google mobile local
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Surojit Chatterjee Super Forum KeynoteTRANSCRIPT
Google Confidential and Proprietary 1
Mobile Local: The Next Big OpportunityILM ‘09
Surojit Chatterjee
Local Mobile Ads
Google Confidential and Proprietary
Mobile is huge and growing: Computing, connectivity and the cloud
2
Google Confidential and Proprietary
Bigger than TV. Bigger than computers
3
6.7B 4B
Mobile will create the ability to individually target more people
than any other channel
Source: TomiAhonen Consulting 2009
Google Confidential and Proprietary
Google Confidential and Proprietary
Augmenting your senses
Google Confidential and Proprietary
Photos
Voice
CalendarDocs
MapsGmail
News
LatitudeYouTube
Mobile Search
Voice SearchGoogle.com
Search AppMy Location
Google’s approach for mobile – Computing in the cloud
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Location
LatitudeMaps
Google Confidential and Proprietary
What does this mean for local?
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Google Confidential and Proprietary 8
Find a store
nearby
*Source: The Kelsey Group, 2009
Mobile local searches prompt physical action
Customers turn to their mobile device when
close to point-of-sale and looking to act now
Find a toy
for nephew
Order a
pizza
One in three mobile search queries
have local intent.*
Walk into
a store
Phone the
business
Get driving
directions
Google Confidential and Proprietary
Mobile local searches are in context
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68%
52%
45%
43%
40%
36%
Look up the address or store hours
Review a product description
Look at 3rd party or consumer review of a product while in a store
Look for coupons
Check product availability
Compare price of an item while in a store
What type of shopping related activities do you perform frequently on your smart phone?
* Based on Compete Study
Google Confidential and Proprietary
Mobile local searches focus on few verticals
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Top 3 Categories in Local Queries on Search
Sports, Fitness &
Recreation
Retail
Arts &
Entertainment
Top 3 Categories in Local Queries on Google Maps for Mobile
Travel
Restaurant
Retail
Travel
Users put high
value on fresh
and accurate
local information
Google Confidential and Proprietary 11
Mobile local searches complement desktop
Google Confidential and Proprietary
Challenges with mobile local advertising
12
Advertiser User
Privacy
Trust
User Experience
Targeting
Scale
Offline Conversion
Tracking
Google Confidential and Proprietary 13
Reach the users in the right place
Where does this apply? What does this apply to?
• Google.com, - mobile
and desktop
• Google Maps and
GMM
• Google Search Network
• Google Content Network
• Text
• Image
• Rich media
• Standard mobile ads
• iPhone and other high-end
mobile targeted ads
Any ad!
Region City and metro Within a defined radius Within defined borders
Where can you target?Choose country-, region-, or city-level targeting…
or define a customized area
Google Confidential and Proprietary
Make it easy to start and scale
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Google Confidential and Proprietary 15
Make all your ads location aware
Addresses dynamically attach to the ad depending on user
location
Tap on the map to get directions to the store
Location extension ad on mobile search