The Future of Mobile: SoLoMoCo with Tim Reis

Google Confidential and Proprietary

digital’s next five years

tim reis

head of mobile & social solutions, americas

[email protected]

june 8, 2012

mailto:[email protected]

Google Confidential and ProprietaryGoogle Confidential

solomocodigital’s next 5 years?

sociallocalmobilecommerce


5 predictions for the next 5 years

2. local is the battlefield

3. mobile powers commerce

and 5 things you can do about them NOW

1. mobile is mainstream

4. mobile is mainstream, part 2

5. social is in everything

Google Confidential and Proprietary5 Google confidential

global mobile vs. desktop internet population, 2007-2015

mobile passes desktop w/in two years

global internetusers(mm)

0

400

800

1200

1600

2000

2007 2008 2009 2010 2011 2012 2013 2014 2015

Mobile Internet Users Desktop Internet Users

Source: Morgan Stanley Research, April 2010

6 Google confidential6 Google confidential

mobile is cool

Google Confidential and Proprietary 7

79%

of large online advertisers do not have a mobile optimized landing page

40% of consumers will abandon a bad site experience to visit a competitor’s site

62%


mobile optimized sites work

8

efficiency

conversions

30%

50%

abandonment

time spent

53%

25%

howtogomo.com


five predictions for the next 5 years








1 in 3 mobile searches has local intent

how to go lo-mo-co

• 61% call

• 59% visit

10


Of walk-outs influenced bysmartphone usage

“The four walls of the store have become porous.”

Amazon.com

mobile changes the field

13 Google confidential

by 2015 mobile transactions will reach…

$1 Trillion


how to go mo-co


google wallet and offers




3. mobile empowers commerce






50% of US mobile subscribers have smartphones

mobile: tool

always on. always accessible. information on the go. always connected.

3 feet or less from it

1 in 4 use it in the bathroom

79%shop with it

>500 years of Angry Birds played daily

3 in 4receive mobile coupons &

offers

of whom are looking for coupons

48%

source: the mobile movement: understanding smartphone

consumers, april 2011; mobile insights, q4, 2011

/entertainment/personal/obsession


mobile works the entire funnel

brand awareness audience engagementonline and/or

offline conversions

18


Return On Investment

Access: More than one screen


mobile/tablet searches peak during primetimeHeavy Search by Pads, Mobile In TV Prime

TABLETSPrime Time Peak

DESKTOPSWork Day

MOBILEPrime Time Peak

OVERNIGHT MORNING AFTERNOON PRIME

SuggestsTV

Multitasking


40% of smartphone/tablet owners use them daily while watching TV

45% are viewing unrelated content

42% are going to social networking sites


ads across all screens more effective in driving brand awareness

% correctly recalling Volvo as brand advertised

50%

74%

TV+PC Video+Phone Video+Tablet Video

48% lift in campaign recall

TV Only

source: Nielsen Multi-Screen Media Lab Study, Sep’11







4. mobile is mainstream, part 2 - branding


sites

display

video

mobile

search

Google+ page

+your brand

connect all your +1’s across the web


google+ page

ripples v.2 allows you to see more than ever before

Press play to watch how the post spreads over time

Graph depicting chronological journey of your post and highlights top influencers on the way

See Ripples for a URL or YouTube video by entering the URL here

Add top influencers directly to your circles from Ripples

connect your page with google analytics

Google Analytics: to track

your page activity, simply

connect to Google Analytics


hangouts


hangouts on air


hangouts on air

31

three things you can do now

Share valuable

content and hold

Hangouts

Promote your

page with badges

and offline

marketing

Create a

page & link it to

your site and ads


Resources


mobile scorecardscorecard:

best practices & product adoption

mobile optimized site

mobile only campaigns

mobile specific ad copy

sitelinks

click-to-call/call metrics

click-to-download

adequate budget

bid to position 1/2

leverage mobile display

Google Confidential and ProprietaryGoogle Confidential and Proprietary

staying ahead with your mobile strategy - mSearch

client’s progress and next opportunities for mobile success

Create Mobile Optimized

Site

Build Mobile-only

campaigns

Expand Keyword

Coverage to match

DesktopUtilize Mobile Ad Extensions

Bid to positions 1-2 and

optimize budget

Opt-in to targeting

Tablets

Track and

Iterate on

strategy

optimize

for clicks:

and

conversions:Track the full value of Mobile (mobile to store,

mobile to desktop, micro-conversions)


staying ahead with your mobile strategy - mDisplayclient’s progress and next opportunities for mobile success

Create Mobile

Optimized Site

Opt in

mobile/tablets to

desktop mGDN

campaigns

Leverage video formats on

YT Mobile

Implement conversion

tracking on mobile sites

Track and

Iterate on

strategy

optimize

for

reach/engag

ement:

and

conversions/

downloads:

Extend campaigns

to AdMob and build

out rich media

Track downloads and

optimize towards target

conversion rate/CPD on

AdMob


more resources

www.themobileplaybook.com www.howtogomo.com

www.ourmobileplanet.com

http://www.themobileplaybook.com

http://www.howtogomo.com

http://www.ourmobileplanet.com


Thank you!

Questions?

[email protected]+: tim.h.reisTwitter: @tim_reisLinkedIn: Tim Reis

High res +1 buttons Morgan Knutson - 2/2/12

mailto:[email protected]


AppendixHigh res +1 buttons Morgan Knutson - 2/2/12

100 MILLION Google+ 30 day active users

50 MILLION Google+ daily active users

1M sites added the +1 button

5B +1 impressions/day

200+ updates since Google+ Trial launch in June 2011

a great start

The Future of Mobile: SoLoMoCo with Tim Reis

Business

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