Mobile Leadership Program Google

1. MOBILE MARKETING

2. Mobile Marketing Agenda
1. Mobile Brand and Loyalty Loop
1. How to win on Mobile Search
1. Mobile Apps Unboxed
1. Mobile to Store: the Roadmap

3. Mobile Revolution
in Southeast Asia

4. MalaysiaIndonesia
Southeast Asia: 3 Mobile Pillars
We are mSmart We are mApps We watch mVideos
Source: Nielsen Mobile Report August 2014 : smartphone user penetration (survey of 1,900 participants was conducted
over the course of 2013 in several big cities, including Medan, Bandung, Surabaya, and Makasar)

5. Mobile Branding
a powerful connection

6. “If you plans don’t
include mobile, your
plans are not finished”
SVP Integrated Marketing, Coca Cola
WENDY CLARKE

7. Post-Market
Moments
In-Market
Moments
Mobile Journey: the Loyalty Loop
Consideration
Evaluation
Purchase
Experience
Loyalty
Pre-Market
Moment

8. CONNECT AT AN EMOTIONAL LEVEL
through seamless storytelling
“Audiences want stories.
All we have to do is give
it to them.”
Kevin Spacey
Actor and Producer

9. #LikeAGirl

10. Help Advertisers to create amazing Mobile content

11. Help Advertisers to create amazing Mobile content

12. Help Advertisers to create amazing Mobile content

13. How Google can help?
Connecting with your
audience with scale and
timing
Drive traffic instore &
maximise loyalty
Delivering the right
message to the right person

14. Mobile Reach: 4M True-Views in 13 days
Hyundai India : Fastest 3.98mn Views
● TrueView was leveraged by Hyundai to the
fullest with a corporate ad
● A record 3.98 Mn Views was achieved on
Youtube in 13 days
● Fastest scale that any auto OEM
upload(worldwide) has achieved since 2013.
The CPV was less than INR 2.

15. Target the Right audience
Remarketing
In-Market Segments
Affinity Segments
Similar Audiences
Audience size vs targeting type
Demo & Geo Targeting

16. Malaysia
Indonesi
a
Tell Different Stories to Different people
Savvy Mom
Drive engagement &
loyalty
Build awareness for
brand
Beauty focused TrueView ad to influence
consideration

17. With the right message in the best format
Tap-to-cancel is an industry first
Invitation state
2 sec tap-to-cancel
Only pay to talk to those that
really want to listen

18. With the right message in an innovative format

19. Post-Market
Moments
In-Market
Moments
Mobile Journey: Google in the Loyalty Loop
Consideration
Evaluation
Purchase
Experience
Loyalty
Pre-Market
Moment
YouTub
e Videos
Mobile
Search
Mobile
Display
Mobile
Search
Remarketing
Youtube
Remarketing
Search &
Display

20. Brand Lift
Measure the impact with Brand Lift Surveys
What we
report
How we
measure it
Which types of
questions will
we help answer
Ad
recall
Surveys
What frequency
maximizes ad recall
in my brand message?
Brand
awareness
Surveys
Which demo is driving
the highest lift in
brand awareness?
Brand
interest
Organic Search Activity
Is my campaign inspiring
consumers to search for
my brand or products?
Google Confidential and Proprietary

21. MalaysiaIndonesia
Unrivalled Reach
To the people that matter
to you, now
Genuine Engagement
So why Google Mobile Branding?

22. MalaysiaIndonesia
mCommerceCross Device Store Visits CallsApps
Content Engagement

23. Cross-Device
Always be where your client is

24. MalaysiaIndonesia
Driving Awareness and Salience on Mobile
How many devices have you used so far today?

25. Mobile Cross-Device formats Capabilities?
YouTube pre-rolls
YouTube Masthead
Lightbox Ads Info Cards
Desktop Video and Display
(not included in reach estimates)
Youtube Trueview

26. Mobile Cross-Device formats Capabilities?
Build Awareness Fast with Mastheads Engage across the web with rich media display reach in-market category users

27. Cross-Device goes beyond Youtube and Search?
Display
Cross Device Conversions
Cross Device Conversion Compatible with Auto
Bidding

28. Mobile Search
How to win in this space

29. What is different on Mobile Search?
Get anything
done… here

30. What is different on Mobile Search?
Get anything
done… here
Localization
Services
“How can I display all
my branches/ATMs to a
client searching for them
on mobile?”

