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Digital Marketing - The Opportunity Ahead

Tony Keusgen Head of Technology Google AU/NZ

2 June 2011

Google Confidential and Proprietary

Accelerating into the future: four predictions

New Big Screen: 80% of all screen time will be digital

Mass Mobile: devices will enable 2/3 of purchases and pay for 1/2

Google Confidential and Proprietary

Google Wallet

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Google Confidential and Proprietary

Accelerating into the future: four predictions

New Big Screen: 80% of all screen time will be digital

Mass Mobile: devices will enable 2/3 of purchases and pay for 1/2

Consumer Coup: from 80% “push” to 80% opt-in, and two-way

Real-time Rule: dominates social search rank, pricing, optimization

Google Confidential and Proprietary

2010

Australians are searching in spectacular numbers from mobile devices

Source:  Google  Internal  Data,  based  on  a  basket  of  20,000  keywords  

iPhone  

iPhone  3G  

Android  G1  

Blackberry  Storm   Palm  Pre  iPhone  3GS  

Android  myTouch  

Android  Nexus  One  

Moto  Droid  &  Eris  

2008   2009  

5  

3,000%  +  growth  in  3  years  

12%  of  all  Google  queries  in  Dec  2010  came  from  mobile  devices    

Mobile  web  adoption    8x  faster  than  the  desktop  web    

Google Confidential and Proprietary

Coupons you clip vs coupons that come to you

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Google Confidential and Proprietary

go to: bit.ly/msearchon

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Display Ads Have Come a Long Way.

First Display Ad 1994

Display Ad – 2011

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Display Ads Have Come a Long Way.

First Display Ad 1994

Display Ad – 2011

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Online Video…More than an Extension of TV.

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Fastest rising Google searches for advertising campaigns

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+2.4  million    "how-­‐to"  related  queries  per  month.  

2x   YouTube  users  are  twice  as  likely  as  non-­‐users  to  buy  a  car,  to  play  video  games,  or  to  own  an  iPhone.  32%  

Of  Australian  YouTube    users  watch  How  to  videos.    

3x  Light  TV  viewers  are  3  Fmes  as  likely  as  heavy  TV  viewers  to  use  YouTube  for  research  in  advance  of  purchasing  a  new  mobile  phone.  

Engage existing customers

Source:  YouTube  User  Profiling  Study  performed  by  TNS  Australia,  May  2011  

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Thank you