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Attract audiences online because it’s where they are
Connected
58% are online
Mobile
36% smartphone penetration
Multiscreen
1.6 digital devices on average
Source: TNS connected consumer study 2014
74% smartphone penetration on population 25-34 Smartphone usage by age group in Serbia (2013 vs. 2014)
Source: TNS connected consumer study 2014
49% 46%
28%
13% 9%
3%
67% 74%
46%
24% 19%
3% 0%
20%
40%
60%
80%
100%
16-24 25-34 35-44 45-54 55-64 65+
56% of smartphone usage takes place out of home
23% 56% 34%
Source: TNS connected consumer study 2014
64% use their tablet for private reasons only
Work Only
Private Only
&
58% 63% 64%
5% 3% 11%
37% 33% 25% Source: TNS connected consumer study 2014
PC/ Laptops
Tablets
Total: 10%
Total: 94%
Smartphones
3% 5%
32%
53%
5%
Total: 43% 1%
5% go online with all three devices
Source: TNS connected consumer study 2014
1%
10% use the Internet more frequently on a smartphone than on a computer
10%
Source: TNS connected consumer study 2014
Mobile is accelerating the trend
5% Use internet only on smartphone
15% Purchase online using
their smartphone
Source: TNS connected consumer study 2014
44% of all TV & online users connect to the Internet while watching TV
Source: TNS connected consumer study 2014
TV & online users* 3-Screener**
❖ Simultaneous online usage while watching „regular“ TV
44%
54% 67%
33%
If present, smartphones are used most often to go online while watching TV
Source: TNS connected consumer study 2014
67%
36%
8%
33% 44% 40%
0%
20%
40%
60%
80%
100%
PC Smartphone Tablet
TV & online users 3-Screener & TV & online users*
26%
20%
18% 16%
15% 15% 14%
Source: Google Internal Data Time Period: Jan’14 – Dec’14
Share of Queries from Mobile Devices on Google Search
“Users are Ahead of CEE Average in Their Preference to Use Mobile Device When Searching Online”
24%
21% 20% 20%
14% 12%
8%
Source: Google Internal Data Time Period: Jan’14 – Dec’14
Share of Mobile Queries Matched with an Advertisement
“Advertisers are Slow to React, Leaving
Almost 90% of Queries Unmatched”
0"
50"
100"
150"
200"
250"
300"
350"
400"
Jan+13" Feb+13" Mar+13" Apr+13" May+13" Jun+13" Jul+13" Aug+13" Sep+13" Oct+13" Nov+13" Dec+13" Jan+14" Feb+14" Mar+14" Apr+14" May+14" Jun+14" Jul+14" Aug+14" Sep+14" Oct+14" Nov+14" Dec+14"
Increasing Gap between Demand and Supply on Mobile Devices
Source: Google Internal Data Time Period: Jan’13 – Dec’14
Mob
ile Q
uery
Vol
ume
(Inde
xed,
Jan’
12 =
100
)
Uncontested Market on Mobile
Contested Market on Mobile
Mobile Queries in Serbia (2013 – 2014)
Market Opportunity
Opportunity with Mobile Advertising?
