GoogleMobileOverview_072909 - Wiki UMN

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14 déc. 2013 (il y a 3 années et 3 mois)

182 vue(s)

Google Confidential and Proprietary

Google

Mobile Ads

July

2009



The Mobile Experience is Different from Desktop

Google Confidential and Proprietary

3

Trend 1: Mobile Penetration Growing

Source: Cellular
-
News Feb 2008, Informa Nov 2007, Gartner June 2008, eMarketer April 2008


38%


㔵5

Mobile phone penetration 2007
vs

2014



4.0 B : 1.0 B

Active mobile devices : Active PCs



37 M


㘳⁍

Mobile Internet users US 2008 to 2009


107% YOY
Growth!

Google Confidential and Proprietary

200 million

Computer

Browsers Shipped

240 million

Mobile

Browsers Shipped

<

Trend 2: Browsers Reach A Tipping Point

Source: IDC, comScore, IAB and Merrill Lynch Estimates, June 2008, Google Estimate

By the end of 2009…

0
50
100
150
200
250
300
350
400
450
2007
2008
2009
2010
2011
Searches per device

Search/PC
Search/Smartphone
In 2011, smartphone
search rates are expected
to exceed PC search
rates of 2007

4

Google Confidential and Proprietary

Trend 3: The Start of a Platform Transition

Pros



Comparable to PC



Multiple page support



Zoom in and out

Cons



Need high
-
end device



Need reliable connection



Flash not supported

Full Scale HTML Browsing

Think Broadband ..

Mobile WAP Browsing

Think Dial
-
Up ..

Pros



Optimized for mobile



Minimal navigation



Quick loading

Cons



Limited content



Low
-
fidelity browsing



Limited functionality

5

Google Confidential and Proprietary

Trend 4: The US is Becoming a Leader

6

0.0
5,000.0
10,000.0
15,000.0
20,000.0
25,000.0
30,000.0
35,000.0
40,000.0
United States
Western
Europe
Asia/Pacific
Japan
Middle East
and Africa
Eastern
Europe
Latin America
Canada
2007
2008
70%

26%

5%

20%

0%

11%

46%

53%

Source: Gartner (March 2009)



US smart phone use grew 70% to 34 million


Smartphones account for roughly 20% of sales in N.A., a
dramatic increase over the past year


24% of smartphones in the world are in the US

Google Confidential and Proprietary


Over
23 million

iPhones sold to date (Global)

Over 1M Android phones sold to date ( Global)



80%

of iPhone users use
mobile

applications:


Over
40,000
iPhone apps and…


Over
1,000,000,000

app downloads


iPhone accounts for 50% of mobile web traffic in the US; G1
accounts for 7%

Iphone & Android account for 50% of Googles Smartphone Traffic
WW






Trend 5: iPhone & Android are Game Changers

Google Confidential and Proprietary

8

Open Handset Alliance Members Have Committed
To Deploy Android
-
Powered Phones

http://www.openhandsetalliance.com/oha_members.html

Companies include leading carriers such as Vodafone, T
-
Mobile, and
Sprint and top 5 manufacturers such as Samsung and Motorola

Google Confidential and Proprietary

9

Optimized Landing Page are Evolving

Hotels.com/iPhone

m.toyota.com

m.cnn.com

iPhone.fandago.com

Key take
-
away:
Optimized Landing pages are the best way to for consumers to interact with your site. But it is not
the only way since iPhones/Android devices do render full HTML pages.

Best Practice:
In the future, optimized landing pages maybe be a strong recommendation. But at this time, you can
use your already built HTML page to send consumer to.

Google Confidential and Proprietary

10

Getting Started…..Is an App Right for Your
Brand?

10


Developer has control


Developer decides which apps to publish,
when, where they’ll be available, and how
much to charge


Direct relationship with user


Android Market acts as a listing and
hosting service such as Craigslist


Anyone can register to be a developer


Uploaded apps available immediately


No certification


No distribution exclusivity


Developers can distribute apps through
other channels

Google Confidential and Proprietary

Google Is Optimizing Search For Mobile

11

Google Confidential and Proprietary

Search Box at User’s Fingertips
+

Display Optimized for Mobile

Super Fast Search

Google Confidential and Proprietary

Google Leads in Mobile Search Market Share

61.3

35.6

9.9

4.9

2.3

1.2

Google
Yahoo!
MSN / Windows Live Search
AOL Mobile
Go2 Search
Other
Source: comScore M:Metrics, July 2008

Google Confidential and Proprietary

What are they searching for?

Key categories for mobile search have already emerged, with some
growing at a faster rate than their PC counterpart

14

15

When Are They Searching?

Mobile allows consumers to shift their information gathering

We see a
~50% increase
in Google
Maps for
Mobile search
traffic

on
weekends
compared to
weekdays

33%

recalled seeing
mobile advertising

Mobile advertising is beginning to emerge

Source: Advertising on Mobile Phones Now the Norm And a significant number of users say they respond to such messages Feb 5,
200
9,
http://www.adweek.com/aw/content_display/news/agency/e3i265790c0e524ea2ba72bae754877cf17


41%

of those with
iPhones recalled
ads

1 in 7
bought a product or
visited a store as a
result


30%


of those who
remembered
seeing ads
responded

Now is the time to test and learn

17

$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
Year 1
Year 2
Year 3
Year 4
Year 5
USD (M)

Actual PC Search Revenue (2000 - 2004)
Projected Mobile Search Revenue (2007 - 2011)
Source:
Veronis Suhler Stevenson and Merrill Lynch Estimates, June 2008

Experiment in the space now, develop best practices and scale your
investment before growth in mobile search advertising explodes

Google Confidential and Proprietary

Google Mobile Ad Offerings & Roadmap

Search (WAP)

Mobile Sites & Applications

YouTube

BETA

Search (HTML)

18

Google Confidential and Proprietary

Mobile Search is Now Targeted by Platform

19

WAP / Mobile Web
Enabled Phones

Full HTML Browser
Devices: iPhone & Android

Windows

Mobile

Blackberry

Pearl & Curve

Our mobile offerings let you target your campaigns to both high end phone with full
HTML browsers, as well as mobile devices that use WAP

iPhone

Android

Google Confidential and Proprietary

Target specific apps in our new mobile network


Beta Opportunity: Ads for Mobile Apps

UrbanSpoon

iTV

Backgrounds

Shazam

Google Confidential and Proprietary

21

m.YT.com Beta builds on Successful Alpha


Campaigns with
Land Rover
,
Hallmark, L’Oreal
, and
Mountain Dew


High CTRs
on all campaigns; major video views lift on video campaigns


Brand study revealed
significant lift in brand metrics
, including
purchase intent, mobile ad awareness and unaided awareness


+18% mobile ad awareness; +9% message association; +9% purchase intent

Source: InsightExpress Ads Campaign Research

Google Confidential and Proprietary

22

Beta Opportunity: m.YouTube.com


Banner units will appear
at top of
homepage, browse, and search pages


Campaigns are for
exclusive run
-
of
-
site
over 24
-
hour period


Banners can link to a customized landing
page or YouTube Mobile Channel


Campaigns served by
DoubleClick
, and
include
post
-
campaign reporting
analytics


Format allows text link (up to 23
characters) below banner


Standard MMA Sizes for Banners


300x50; 216x36; 168x28;

Google Confidential and Proprietary

Thank You!