Reaching Your Mobile Audience Are you Mobile Ready? Increase your audience share

Google Confidential and Proprietary

Digital life Physical life

Google Confidential and Proprietary 4

Google Confidential and Proprietary

The Rise of M-Commerce: Factors in the Equation

23% of time accessing the internet is via a mobile device IAB/PWC mobile study, Apr 2010

12% of all UK shoppers use mobiles to research before they shop ITPro.co.uk, 2010

20 Million mobile internet users in the UK in 2010 Mobile Squared, Oct 2010

38% penetration of 3G in the UK (from 28% in 2009) Morgan Stanley, Nov 2010

42% of UK mobile subscribers have a smart phone

2007:

£40/month for iPhone 2G 2010:

£20/month for iPhone 3Gs Tesco, O2

£500m Value of m-commerce in the UK in 2010 IAB/PWC mobile Adspend study Apr 2010

1Second frequency of sales via a mobile device on ebay

$1 Billion Amazon’s revenue from M-commerce

5

Google Confidential and Proprietary

Transaction value of mobile

payments in the UK

£3.3bn

Source: IAB/PWC Adspend study, Apr 2010

The 2010s Will Be the Decade of Mobile

Source: Morgan Stanley, Nov 2010

Mobile internet users

will exceed desktop users

globally

85% of new

handsets will be able to access the mobile web

Source: MobiThinking, Oct 2010

$6.5bn Redemption

value of Mobile

Coupons in US alone

Source: Borrell Associates, Aug 2010

500m to

3.5bn growth in

mobile internet users globally 2010 → 2015

Source: Ericsson, Mobile Broadband

World, Nov 2010

6

beats

2011

Google Confidential and Proprietary

Source: Google Internal June 2010

Top 10,000 Mobile Queries - Ireland

2007 2010

0%

2000%

4000%

6000%

8000%

10000%

12000%

14000%

16000%

18000%

Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Q4 08 Q1 09 Q2 09 Q3 09 Q4 09 Q1 10 Q2 10 Q3 10

+4300%

Google Confidential and Proprietary

Mobile accounts for 19% of Paddy Power betting

Source: Paddy Power Mar 2011

A bet is made every 3 seconds from a mobile device 31% of all online customers also transact on mobile

Google Confidential and Proprietary 12

79% of large online advertisers

do not have a mobile optimized site

Source: Google research 2010

Google Confidential and Proprietary

Media Consumption Has Shifted, But Are You Reaching Your Audience?

13

21.30%

39.40%3.30%

14%

7.80%

7.80% 0.60%5.80%

Share  of  Advertising  Spend  in  Ireland

TV

Print  Newspaper

Print  Magazine

Radio

Online

Outdoors

Mobile

Other

PWC Research 2009, projected Advertising spend in Ireland in 2011

All those mobile users… and this is how little budget is spent reaching them

Google Confidential and Proprietary

5  factors  driving  the  growth  in  mobile  internet  usage  

14  

5.Cloud  CompuAng  

2.Clever  Devices  

3.ConnecAvity  increasing  

4.Costs  Decreasing  

Transistors            per  chip  

Memory  cost  

Time  

1.CompuAng  Power    

Google Confidential and Proprietary 16

4 key trends • Entertainment • Immediate • Local • Shopping companion

Google Confidential and Proprietary

125years of Angry

Birds played every day

200 million

mobile playbacks a day on YouTube

Google Confidential and Proprietary 17 Source: Nielsen June 2010, Rovio December 2010, YouTube Internal Data 2010

Mobile entertains us

Google Confidential and Proprietary

1 in 3 mobile searches

is local

After looking up a local business on their

smart phone, 61% of users called the

business and 59%visited.

Google Confidential and Proprietary 19 Source: Kelsey Group 2010, Google User Behavior Study 2010

Mobile is local

Google Confidential and Proprietary

79% of smartphone Internet

users use their smartphones to help

with shopping.

74% have purchased as a result

of using their smartphone while

shopping.

Google Confidential and Proprietary 20 Source: Google User Behavior Study 2010

The ultimate shopping companion

Google Confidential and Proprietary

The Mobile User is Always On

Source: Citi Investment Research and Analysis; iCrossing Mobile U.S. Google Internal Data, 2010

Daily View Desktop Searches vs. Mobile Searches

Weekly View Desktop Searches vs. Mobile Searches

Google Confidential and Proprietary

Step 4. Check Mobile Website/App

26 26

ü  What does your clients website look like on a mobile device?

ü  Is there a mobile app available?

Google Confidential and Proprietary

Where do I start?

29

Create a fantastic experience for mobile users

Google Confidential and Proprietary

4

Mobile Website Optimisation

2 White Space

3 1Prioritized

Content

Big Buttons

31

Simple Conversion

Google Confidential and Proprietary

Comscore – web traffic vs app traffic

Be found

Google Confidential and Proprietary

Full Suite of Mobile Advertising Solutions: Search & Display

Display ads m.youtube.com Video Display Ads Search Ads

Display Ad Units 39