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Ja making the most of mobile final
1. Making the most of mobile
Jonathan Abraham
Industry Head. Mobile
17.07.12
Google Confidential and Proprietary
2. 1 Win moments that matter
2 Make smarter decisions
3 Go bigger faster
Google Confidential and Proprietary
3. Searching, Shopping, Socializing, Mapping, Playing and Talking
So… what about your business?
Get going, or get left behind
Google Confidential and Proprietary
4. UK smartphone penetration
Use their mobile device to access
the web every day in the U.K
Google Confidential and Proprietary
Source: ourmobileplanet.com
6. Mobile is becoming our
number 1 entertainment
device
3 hours of
YouTube sees
video is
600M mobile
YouTube uploaded per
views a day,
mobile traffic minute to
more than
tripled in 2011 YouTube from
10% of total
mobile
video views
devices
Google Confidential and Proprietary
Source: YouTube
7. Of UK mobile users seek
local information
take action after looking up
local content
Google Confidential and Proprietary
Source: ourmobileplanet.com
16. 4 Key Questions
How Does Mobile Change My Value Proposition?
How Does Mobile Change My Web Presence?
Is Our Organization Adapting to Mobile?
How Should Our Marketing Adapt to Mobile?
Google Confidential and Proprietary
18. have changed their
mind about purchasing
a product or service
in store - as of a result of information gathered using a
smartphone*
“The four walls of
the store have
become porous.”**
Source: * OurMobilePlanet **IDC retail insights article in the Wall Street Journal December 15, 2010,
25. How Does Your Site Appear
to Mobile Users?
57 % 40 %
Have turned to a
competitor’s site after
bad mobile experience
Won’t recommend
business with poorly-
designed mobile site
Google Confidential and Proprietary
Source: Compuware. “What Users Want from Mobile.” 2011.
26. Branded Mobile Apps
Offer users Design your app
Promote your
entertainment, for the largest
app
utility or both mobile platforms
28. Ten mobile site best practices
keep it quick make it easy to convert
help mobile users - design your site focus on information that
to load quickly and make copy easy to scan. will aid conversion.
simplify navigation make it local
clear navigation, hierarchy and vertical include functionality that helps people
scrolling aid access to information. find you and get to you.
be thumb friendly make it seamless
design your site so that even large bring as much of the functionality of your
hands can interact with it easily. desktop site to mobile as you can.
design for visibility use mobile site redirects
ensure that your content can be read give users a choice to go back to the desktop
site, but make it easy to return to the mobile
at arm’s length. site.
make it accessible learn, listen & iterate
ideally, your mobile site should work across good mobile sites are user-centric, meaning
all mobile devices and all handset they’re built with input from your audience.
orientations.
28
30. How does mobile
help us to make
3
smarter decisions?
Google Confidential and Proprietary
31. Which screen, when?
The screen a user chooses to engage with is largely driven by context
CONSTANT COMPANION
• All the time, On the go ADMIN WORKHORSE BACKGROUND
• Location specific • Daytime, work ENTERTAINMENT?
• Personal • Task oriented • Morning, info
• Solitary experience • Evening , entertainment
• Shared or solitary experience
COUCH COMPANION
• Evening, “lean back”
• Web surfing & shopping
• Entertainment
• Shared experience
32. Searches across 3 screens compliment
each other
Hourly Distribution of Searches by Platform
(doesn’t reflect absolute traffic volume)
Night Morning Day Evening
3 devices allow for constant connectivity in
the evenings and weekends
12:00 AM 3:00 AM 6:00 AM 9:00 Tablet
AM 12:00 PM
Mobile Desktop PM
3:00 6:00 PM 9:00 PM
Source: Google internal data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or
relative traffic volumes.
34. Search strategy
Mobile search queries have
grown 5X in the past 2 years
Separate
Implement Specific ads
mobile and
mSearch Ad for different
desktop
Formats locations
campaigns
Source: themobileplaybook.com
36. Advertisers have seen significant results when
integrating across all screens
Key results across multiple case studies:
+48% recall
+4 reach pts
2X frequency
Source: Nielsen Multi-Screen Lab Study, September 2011; Google Incremental Reach
Preliminary Results from 6 US studies for total YT/GDN campaigns
38. 4 Key Questions
How Does Mobile Change My Value Proposition?
How Does Mobile Change My Web Presence?
Is Our Organization Adapting to Mobile?
How Should Our Marketing Adapt to Mobile?
Google Confidential and Proprietary
39. Thank you.
Google Confidential and Proprietary
Hinweis der Redaktion
Source: emarketer, Yahoo! And Razorfish “Evolution of Marketing” conducted by Ipsos Nov, 2011Source: Google, Understanding Tablet Users, US, March, 2011. n= 1,430, all members of the Google Mobile Display NetworkWork / daytime = desktop + mobileCommute = mobile Home = tabletsTablets are more of a “lean back” device while sitting on the couch, whereas smartphone devices may be used in a similar way but are also used in the office and on-the-go throughout the day
