Google

Google Confidential and Proprietary 1

Online MarketingTips to maximize your online investment

Olga San JacintoIndustry Leader, Finance & LocalGoogle [email protected]

mailto:[email protected]


About Google…


Online ContentBillions of web pages

Offline ContentBillions of items becoming indexed

To organize the world’s information and make it universally accessible and useful.

First and Foremost: Google’s Mission


Google Is in the “Connections Business”

Connect consumersto ALL the information

they care about

Connect marketersto ALL the customers

they care about


Connects Users, Advertisers, and Publishers

Publishers

• Relevant and useful information• Access from anywhere• Ease of use• Objectivity

• Precise campaign control• Measurable return on investment• International support and expertise• Global audience of interested buyers

• Access to global advertiser network• Better user experience• Revenue opportunities• Increased traffic

Users

AdvertisersA

U

P


Traditional Analog New Digital

The challenge: Larger, More Complex Marketing Funnel

Print CatalogsDirect MailTV Radio

Short-lived, flighted assets Durable, always-on marketing & publicity assets

VideoSearch Blogs Mobile

Awareness

Interest

Consideration

Purchase

Online Display

RichMedia


Online Marketing Today: Trends


Online Trends

1 Be “Always On” … Your Consumer is Online 24/7


“Always On”… Your Consumer is Online 24/7


Online Trends

1Be Ready Online for What’s Happening Offline2Be “Always On” … Your Consumer is Online 24/7


Offline Drives Online

Product Launching

Offline Campaigns

Seasonality


Check the pulse of the Internet


Be ready to react


Online Trends

1Be Ready Online for What’s Happening Offline

Don’t Build It and Hope They Come … Atomize and Distribute

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Be “Always On” … Your Consumer is Online 24/7


“Atomize & Distribute” via Gadgets


Richer and More Engaging Ads


Gadget Ads Deliver Customized Solutions

Video TransactionMenu Form

Mashup Context-AwareUser-Generated

Feeds


Online Trends


4Don’t Build It and Hope They Come … Atomize and Distribute

Big Portals are Important, but also Niche Sites

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Advertisers Focus Spend on Big Sites

Source: AdRelevance Q1-Q4 2006; “Internet Ad Spend is Display Only,” comScore Media Metrix, Nov 2005.

US Online Display Advertising Spend

Yahoo31%

MSN8%

MySpace14%

AOL2%

All Other Sites45%

55% of online ad display dollars spent on just four sites…

…while just 23% of page views are served by these four sites

80%

100%

All Other Sites76%

Yahoo8%

MySpace9%

MSN4%

AOL3%

US Page Views


More ad views

• 2x as many users (77% vs. 41%) look at ads on niche sites as engage with ads on portal sites

Engagement Increases Down the Longtail

Source: Enquiro, Sept 2006; The actual advertising used is not shown, highlighted for purposes of presentation only and was not highlighted in the study

Multiple ad views

• 5x greater cognitive engagement (multiple views >.5 secs) with ads on niche sites

Longer ad views

• Users engage with ads on niche sites 4xas long as they do on portal sites

Portal Homepage

Niche Site: Golf Homepage


Online Trends


5 Make Video a Part of Your Online Strategy



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Video Is Mainstream

8MSpain unique monthly visitors

Hundreds of millions ofWorldwide video views daily

#5Largest site in Spain

Source: Nielsen//NetRatings (Jun 2007)


Video Is Mainstream

Source: Nielsen//NetRatings (Jun 2007)

18-34

44% female

56% male

YT Audience in Spain

+45

65+1%

50+11%

35-4930%

18-3446%

<1812%


Engage your customers


Online Trends




6


Close the Circle Offline<>Online

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Connect the Dots: Heinz example


Connect the Dots: Heinz example

YouTube contest

Display Ads

TopThisTV.com microsite

Search ads

Product marketingTV: Winner airs during Emmys


Results: Ketchup Sales Go Up

Nearly 4,000 qualified contest entries

80,000 hours spent watching submissions

105,000 hours interacting with brand

“We’ve already seen a pick-up in the [ketchup] business,” said David Moran, president and chief executive of Heinz North America.


Online Trends




6


7 Engage your customers


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Enthusiast Community: MasterCard


MasterCard: Let Peyton Talk


MasterCard: Let Victoria Talk, Too


Online Trends




6


7 Engage your Customers

8


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Keep an eye on the future



Tomorrow’s success story does not exist today

This time two years ago,had you heard of…


Questions?


[email protected]

¡Gracias!

mailto:[email protected]

Google

Business

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