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 âConnections Businessâ
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 Googleâs thousands of 3rd party Googleâs 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. Googleâs Pricing Models
CPM Model
Content Targeting CPC Model
âą Cost per thousand âą Cost per click
impressions
âą Maximum bid & CTR
âą Only your Maximum are considered
bid is considered
âą Reach & Frequency
âą Access to Reach & reporting not available
Frequency reporting
âą Search & Content
âą 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
âą No manual intervention
âą AdSense automatically
understands the content of
a specific page, and
âą Dynamically targets ads as
the content on the page
changes
âą 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 âROPOâ
% 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
Vodafoneâs 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 signiïŹcantly 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 ÂŁ4.26 in
sales for every ÂŁ1 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
âVodafoneâs 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 weâll have to rethink the way our current
attribution model works.â -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
Google Confidential and Proprietary
43