winning in a mobile-first era · internal: google confidential and proprietary apac winning in a...
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Confidential + ProprietaryINTERNAL: Google Confidential and Proprietary
APAC
Winning in a Mobile-First Era
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Confidential + Proprietary
8 years in ad agencies
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Confidential + Proprietary
Dozens of brands
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Confidential + Proprietary
Focus on performance marketing
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2000: 3 of 4 Internet users live in developed countries
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2015: 2 of 3 Internet users live in developing countries
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The next 2 billion will create a new normal
2016 2020
5B
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2014 225M
2017
415M
Southeast Asia is accelerating
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Confidential + Proprietary
Filipinos are digitizing fast!
More affordable data plans
Young, growing and getting more affluent
Smartphone prices falling
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Confidential + Proprietary
NEW GENERATION OF FILIPINO NETIZENS IS
MOBILE FIRST
54M PINOYSARE ONLINE
Source: eMarketer (May 2016)
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Confidential + Proprietary
In 2018, 70 million Filipinos will be online
Source: eMarketer 2015
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Confidential + Proprietary
The next generation of Filipino netizens will be
MOBILE-FIRST
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Confidential + Proprietary
In 2016, 27% (30 mn) Filipinos will own smartphones
Source: eMarketer 2015
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Confidential + Proprietary
61% of Filipinos use SMARTPHONES as their primary device
to come online
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Confidential + ProprietarySource: Google Philippines internal data
Over the last 2 years, at Google, we have seen mobile search
queries grow
2.5X
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Confidential + Proprietary
40%of YouTube views
from mobile devices
Source: Google internal data Google Confidential and Proprietary
7x growthon mobile watch time
in past 2 years
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Confidential + Proprietary
We’re living in a world of moments
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Confidential + Proprietary
Reaching the right peopleat the right moments
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Confidential + Proprietary
per day
Stuck in traffic, listen to new music playlist 8:30am
Buy new top to wear to #AldubTamangPanahon 11:15am
Browse concert styles on YouTube7:15pm
In the car, check email for sales this weekend5:29pm
At lunch, play LoL while waiting in line1:33pm
Use flashlight app to find dropped key11:09pm
Use maps to get directions to Philippine Arena1:13pm
At work, book #Aldub concert tickets11:36am
Wake up and read news online6:50am In the car, read articles
about #Aldub 8:42am
150x
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Confidential + Proprietary
Moments7:05am Text Jojo
7:45am Check time
8:12am Read text from Jojo
9:03am Send work email
1:23pm Post baby photos
3:29pm Text Gina
5:38pm Take picture of traffic
5:40pm Post picture of traffic
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Confidential + Proprietary
See BDO commercial on YouTube
Search “open bank account” online
Visit BDO website
Search “bank near me”
Search “BDO location” on maps
Post a review or query on social media
A new customer’s micro-moments
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Confidential + Proprietary
You don’t have to own all moments - just those
that matter
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I-want-to-go moments
I-want-to-domoments
I-want-to-buymoments
I-want-to-watch-what-I’m-into
moments
I-want-to-know moments
5 TYPES OF MICRO−MOMENTS
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Confidential & Proprietary
All Digital moments
Dating
Black Friday
Pizza
HD TV
Disney World
Nov 8 Nov 18 Nov 28 Dec 8 Dec 18 Dec 28
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Confidential + Proprietary
Understanding
is what we do.INTENT
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Confidential + Proprietary
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Confidential + Proprietary
Source: Internal Google Data.
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Confidential + Proprietary
Investment queries have doubled since 2013
Source: Internal Google Data.
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Confidential + Proprietary
Interest in Mutual Funds and Wealth Management have grown more than 50% since 2013
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Confidential + Proprietary
So has interest in Financial and Estate Planning
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Confidential + Proprietary
Almost 8x growth came from mobile devices
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Confidential + Proprietary
Are you there when customers are looking
for you?
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Confidential + Proprietary
Companies are advertising on broad financial management terms
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Confidential + Proprietary
There is no information available for the top 2 searched terms in your category
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Confidential + Proprietary
Maximize the Search Results Page!
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Confidential + Proprietary
Last but not least - are your destinations ready?
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Confidential + Proprietary
Charles Schwab is doing it right
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Confidential + Proprietary
The biggest opportunity is nowin the smallest moments