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Google Mobile Ads

Google Mobile Ads. July 2009. The Mobile Experience is Different from Desktop. Trend 1: Mobile Penetration Growing. 107% YOY Growth!. Source: Cellular-News Feb 2008, Informa Nov 2007, Gartner June 2008, eMarketer April 2008. 3. Trend 2: Browsers Reach A Tipping Point. By the end of 2009….

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Google Mobile Ads

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  1. Google Mobile Ads July 2009

  2. The Mobile Experience is Different from Desktop

  3. Trend 1: Mobile Penetration Growing 107% YOY Growth! Source: Cellular-News Feb 2008, Informa Nov 2007, Gartner June 2008, eMarketer April 2008 3

  4. Trend 2: Browsers Reach A Tipping Point By the end of 2009… < 200 million ComputerBrowsers Shipped 240 million MobileBrowsers Shipped In 2011, smartphone search rates are expected to exceed PC search rates of 2007 4 Source: IDC, comScore, IAB and Merrill Lynch Estimates, June 2008, Google Estimate

  5. Trend 3: The Start of a Platform Transition Mobile WAP Browsing Think Dial-Up .. Full Scale HTML Browsing Think Broadband .. 5

  6. Trend 4: The US is Becoming a Leader • 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 70% 26% 5% 20% 0% 11% 46% 53% 6 Source: Gartner (March 2009)

  7. Over 23 million iPhones sold to date (Global)Over 1M Android phones sold to date ( Global)80% of iPhone users use mobileapplications:Over 40,000 iPhone apps and… Over 1,000,000,000 app downloadsiPhone 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

  8. 8 Open Handset Alliance Members Have Committed To Deploy Android-Powered Phones Companies include leading carriers such as Vodafone, T-Mobile, and Sprint and top 5 manufacturers such as Samsung and Motorola http://www.openhandsetalliance.com/oha_members.html

  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. 9

  10. 10 Getting Started…..Is an App Right for Your Brand? • 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 10

  11. Google Is Optimizing Search For Mobile 11

  12. Super Fast Search Search Box at User’s Fingertips + Display Optimized for Mobile

  13. Google Leads in Mobile Search Market Share Source: comScore M:Metrics, July 2008

  14. 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? We see a ~50% increase in Google Maps for Mobile search traffic on weekends compared to weekdays Mobile allows consumers to shift their information gathering

  16. Mobile advertising is beginning to emerge 33% recalled seeing mobile advertising 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 Source: Advertising on Mobile Phones Now the Norm And a significant number of users say they respond to such messages Feb 5, 2009, http://www.adweek.com/aw/content_display/news/agency/e3i265790c0e524ea2ba72bae754877cf17

  17. Now is the time to test and learn Experiment in the space now, develop best practices and scale your investment before growth in mobile search advertising explodes Source: Veronis Suhler Stevenson and Merrill Lynch Estimates, June 2008 17

  18. Google Mobile Ad Offerings & Roadmap Search (WAP) Search (HTML) YouTube Mobile Sites & Applications BETA 18

  19. Mobile Search is Now Targeted by Platform Full HTML Browser Devices: iPhone & Android WAP / Mobile Web Enabled Phones Windows Mobile iPhone Blackberry Pearl & Curve Android 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 19

  20. Beta Opportunity: Ads for Mobile Apps UrbanSpoon Shazam iTV Backgrounds • Target specific apps in our new mobile network

  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 21 Source: InsightExpress Ads Campaign Research

  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; 22

  23. Thank You!

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