Google Confidential and Proprietary

PREPARE FOR THEFUTURE

WHILE TAKING ADVANTAGE OF THE PRESENT

Lucia MastromauroHEAD OF PLATFORM SALES

#ixdisplay

Google Confidential and Proprietary

Google Confidential and Proprietary

Google Confidential and Proprietary

Google Confidential and Proprietary

Kodak owned 90% market share in photographic film and

invented the ‘Kodak Moment’

DISRUPT OR BE DISRUPTED

Did not transition to digital technology in spite of having

invented the core technology in modern digital cameras.

Google Confidential and Proprietary

TDK for 24 years

Coca Cola for 60 years

McDonald’s for 27 years

ONE PICCADILLY

Google Confidential and Proprietary

Uses digital

Of media consumption

As a primary source

THE PICCADILLY AUDIENCE

Google Confidential and Proprietary

20072,000gb

201212,000gb

201737,000gb

Google Confidential and Proprietary

Google Confidential and Proprietary

jhwhbf

GETTING YOUR HOUSE IN ORDER

CREATIVE

SEARCH

SOCIAL

DISPLAYANALYTICS

CREATIVE

SEARCH SOCIAL

DISPLAY

ANALYTICS

3rd PARTYDATA

GETTING YOUR HOUSE IN ORDER

CRM

Google Confidential and Proprietary

SINGLE VIEW

Google Confidential and Proprietary

Data flow within a great platform

← A U T O M A T E →

Google Confidential and Proprietary

Main elements to get right in Programmatic

Google Confidential and Proprietary

REAL TIME BIDDINGAd inventory

bought and soldin milliseconds…

…through an instantaneous

auction

Google Confidential and Proprietary

ThankYou!#ixdisplay

LMas@google.com@LMastromauro

INTERNAL: Google Confidential and Proprietary

iCrossing Mobile Display

Apps - We’re only just beginning

Google Confidential and Proprietary

Google is extremely well positioned in mobile

INTERNAL: Google Confidential and Proprietary

Three forces driving mobile app momentum

800M iTunes accounts,

most with credit card information

47%of internet traffic came from apps, exceeding

desktop for the first time

$26B

Mobile app revenue grew from $4.2B in

2009 to

Personal, taken everywhere, vast number

of services / features. Massive scale, driving

significant revenue growth

Robust ecosystem driven by content, payments, network capabilities.

Change in Use Change in Scale App Ecosystem

In Jan. 2014

Change in use, scale, and the rise of app ecosystem result in fundamental change

in 2013

Google Confidential and Proprietary 9

Play revenue doubled Y/Y - diversify past ads

Google Confidential and Proprietary

Over 1 million apps in each App Store (Play / Apple), however..

Google Confidential and Proprietary

100B Apps were downloaded in 2013, 60% increase over 2012. 91% were free.

http://www.hindustantimes.com/business-news/over-100-billion-mobile-apps-downloaded-in-2013/article1-1124695.aspx

and 26% were only used once

Google Confidential and Proprietary

Our job is to unlock the mobile power of Google for you, the app owners and advertisers.

27

Google Confidential and Proprietary

Google’s In-App ads focus on a cross product approach to take the user from app discovery to app engagement

Google Confidential and Proprietary

Further install opportunities exist across GoogleGmail Sponsored Promotions

(native)Video App Promotion

Template YouTube TrueView

Instream CTA (beta)

Google Confidential and Proprietary31

App deeplinking & discovery in Display

Google Confidential and Proprietary

40% of watch time is on mobile

YouTube App Install - One of first “made for mobile” ad products

INTERNAL: Google Confidential and Proprietary

App install advertiser segments

App Developers● Revenue generated

exclusively from mobile apps● Focused on ROI & attribution● Work with many ad partners

Installs and revenueIn-app purchases; mCommerce; subscription; ad publishing; paid appsStrong ROI focusLifetime Value (LTV), Cost Per Install (CPI), Reach

Pureplay Digital● Revenue generated online,

moving rapidly to mobile● Apps drive purchase

consideration & brand goals

Purchase considerationRemarketing, mCommerce, price comparisonHybrid ROI and brand focusReach, Premium Inventory, CPI

Multi-channel ● Revenue generated primarily

offline● Apps enable service

extension, acquisition

User engagement, service expansion1. Premium inventory2. Creative ad units3. Reach

Who invests in mobile app advertising?

