2. Agenda 1. Search dynamics – The core of your online strategy 2. Mobile First – Be where your customers are 3. Just Add YouTube – Supercharging TV advertising 4. The Google Display Network – Performance at scale
4. Global online travel bookings set to accelerate One Thirdof the world’s travel sales will be made online by 2012 +22% growthin the value of the online travel segment, 2012 vs. 2010 $313 billionthe predicted value of 2012 global online travel bookings Source: PhoCusWright: Global Online Travel Overview, April 2011
5. People visit 15 sitesover 15 sessions and spend 2hr 14mins before booking travel
6. The UK online travel market in numbers January - March 2010 There are over 28.7 million people in the ‘Travel’ Market Search is an important part of the customer journey. 22.2mor 77% use search at anytime throughout their journey, increasing to 92% of those that purchase 22.2m Based on those that search, those that purchased searched an average of 55 times. 24 searches per person up to the first purchase event N GENERIC 90% of searchers that purchased used Generic terms 1.5 People who click on sponsored links are 1.5 times more likely to make a purchase
7. Dynamics of the UK online travel market Q1 2011: +24% YoY growth whereas CPCs remained relatively constant Cost per click Torso 2011 Growth in queries in all segments, CPC erosion in major traffic drivers balanced by increased auction intensity in tail Brand Tail Query volumes Source: Google Internal
9. April 2010 24% 4% 218% 2011 36% of the UK now have smartphones 15%UK Queries coming from mobile 176%YOY growth Source: IAB Mobile Adspend Study, April 2010
10. Mobile Complements Desktop & Is Always On MOBILE Daily ViewDesktop Searches vs. Mobile Searches Weekly View Desktop Searches vs. Mobile Searches Source: Citi Investment Research and Analysis; iCrossing Mobile; U.S. Google Internal Data, 2010
11. Q1 2011growth: UK travel queries on Mobiles MOBILE +152% YoY +133% YoY +181% YoY +141% YoY Source: Google Internal Data
13. Dream 13 69% of business travellers are looking at video when looking to book travel
14. Online Video is a phenomenon 35 85 Million people in the UK watch online videos every month % reach of the UKonline population 6 Billion videos are being watched each month 17 hours of online videos per person per month Source: ComScoreUK, Dec 2010
15. And YouTube is leading the way 18 46 20 Million monthly unique users on the YouTube website % reach of the online Population million hours spent on theYouTube site every month Monthly unique users Total hours spent on site Monthly Unique Users Source: UKOM, Feb 2010Please note: Nielsen only measures Unique Visitors to YouTube, embedded video views are not included.
16. Light TV viewers are online Daily Reachof light TV viewers (less than 16hrs of TV per week) Breakfast Daytime Coffee Pre Peak Early Peak Late Peak Post Peak Daily reach in % Online TV Time of Day Source: YouTube Media Consumption Study , Light TV Viewers = 0-16 hrs TV per week, n=213
17. A thirdof YouTube ABC1 menhadno TV exposure Target Audience: ABC1 Men, 22-55Client: SamsungBudget Mix:YouTube 5%, TV 95% 4%additionalYouTube reach Television 65% reach 12% reach Ad Format: YouTube Masthead Source: UK Media Efficiency Panel 2010
20. Most powerful way to reach your audience Context Target based on where your audience isOptions: Keyword Contextual Targeting, Placement Targeting, Category Targeting Audience Target based on who your audience is Options: Demographic & Interests Targeting, Category Targeting, Remarketing, Similar Users + Source: Citi Investment Research and Analysis; iCrossing Mobile; U.S. Google Internal Data, 2010
