5. smartphone usage is now mainstream
by the end
of 2011,
50% of
Americans
will have a
smart
phone
Source: Nielsen March 2010, Morgan Stanley 2010
5 Google confidential
6. tablets are the fastest growing consumer
device in history
First 6 Quarters Cumulative Unit Shipments, iPod vs. iPhone vs. iPad
45,000
iPad iPhone iPod
40,000
Global Unit Shipments (000)
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
0 1 2 3 4 5 6
Quarters After Launch
Source: Apple, as of Q2:11 (6 quarters post iPad launch).
6 Google confidential
7. there is a time and place for each device
Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day.
Does not indicate absolute or relative traffic volumes.
7 Google confidential
8. so what are people doing?
8 Google confidential
9. mobile entertains us
Source: Nielsen June 2010, Rovio December 2010, YouTube Internal Data 2010
9 Google confidential
13. what does it take to
succeed in mobile?
13 Google confidential
14. invest in a mobile site
to boost performance:
51% more likely to purchase
85% increased engagement
to keep customers:
40% would visit a competitor’s
site instead due to a
disappointing mobile experience
Source: compuware, “why the mobile web is disappointing end-users.” March 2011
14 Google confidential
15. brands lag consumers
What percentage
79 % of large online
advertisers do not
have a mobile-
optimized site?
do not have a
mobile-optimized
site
Source: Google Internal, Q1 2011
15 Google confidential
17. 10 best practices for mobile sites
keep it quick make it easy to convert
help mobile users, design your site
to load fast and make copy easy to focus on information that
scan. will aid conversion.
simplify navigation make it local
clear navigation, hierarchy and
vertical scrolling aid access to include functionality that helps people
information. find and get to you.
be thumb friendly make it seamless
design your site so even large hands bring as much of the functionality
can easily interact with it. of your desktop site to mobile.
design for visibility use mobile site redirects
give users a choice to go back to the
ensure your content can be read desktop site, but make it easy to
at arm’s length. return to the mobile site.
make it accessible learn, listen & iterate
ideally, your mobile site should work good mobile sites are user-
across all mobile devices and all centric, meaning they’re built with
handset orientations. input from your audience.
17 Google confidential
18. mobile site best practices
case study: Ryland Homes (m.ryland.com)
be thumb friendly
the Ryland site uses buttons instead of links.
buttons give more room and space for people
to touch and work with the screen.
design for visibility
the text and layout is clear, and easily legible
at arm’s length. content fits onscreen and can be
read without pinching and zooming.
18 Google confidential
19. next steps to a fully optimized site
1. assess: check the mobile experience for your site
2. start small: get a landing page up quickly
3. fully optimize: build a full mobile site, continue to iterate
19Google confidential
19
20. connect users with your information
Kara’s Vegan Stop The Sprouted Wheat
231 West 49th Street 222 West 49th Street
New York, NY 10019 New York, NY 10019
vegankara.com sproutedwheatnyc.com
389 reviews 184 reviews
Directions Search nearby Save to map more Directions Search nearby Save to map more
Joe’s Specialty Sandwiches
219 West 49th Street
New York, NY 10019
joesspecialty.com
128 reviews
Directions Search nearby Save to map more
20 Google confidential
24. engage users across screens
Reebok promoted across screens for max effectiveness
coordinated YouTube takeovers
across mobile & PC
lift in brand
+131% conversions
+27% higher interaction
rate for YouTube
video ads
+5X higher interaction
rate for tablet rich
media
mobile/tablet optimized
brand experiences
24 Google confidential
25. mobile + PC + tablet advertising much more
effective in driving branding
aided recall (prompted awareness)
Q. You may have mentioned this already, from the list below
do you recall seeing any advertisements for the following brands?
74%
% indicating prompted
awareness of Volvo Ad
24% lift in campaign recall
50%
TV Only TV+
PC Video+
Phone Video+
Tablet Video
25 Google confidential
27. three takeaways
GoMo! Engage
create a mobile
mobile users with
specific site
Connect rich media
mobile users with
answers
27 Google confidential 27
30. inform with mobile search ads
Mobile Site
Application
Be Faster with MiCoach | Free |
30 Google confidential
31. mobile becoming just as prevalent as
desktop
global mobile vs. desktop internet population, 2007-2015
Mobile Internet Users
2000
1600
global
interne 1200
t
users
(MM) 800
400
0
2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: Morgan Stanley Research, April 2010
31 Google confidential
32. ticketsnow case study
1 launched a mobile
optimized site
2
ran google mobile ads to
drive traffic
+50% conversion rate
increase in return on
+30% ad spend
increase in average
+8% order value
32 Google confidential
33. mobile site best practices
case study: Ryland Homes (m.ryland.com)
simplify navigation
intuitive site navigation features
such as a persistent “back” button at the top and
bottom of the screen provides for easier reverse
navigation.
