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Capture the mobile moments with

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Pieter Boon - Agency Development Manager

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We’ve come a long way

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The Response: Take search from react to suggest

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The Mobile Consumer

Introducing Micro Moments

Driving Performance on Mobile

Agenda

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The Mobile Consumer

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Mobile adoption accelerates change

people withsmartphones globally

1.5B 74%of people say their phone “never leaves their side”

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30%of Belgian Smartphone users

got phone this year

55%of Belgians have a Smartphone

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Connect with consumers throughout the day

6:00am 12:00pm 6:00pm 12:00am

Mobile

TV

Mobile has shifted consumption habits

Source: YouTube Media Consumption StudyGoogle Confidential and Proprietary

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Introducing Micro Moments

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Buy festival tote for Coachella next weekend11:15pm

On the bus, read about Coachella lineup8:42am

Use flashlight app to find dropped earring11:09pm

At bus stop, listen to new music playlist 8:30am At work, book

Coachella tickets11:36amOn bus, check email

for sales this weekend5:29pm

Browse festival styles on YouTube7:15pm

Wake up and check today’s weather6:50am

At lunch, play Scrabble while waiting in line1:33pm

Use maps to get directions to Creole food truck 1:13pm220X

per day

Source: , Tecmark, May 2014.

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Moments7:05am Text Karen

7:45am Check time

8:12am Post my breakfast

9:03am Read text from Karen

1:23pm Text Jim

3:29pm Read text from Jim

5:38pm Take picture of traffic

5:40pm Post picture of traffic

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7:15am Find brunch place

7:53am Watch how-to fix faucet video

8:59am Research vacation destinations

10:07am Read about best running shoes

1:23pm Watch “How to tie a bow-tie” video

5:38pm Look up mortgage rates

Micro-moments

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MICRO−MOMENTSTHE NEW OPPORTUNITY FOR ADVERTISERS

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Driving Performance on Mobile

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LEVERAGING MOBILE

Be There Be Relevant Be Optimized

For Constantly Connected Customers

Engage New Consumer Contexts

Measure All Conversions

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LEVERAGING MOBILE

Be There

For Constantly Connected Customers

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Being there means having an optimized web presence and ad strategies across all devicesThe same consumer accesses your site from multiple devices

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Keep it Simple

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86%

14%

Venturbeat article: http://venturebeat.com/2013/04/03/the-mobile-war-is-over-and-the-app-has-won-80-of-mobile-time-spent-in-appsTime spent stats: http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U44l461dVX4

TIMESPENTON SITES

TIMESPENTON APPS

“Apps continued to

cement their lead, and

commanded 86% of

the average US mobile

consumer’s time”Flurry 2014/04/01

“The mobile war is over and the app has won”venturebeat.com 2013/04/03

Headlines suggest mWeb is dead...

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… but the data tells a very different story

86%

14%

% of users on sites vs apps stats: Google/Ipsos Multiscreen Industry Study (to be published)Time spent stats: http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U44l461dVX4

40%GAMING & ENT.

28%SOCIAL

20%

MOST OF THIS ENGAGEMENT IS WITH ENTERTAINMENT & SOCIAL APPSFlurry 2014/04/01

TIMESPENTON SITES 94%

OF USERSRELY ON SITES*FOR COMMERCIAL TASKS

MORE TIME MAY BE SPENT IN APPS

BUT MOST TASKS ARE DONE WITH SITES

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To never miss an opportunity to engage a customer, opt into mobile search

Drive Incremental Mobile Traffic

Today 20% of queries on Google Search in Belgium occur on smartphones

By 2016 we expect that 1 out 3 searches will be done by a Smartphone

BE THERE

* Based on Google Internal data

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LEVERAGING MOBILE

Be Relevant

Engage New Consumer Contexts

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Context & Audience are drivers of Relevance

Belgian chocolate pralines Belgian chocolate pralines

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Boost relevance with customized mobile ads and extensions

Calls In-StoreOnlinesales

Cart (1)

Appdownloads

Shopping

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LEVERAGING MOBILE

Be Optimized

Measure All Conversions

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Measuring the Full Value of Mobile

MACRO CONVERSIONS MICRO CONVERSIONS

563On Phone Number

34Social actions

26Catalogus Downloads

19Contacts

864Clicks on Store Locator

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LEVERAGING MOBILE

Be There Be Relevant Be Optimized

For Constantly Connected Customers

Engage New Consumer Contexts

Measure All Conversions

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Questions?

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Merci

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