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Google Now

Google –haku: Käsinkirjoitus mobiilipäätelaitteissa

Why Mobile Advertising with Google ?

How

Niina Sauvolainen Industry Manager Google Finland

Google Confidential and Proprietary Google Confidential and Proprietary

Kerron tänään

• Miksi mobiilia ei voi ohittaa?

• Miten näkyä mobiilissa?

• Tehostetut hakukampanjat

Kuluttajien ostoprosessi on pitkä ja monivaiheinen

1-2 viikkoa

3-9 viikkoa!

Suomessa(lomamatkan(suunni.eluvaiheeseen(ennen(ostamista(kuluu(

DAY 1

DAY 50

Q25: How long did you inform yourself before you booked your latest short and/or holiday trip? Base (weighted): Travellers who booked a short trip=737; holiday trip n=503 TNS 2011

26% lomamatkan varaajista:

34% lomamatkan varaajista:

Source: 1) IAB Europe “Mediascope Europe” June 2012

TV

PHONE

LAPTOP

TABLET

58%

39% Kaikista suomalaisista online-käyttäjistä käy verkossa useammalla päätelaitteella

Suomalaisista on verkossa katsoessaan televisiota

Muuttunut mediatodellisuus

Lähde: Googlen sisäinen data. Historiallinen kehitys ei ole tae tulevasta. Smartphones: Mobile phones with full browsers Mobile WAP: Mobile phones without full browsers

Mobiilihakujen osuus kaikista hauista Suomessa

13% Mobiilihakujen osuus yhteensä YoY Q3'2012

+3%

+385%

+187%

Q4/2012 Suomessa matkailussa 13% hauista tehtiin mobiilipäätelaitteilla

UK Q4/2012 Majoitushaut : Mobiilihakuja 36%

Insight: Queries on tablets have increased 7% between Christmas and New Year and account for 17% of all accommodation related queries in the UK (Christmas 2011: 6%)

Action: Align your tablet strategy to leverage the full potential of the query uplift from tablet devices

Source: Google internal data based on queries for travel products and services in the UK. Future results may differ from above. Please use as a directional guide only.

(desktop) (smartphone) (tablet)

78% 77% 77% 76% 76% 75% 74% 64%

13% 14% 14% 14% 15% 15% 16% 19%

9% 9% 9% 9% 9% 9% 10% 17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

November December

36% of queries are now mobile

+7%

+3%

By device distribution of queries related to hotels & accommodation, weekly for Nov-December 2012

Christmas 2012

Kuluttajan ostopolku monimutkaistuu

Mobiili on yhä useammin mukana ostopolun eri vaiheissa

PC to Store

Online to store

eCommerce

Mobile Commerce (sites,apps)

Tablet Commerce (sites,apps)

Cross-device commerce

Online commerce

Mobile to Store (directions)

Mobile to Store (calls)

Store to Online (showrooming)

Matkan suunnittelussa käytetään useita eri päätelaitteita

Eri päätelaitteiden käyttö matkan suunnitteluvaiheessa USA:ssa

Source: “The New Multi-screen World.” Google and Ipsos MetdiaCT. September 2012. Base: Have Started Activity on One Device & Continued on Another (627) Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on.

20

47%

45%

3%

Started on a smartphone

Continued on a PC

Continued on a Tablet

38%

31%

7%

Started on a PC/Laptop

Continued on a smartphone

Continued on a tablet

15%

1%

14%

Started on A tablet

Continued on a smartphone

Continued on a PC

Lähde: Googlen sisäinen data

Äkkilähtöhaut kaksinkertaistuvat heinäkuisin tietokoneella…

Lähde: Googlen sisäinen data

…ja nelinkertaistuvat mobiilissa

Tiesitkö, että

39% suomalaisista

älypuhelinomistajista tekee paikallisen haun

puhelimellaan päivittäin tai viikottain

Tiesitkö, että

45% suomalaisista älypuhelimen omistajista sanoo saavansa kysymyksiinsä välittömän vastauksen kännykällään, kun sitä tarvitsee.

