Ja making the most of mobile final

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Jonathan AbrahamIndustry Head. Mobile17.07.12Making the most of mobile

Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary1Win moments that matter2Make smarter decisions3Go bigger faster

Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryWe are all on Mobile!Searching, Shopping, Socializing, Mapping, Playing and Talking

So what about your business?Get going, or get left behind

Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary

Use their mobile device to access the web every day in the U.K59%51UK smartphone penetration%Source: ourmobileplanet.comGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary4

www.ourmobileplanet.comGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary5

YouTube mobile traffic tripled in 2011YouTube sees 600M mobile views a day, more than 10% of total video views3 hours of video is uploaded per minute to YouTube from mobile devicesMobile is becoming our number 1 entertainment device Source: YouTubeGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary6take action after looking up local content

85Of UK mobile users seek local information%81%Source: ourmobileplanet.comGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary7

The most social device enabling new forms of communicationsGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary8

What are the moments that matter?

#Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary9What are the moments that matter?

Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryWhat are the moments that matter?





Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryHow Does Mobile Change My Value Proposition?How Should Our Marketing Adapt to Mobile?Is Our Organization Adapting to Mobile?How Does Mobile Change My Web Presence?4 Key Questions

Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary16

1How Does Mobile Change My Value Proposition? Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary1717%have changed their mind about purchasing a product or service in store - as of a result of information gathered using a smartphone*The four walls of the store have become porous.**

Source: * OurMobilePlanet **IDC retail insights article in the Wall Street Journal December 15, 2010, Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary18

Source: The Guardian, October 2011; Marketing Week, October 2011Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary19

Barclays PingitGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary20

Hotels.comGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary21Chrome Browser Demo

Voice and visual search are new ways to interact Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary

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2How does Mobile impact our digital destinations?Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary24Have turned to a competitors site after bad mobile experienceWont recommend business with poorly-designed mobile site57%40%How Does Your Site Appearto Mobile Users?

Source: Compuware. What Users Want from Mobile. 2011. Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary25Branded Mobile AppsOffer users entertainment, utility or bothDesign your app for the largest mobile platformsPromote your app


E-bookers

Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary27Ten mobile site best practices28be thumb friendlydesign your site so that even large hands can interact with it easily.

design for visibilityensure that your content can be read at arms length.

make it localinclude functionality that helps people find you and get to you.

use mobile site redirectsgive users a choice to go back to the desktop site, but make it easy to return to the mobile site.

keep it quickhelp mobile users - design your site to load quickly and make copy easy to scan.

learn, listen & iterategood mobile sites are user-centric, meaning theyre built with input from your audience.

simplify navigationclear navigation, hierarchy and vertical scrolling aid access to information.

make it accessibleideally, your mobile site should work across all mobile devices and all handset orientations.

make it easy to convertfocus on information that will aid conversion.

make it seamlessbring as much of the functionality of your desktop site to mobile as you can.


www.howtogetmo.com


3How does mobilehelp us to make smarter decisions?Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary30Which screen, when?The screen a user chooses to engage with is largely driven by context

CONSTANT COMPANION All the time, On the go Location specific PersonalCOUCH COMPANION Evening, lean back Web surfing & shopping Entertainment Shared experienceADMIN WORKHORSE Daytime, work Task oriented Solitary experienceBACKGROUND ENTERTAINMENT? Morning, info Evening , entertainment Shared or solitary experience

Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietarySource: emarketer, Yahoo! And Razorfish Evolution of Marketing conducted by Ipsos Nov, 2011

Source: Google, Understanding Tablet Users, US, March, 2011. n= 1,430, all members of the Google Mobile Display Network

Work / daytime = desktop + mobileCommute = mobile Home = tablets

Tablets are more of a lean back device while sitting on the couch, whereas smartphone devices may be used in a similar way but are also used in the office and on-the-go throughout the day

31Searches across 3 screens compliment each otherDayEveningMorningNightHourly Distribution of Searches by Platform(doesnt reflect absolute traffic volume)3 devices allow for constant connectivity in the evenings and weekends

Source: Google internal data, 2011. % of each platforms traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary32

4How should our marketing adapt to mobile?Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary33Search strategySeparate mobile and desktop campaignsImplement mSearch Ad FormatsSpecific ads for different locations

Mobile search queries have grown 5X in the past 2 yearsSource: themobileplaybook.comGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary34

Starwood Hotels & ResortsGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary35Advertisers have seen significant results when integrating across all screens

Key results across multiple case studies:+48% recall+4 reach pts2X frequencySource: Nielsen Multi-Screen Lab Study, September 2011; Google Incremental Reach Preliminary Results from 6 US studies for total YT/GDN campaignsGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary36

Coca Cola

Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary37How Does Mobile Change My Value Proposition?How Should Our Marketing Adapt to Mobile?Is Our Organization Adapting to Mobile?How Does Mobile Change My Web Presence?4 Key Questions

Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary38

Thank you.Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary39

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Ja making the most of mobile final