47% Average User in Serbia Makes 47% More Searches on His Mobile Device
than His CEE Peers…
Source: Google Internal Data, World Bank Time Period: Jan’14 – Dec’14
25%$24%$
19%$19%$
32%$31%$
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
23:00#22:00#21:00#20:00#19:00#18:00#17:00#16:00#15:00#14:00#13:00#12:00#11:00#10:00#9:00#8:00#7:00#6:00#5:00#4:00#3:00#2:00#1:00#0:00#
Distribution of Queries by Device (Hourly)
Source: Google Internal Data Time Period: Jan’14 – Dec’14
Desktop
Mobile
Tablet
Share of Queries by Device
Tim
e of
Day
Peak Mobile Hours
05:00 – 08:00
21:00 – 01:00
Provide content on your brands and products because that’s what they want
Top categories on mobile search: mobile phones, gadgets, gaming,
shopping web sites
Source: google internal data
21%
of all queries on google search engine,
linear growth trend
Growth of mobile queries on google.rs
Source: Google internal data March 2015
31%
of all queries on google search engine,
100% growth Y0Y
Growth of mobile queries on google.rs
Source: Google internal data March 2015
Growth of mobile queries on google.rs
Source: Google internal data March 2015
28%
of all queries on google search engine,
80% growth Y0Y
Desktop vs. Mobile Ad Clickthough Rate (CTR) inCentral & Eastern Europe, by Country, Dec 2013-May2014
Mobile Desktop
Poland 0.96% 0.44%
Bulgaria 0.67% 0.52%
Slovakia 0.67% 0.43%
Latvia 0.67% 0.28%
Romania 0.67% 0.50%
Czech Republic 0.65% 0.33%
Croatia 0.49% 0.41%
Hungary 0.45% 0.20%
Lithuania 0.44% 0.24%
Serbia 0.27% 0.26%
Source: gemiusDirectEffect as cited in Gemius, "Consumers Go Mobile inCEE: Mobile Market Overview," Dec 8, 2014184404 www.eMarketer.com
Multiscreen Users in Serbia
Source: TNS connected consumer study 2014
86% watch video
content online
47% 53% 38%
have kids
59% are aged between
16 and 34 years
€ 30%
have a high income
27% have a high education
95% use a smartphone
22% use a tablet
99% use a PC
Ø 3.4 internet enabled
devices
2% use a handheld
game device
5% use an
eReader
90% listen to
music online use 83%
6% use
use 6%
use 4%
94% use a
regular TV
86% use social networks
19% use
use 22% 93% use
49% do online gaming
31% purchase
online
SET UP MOBILE EXPERIENCE
SET UP MOBILE EXPERIENCE
SET UP MOBILE EXPERIENCE
Store visits
Estimated Total
Conversions = + + +
Online Conversions Advertisers see today
Cross-Device Conversions
Mobile to Computer Computer to Computer Tablet to Computer
12% Entertainment
8% Travel
8% Technology
7% Retail
Increase in conversions
measured when using estimated
total conversions
Calls
MEASURE FULL VALUE
Mobile Search Solution Suite
Discover users wherever they are, in apps and web, while they...
Search Watch on YouTube Play in Apps Surf the Web Work in Gmail
Driving discovery and installation
of your app
Driving discovery and installation of your app
Building awareness
Mobile Masthead TrueView Video Ads Lightbox ads
In summary...
● Plan for change
○ Organize to win in mobile UX ○ Measure full value ○ Drive mobile traffic
86%
14%
Sources: Time spent stats: http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U44l461dVX4; Commercial task stats: Google/Ipsos Multiscreen Industry Study of 29k smartphone users across 9 industries (to be published).
ON MOBILE, ENTERTAINING APPS DOMINATE TIME, BUT SITES CAPTURE THE BULK OF TRANSACTIONS.
TIME SPENT ON SITES
TIME SPENT ON APPS
14%
40% GAMIN
G & ENT.
28% SOCIAL
20% OTHER 66%
SITES
6% APPS
28% SITES &
APPS
PRIMARY CHANNEL FOR COMMERCIAL TASKS
INDUSTRY SNAPSHOT
75% OF AUTOS USERS
60% OF FINANCE USERS
70% OF TRAVEL USERS
71% OF RETAIL & TECH USERS
64% OF LOCAL SERVICES USERS
... USE SITES MORE OFTEN FOR
COMMERCIAL TASKS
USER TIME SPENT ON MOBILE DEVICES
FIRST: BUILD A GREAT SITE FOR THE MAJORITY OF USERS
MSITE & APPS STRATEGY
BUILD A MOBILE SITE TO MEET NEEDS OF THESE USERS. THIS SHOULD BE PRIORITY #1 1
FOCUS ON CORE CAPABILITIES INCLUDING COMMERCE AND OTHER KEY CONVERSION EVENTS 2
UNDERSTAND AND OPTIMIZE TO USER BEHAVIOR. USE THE 25 MOBILE DESIGN PRINCIPLES 3
IDENTIFY UNIQUE, APP-ONLY CAPABILITIES THAT COMPLEMENTS SITE FUNCTIONALITY 4
BUILD AN APP THAT GOES BEYOND COMMERCE FOR LOYAL, REPEAT USERS WHO ENGAGE DEEPLY 5
PROMOTE YOUR APP TO AN AUDIENCE THAT IS READY TO USE IT (THIS MAY NOT BE 1ST TIME USERS!) 6
NEXT: BUILD AN APP FOR YOUR POWER USERS
Assigning value to all mobile conversions:
building an attribution model
Let’s try
g.co/fullvalueofmobile