This document discusses how Google is well positioned for mobile apps. It notes that mobile app revenue grew significantly from 2009 to 2013 due to changes in mobile use, scale, and app ecosystems. Google's Play revenue doubled year-over-year, showing opportunity to diversify beyond ads. While over a billion apps have been downloaded, most are only used once, presenting an opportunity to improve app discovery and engagement. The document outlines Google's cross-product approach for mobile apps, including in-app display, YouTube, and search to help advertisers acquire and engage users.

1. Google Confidential and Proprietary
PREPARE FOR THE
FUTURE
WHILE TAKING ADVANTAGE OF THE PRESENT
Lucia Mastromauro
HEAD OF PLATFORM SALES
#ixdisplay

2. Google Confidential and Proprietary

3. Google Confidential and Proprietary

4. Google Confidential and Proprietary

5. Google Confidential and Proprietary
Kodak owned 90% market
share in photographic film and
invented the
‘Kodak Moment’
DISRUPT OR BE DISRUPTED
Did not transition to digital
technology in spite of having
invented the core technology in
modern digital cameras.

6. Google Confidential and Proprietary
TDK for 24 years
Coca Cola for 60 years
McDonald’s for 27 years
ONE PICCADILLY

7. Google Confidential and Proprietary
Uses digital
Of media consumption
As a primary source
THE PICCADILLY AUDIENCE

8. Google Confidential and Proprietary
2007
2,000gb
2012
12,000gb
2017
37,000gb

9. Google Confidential and Proprietary

10. Google Confidential and Proprietary
jhwhbf

11. GETTING YOUR HOUSE IN ORDER
CREATIVE
SEARCH
SOCIAL
DISPLAY
ANALYTICS

12. CREATIVE
SEARCH SOCIAL
DISPLAY
ANALYTICS
3rd
PARTY
DATA
GETTING YOUR HOUSE IN ORDER
CRM

13. Google Confidential and Proprietary
SINGLE
VIEW

14. Google Confidential and Proprietary
Data flow within a great platform
← A U T O M A T E →

15. Google Confidential and Proprietary
Main elements to get right in Programmatic

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REAL TIME BIDDING
Ad inventory
bought and sold
in milliseconds…
…through an
instantaneous
auction

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ThankYou!
#ixdisplay
LMas@google.com
@LMastromauro

18. INTERNAL: Google Confidential and Proprietary
iCrossing Mobile Display
Apps - We’re only just beginning

19. Google Confidential and Proprietary
Google is extremely well positioned in mobile

20. 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

21. Google Confidential and Proprietary9
Play revenue doubled Y/Y - diversify past ads

22. Google Confidential and Proprietary
Over 1 million apps in each App Store (Play / Apple), however..

23. Google Confidential and Proprietary
100B Apps were downloaded in 2013,
60% increase over 2012.
91% were free.
http://www.hindustantimes.com/business-news/over-100-billion-mobile-apps-downloaded-
in-2013/article1-1124695.aspx
and 26% were only used once

24. Google Confidential and Proprietary
Our job is to unlock the mobile power of Google
for you, the app owners and advertisers.
27

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Google’s In-App ads focus on a cross product approach to
take the user from app discovery to app engagement

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Further install opportunities exist across Google
Gmail Sponsored Promotions
(native)
Video App Promotion
Template
YouTube TrueView
Instream CTA (beta)

27. Google Confidential and Proprietary31
App deeplinking & discovery in Display

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40% of watch time is on mobile
YouTube App Install - One of first “made for mobile” ad products

29. 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?

30. 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

31. 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)

32. 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 Tracking, Kochava and many others.)
3rd
party URL
AdWords
reporting
3rd party
reporting

33. 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

34. 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

35. 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

36. Google Confidential and Proprietary
Deep linking is fully supported
Flight Sale!
Send users to a specific page within your app

37. Google Confidential and Proprietary
Android / iOS: Tracking Capabilities w/ 3rd Party Platforms
Destination URL mGDN Mobile Apps
Android : Play Store
✔
(install + post-install)
✔
(install + post-install)
Android : 3rd Party
✔
(only reports in 3rd party)
✔
(install + post-install)
iOS : App Store ✖ (getting there)
✔
(install + post-install)
iOS : 3rd Party
✔
(only reports in 3rd party)
✔
(install + post-install)

38. 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.
Promoting your app elsewhere?
We’re getting there... We're confident we can use our app promotion tools to
drive value for your business. UI, Targeting, Re-engagement, GA are all integral
parts of the App Roadmap!

39. Google Confidential and Proprietary
APPENDIX

40. Google Confidential and Proprietary
What businesses care about mobile apps? How do we identify them?
Mobile Attributes:
● Always connected, always with you
● Context (location, device, sensors)
● Social graph (contacts, social networks)
● Data
Enhancing in-store | Shopping | Loyalty | Ents & Games | Utilities
Ask yourself:
What is your ONLINE app strategy?
Mobile apps enable incredible experiences
& augment brand goals