1. Online Marketing
Tips to maximize your online investment
Olga San Jacinto
Industry Leader, Finance & Local
Google Spain
olga@google.com 1
Google Confidential and Proprietary

2. About Google…
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3. First and Foremost: Google’s Mission
To organize the world’s information and make it universally
accessible and useful.
Offline Content Online Content
Billions of items becoming indexed Billions of web pages
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4. Google Is in the “Connections Business”
Connect consumers
to ALL the information
they care about
Connect marketers
to ALL the customers
they care about
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5. Connects Users, Advertisers, and Publishers
Users
• Relevant and useful information
U • Access from anywhere
• Ease of use
• Objectivity
A P
Advertisers Publishers
• Access to global advertiser network
• Precise campaign control
• Better user experience
• Measurable return on investment
• Revenue opportunities
• International support and expertise
• Increased traffic
• Global audience of interested buyers
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6. The challenge: Larger, More Complex Marketing Funnel
Traditional Analog New Digital
Short-lived, flighted assets Durable, always-on marketing
& publicity assets
Rich
TV Print Radio Direct Mail Catalogs Search Blogs Video Mobile Online
Media Display
Awareness
Interest
Consideration
Purchase
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7. Online Marketing Today: Trends
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8. Online Trends
1 Be “Always On” … Your Consumer is Online 24/7
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9. “Always On”… Your Consumer is Online 24/7
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10. “Always On”… Your Consumer is Online 24/7
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11. Online Trends
1 Be “Always On” … Your Consumer is Online 24/7
2 Be Ready Online for What’s Happening Offline
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12. Offline Drives Online
Product Launching
Offline Campaigns
Seasonality
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13. Check the pulse of the Internet
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14. Be ready to react
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15. Online Trends
1 Be “Always On” … Your Consumer is Online 24/7
2 Be Ready Online for What’s Happening Offline
3 Don’t Build It and Hope They Come … Atomize and Distribute
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16. “Atomize & Distribute” via Gadgets
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17. Richer and More Engaging Ads
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18. Richer and More Engaging Ads
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19. Richer and More Engaging Ads
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20. Richer and More Engaging Ads
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21. 21
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22. Gadget Ads Deliver Customized Solutions
Video Menu Form Transaction
Context-Aware
User-
Feeds
Mashup
Generated
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23. Online Trends
1 Be “Always On” … Your Consumer is Online 24/7
2 Be Ready Online for What’s Happening Offline
3 Don’t Build It and Hope They Come … Atomize and Distribute
4 Big Portals are Important, but also Niche Sites
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24. Advertisers Focus Spend on Big Sites
55% of online ad display dollars spent on just four sites…
AOL
US Online Display Advertising Spend 2%
Yahoo MySpace MSN All Other Sites
31% 14% 8% 45%
100%
80%
…while just 23% of page views are served by these four sites
US Page Views
MSN AOL
Yahoo MySpace
4% 3%
8% 9%
All Other Sites
76%
Source: AdRelevance Q1-Q4 2006; “Internet Ad Spend is Display Only,” comScore Media Metrix, Nov 2005.
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25. Engagement Increases Down the Longtail
More ad views
2x as many users (77% vs. 41%) look at Portal
•
Homepage
ads on niche sites as engage with ads on
portal sites
Longer ad views
• Users engage with ads on niche sites 4x
as long as they do on portal sites
Niche Site:
Multiple ad views Golf Homepage
5x greater cognitive engagement (multiple
•
views >.5 secs) with ads on niche sites
Source: Enquiro, Sept 2006; The actual advertising used is not shown, highlighted for purposes of presentation only and was
not highlighted in the study 25
Google Confidential and Proprietary

26. Online Trends
1 Be “Always On” … Your Consumer is Online 24/7
2 Be Ready Online for What’s Happening Offline
3 Don’t Build It and Hope They Come … Atomize and Distribute
4 Big Portals are Important, but also Niche Sites
5 Make Video a Part of Your Online Strategy
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27. Video Is Mainstream
8M
Spain unique monthly visitors
Hundreds of
millions of
Worldwide video views daily
#5
Largest site in Spain
Source: Nielsen//NetRatings (Jun 2007)
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28. Video Is Mainstream
YT Audience in Spain
65+
50+
1%
11% <18
12%
+45
35-49 18-34
30% 46%
18-34
44% female
56% male
Source: Nielsen//NetRatings (Jun 2007)
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29. Engage your customers
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Google Confidential and Proprietary

30. Online Trends
1 Be “Always On” … Your Consumer is Online 24/7
2 Be Ready Online for What’s Happening Offline
3 Don’t Build It and Hope They Come … Atomize and Distribute
4 Big Portals are Important, but also Niche Sites
5 Make Video a Part of Your Online Strategy
6 Close the Circle Offline<>Online
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31. Connect the Dots: Heinz example
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32. Connect the Dots: Heinz example
YouTube contest Search ads
TopThisTV.com microsite
Display Ads
Product marketing
TV: Winner airs
during Emmys
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33. Results: Ketchup Sales Go Up
Nearly 4,000 qualified contest entries
“We’ve already seen a pick-up
80,000 hours spent watching in the [ketchup] business,” said
submissions David Moran, president and chief
executive of Heinz North America.
105,000 hours interacting with brand
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Google Confidential and Proprietary

34. Online Trends
1 Be “Always On” … Your Consumer is Online 24/7
2 Be Ready Online for What’s Happening Offline
3 Don’t Build It and Hope They Come … Atomize and Distribute
4 Big Portals are Important, but also Niche Sites
5 Make Video a Part of Your Online Strategy
6 Close the Circle Offline<>Online
7 Engage your customers
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35. Enthusiast Community: MasterCard
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36. MasterCard: Let Peyton Talk
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37. MasterCard: Let Victoria Talk, Too
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Google Confidential and Proprietary

38. Online Trends
1 Be “Always On” … Your Consumer is Online 24/7
2 Be Ready Online for What’s Happening Offline
3 Don’t Build It and Hope They Come … Atomize and Distribute
4 Big Portals are Important, but also Niche Sites
5 Make Video a Part of Your Online Strategy
6 Close the Circle Offline<>Online
7 Engage your Customers
8 Keep an eye on the future
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39. Tomorrow’s success story does not exist today
This time two years ago,
had you heard of…
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40. Questions?
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41. ¡Gracias!
www.google.es
olga@google.com
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