Google Confidential and Proprietary

Google’s Mobile App SolutionIn-App Display

Acquire high quality app users on in-app display

Measure performance with conversion tracking

Drive re-engagement and user lifetime value (LTV)

1

2

3

In-App (AdMob)● Display Network - Promote in Mobile Apps● Use app / digital content ads for text and

images● RON targeting, all placements in app store● Setup conversions, enable conversion

optimizer

Google Confidential and Proprietary

Track and measure installs in AdWordsAndroid Tracking

Google uses codeless conversion tracking from Play to seamlessly

measure installs(AdMob & Search)

iOS Conversion Tracking

Implement the Google SDK or API on iOS to measure installs from

ads served in other apps(AdMob Only)

Google Confidential and Proprietary

Measuring lifetime value of your app usersGoogle makes it easy to integrate with other tracking companies

AdMob conversion tracking now works when using 3rd party tracking urls. Advertisers can now see cost per install data in AdWords and in 3rd party analytics.

(Example integrations include HasOffers, AD-X Tracking, Kochava and many others.)

3rd party URL

AdWords reporting

3rd party reporting

Google Confidential and Proprietary

Measuring lifetime value of your app usersIn-App Conversion Tracking allows you to understand what users do after they download your app

Adwords allows advertisers to track and report in-app conversion events in AdWords (ex: registrations, sales). This data can be used to optimize campaigns to acquire the highest value users

Google Confidential and Proprietary

Google Analytics:Measuring lifetime value of your app usersCross-network measurement beyond the install with Google Analytics

Goal Benefits Reports

Discover New and Relevant Users

Gain insight on who are your most valuable users and where they come from so that you can expand your audience

● Traffic sources● Google Play Traffic Flow● Advertising acquisition

Get Engaged Discover in real time how users are interacting with your app: in app purchases, loyalty and app crashes

● Crash and Exception Reporting

● In-App Flow Visualization

Measure impact Get meaningful insights on what users purchase on your app, what is the generated revenue and what is the path to purchase

● iOS Install Tracking (beta)● Goal flow and tracking● Custom reporting

Google Confidential and Proprietary

Remarket to your app users

User added to custom list based on in-app actions

User leaves

Your ad across the mobile app network

User downloads your app

Re-engagement

Promote sales, feature updates, or your company’s other apps

BE RELEVANT

Google Confidential and Proprietary

Deep linking is fully supported

Flight Sale!

Send users to a specific page within your app

Google Confidential and Proprietary

Android / iOS: Tracking Capabilities w/ 3rd Party Platforms Destination URL mGDN Mobile Apps

Android : Play Store✔

(install + post-install)✔

(install + post-install)

Android : 3rd Party✔

(only reports in 3rd party)✔

(install + post-install)

iOS : App Store ✖ (getting there)✔

(install + post-install)

iOS : 3rd Party✔

(only reports in 3rd party)

✔ (install + post-install)

Google Confidential and Proprietary

Next steps

1

2

3

New to app promotion?

Work with iCrossing and Google to discuss a strategy to use AdWords app promotion solutions to increase drive adoption of your app from engaged users.

Already promoting your app with Google?

Expand your app promotion strategy to include in-app conversion events.

Promoting your app elsewhere?

We’re getting there... We're confident we can use our app promotion tools to drive value for your business. UI, Targeting, Re-engagement, GA are all integral parts of the App Roadmap!

Google Confidential and Proprietary

APPENDIX

Google Confidential and Proprietary

What businesses care about mobile apps? How do we identify them?

Mobile Attributes: ● Always connected, always with you● Context (location, device, sensors) ● Social graph (contacts, social networks) ● Data

Enhancing in-store | Shopping | Loyalty | Ents & Games | Utilities

Ask yourself: What is your ONLINE app strategy?

Mobile apps enable incredible experiences & augment brand goals