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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 July 2009
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… < 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
Trend 3: The Start of a Platform Transition Mobile WAP Browsing Think Dial-Up .. Full Scale HTML Browsing Think Broadband .. 5
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)
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 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
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 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
Super Fast Search Search Box at User’s Fingertips + Display Optimized for Mobile
Google Leads in Mobile Search Market Share Source: comScore M:Metrics, July 2008
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
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
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
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
Google Mobile Ad Offerings & Roadmap Search (WAP) Search (HTML) YouTube Mobile Sites & Applications BETA 18
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
Beta Opportunity: Ads for Mobile Apps UrbanSpoon Shazam iTV Backgrounds • Target specific apps in our new mobile network
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
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