contextually targeted Placement Targeted
campaign campaign
reach Customers reach Customers
reach Customers reach Customers surfing
searching on searching on surfing hundred of selected sites on
Google Google’s thousands of 3rd party Google’s Display
search partners sites Network
Google Confidential and Proprietary 15
16. On search
Sponsored Ads
Cost Per Click (CPC)
Natural Results
(unpaid)
Google Confidential and Proprietary 19
17. On Display Network- Contextual targeting
Reaches millions of users as they read content online
Google scans a page,
interprets its content and
serves relevant ads
Relevant ads
Targeted in real-time
Recipe for Roasted
Garlic Pasta Sauce
Google Confidential and Proprietary 20
18. Google’s Pricing Models
CPM Model
Content Targeting CPC Model
• Cost per thousand • Cost per click
impressions
• Maximum bid & CTR
• Only your Maximum are considered
bid is considered
• Reach & Frequency
• Access to Reach & reporting not available
Frequency reporting
• Search & Content
• Content Network Networks
Google Confidential and Proprietary
19. Google AdSense Enables You to Monetise Pages Across Your
Entire Site … And Beyond
Expanding the AdSense Family
Search Pages Content Pages
Plus, more ways to monetise with other AdSense products
5 Google Confidential
22. AdSense technology maximises ad relevance and
performance
• No manual intervention
• AdSense automatically
understands the content of
a specific page, and
• Dynamically targets ads as
the content on the page
changes
• Competitive hand-mapping
solutions only target the
static category level
Freshness and Relevancy are vital to page performance
12 Google Confidential
23. Linguistics Processing Delivers Superior Matching
Through linguistics processing, we know that this page is about coffee,
not programming or a vacation spot
13 Google Confidential
27. The dominant online behaviour remains “ROPO”
% of tech product consumers who used online during the purchase process
(average of TV, Audio, PC, Cameras categories)
Google Confidential and Proprietary 4
28. In this complex journey, search engines are the
compass
Found website by:
Search engine(s) 0.68
Typed address(es) directly into browser 0.27
0.9
90%
Followed links from other websites 0.23
68%
45%
Already had website(s) in favourites / bookmarked 0.23
23% 15%
6% 6% 5% 2%
0%
Followed links from email received 0.06
Other
0% 18% 35% 53% 70%
Q26 Which methods did you use to find the websites you visited during the research and purchase process? Base: All researching online,Google Confidential and Proprietary
n=1,141 6
30. DSL and mobile Internet access remain expensive
Usage between an emerging and
a developed market:
Smartphone usage rising but still
low
Mostly tier-2 phones e.g. S60,
BlackBerry
Many tier-3 (feature) phones
(small screens, mainly phone / Search queries
SMS)
More than 50% annual
High prices and lack of access
to entry point to the web
growth in mobile
subscriptions
over the past 5 years
27
31. Lack of high quality content
5% users speak Arabic vs. 2% of
the content online is in Arabic
Forums are very popular in the
Middle East and North Africa
(35% of content vs. 10%
elsewhere), but :
- unstructured ;
- lack quality.
Challenge for a search engine to
ensure
- relevant
- high quality
- and fresh
results to surface to the top spots.
28
32. Low credit card penetration rates
Lack of online forms of payment
Required infrastructure still
catching up
Addressing and postal
systems still in
development in some
countries in the Middle
East
Low credit card penetration
! Security still a major issue
(<5% outside of Gulf e.g. North American airlines
countries) review 3% of transactions vs.
80% by Middle Eastern
E-commerce & inter-country airlines
trade laws not yet ready
SMBs not online
29
33. Case Studies
Google Confidential and Proprietary 12
34. Test Objective
Quantify the impact of search advertising on
Vodafone’s in-store sales
Google Confidential and Proprietary 13
35. Test Design
Objective: create a measureable difference in Google AdWords spending
between test and control regions and determine the impact on in-store sales.
1. Determine a baseline of
sales activity in each test/
Selected a representative set of control region before the
94 Vodafone stores from 5 test experiment
regions across the UK; matched
control stores were taken from
other parts of the country 2. Increase online advertising
for defined product
categories (handset/generic
keywords) in test markets
3. Determine the difference in
sales between test and
Test control markets due to
altered online spending
Control
Google Confidential and Proprietary 14
36. Results
AdWords are a highly effective driver of in- Overall sales lift of 1.5% in
test
1
store sales at Vodafone markets when compared to the
Vodafone up-weighted spend on handset and generic control markets; additional lift
keywords and significantly increased in-store sales
of up to 10.5% in specific
categories (e.g. Sim-only
Positive 400% return on
2 contracts) investment
advertising
(Vodafone received £4.26 in
sales for every £1 spent on
27k new customers visit Vodafone
3 AdWords)a result of increased
stores as
online spend
1.75 in-store connections are
4 driven by AdWords for every 1
online, showing AdWords has
an even greater impact in-store
“Vodafone’s additional investment in generic and upper funnel keywords was an effective
way to drive incremental in-store sales. We now have a better understanding of the impact
of online research on retail purchase behaviour and we’ll have to rethink the way our current
attribution model works.” -Mike Durbridge, Head of Direct Sales, Vodafone UK
Google Confidential and Proprietary 15
37.
38. 1.Scale
Google Confidential and Proprietary
36
39. Dawn of the world until 2003
5 exabytes of information
2 days
667 exabytes per day
Google Confidential and Proprietary
37
45. Scale 1,000,000 years into 1 year
11:58PM
11:55PM
11:58PM
19 Dec31 Dec
30 11:10PM
Dec
11:50PM
7:30PM
Spring Mid-Nov
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43