Laura Ludeña Head of Market Insights Google Spain

1. Laura Ludeña Head of MarketInsights Google Spain Nuevos usos de la estadística en la sociedad del conocimiento y de la red Eustat. Donostia Julio 2013

2. Agenda • Uso de la estadística para conocer el mundo digital • Uso de la estadística para mejorar los productos publicitarios • Uso de la estadística para medir la efectividad de los productos publicitarios

3. 1. Usos de la estadística para entender el mundo digital

4. Estadísticas globales y para España

5. Uso de dispositivos Consumer Connected Survey TNS Our Mobile Planet Ipsos Multiscreen Survey Ipsos Mobile Purchase Journey Ipsos

6. Global consumers move to multi-screening Number of connected devices per household average: 1.5 Source: TNS, Global Enumeration Study, 2012 Base: All respondents 16+; 1,000 per country Q: Which, if any, of the following devices do you currently use?(Smartphone, PC, laptop Webbook, Tablet, Internet TV)

7. PC / Laptop usage is high in most countries Q1 2012 PC or laptop usage average: 70% Q: Which, if any, of the following devices do you currently use? Source: TNS, Global Enumeration Study, 2012 Base: All respondents 16+; 1,000 per country

8. Strong growth for Smartphones worldwide 2011 - 2012 Smartphone usage X1.33 Q: Which, if any, of the following devices do you currently use? Source: Global Enumeration Study, Ipsos 2011, TNS 2012 Base: All respondents 18+; 1,000 per country

9. Strong growth for Tablets worldwide 2011 - 2012 Tablet usage X1.6 Q: Which, if any, of the following devices do you currently use? Source: Global Enumeration Study, Ipsos 2011, TNS 2012 Base: All respondents 18+; 1,000 per country

10. Hihger Intent to use tablets (except in Africa) In Africa, smartphones are expected to grow faster than tablets Question: Which, if any, of the following devices do you currently use? Question: You are currently not using a so called [device]. How likely are you to buy or use a [device] within the next 12 months? Source: Global TNS Infratest enumeration study Q1 2012 Base: All respondents 16+; 1,000 per country

11. Africa: mobile connections more importantthan fixed connections Index on total population Question: What type of internet connection is your main internet connection at home, i.e. how is your home connected to the internet ? Source: Source: Global TNS Infratest enumeration study Q1 2012 Base: All internet users with home connections 16+; Africa 8639 Asia 4,897; Europe 16,456; NA 1,673; SA 716; Oceania 1,728

12. Tablet usage appears to be complementary to other devices Source: Spain Consumer Connected Survey Q1 2013 Base: All respondents 16+; 1,000

13. PCs for productive activities, mobile for intimate usage. Tablets still to be defined (enterteinment now) Leisurely Curious Friendly Versatile Productive Intense Dependable Efficient Quick Sexy Powerful Fast Accessible Impulsive Casual Important Smart Spontaneous Social Intimate Essential

14. Preferred Device is related to the activity Working Enterteinment Commuting Lunch % Relative Uses by 24 hours /day Source: Multiscreen Survey Ipsos 2013

15. Uso de smartphone Source: Our Mobile Planet Ipsos 2013

16. Interacción entre las distintas pantallas Not at the same time 85% - 1. Sequential UsageMoving from one device to another at different times to accomplish a task (ie. booking a summer travel) At the same time 78% 2. Multitasking Usage Using more than one device at the same time for an unrelated activity (ie. Watching a TV show and playing Angry Birds with a smartphone app) 22% 3. Complementary Usage Using more than one device at the same time for a related activity (ie following a soccer match on TV and getting other matches updates on a website in the tablet) Universe of reference: 19.7 Mill of Smartphone, PC & TV usersaged 16 or more Source: Multiscreen Survey Ipsos 2013

17. 89% of smartphone users have looked for local information 19,248,624 ind 77% 14,821,441 ind have taken action as a result 32% 6,159,560 ind have visited the business 27% 5,197,129 ind have called the business or service How often do you look for information about local businesses or services on your smartphone? (Ever)Base: Private smartphone users who use the Internet in general and who look at least less than once a month for information on their smartphone, Smartphone n= 891 Which of the following actions have you taken after having looked up this type of information (business or services close to your location)? Source: Our Mobile Planet Ipsos 2013

18. Mobile research to Desktop purchase Mobile users 41% Researched on smartphone and purchased on desktop Mobile, PC & TV users 91% Start shopping on smartphone and continue or finish on desktop 6.7 M started an online purchase via smartphone, 6.1 M converted via PC; 5 M started planning a trip via smartphone, 4.5 M finally converted via PC Source: Our Mobile PlanetIpsos 2013 Source: Multiscreen Survey Ipsos 2013 For the 41%: Listed below are various products or services. For each of these products or services please indicate which statement applies to you. “Research on smartphone then purchased via computer” Source: OurMobilePlanet Fort the 91%: Base: Have Started Activity on One Device & Continued on Another (488). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.

19. Search dominates the sequential usage 94% Search again on the second device 88% Directly navigating to the destination site 82% Via email / sending a link to myself Universe of reference: 19.7 Mill of Smartphone, PC & TV usersaged 16 or more Source: Multiscreen Survey Ipsos 2013 Base: Have Started Activity on One Device & truly Continued on Another: Searching (249); Browsing (296); Shopping (224), Watching a Video (181). Q. You mentioned that you have started each activity below on one device and then continued it on another device. For each activity (column), please indicate the way(s) in which you did this.

