Google

Google Confidential and Proprietary 1

Online MarketingTips to maximize your online investment

Olga San JacintoIndustry Leader, Finance & LocalGoogle Spainolga@google.com

Google Confidential and Proprietary 2

About Google…

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Online ContentBillions of web pages

Offline ContentBillions of items becoming indexed

To organize the world’s information and make it universally accessible and useful.

First and Foremost: Google’s Mission

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Google Is in the “Connections Business”

Connect consumersto ALL the information

they care about

Connect marketersto ALL the customers

they care about

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Connects Users, Advertisers, and Publishers

Publishers

• Relevant and useful information• Access from anywhere• Ease of use• Objectivity

• Precise campaign control• Measurable return on investment• International support and expertise• Global audience of interested buyers

• Access to global advertiser network• Better user experience• Revenue opportunities• Increased traffic

Users

AdvertisersA

U

P

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Traditional Analog New Digital

The challenge: Larger, More Complex Marketing Funnel

Print CatalogsDirect MailTV Radio

Short-lived, flighted assets Durable, always-on marketing & publicity assets

VideoSearch Blogs Mobile

Awareness

Interest

Consideration

Purchase

Online Display

RichMedia

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Online Marketing Today: Trends

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Online Trends

1 Be “Always On” … Your Consumer is Online 24/7

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“Always On”… Your Consumer is Online 24/7

Google Confidential and Proprietary 10

“Always On”… Your Consumer is Online 24/7

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Online Trends

1Be Ready Online for What’s Happening Offline2Be “Always On” … Your Consumer is Online 24/7

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Offline Drives Online

Product Launching

Offline Campaigns

Seasonality

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Check the pulse of the Internet

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Be ready to react

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Online Trends

1Be Ready Online for What’s Happening Offline

Don’t Build It and Hope They Come … Atomize and Distribute

23

Be “Always On” … Your Consumer is Online 24/7

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“Atomize & Distribute” via Gadgets

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Richer and More Engaging Ads

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Richer and More Engaging Ads

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Richer and More Engaging Ads

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Richer and More Engaging Ads

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Gadget Ads Deliver Customized Solutions

Video TransactionMenu Form

Mashup Context-AwareUser-Generated

Feeds

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Online Trends

1Be Ready Online for What’s Happening Offline

4Don’t Build It and Hope They Come … Atomize and Distribute

Big Portals are Important, but also Niche Sites

23

Be “Always On” … Your Consumer is Online 24/7

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Advertisers Focus Spend on Big Sites

Source: AdRelevance Q1-Q4 2006; “Internet Ad Spend is Display Only,” comScore Media Metrix, Nov 2005.

US Online Display Advertising Spend

Yahoo31%

MSN8%

MySpace14%

AOL2%

All Other Sites45%

55% of online ad display dollars spent on just four sites…

…while just 23% of page views are served by these four sites

80%

100%

All Other Sites76%

Yahoo8%

MySpace9%

MSN4%

AOL3%

US Page Views

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More ad views

• 2x as many users (77% vs. 41%) look at ads on niche sites as engage with ads on portal sites

Engagement Increases Down the Longtail

Source: Enquiro, Sept 2006; The actual advertising used is not shown, highlighted for purposes of presentation only and was not highlighted in the study

Multiple ad views

• 5x greater cognitive engagement (multiple views >.5 secs) with ads on niche sites

Longer ad views

• Users engage with ads on niche sites 4xas long as they do on portal sites

Portal Homepage

Niche Site: Golf Homepage

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Online Trends

1Be Ready Online for What’s Happening Offline

5 Make Video a Part of Your Online Strategy

4Don’t Build It and Hope They Come … Atomize and Distribute

Big Portals are Important, but also Niche Sites

23

Be “Always On” … Your Consumer is Online 24/7

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Video Is Mainstream

8MSpain unique monthly visitors

Hundreds of millions ofWorldwide video views daily

#5Largest site in Spain

Source: Nielsen//NetRatings (Jun 2007)

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Video Is Mainstream

Source: Nielsen//NetRatings (Jun 2007)

18-34

44% female

56% male

YT Audience in Spain

+45

65+1%

50+11%

35-4930%

18-3446%

<1812%

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Engage your customers

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Online Trends

1Be Ready Online for What’s Happening Offline

5 Make Video a Part of Your Online Strategy

4Don’t Build It and Hope They Come … Atomize and Distribute

6

Big Portals are Important, but also Niche Sites

Close the Circle Offline<>Online

23

Be “Always On” … Your Consumer is Online 24/7

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Connect the Dots: Heinz example

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Connect the Dots: Heinz example

YouTube contest

Display Ads

TopThisTV.com microsite

Search ads

Product marketingTV: Winner airs during Emmys

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Results: Ketchup Sales Go Up

Nearly 4,000 qualified contest entries

80,000 hours spent watching submissions

105,000 hours interacting with brand

“We’ve already seen a pick-up in the [ketchup] business,” said David Moran, president and chief executive of Heinz North America.

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Online Trends

1Be Ready Online for What’s Happening Offline

5 Make Video a Part of Your Online Strategy

4Don’t Build It and Hope They Come … Atomize and Distribute

6

Big Portals are Important, but also Niche Sites

7 Engage your customers

Close the Circle Offline<>Online

23

Be “Always On” … Your Consumer is Online 24/7

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Enthusiast Community: MasterCard

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MasterCard: Let Peyton Talk

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MasterCard: Let Victoria Talk, Too

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Online Trends

1Be Ready Online for What’s Happening Offline

5 Make Video a Part of Your Online Strategy

4Don’t Build It and Hope They Come … Atomize and Distribute

6

Big Portals are Important, but also Niche Sites

7 Engage your Customers

8

Close the Circle Offline<>Online

23

Keep an eye on the future

Be “Always On” … Your Consumer is Online 24/7

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Tomorrow’s success story does not exist today

This time two years ago,had you heard of…

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Questions?

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www.google.esolga@google.com

¡Gracias!