Surojit Chatterjee Super Forum Keynote

1. Mobile Local: The Next Big
Opportunity
ILM ‘09
Surojit Chatterjee
Local Mobile Ads
Google Confidential and Proprietary 1

2. Mobile is huge and growing:
Computing, connectivity and the cloud
Google Confidential and Proprietary 2

3. Bigger than TV. Bigger than computers
6.7B 4B
Mobile will create the ability to individually target more people
than any other channel
Source: TomiAhonen Consulting 2009 Google Confidential and Proprietary 3

4. Google Confidential and Proprietary

5. Augmenting your senses
Google Confidential and Proprietary

6. Google’s approach for mobile – Computing in
the cloud
YouTube Gmail Maps Voice Latitude
Photos My Location Mobile Search Search App News
Location
Maps Latitude
Docs Google.com Voice Search Calendar
Google Confidential and Proprietary 6

7. What does this mean for local?
Google Confidential and Proprietary 7

8. Mobile local searches prompt physical action
Customers turn to their mobile device when
close to point-of-sale and looking to act now
One in three mobile search queries
have local intent.* Find a store
Order a
pizza Find a toy
nearby for nephew
Phone the Get driving Walk into
business directions a store
*Source: The Kelsey Group, 2009 Google Confidential and Proprietary 8

9. Mobile local searches are in context
What type of shopping related activities do you perform frequently on your smart phone?
Compare price of an item while in a store 36%
Check product availability 40%
Look for coupons 43%
Look at 3rd party or consumer review of a product while in a store 45%
Review a product description 52%
Look up the address or store hours 68%
* Based on Compete Study Google Confidential and Proprietary 9

10. Mobile local searches focus on few verticals
Top 3 Categories in Top 3 Categories in
Local Queries on Search Local Queries on Google Maps for Mobile
Retail
Restaurant Users put high
value on fresh
and accurate
Sports, Fitness &
Recreation Travel
Travel local information
Arts &
Entertainment Retail
Google Confidential and Proprietary 10

11. Mobile local searches complement desktop
Google Confidential and Proprietary 11

12. Challenges with mobile local advertising
Advertiser User
Targeting Privacy
Scale Trust
Offline Conversion User Experience
Tracking
Google Confidential and Proprietary 12

13. Reach the users in the right place
Where can you target?
Choose country-, region-, or city-level targeting…
or define a customized area
Region City and metro Within a defined radius Within defined borders
Where does this apply? What does this apply to?
• Google.com, - mobile • Google Search Network Any ad! • Text • Standard mobile ads
and desktop
• Google Content Network • Image • iPhone and other high-end
• Google Maps and mobile targeted ads
• Rich media
GMM
Google Confidential and Proprietary 13

14. Make it easy to start and scale
Google Confidential and Proprietary 14

15. Make all your ads location aware
Location extension ad on mobile search
Addresses dynamically attach to the ad depending on user
location
Tap on the map to get directions to the store
Google Confidential and Proprietary 15