Google Confidential and Proprietary 1

Mobile Local: The Next Big OpportunityILM ‘09

Surojit Chatterjee

Local Mobile Ads

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Mobile is huge and growing: Computing, connectivity and the cloud

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Bigger than TV. Bigger than computers

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6.7B 4B

Mobile will create the ability to individually target more people

than any other channel

Source: TomiAhonen Consulting 2009

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Augmenting your senses

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Photos

Voice

CalendarDocs

MapsGmail

News

LatitudeYouTube

Mobile Search

Voice SearchGoogle.com

Search AppMy Location

Google’s approach for mobile – Computing in the cloud

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Location

LatitudeMaps

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What does this mean for local?

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Find a store

nearby

*Source: The Kelsey Group, 2009

Mobile local searches prompt physical action

Customers turn to their mobile device when

close to point-of-sale and looking to act now

Find a toy

for nephew

Order a

pizza

One in three mobile search queries

have local intent.*

Walk into

a store

Phone the

business

Get driving

directions

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Mobile local searches are in context

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68%

52%

45%

43%

40%

36%

Look up the address or store hours

Review a product description

Look at 3rd party or consumer review of a product while in a store

Look for coupons

Check product availability

Compare price of an item while in a store

What type of shopping related activities do you perform frequently on your smart phone?

* Based on Compete Study

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Mobile local searches focus on few verticals

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Top 3 Categories in Local Queries on Search

Sports, Fitness &

Recreation

Retail

Arts &

Entertainment

Top 3 Categories in Local Queries on Google Maps for Mobile

Travel

Restaurant

Retail

Travel

Users put high

value on fresh

and accurate

local information

Google Confidential and Proprietary 11

Mobile local searches complement desktop

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Challenges with mobile local advertising

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Advertiser User

Privacy

Trust

User Experience

Targeting

Scale

Offline Conversion

Tracking

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Reach the users in the right place

Where does this apply? What does this apply to?

• Google.com, - mobile

and desktop

• Google Maps and

GMM

• Google Search Network

• Google Content Network

• Text

• Image

• Rich media

• Standard mobile ads

• iPhone and other high-end

mobile targeted ads

Any ad!

Region City and metro Within a defined radius Within defined borders

Where can you target?Choose country-, region-, or city-level targeting…

or define a customized area

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Make it easy to start and scale

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Make all your ads location aware

Addresses dynamically attach to the ad depending on user

location

Tap on the map to get directions to the store

Location extension ad on mobile search