Winning in a Mobile-First Era · INTERNAL: Google Confidential and Proprietary APAC Winning in a...

Confidential + ProprietaryINTERNAL: Google Confidential and Proprietary

APAC

Winning in a Mobile-First Era

Confidential + Proprietary

8 years in ad agencies


Dozens of brands


Focus on performance marketing

2000: 3 of 4 Internet users live in developed countries

2015: 2 of 3 Internet users live in developing countries

The next 2 billion will create a new normal

2016 2020

5B

2014 225M

2017

415M

Southeast Asia is accelerating


Filipinos are digitizing fast!

More affordable data plans

Young, growing and getting more affluent

Smartphone prices falling


NEW GENERATION OF FILIPINO NETIZENS IS

MOBILE FIRST

54M PINOYSARE ONLINE

Source: eMarketer (May 2016)


In 2018, 70 million Filipinos will be online

Source: eMarketer 2015


The next generation of Filipino netizens will be

MOBILE-FIRST


In 2016, 27% (30 mn) Filipinos will own smartphones

Source: eMarketer 2015


61% of Filipinos use SMARTPHONES as their primary device

to come online

Confidential + ProprietarySource: Google Philippines internal data

Over the last 2 years, at Google, we have seen mobile search

queries grow

2.5X


40%of YouTube views

from mobile devices

Source: Google internal data Google Confidential and Proprietary

7x growthon mobile watch time

in past 2 years


We’re living in a world of moments

http://www.youtube.com/watch?v=kuIRs3JcpNs


Reaching the right peopleat the right moments


per day

Stuck in traffic, listen to new music playlist 8:30am

Buy new top to wear to #AldubTamangPanahon 11:15am

Browse concert styles on YouTube7:15pm

In the car, check email for sales this weekend5:29pm

At lunch, play LoL while waiting in line1:33pm

Use flashlight app to find dropped key11:09pm

Use maps to get directions to Philippine Arena1:13pm

At work, book #Aldub concert tickets11:36am

Wake up and read news online6:50am In the car, read articles

about #Aldub 8:42am

150x


Moments7:05am Text Jojo

7:45am Check time

8:12am Read text from Jojo

9:03am Send work email

1:23pm Post baby photos

3:29pm Text Gina

5:38pm Take picture of traffic

5:40pm Post picture of traffic


See BDO commercial on YouTube

Search “open bank account” online

Visit BDO website

Search “bank near me”

Search “BDO location” on maps

Post a review or query on social media

A new customer’s micro-moments


You don’t have to own all moments - just those

that matter

I-want-to-go moments

I-want-to-domoments

I-want-to-buymoments

I-want-to-watch-what-I’m-into

moments

I-want-to-know moments

5 TYPES OF MICRO−MOMENTS

Confidential & Proprietary

All Digital moments

Dating

Black Friday

Pizza

HD TV

Disney World

Nov 8 Nov 18 Nov 28 Dec 8 Dec 18 Dec 28


Understanding

is what we do.INTENT


Source: Internal Google Data.


Investment queries have doubled since 2013

Source: Internal Google Data.


Interest in Mutual Funds and Wealth Management have grown more than 50% since 2013


So has interest in Financial and Estate Planning


Almost 8x growth came from mobile devices


Are you there when customers are looking

for you?


Companies are advertising on broad financial management terms


There is no information available for the top 2 searched terms in your category


Maximize the Search Results Page!


Last but not least - are your destinations ready?


Charles Schwab is doing it right


The biggest opportunity is nowin the smallest moments

Confidential + ProprietaryConfidential + Proprietary

Thank you!

Email: [email protected]

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