1310 omma mobile sponsored lunch google

1 Google confidential

GoMo

Johanna Werther

Sr. Product Marketing Manager, Google

2 Google confidential2 Google confidential

mobile is personal


the state of mobile: up, up and away


consumers love mobile

there are now more mobile devices than people in the US


Source: Nielsen March 2010, Morgan Stanley 2010

by the end of 2011, 50% of Americans will have a smart phone

smartphone usage is now mainstream


First 6 Quarters Cumulative Unit Shipments, iPod vs. iPhone vs. iPad

Source: Apple, as of Q2:11 (6 quarters post iPad launch).

tablets are the fastest growing consumer device in history

0 1 2 3 4 5 60

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

iPad iPhone iPod

Quarters After Launch

Glo

ba

l U

nit

Sh

ipm

en

ts (

00

0)


there is a time and place for each device

Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.


so what are people doing?


Source: Nielsen June 2010, Rovio December 2010, YouTube Internal Data 2010

mobile entertains us


mobile devices have become our “second brain”

5x growth in mobile search


mobile is changing the way we shop


Google wallet video


what does it take to succeed in mobile?


invest in a mobile site

Source: compuware, “why the mobile web is disappointing end-users.” March 2011

51% more likely to purchase

85% increased engagement

40% would visit a competitor’s site instead due to a disappointing mobile experience

to boost performance:

to keep customers:


brands lag consumers

79% do not have a

mobile-optimized site

What percentage of large online

advertisers do not have a mobile-optimized site?

Source: Google Internal, Q1 2011


ticketsnow video


10 best practices for mobile sites

learn, listen & iterate

good mobile sites are user-centric, meaning they’re built with input from your audience.

be thumb friendly

design your site so even large hands can easily interact with it.

design for visibility

ensure your content can be read at arm’s length.

make it local

include functionality that helps people find and get to you.

use mobile site redirects

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

keep it quick

help mobile users, design your site to load fast and make copy easy to scan.

make it seamless

bring as much of the functionality of your desktop site to mobile.

simplify navigation

clear navigation, hierarchy and vertical scrolling aid access to information.

make it accessible

ideally, your mobile site should work across all mobile devices and all handset orientations.

make it easy to convert

focus on information that will aid conversion.


be thumb friendly

the Ryland site uses buttons instead of links. buttons give more room and space for people to touch and work with the screen.

case study: Ryland Homes (m.ryland.com)

mobile site best practices

design for visibility

the text and layout is clear, and easily legible at arm’s length. content fits onscreen and can be read without pinching and zooming.


next steps to a fully optimized site

19

1. assess: check the mobile experience for your site

2. start small: get a landing page up quickly

3. fully optimize: build a full mobile site, continue to iterate


Joe’s Specialty Sandwiches

219 West 49th StreetNew York, NY 10019joesspecialty.com 128 reviews

Directions Search nearby Save to map more

Kara’s Vegan Stop

231 West 49th StreetNew York, NY 10019vegankara.com 389 reviews


The Sprouted Wheat

222 West 49th StreetNew York, NY 10019sproutedwheatnyc.com 184 reviews


connect users with your information



just answers video


ads at the right time and place

+30% CTR

sitelinks offer ads +2X coupons

redeemed

Source: Google Internal, 2011


entertain with mobile display ads


Reebok promoted across screens for max effectiveness

engage users across screens

coordinated YouTube takeovers across mobile & PC

+5X

+131%

+27%

lift in brand conversions

higher interaction rate for YouTube video ads

higher interaction rate for tablet rich media

mobile/tablet optimized brand experiences


aided recall (prompted awareness)

mobile + PC + tablet advertising much more effective in driving branding

Q. You may have mentioned this already, from the list belowdo you recall seeing any advertisements for the following brands?

50%

74%

TV+ PC Video+Phone Video+Tablet Video

24% lift in campaign recall

TV Only

% indicating prompted awareness of Volvo Ad


mobile advertising right now video


three takeaways

27

GoMo!

create a mobile specific site

Connectmobile users with

answers

Engagemobile users with

rich media


GoMo!


Appendix


inform with mobile search ads

Be Faster with MiCoach | Free | Be Faster with MiCoach | Free |

Mobile Site

Application


mobile becoming just as prevalent as desktopglobal mobile vs. desktop internet population, 2007-2015

global interne

tusers(MM)

Source: Morgan Stanley Research, April 2010

2007 2008 2009 2010 2011 2012 2013 2014 20150

400

800

1200

1600

2000

Mobile Internet Users


ticketsnow case study

conversion rate

1

2

+50%

launched a mobile optimized site

ran google mobile ads to drive traffic

+30% increase in return on ad spend

+8% increase in average order value





simplify navigation

intuitive site navigation features such as a persistent “back” button at the top and bottom of the screen provides for easier reverse navigation.




make it accessible

to ensure a consistently high-quality experience across mobile devices, Ryland uses jQuery Mobile software to load a site variation that works best with any device. the site also avoids the use of Flash.

make it easy to convert

Ryland provides the essential info customers want. They focused on features such as clickable phone numbers, location-based driving directions to nearby communities, and brief info request forms to increase mobile conversions.


advertising on YouTube mobile


2nd largest video platform behind only YouTube on PCs

400 million views a day globally

70% access YouTube mobile daily

instream video ads

keyword targeting


brand channels

Technology

1310 omma mobile sponsored lunch google