1. Demystifying Mobile
Demystifying Mobile
Phil Jones
Strategy & Development Lead, WPP Global
gy p ,
philjones@google.com
Hill and Knowlton Google Confidential and Proprietary
D2 Conference
June 9 th, 2011.
2. What Do These 4 Things Have In Common?
A) Available For Google Employees
To B
T Borrow At W k d ?
A Weekends?
B) All Been Purchased From eBay
Through A Mobile Device?
Google Confidential and Proprietary 2
3. mobile subscribers globally
mobile subscribers globally
Google Confidential and Proprietary
Sources: International Telecommunication Union (October 2010) 3
4. people have mobile internet access
people ha e mobile internet access
Google Confidential and Proprietary
Sources: International Telecommunication Union (October 2010) 4
5. 1 out of 4
Internet min tes
minutes
is on a mobile phone
Google Confidential and Proprietary
Sources: IAB/ IDC 2010 5
7. smart phone 77%
penetration 71%
61% 61%
across Europe
p
by 2015
56%
55%
Google Confidential and Proprietary
Sources: StrategyAnalytics.com. 7
8. of all tweets
f ll
are mobile
are mobile
Google Confidential and Proprietary 8
Source: Twitter 8
9. start their mobile web
experience with a search
experience with a search
Google Confidential and Proprietary
Source: Google
10. The mobile web: It’s exploding!
4x Growth
in past year
2007 2008 2009 2010 2011
US Mobile Queries (Indexed)
Google Confidential and Proprietary 10
Source: Internal Google Data 2011
11. …And People Are Searching for Products To Buy!!
+3300%
NL
IT
+400%
400% ES
DE
FR
GB
Growth of Top 1,000 commercial queries
2007 2010
Google Confidential and Proprietary
Source: Google Internal June 2010
12. Mobile Takes Growing Share of Total Searches
Google Confidential and Proprietary 12
Source: Internal Google Data 2011, US
13. Mobile Complements Desktop & Is Always On
Daily View
Desktop Clicks & Searches vs. Mobile
Source: Citi Investment Research and Analysis; iCrossing Mobile Google Confidential and Proprietary
U.S. Google Internal Data, 2010
14. Mobile Complements Desktop on Weekends
Weekly View
Desktop Searches vs. Mobile Searches
Source: Citi Investment Research and Analysis; iCrossing Mobile Google Confidential and Proprietary
U.S. Google Internal Data, 2010
15. 4 Reasons Why Mobile is different to other
media channels
di h l
125 H
Hours of Angry Bi d E
fA Birds Every Day
D
Entertainment
200M daily mobile playbacks on YouTube
82% of their mobile consumers booked rooms within a day of arrival
Immediacy
y
35% were within 1 mile of the hotel
40% mobile searches have local intent.
Localised
150M people using Google Maps from their mobile device
79% of smartphone internet users use phones to help with shopping.
Decision
Making
74% have purchased because of this.
Google Confidential and Proprietary 15
17. Which site would you rather book a flight on?
79%of our large
online advertisers
do not have a
mobile optimized
p
site
Google Confidential and Proprietary 17
Source: Google research, 2010
18. General Mobile Website Best Practices
Prioritise White
Content Space
Big Buttons Easy to
Convert
C t
Google Confidential and Proprietary 18
19. IHG gained 91% YoY increase in mobile
revenue through Google advertising.
advertising
The Approach
Clearly defined mobile strategy helped IHG target
different 3 types of customers:
• Searchers: Mobile Website & Optimised Ads
• Direct Bookers: Mobile site & Optimised Ads
• IHG L
Loyalists: M bil A li ti
li t Mobile Application
The Results
• 91% YoY growth in revenue from mobile
• 20% MoM increase in mobile website traffic
• Click-to-Call accounts for 40% of global
mobile revenue
• 100,000
100 000 App downloads in 3 5 months
3.5
Google Confidential and Proprietary 19
Source: Google Internal Nov 2010
29. Driving visitors to your website
Mobile Search Ad Formats offer greater user interaction
Click- Site-
to-call
to call Links
Click-to- Hyper
yp
download local
Google Confidential and Proprietary
30. Download the “Google Mobile Ads’ Google Confidential and Proprietary
Application from Android Market
32. Your customers are already interacting
with your brand on their phones.