33 Google confidential
34. mobile site best practices
case study: Ryland Homes (m.ryland.com)
make it accessible
to ensure a consistently high-quality experience
across mobile devices, Ryland uses jQuery
Mobile software to load a site variation that
works best with any device. the site also avoids
the use of Flash.
make it easy to convert
Ryland provides the essential info customers want.
They focused on features such as clickable
phone numbers, location-based driving
directions to nearby communities, and brief info
request forms to increase mobile conversions.
34 Google confidential
35. advertising on YouTube mobile
instream video ads
2nd largest video platform behind
only YouTube on PCs
400 million views a day globally
70% access YouTube mobile daily
keyword targeting brand channels
35 Google confidential
35 Google confidential
Hinweis der Redaktion
When you think of Google + Mobile many things may come to mind because Google has many mobile endeavors. I wanted to quickly put this slide up so I could touch on these various aspects of Google’s involvement with mobile and let you know that the focus of our presentation today will be specifically on mobile ads. I’ll quickly mention a few of the other areas: Android: Android is Google’s operating system for mobile devices includingsmartphones and tablets. It is open source, meaning it is not tied to one device manufacturer. In fact, devices from dozens of manufactures run the Android OS and these devices are sold across different carriers.Nexus S: For the majority of smartphones that run the Android OS, Google is only involved in the OS. However, Google has developed the actual device itself twice, first with the Nexus One and now with the Nexus S. The Nexus S 4G on Sprint has NFC (near field communication) technology allowing it to be compatible with Google Wallet.Google Consumer Apps & Product: There are dozens of consumer apps and products you may have already used including Google Maps, Google Search App, YouTube Mobile, Gmail. I wanted to highlight a couple others that you may have heard of.Google Wallet: Google Wallet turns your phone into a payment mechanism with NFC (near field communication) and allows you to tap your phone to securely payat hundreds of thousands of merchants. Currently, CitiMastercard and the Google Prepaid Card can be used with Google Wallet. It’s available on Nexus S 4G on Sprint. This product has the potential to close the loop from mobile to brick and mortar, as you could redeem a coupon that you’ve saved in your Google wallet in the store so we are working closely with this team. There are no ads products built in today as we are in the infancy of this technology and adoption by both merchants and consumers is growing quickly but still early.Google Offers: This local deal-of-the-day site is currently in beta. Offers go to opted-in consumers’ inboxes and will be able to be redeemed via mobile or printed out coupons. Some compare this to Groupon or LivingSocial. Google Goggles: Goggles is an Android App that uses image recognition technology to recognize objects and return relevant search results. You take a picture with your Android deviceand use that picture to search the web. Identifies products, famous landmarks, storefronts, artwork, and popular images found online. Goggles can translate words in English, French, Italian, German & Spanish. Goggles can extract contact information from business cards.
By the end of the year, over half of Americans will have a smartphone. Every day 550,000+ Android-powered devices are activated around the world. In Q4, more smartphones were sold than PCs.
but as we’ve learned, there is a time and place for each device. mobile and tablets really excel in the evenings and on the weekends, when people are not at their desks.day of week!
Clearing: the key consumer insight here is that consumers flock to their phone as a source of entertainment.
EMBED WALLET VIDEO ON THIS SLIDE
51% of consumers are more likely to purchase from retailers that have mobile-specific websites.research has shown that web retailers could increase consumer engagement by 85% with a mobile-specific website40%said they’d visit a competitor’s mobile website instead
91% of users interacted with and replayed the ad
tablet response: tablet rich media had interaction rates 5x higher than internal benchmarksbrand response: 131% lift in brand conversions such as site visits & searches for Reebokvideo response: YT video ads interaction rates 27% higher than benchmarktargeting: remarketed to millions of users who saw masthead; GDN targeting led to CTR 9x higher than campaign average
EMBED RIGHT NOW VIDEO ON THIS SLIDE
Growth models project within 3-5 years there will be more mobile internet users than desktop. That’s a monumental shift in the way consumers access information, find products and services, and make purchasing decisions.
Here’s what a desktop site looks like on mobile, and here’s what a mobile optimized site looks like. Let’s go through best practices to understand why this is a good mobile optimized website.