Emerging media

Emerging Media
Mobile & YouTube

Google Confidential and Proprietary

1

Mobile

Google Confidential and Proprietary

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Who are Mobile customers?

Google Confidential and Proprietary

3

The Mobile Landscape

38%  55%
Mobile phone penetration 2007 vs 2014

3.3 B : 1.0 B
Active mobile devices : Active PCs

406 M  1228 M
Mobile Internet users 2007 vs 2012
Source:Cellular-News Feb 2008, Informa Nov 2007, Gartner June 2008, eMarketer April 2008

25% YOY Growth!

4 Google Confidential and Proprietary

Opportunities at every stage of adoption

http://www.fiercewireless.com/europe/story/iphone-boosts-t-mobile-data-traffic-30/2008-02-04

Google Confidential and Proprietary

Why are they searching?

Google Confidential and Proprietary

How arethey searching?

Google Confidential and Proprietary

What are they searching for?

Google Confidential and Proprietary

Convergence is happening

“Computers and iPhones and Mobile Phones, oh my!”, 2009

Google Confidential and Proprietary

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Exploding Search Volumes

Google Confidential and Proprietary

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Smartphone Traffic by Platform

Google Confidential andProprietary

Why Mobile?

Google Confidential and Proprietary

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Multiple Touch Points Throughout The Day
Work Work

Business Travel

Store

Vacation

Gym

Home

Home

Mobile enables advertisers to take their search and online presence from “Always On” to “Always There”
13 Google Confidential and Proprietary

1:1 Relationship With User
1 : Many

1:1

1:1

1:11:1

14 Google Confidential and Proprietary

Bigger than TV. Bigger Than the Internet.

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

15

Achieve Incremental Reach on Mobile / Mobile is Complementary to PC /
Lunch Break TV News

Mobile Search in Japan8a Morning commute

10a

12p

2p

4p

6p Evening commute

8p

10p

Google Maps for Mobile

Mon PC

Tue Mobile

Wed

Thu

Fri

Sat

Sun

Weekends

Source: Internal Data

Google Confidential and Proprietary

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Reach a Unique Audience on Mobile

Source: M:Metrics UK 2009,

Google Confidential and Proprietary

People Are Doing More on High-EndDevices - UK

x times more likely than mobile phone users
Source: comScore 2009
Google Confidential and Proprietary

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Mobile Internet Growth Outpaces PC

1.2B units ship in 2009
20% will have full browsers

200M units ship
100% will have full browsers

Source: Cellular-News Feb 2008, Informa Nov 2007, Gartner June 2008, eMarketer April 2008

Google Confidential and Proprietary19

Now Is The Time To Take Advantage

US Search Revenue (Thousands USD)

Flat growth, space not crowded, try different tactics and see what works

Increased ad auction competition leads to higher bids, making optimization more costly

Experiment in the space now, develop best practices and scale your investment before growth in mobile search advertising explodes

20 Source: VeronisSuhler Stevenson and Merrill Lynch Estimates, June 2008 Google Confidential and Proprietary

Why Google?
Google Mobile Product Strategy

Google Confidential and Proprietary

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High-end Devices Are the Future of Mobile Faster. Better. More accessible.
TODAY 43% of iPhone owners earn salaries in excess of $100k TOMORROW Strongest growth from those earning less than the median householdincome ($25-50k),

Yesterday, 2007 iPhone 2G £269 for 8GB £35 200m+ data Edge at ¼ Mbps

Today, 2009 iPhone 3GS £87 for 16GB £35 600m + data 3G at 7.2Mbps

Source: comScore Mobile 2008

Google Confidential and Proprietary

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Moving To A Richer Experience
Mobile WAP Browsing
Think Dial-Up ..

Full Scale HTML Browsing
Think Broadband ..

Pros
•  Optimized for mobile • ...