1. Building brands with Google
Anand Tilak - Agency Relations
atilak@google.com
1

2. Digital is not
JUST Media..
Allows you to
keep up with
consumers

3. Two years ago …
Bandwidth for 20 homes generated more traffic than the
entire internet in 1995

4. today’s hyper-connected consumer
television
phone
tablet
computer

5. 34% of TV viewers are surfing the internet
Nielsen Digital consumer media study SEA - 2011
5 Google confidential Google Confidential and Proprietary

6. Traditional funnel – Linear and One way

7. New funnel – Complicated & Interactive

8. Media consumption V/s Budget allocation
48 1.2%*
74.4
29
19.4
14
Print 9 4.5
Source: Nielsen 2011 Nielsen SEA 2011 * Google Estimate

9. i I
I i

10. ‘4I’s’ Approach
INSIGHT IDEAS IMPLEMENT IMPACT
Ask Make Implement Prove what
Questions Decisions Plans works
Consumers? WHO to target? Advertising Tracking
Brand? WHAT to offer? Media Testing
Competition? HOW to communicate? PR / Promotions ROI

11. INSIGHT: Through a digital lens
INSIGHT IDEAS IMPLEMENT IMPACT
Ask Make Implement Prove what
Questions Decisions Plans works
Consumers? WHO to target? Advertising Tracking
Brand? WHAT to offer? Media Testing
Competition? HOW to communicate? PR / Promotions ROI

12. Search Trends for Vietnam
Increased 12 times in last 5 years
12

13. Search Trends Vietnam–Share of Mobile queries
13

14. Search Trends for Mobile phones Vietnam
14

15. Search Trends for Mobile phones
15

16. Search query trend – Life of an issue
16
Number of search queries Google Confidential and Proprietary

17. What drives Search queries ?
37%
38%
30%
17%
9%

18. How Does your Consumer Re-search?
Clicks on ad and
goes to your
TV
buying
guide
/
7ps
Website
Search
for
LCD
TV
Checks
all
op7ons
User
reviews
Searches
for
LED
TV
Searches
for
Samsung
TV

19. IDEAS: Through a digital lens
INSIGHT IDEAS IMPLEMENT IMPACT
Ask Make Implement Prove what
Questions Decisions Plans works
Consumers? WHO to target? Advertising Tracking
Brand? WHAT to offer? Media Testing
Competition? HOW to communicate? PR / Promotions ROI

20. Ideas for Digital
Ø Search Strategy
Ø Connecting the dots
20

21. Search Strategy
Ø Defend
Ø Conquer
Ø Expand

22. Expand Dating Defend
Garlic rice
Halls
Listerine Mouthwash Smoking
Listerine
Listerine
Clorets
Bad breath
Conquer
Job interview

23. Connecting the dots
http://www.youtube.com/watch?v=zlfKdbWwruY&feature=related

24. Connecting the dots

25. Engaging users – Using Technology
25

26. Engaging users – Using Content

27. Connecting the dots
http://www.youtube.com/watch?v=zlfKdbWwruY&feature=related

28. IMPLEMENTING through Google
INSIGHT IDEAS IMPLEMENT IMPACT
Ask Make Implement Prove what
Questions Decisions Plans works
Consumers? WHO to target? Advertising Tracking
Brand? WHAT to offer? Media Testing
Competition? HOW to communicate? PR / Promotions ROI

29. Our Media Platforms
Google
Display
Network

30. Our Media Platforms
Google
Display
Network

32. Our Media Platforms
Google
Display
Network

33. Our reach in Vietnam – 13 million users

34. Relevant users at relevant times

35. Relevant users at relevant times

36. Relevant Audience at Relevant time
Cost Per Click

37. Unsnobby coffee campaign

38. Zero Moment
of Truth

39. !"#$%#&'$$
(')#*+$',$!&-+"$ Google Confidential and Proprietary

40. What’s Happening at T-1
The Zero The First
Moment of Truth Moment of Truth
40

41. How can you follow your users ?
Let’s use an example…
…user visits your site
41

42. User visits a site

43. But doesn’t take any action

47. Our Media Platforms
Google
Display
Network

48. 5 billion people have a mobile phone.
that s 1 billion more people
than have access to a clean toilet
Source: New York Times, Where a cell phone Is still cutting edge, and UNICEF, April 2010
Google Confidential and Proprietary

49. 15 Apps / user
1 hour / user /day
Source: AdMob data

50. Transparent & Accountable
AdMob Targeting Options
device OS carrier content Categories psychographic
location remarketing
50 Google confidential Google Confidential and Proprietary

51. Transparent & Accountable
AdMob Targeting Options
device OS carrier
location remarketing
51 Google confidential Google Confidential and Proprietary

52. Transparent & Accountable
AdMob Targeting Options
content Categories
psychographic
52 Google confidential Google Confidential and Proprietary

53. Our Media Platforms
Google
Display
Network

54. Mainstream & growing fast
4
billion
videos
viewed
per
day
2nd
largest
search
engine
behind
Google
72
hours
of
video
uploaded
every
minute

55. Impact Through a Digital Lens
INSIGHT IDEAS IMPLEMENT IMPACT
Ask Make Implement Prove what
Questions Decisions Plans works
Consumers? WHO to target? Advertising Tracking
Brand? WHAT to offer? Media Testing
Competition? HOW to communicate? PR / Promotions ROI

56. Providing Answers
Where and why are visitors Where are my visitors
abandoning my shopping cart? coming from?
Is my website design What do people do while
Driving people away? on my site?
Which marketing initiatives What keywords resonate
are the most effective? with prospects and have the
power to convert them?
Quick to set up, easy to
use, and it s free!

57. http://www.youtube.com/watch?v=Ln_OHv3rIMs 57

58. If you remember nothing else...
INSIGHT IDEAS IMPLEMENT IMPACT
Promoted Videos
Online
£3.71
TV £2.01
£0.60
Try the Training & Multiple media Tracking
Tools Workshops platforms
best practice Campaign
deployment Evaluation

60. Anand Tilak - Agency Relations
atilak@google.com