31. Search uses Location, Social, Calls, & much more!
Ad sitelink extensions
Callout Extensions Call extensions
Seller Ratings
Review Extensions
PLA (Product Listing Ads)
Location extensions

32. The Future of Calls
Call Deep Linking
(Limited beta)
Call For Free
& Call Me Back
(Limited beta)
Bid adjustment on Calls
(Beta)
$1
$5
Calls as
Conversions
(Launched in AU)

33. Mobile Apps
The new business

34. An Interesting App: That is how we Start!
Murphy’s When it Rains App
Milo : Energy Calculator App

35. Apps: How to go from 10% to 10X?
UTILITY EXPERIENCEENGAGEMENT SERVICE
ZipCar

36. The Mobile Apps Framework
Tracking
Readiness
Acquisition (Download)
Readiness
Asset Readiness
(Developers)
Retention
Readiness

37. Mobile Apps: Acquisition

38. The Power of Interstitial Ads
"Video interstitials are a very innovative and effective ad
product for brand building, especially for a young brand like
Chotot.vn. We’re excited to experiment more with this new and
engaging ad format.” —Lisa Nguyen, Marketing Manager, Chotot.vn
App Promotion Ads on AdMob using CO
Daily mobile app downloads by 35% with Google Video Promo Interstitial ads
• 40% increase in Google Play page visits
• 35% increase in daily Android app installations
• 17% decrease in cost-per-download
• 7% increase in clickthrough rate
• 11% conversion rate
• 300,000 YouTube video views

39. Make the right people download your app
App Categories
Paid App Categories
New Devices
The Lookalike Targeting
Mobile
Web
Mobile
Apps
mGDN extension
Mobile
Web
BetasAdMob Targeting capabilities

40. 1. How many Apps do you have on your phone?
1. Have you ever uninstall one?
1. Why?

41. And what happens after the install?
“Users stressed that performance mattered the most on All apps (74%) ”
Business Insider, “Customers Hate Freezing Apps”
Understanding Uninstall Rates Rates
Source: Flurry Analytics, sample of apps used more than 1.7 billion times each week - 14/11/2014

42. How can Google help?
From Search From Apps
Use
remarketing lists for
display and YouTube
built from prior
engagements with
your brand
(e.g., prior views of
YouTube video)
`
Remarket to existing users to maximize app usage

43. The Technology!
Send users
to specific
page within
your app

44. How does App Remarketing works?
User
downloads
your app
User added
to custom list based
on
in-app actions
User leaves
Your ad across the mobile app
network

45. And On Search?
User
downloads
your app
User search for Brand
or Service related KW
Send you specifically to the
romantic restaurants page
How does app re-engagement on search works?

46. Why Mobile Apps With Google?
● Reach: mSearch & mDisplay (Admob)
● Strong integration with Android for tracking and targeting
● Cross-device solution on YT and gmail
● Metrics Transparency
● CPI optimization

47. Mobile to Store
The Future

48. Shall we help them filling the information gap?
Multi-Location
Extensions
Powerful Targeting
Location
Extensions
Search Ads in Maps
Just
Launche
d!
High performing
venue
Bid adjustment +70%

49. And What is coming up?
In-store visit rate reporting
Customer clicks on AdWords
search ad on tablet, computer
or mobile device
Customer
visits store
Store visit rate
reported

50. Why not innovate on the shopping experience?
Video of Sephora experience: VIEW HERE
Shoppable TrueView
Shoppable Hangout

51. 1
Notificatio
n Icon
appears
with
invitation
2
Viewer
engages with
the invitation
3
Upon clicking on the Notification the gallery
expands,
viewer can browse products and click to
purchase on merchant’s website
Why not innovate on the shopping experience?

52. Mobile Revolution in the Stores

53. Mobile Marketing Module: Recap
1. Mobile Brand and Loyalty Loop
1. How to win on Mobile Search
1. Mobile Apps Unboxed
1. Mobile to Store: the Roadmap

54. And now the Break :)!