They usually start their journey with a
search.
They are making purchase decisions
(and purchases) on their phones
phones.
They are more likely to use their mobile
to access the internet at weekends.
The mobile is a unique media channel –
capitalise on the USPs.
Traditional websites d work, b t id ll
T diti l b it do k but ideally
need to be optimised for mobiles.
Re-think your media mix to capitalise on
mobile. Search/Site/Apps/Ads.
Google Confidential and Proprietary
34. Stay up-to-date with Mobile Developments @
Google
Find videos that highlight some of the Google mobile capabilities.
Use this channel as a resource to navigate the ever-changing mobile landscape!
Google Mobile Ads Site Twitter
www.google.com/mobileads www.twitter.com/googlemobileads
Google Mobile Ads Blog Google Mobile Ads YouTube Channel
www.googlemobileads.blogspot.com www.youtube.com/GoogleMobileAds
Google Confidential and Proprietary
35. Appendix
A di
Google Confidential and Proprietary 35
36. Mobile Applications Mobile Website
Reach Customers Offline Simple for consumers to find
Users can use your application through S
h h Search, Bl
h Blogs, T i
Twitter and
d
anywhere, without a connection links in emails.
Use all device capabilities
p Increased Market Size.
within the functionalities of the Impressions are higher on mobile Web
application. e.g. GPS, camera, than Apps. Anyone has access to the site.
voice, address book & calendar.
Easier and cheaper to maintain.
Media Rich E
M di Ri h Experience
i No need to create updates for multiple
Some applications allow more
platforms when changes are made. All
engaging user interaction with
types of users see the latest version
your brand than websites
Google Confidential and Proprietary 36
37. How are people using their Mobile Phones?
In Europe:
30% Europe Europe
p
• 26% Browse the web
26% B th b
•
25% • 25% Use Applications
• 19% U E il
19% Use Email
20%
• 7% M‐Banking
15%
• 6% watch Video
6% t h Vid
• 4% Purchase online
10%
5%
0%
Browser Applications Email Online Retail
Online Retail Accessed
Accessed Watched
Watched
Bank video
Accounts Confidential and Proprietary
Google 37
Source: ComScore Press Realease Oct 2010
38. Branding Works on Mobile
Average Brand Lift of Mobile Display Campaigns
+13%
+16% +24%
+76%
+58%
+44%
1) Sample includes hundreds of mobile display campaigns
Google Confidential and Proprietary 38
Source: Insight Express Online & Mobile Norms, Nov’07 to Dec’09
39. Adidas Drove Sales with Offers
Increased Store Traffic. Weekly in‐
store coupon redemptions doubled
Increased Sales. Offers drove higher
Increased Sales. Offers drove higher
average order value in stores than usual
Efficient & Effective. 28% higher
CTR’s and 32% lower CPC’s then standard
CTR’ d 32% l CPC’ h d d
mobile ads
Google Confidential and Proprietary
ource: Google Case Study
40. Better handsets and improved infrastructure
has changed mobile consumer behavior…
has changed mobile consumer behavior…
6.0 Bn
5.0 Bn
5 0 Bn
scriptions
4.0 Bn
Globa Mobile Subs
3.0 Bn
al
2.0 Bn
1.0 Bn
0.0 Bn
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
1G 2G 3G 4G
Google Confidential and Proprietary
Analog 1 Mbit/s 14 Mbit/s 100 Mbit/s
41. …Mobiles have developed beyond Life Critical
just a form of communication.
just a form of communication.
6.0 Bn
Commerce
5.0 Bn
0
riptions
4.0 Bn
Global Mobile Subscr
3.0 Bn Entertainment
2.0 Bn Communication
1.0 Bn
0.0 Bn
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
1G 2G 3G 4G
Google Confidential and Proprietary
Analog 1 Mbit/s 14 Mbit/s 100 Mbit/s
