E-commerce will be more important than ever this Christmas. Mobile will make up a large proportion of this.
2
UK users will be online across three devices: Desktop, Tablets & Mobile. You need to be there too.
3
Mobile Search is becoming increasingly important in driving footfall to stores. Almost half of last minute shopping queries are on Mobile.
4
Mobile Display allows you to engage your brand with new smartphone owners from the day they take it out of the box.
Google Confidential and Proprietary
2
Over 20% of Christmas budgets will be spent online. Mobile connects online with offline. Was spent online on Cyber Monday 2010
£537m
UK smartphone users engaged in M-Commerce in the build up to Christmas in 2010
1 in 3
24%
of UK consumers use their Mobiles for in store comparison
50%
greater basket value coming from tablets on eBay compared with desktop (Dec 2010)
Google Confidential and Proprietary Source: eDigital Research 2011, Kelkoo press release 2010, IPSOS Google Mobile Internet Insights Study 2011, ebay Press Release
3
Post Christmas sales drive an increase in online activity…
86%
of internet users went online on Christmas and Boxing Day last year…
22% were on Mobile devices 62%
purchased online during the post Christmas sales
Google Confidential and Proprietary Source: eDigital Research 2011, Kelkoo press release 2010, eConsultancy.com
4
Mobile is connecting UK consumers across multiple forms of media % of UK consumers who use their Smartphone while… Watching TV
Using a Tablet or PC
Listening to Music
Reading newspapers or magazines
Or Or
53%
26%
49%
18% Google Confidential and Proprietary
Source: IPSOS Google Mobile Internet Insights Study 2011
5
Mobile, tablet and desktop usage peaks at different points throughout the day… Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume)
12:00 AM
3:00 AM
6:00 AM
9:00 AM Tablet
12:00 PM Mobile
3:00 PM
6:00 PM
9:00 PM
Desktop
…advertising across all three devices will give you the greatest reach Google Confidential and Proprietary Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes
6
Latest research demonstrates the incremental impact of advertising across multiple platforms
+24pt recall
+4pt reach 2X frequency
Source: Nielsen Multi-Screen Lab Study, Sept ‘11; Google Incremental Reach Preliminary Results from 6 US studies for total YT/GDN campaigns Google Confidential and Proprietary
7
Mobile is accounting for an increasingly larger proportion of online Christmas shopping Desktop vs. Mobile search volume on popular Christmas gifts, 2008-2011 Desktop
Mobile
2011 14.60% of online
2010 10.35% of online
(Nov 2011)
2009 8.99% of online
Oct-11
Sep-11
Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
Jan-11
Dec-10
Nov-10
Oct-10
Sep-10
Aug-10
Jul-10
Jun-10
May-10
Apr-10
Mar-10
Feb-10
Jan-10
Dec-09
Nov-09
Oct-09
Sep-09
Aug-09
Jul-09
Jun-09
May-09
Apr-09
Mar-09
Feb-09
Jan-09
Dec-08
Nov-08
Oct-08
Sep-08
2008 1.83% of online
Source: Google Internal Data, 2009 - 2011 Google Confidential and Proprietary
8
The triple peak opportunity on mobile is significant UK Mobile queries for top retail brand terms holiday ‘09 & ‘10 (indexed) 2nd peak the last days before Christmas 1st peak in end of Nov –
3rd
peak as January sales kick off
Last pay day before Christmas
166% Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
Jan-11
Dec-10
Nov-10
Oct-10
Sep-10
Aug-10
Jul-10
Jun-10
May-10
Apr-10
Mar-10
Feb-10
Jan-10
Dec-09
Nov-09
Oct-09
Sep-09
Aug-09
Jul-09
Jun-09
May-09
Apr-09
Mar-09
Feb-09
Jan-09
Dec-08
Nov-08
Oct-08
Sep-08
YoY growth
Source: Google Internal Data, 2009 - 2011 Google Confidential and Proprietary
9
Last minute Christmas shoppers rely on their mobile devices
44% of searches for last minute gifts and store locations in 2011 are on mobile
Queries on Mobile recover quicker than desktop after Christmas Total Desktop vs. Mobile search query volumes of Top 1000 commercial queries Mobile
Desktop
+35% Queries
+2% Queries
6-Jan
4-Jan
2-Jan
31-Dec
29-Dec
27-Dec
25-Dec
23-Dec
21-Dec
19-Dec
17-Dec
15-Dec
13-Dec
11-Dec
9-Dec
7-Dec
5-Dec
3-Dec
1-Dec
29-Nov
27-Nov
25-Nov
23-Nov
21-Nov
Christmas Day
The week after Christmas, mobile queries increase 35%, whereas desktop queries rise just 2%, as consumers are still on holiday. Source: Google Internal Data, 2010 – 2011 Google Confidential and Proprietary
11
Use the AdMob Network to target users across Apps and Sites on their new mobile devices Size & Reach • AdMob Network receives over 2.7 billion ad requests a day, globally. • Over 100,000 sites and apps to advertise on
Target Brand New Mobile Devices • Latest targeting options allow you to serve ads specifically to newly activated mobile devices • Dec’10 – Jan’11 saw new Unique Users rise by 75% on tablets and 19% on smartphones.
New Rich Media Formats • Much richer experiences for banners • Utilize mobile-specific actions e.g. tilt & shake • New creative opportunities to engage mobile users Google Confidential and Proprietary
12
Capture Pre & Post Christmas traffic peaks while consumers are looking for deals online
31-Dec
30-Dec
29-Dec
28-Dec
27-Dec
26-Dec
25-Dec
24-Dec
23-Dec
22-Dec
21-Dec
20-Dec
19-Dec
18-Dec
17-Dec
16-Dec
15-Dec
14-Dec
13-Dec
12-Dec
11-Dec
10-Dec
9-Dec
8-Dec
7-Dec
6-Dec
5-Dec
4-Dec
3-Dec
UK Daily AdMob Impressions (Dec 2010)
Pre-Christmas: AdMob impressions in December peak on the Sundays prior to the three big ‘Cyber Mondays’ – the busiest online shopping days of the year. Post-Christmas: Impressions ramp up immediately after Christmas Eve, driven by the new purchases of smartphones and tablets. Source: Google Internal Data Google Confidential and Proprietary
13
Get ready for a Mobile Christmas
1
Don’t miss out on the Mobile advertising opportunity this Christmas. Mobile is the link between online and offline shopping.
2
Align your messaging across your TV, Desktop, Mobile and Tablet advertising for maximum impact.
3
Optimise your search campaigns for Mobile for greatest performance.
4
Use the AdMob network to engage users with your brand name, products and offers on their new Mobile devices.
5
Ensure your mobile search and display campaigns have sufficient budgets over the Christmas holidays when mobile usage will peak.
Merry Mobile Christmas Merry Mobile Christmas services
UK Daily AdMob Impressions (Dec 2010). Capture Pre & Post Christmas traffic peaks while consumers are looking for deals online. Google Confidential and ...
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