Golden digital event hochiminh dec 9 ghislain

Google Confidential and Proprietary 1

Insights and Trends in Online

Ghislain Le Chatelier

Head of Online Sales & Operations, SouthEast Asia

08th Dec. 2010

Google Confidential and Proprietary

Making Global Connections

Google Confidential and Proprietary

Over 1.5 billion people online

Google Confidential and Proprietary

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20 Years Ago Local libraries, morning papers

Information

Now

4 billion global searches per day

Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2 billion searches per day on average

Google Confidential and Proprietary

210 Billion Emails & IMs sent per day

Communication

900,000 postsposted daily by bloggers . Eq. To 19 years

of NY Times

Source: Gizmodo, Dec 09

Google Confidential and Proprietary

35 hours Video uploaded to YouTube per minute

Entertainment

eq. to 235,000 Full-length movies uploaded per week

Source: Google data, Nov 10

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Community

860 MillionInternet users on a social network

5,000 every secondNumber of tweets at peak time

Source: Mary Meeker, Oct 09 & Apr 10

Google Confidential and Proprietary

Over 3B app downloads and counting

Average Android user downloads 40 apps

25% of iPhone & Android users spend2 hrs/day in apps

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Mobile

Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09

Google Confidential and Proprietary

80% Of B2B customers always search for products & services before purchase*

Business

Source: Marketing Sherpa B-to-B Marketing Lead Generation, Nurturing, and Conversion Stats & Tactics, June 2007

Google Confidential and Proprietary

An SEA example - Travel in Vietnam

Sources: Google Internal Travel Categories Search Queries Volume Trend

32x GrowthTravel category Google search queries volume growth for Vietnam since 2005 2

Confidential and ProprietaryOnline Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC

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Q: Approximately how many days in a typical week do you do each of the following activities/ Approximately how long do you spend doing each of these activities on the days that you do them?

Shift in Media Consumption: Internet time is more than 2.5x time spent on TV

Base: All Respondents (Natural fall-out)

n=1094

Media Consumption

36h

14h

3h

6h

Confidential and ProprietaryOnline Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC

43%

14%

8%

8%

27%

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Q: When did you begin purchasing products online?

Base: All Respondents (Natural fall-out)

n=1094

Year Began Purchasing Products Online

2 or more years ago (2008 or earlier)

I have never purchased a product online

E-Commerce is New and Growing rapidly in Vietnam

6 months to less than 1 year (2009-2010)

Less than 6 months ago

1 year to less than 2 years ago (2008-2009)

Had ever purchased online

16%1Y ago

Have ever purchased online

73%Today

Confidential and ProprietaryOnline Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC

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n=2288

Base: All purchases made either online or at a store and used at least one source

Research Online*

Research Offline**

Purchase Offline Purchase Online

83% 15%

0% 2%

Shift in Media Consumption influences Purchase behavior

A vast Majority of Purchases are made In-Store...

... But 98% of

all purchases involve Online

Research before purchase

Confidential and ProprietaryOnline Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC

0% 10% 20% 30% 40% 50%

Radio show

Telemarketing

Postal mail ad or catalog

Billboard or outdoor ad

Sales person

Retail store

TV show

Newspaper article

Magazine article

Newspaper ad

Magazine ad

Friends/family

TV ad

Internet/online sources

Gathering general information (n=282)

Evaluating and comparing options (n=289)

Making a final purchase decision (n=292)

Purchase

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Most Helpful Source at Each Phase

General information gathering

Evaluation & comparing

Final purchase decision

Percent Who Participated at Each Phase

82%

84%

85%

Q: For every phase, please indicate the one source that was most helpful during that phase

Online is Prime Medium at every step of the Purchasing Funnel

Base: Mobile Phone Sub-Group who used at least one source

n=343

Internet/online sources are most helpful in every phase

Friends/family are also helpful in the final decision phase

Mobile Phone and/or Smartphones Category

Google Confidential and Proprietary

Shift in how to reach Purchase Funnel stages

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Traditional Analog New Digital

Print CatalogsDirect MailTV Radio

Short-lived, flighted assets Durable, always-on marketing & publicity assets

VideoSearch Blogs Mobile

Awareness

Interest

Consideration

Purchase

Online Display

RichMedia

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Google Confidential and Proprietary 16

#1 Find Demand

Google Confidential and Proprietary

www.google.com/insights/search/

Understand demand: using Search as a barometer

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#2 Convert Demand

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Let’s go on a journey with Mark…

Capture users when they are surfing the Web at all stages of the purchasing funnel

‘Turkey Hotels’ search

‘Turkey Holiday’ searchTurkey holiday

information Turkey Planning

Turkey Hotels Turkey Holiday Videos

Google Confidential and ProprietarySource: EIAA mediascope Europe Study, Nov 2007

Search is the way in…

49% of online shoppers have changed their mind about which brand to buy following research on the web

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Leveraging Search for Lead and Traffic generation

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Search Query: ‘hotels hochiminh city’

Google Search Results

Leveraging Search for Lead and Traffic generation

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AdWords Ads

Leveraging Search for Lead and Traffic generation

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Expanding your Reach on the Display Network

Source: Comscore November 2007

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200b ad exposures/month

146M unique visitors/month

80% reach of Internet users

3X more ads served than any other ad network

More ads on large sites* than any other ad network

7X more ads on niche sites than any other ad network

Sites with 1M+ monthly usersSource: comScore Key Measures Report, March 2009; Attributor Inc., Dec. 2008

Google Confidential and Proprietary 25

Leverage YT to build your brand and Engage

Users search more and more for Brands, rather

than generic terms.

Leverage the Brand effect

Increase Awareness & Build your Territory

Setting up a 2-ways conversationwith your users and clients

50% of all videos are commented on YouTube

...Including You !Video Engages Users...

• Simple• Unexpected• Emotional

• Entertaining

Use YouTube to inform, entertain or educate

2nd Search engine after Google

448 Million visitors each month

2 Billion daily video views

Extend your Reach

Source: Google data, 2010

Google Confidential and Proprietary

Engage your Consumers: Anywhere – Anytime

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Browse InternetUse Apps

SearchingWatch Movies

Home Work

Shopping Commuting

Google Confidential and Proprietary

Building your Brand – And leverage new channels

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Convert your Tweet feed into ads - automatically

Engage with your audience and encourage dialogue

Build your brand

Drive traffic and sales for instant promotions

Google Confidential and Proprietary

#3 Measure Results!

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Google Confidential and Proprietary3

Do users like my website?

How do I improve the interactions

with users?

Is my advertising effective?

Where do my users come from?

Shedding more light on :

- ROI of Leads campaigns- Audience of Branding campaigns- Engagement patterns of visitors

Getting to know the half that works…

How do users get to know my site?

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Key Takeaways

1 Growing Trends in Online, Changes in Consumers’ Behaviour

2 Investing Online Now is Key to capture Opportunities

3 Online Advertising allows you to Capture Leads, Build your Brand, Engage with users. And Measure.

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