Google Confidential and Proprietary

Mobile Marketing Goes Mainstream

Andy BarkeGoogleIndustry Head, UK

Google Confidential and Proprietary

Five things you need to know about the mobile internet

36% 23%15%Of all Google search queries in the UK are on Mobile devices

(Internal data)

Smartphone & Tablet sales overtook PC & Smartbook

sales for the first time(Morgan Stanley 2010 Analysis )

20MMobile internet users in the UK(ComScore UK data)

Of all time spent on the internet is on mobile

(PWC mobility study)

Q1’11

UK Smartphone penetration(ComScore 2010 UK study)

Google Confidential and Proprietary

Seven things you need to know about mCommerce

10% of UK shoppers use

smartphones to haggle in store (Experian)

54%Of UK users who

researched a product on their phones then went

into a store to buy

£83mValue of the UK Mobile

advertising market(IAB UK mobile spend study)

90% of UK shoppers use

smartphones to check prices in store (Google Ipsos US

Mobile Movement)

50%Of Mobile internet users start their session with a search (Google Ipsos Mobile

Movement data)

£500mValue of mCommerce

in the UK in 2010(IAB,IMRA study)

200mNumber of Global daily playbacks on Mobile YouTube

(Google Data)

Google Confidential and Proprietary

Apps

Location

Search

Video

Social

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Five important mobile cultural trends

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Viewing & video chat are on the rise:• 200m playbacks/day on mYT• 66% of internet traffic to come from video in 2015 (Cisco)

• Growing exponentially on mobile. • 50% of users on mobile start with a search

Useful apps help users to save time and kill time- 300K apps on Android- 333K apps on iOS- 30K apps on Ovi- 26 million users of apps in UK- Market worth $17bn by 2015 (Getjar)

Mobile enables us to share at the point of inspiration. • 40% of tweets on mobile.• 100m Facebook mobile users

An integral part of mobile. 1 in 3 searches are local

72,000 burgers sold in 72 hours through Groupon mobile.

Google Confidential and Proprietary

Google Mobile Ads App

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• Free to download

• Illustrates whats possible on Googles mobile platforms

• Case Studies for branding and DR campaigns

• Regularly updated

http://goo.gl/gAinA

Google Confidential and Proprietary

Mobile Complements Desktop & Is Always On

Source: Citi Investment Research and Analysis; iCrossing Mobile; U.S. Google Internal Data, 2010

Daily ViewDesktop Searches vs. Mobile Searches

Weekly View Desktop Searches vs. Mobile Searches

MOBILE

Google Confidential and Proprietary

Mobile Search

Google Confidential and Proprietary

Why use Mobile Search?

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Mobile search queries are growing as a proportion of overall query volume. They make up 15% of UK queries, up from 7% a year ago.

Generates incremental sales from users who need to make an instant purchase.

Easy to activate, very effective and completely measurable.

Enables users to engage with your client’s proposition at the peak of their interest wherever they might be.

Mobile search has a multichannel effect. It increases purchase on desktop, drives users in store and drives call centre sales.

Google Confidential and Proprietary

Benefits of splitting out Mobile

Separate campaigns are the best way to guarantee stronger results.

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• Set bids and budgets just for mobile, run separate reports to track results, easier optimization.

•Include messaging with a strong mobile call-to-action

• Use relevant ad formats that drive to a mobile optimized landing page.

• With AdWords you can target different carriers and devices.

More Control

Relevant Messaging

Better Targeting

Google Confidential and Proprietary

Mobile Optimized campaigns drive results

Separating out mobile campaigns from desktop drives

significant performance gains due to better control of bids, budgets, keywords and landing pages

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Conversions Click Through Rate

+43% +80%

Cost Per Acquisition

-15%

Google Confidential and Proprietary

Mobile Display

Google Confidential and Proprietary

Why Advertise on Mobile Display?

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Scale, incremental reach and personal engagement.

Impactful brand formats such as mobile video and HTML5 animation that have positive effects on brand metrics.

Highly targeted

Proven effectiveness in driving app downloads, m-Commerce, store foot-fall and call centre traffic.

Trackable and measurable ad solutions.

Google Confidential and Proprietary

Mobile Marketing Goes Mainstream

Andy BarkeGoogleIndustry Head, UK