20. Conclusiones

21. Usos de la estadística para mejorar el marketing

22. ¿Cómo hace dinero Google? Ipsos MediaCT January to February 2012 Source: Q24a. In your opinion, which, if any, of the following best describes how Google makes money?Base: All respondents n=2,991 25

24. Push

25. Pull How much you’re willing to pay (bids) How “good” your ads are (relevance) Competition

26. La estadística aplicada a la comprensión de las necesidades del consumidor: Search

27. La estadística aplicada a la comprensión de las necesidades del consumidor: Google Analytics

28. La estadística aplicada a la comprensión de las necesidades del consumidor: True View Preroll vs. TrueView at equal efficiency 2.8x Source: GfK (randomised experiment with 18 brands and n = 3.184 respondents) Connected Life Panel Germany 2012 (n = 10.000 panelists)

29. La estadística aplicada a la comprensión de las necesidades del consumidor: Retargeting

30. Herramientas públicas: Google Trends

31. Herramientas públicas: Google Trends DIETA

32. Herramientas públicas: Google Trends DUKAN

33. Herramientas públicas: Google Trends -DUKAN

34. Herramientas públicas: Flu Trends

35. Herramientas públicas: Bank of England

36. Conclusiones

37. Uso de la estadística para medir la efectividad del marketing

38. La escalabilidad es clave

39. El consenso también

40. Tres dimensiones fundamentales

41. Reach: via fusión de datos fija KANTAR WORLPANEL households (n: 8.400) KANTAR WORLDPANEL individuals (n: 4.863) KANTAR MEDIA TV PANEL (n: 11.912) Official Spain TV currency Exposure to Online based on impression tags FIXED FUSION Exposure to TV based on fusion to TV currency panel (Kantar Media) • Fusion process is based on similarities among Kantar Media (TV) and Kantar Worldpanel (online) panelists. • “Twins” are created based on sociodemographics, attitudes, TV chanel profile, day band profile (multidimensional reduction) and 200 additional exclusive clusters. 44

42. Reach: via fusión de datos fija Only YouTube added an average of 2.9 extra reach points to TV Average TV reach (1+) 79.1% Average YT reach (1+) 14.3% Only TV 67.7% Overlap TV + YouTube 11.4% Exclusive Youtube reach: +2.9 p% Source: Kantar Worldpanel cross media analysis– internet users Base: 10 YouTube campaigns in 2012/2013 45

43. Reach: via fusión de datos fija More than 20% of total YouTube reach is not doubling up with TV . YouTube share of incremental reach goes higher while looking at effective TV reach Media Reach by different levels of TV OTS (%) YouTube share of incremental reach (100= Total YouTube reach) 20.2% 41.2% 55.9% Source: Kantar Worldpanel cross media analysis– internet users Base: 10 YouTube campaigns in 2012/2013 46

44. Reach: via fusión de datos fija WEB media is particularly effective at delivering additional GRP´s among lower TV exposed audience Almost 75% of online GRPs delivered out of high TV exposed Source: Kantar Worldpanel cross media analysis– internet users Base: 12 campaigns in 2012/2013 47

45. Reach: via Single Source Panel • What we did: • Analyzed 80 TV campaigns for different products of leading advertisers • TV media plans by Ebiquity, YouTube media plans simulated by Google • Data source: • Single-source panel: Measurement of individual TV & online behavior from same consumers in 5,000 households within GfK Media Efficiency Panel

46. Reach: via Single Source Panel For illustration only reallocation of wasted TV OTS to unexposed audiences

47. Reach: via Single Source Panel Benefits of Share-Shift from a Budget-Point of View Share Shift TV + YOUTUBE TV ONLY Stable Reach NET REACH: 69% NET REACH: 69% Cost Reduction: -7.4% COSTS COSTS Source: Share shift analysis Google, based on GfK MEP and Ebiquity data

48. Brand Impact: ejemplo preroll vs skippable Lookingatrecall, awarenessandrecognitionnomajordifferences in impactcanbeseenbetweenthetwoformats. Ifany, prerollsperformsligthlystronger. % of respondents per cell Source: GfK / nurago 2011, n = 1.023 interviewss. Audi and Redbull Ads Nurago Impact Panel Germany (n = 10.000 panelists) indicates differences at 90% significance level to control

49. Brand Impact: randomized experiments IMPACT PANEL (10.000 panelists, used for ad effectiveness research). Unique methodology: nurago technology allows experimental study designs for ad effectiveness in a real live campaign setting • Full control over reach and frequency of campaign delivery • Experiment embedded into the panelists‘ natural online usage • Campaigns can be fully simulated or boosted if needed within the panel Survey Panelists fall into groups depending on theirnatural online behaviour # did not see advertising # exposed to skippable # exposed to preroll Panelists(representative for onliners 18-69 years) Random pre campaign assignment into test and control groups, e.g. # only allowed to see skippable # only allowed to see preroll

50. Brand Impact: eficiencia preroll vs skippable However, in terms of efficiency (impact per GRP) skippable prerolls clearly outperform standard prerolls by factor 2.4 on average across brand metrics Uplift to control per GRP Efficiency Index 234% Efficiency Index 248% Efficiency Index 234% Source: GfK / nurago 2011, n = 1.023 interviewss. Audi and Redbull Ads Nurago Impact Panel Germany (n = 10.000 panelists)