44% suomalaisyrityksillä ei ole

mobiilisivustoa eikä mobiilisovellusta 38%

Suomalaisista älypuhelinten

käyttäjiä

Lähteet: Google & TNS, tutkimus suomalaisten yritysten mobiilivalmiudesta 2012 www.ourmobileplanet.com

34% suomalaisyrityksistä ilmoittaa, että

mobiili ei ole osana markkinointistrategiaa eikä sitä

määritellä vuonna 2012

Tiesitkö, että

Miten näkyä mobiilissa?

HowToGoMo.com auttaa mobiilisivuston suunnittelussa

Google+ paikalliset palvelut

Tehostetut hakukampanjat

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

Tablet, phone & PC – complementary contexts Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume)

Finland: Hotels&Accommodation -The biggest share of tablet queries are done on Sunday –daily distribution of queries

Context creates new opportunities -Bank

Download an app Daily personal account management

Finding an open branch: rep/ATM

More relevance to people's intent and their context, at exactly the moments that matter These changes will mean better results for advertisers

Device

Time

Location


Powerful tools for the multi-device world Ability to easily manage your bids across locations, time and devices—all within a single campaign

Bid adjustments and reporting by:

Time Location Device

Multiple bid adjustments

Key features


Adjust device and location bids within the same campaign Device bid adjustment


Smarter ads for varying consumer contexts Ability to show the right creative, sitelink or extension based on user context and device capabilities

Key features

Customized messages on mobile: Show headlines, ad text, URLs and extensions that target users on the go

Scheduled extensions: Set extensions to appear only during certain times of day or on mobile devices.

Enhanced sitelinks: Manage individual sitelinks in customized ways at the campaign and ad group level.


Adjust headline, description, URL and sitelinks for mobile devices


Miten näkyä?


STARWOOD HOTELS

“Hyperlocal” mobile search campaign tripled mobile traffic

“Increased ROI 20X, increased bookings by 20%, and tripled mobile traffic.”


Google offers a comprehensive media solution on mobile - across all platforms

Mobile search ads Mobile display & Admob


Site links: extended value one-line & two-line

Mobile search ads


Hyperlocal ads: Right here. Right now.

Mobile search ads


Standard Mobile Image Banner

320x50 smartphone banner

Key Characteristics • Showcase rich creative and clear calls-to-

action in a variety of mobile sizes • 50K file-size limit for all ads In-app & Mobile Site Functionality • Phone size: 320x50 static max 50K • Tablet sizes: 300x250, 468x60, 728x90 Static, max 75K


Rotating Mobile Text Banner with “1.5 click”

1.5 Clicks:

Key Characteristics • Same format as standard desktop ads App Functionality • Text rotates to show entire ad • 1.5 click functionality* qualifies clicks and

can improve conversion rates • Ads serve in a variety of container sizes

across phones & tablets. Desktop Sites Functionality • Ads optimized for mobile (fewer ads and

larger fonts)

If a user clicks on the original small blue arrow tile, he or she will go directly to the advertiser's CTA.


The Mobile Playbook – How to Win on Mobile


Our Mobile Planet answers your questions about the mobile consumers

www.ourmobileplanet.com


Thank you!

ADmented reality


Finnair drives awareness with the new Swipeable Gallery format for tablets

Goals

Results •  Of all impressions, nearly 5% led to an interaction •  Of all interactions, 12% clicked through to purchase •  Of all interactions, 60% clicked through to enter the

competition

•  Launched tablet-specific rich media campaign •  Implemented the new Swipeable Gallery ad format

Solution

•  Expand traffic to Asian destinations •  Introduce Chongquin, a new Asian destination •  Encourage competition registrations •  Test tablet as a supporting vehicle to drive sales

google now - wordpress.com...source: google internal data based on queries for travel products and...

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