MDOT | The Ecosystem March 2016

Google Confidential and Proprietary Google Confidential and Proprietary Agenda

How Google Works

The New Consumer Journey: Micro-Moments

Platform Deep Dives: Search, YT, GDN, Mobile & DoubleClick

Power of Data: Measurement & Insight-Building We’ll review the products a bit further

1. Search 1. Search

2. YouTube

2. 3.YouTube GDN

ADD 3.4. GDN Mobile DOUBLECLICK

4. Mobile

Google Confidential and Proprietary Google Confidential and Proprietary Google in 1998

“It’s best to do one thing really, really well.”

Google confidentialGoogle Confidential | Do not anddistribute Proprietary Google in 2016

Google confidential | Do not distribute

How Google Works: Product Focus Areas

Google Confidential and Proprietary Android YouTube 1 billion active users worldwide 1 billion active users worldwide 1.5 million devices activated per 300 hours of video uploaded every minute day

Maps / Geo 1 billion active users worldwide 1 in 5 Google searches tied to a location

Knowledge / Search Over 100 billion searches per month worldwide

Infrastructure 3rd largest manufacturer of servers

Google+ Chrome / Apps 300 million active users in the stream 750 million active users worldwide Mobile traffic exceeds desktop 400 million users on mobile Android

Google Confidential and Proprietary Google Confidential and Proprietary YouTube

Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary Ads & Commerce

Google Confidential and Proprietary Intent + Immediacy + Context

ConfidentialGoogle Confidential& Proprietary and Proprietary Platform Deep Dives

Google Confidential and Proprietary Marketing Consideration Audience Measurement Focus Stage Strategy - Viewed impressions G Y D o - Awareness increase in Brand N u and Search lift & S T M people who drive e O - VTC (View-through D a u B See B r b I conversions) c L M h e E - Views

G S Y M people who D e o O - Clicks, CTR N a u B drive and - Indexed increase in Opinion & r T I and Consideration D c u L Think think they B h b E - % Assisted / linear model M e need a car

people who G S M D e O drive, think - Conversion rate N a Y B o they need a - Profit / ROI & r u I car and are - Last Click D c T L Do u looking for - Store Visits B h b E M e one

Google Confidential and Proprietary Let’s review the products a bit further

1. Search 1. Search

2. YouTube

2. 3.YouTube GDN

ADD 3.4. GDN Mobile DOUBLECLICK

4. Mobile

Google Confidential and Proprietary

Search

Convert traffic. The right moment. A relevant audience. SEARCH Search touches every aspect of our lives

100B 15% SEARCH You need both defensive and offensive strategy

Branded terms To DEFEND GM brand & drive CONVERSIONS

Competitive terms To INTERCEPT & CAPTURE competitive brand interest

Segment terms To INTRODUCE GM to undecided shoppers Anatomy of a search page SEARCH

Query

Paid Results

Organic/Natural Listings SEARCH How paid search works

Bids on a Ad shows up in Pays search engine keyword sponsored results based on bid Advertiser

Searches that keyword Clicks on the ad and goes

User on search engine to the advertiser’s site SEARCH Factors in the ad rank

Expected Ad Ad Rank Quality Score Max CPC Bid Format Impact

Landing Page Expected Click- Ad Relevance Experience Through-Rate

YouTube

Build Awareness Be Seen. Be Remembered.

Google Confidential and Proprietary Google Confidential and Proprietary YOUTUBE 1Billion videos are watched online every day

30% year-over-year growth Equal to 1.75M TV channels

YOUTUBE High impact and mass reach to launch big

YT Masthead

INTERACTION

Access over 405M unique global People who see a more likely to search users on YouTube each day brand’s YouTube for that brand or Masthead are 4x campaign

YOUTUBE TrueView, giving users choice

YT TrueView (1st impression)

VIEW

People who more engaged than those who choose to watch are forced a video ad are 75% to watch

YOUTUBE Guarantee impressions with reservation activity

YouTube (Reservation)

VIEW

Allows more traditional advertisers to extend their reach and frequency by guaranteeing a set number of vCPM

People who have seen a increase in brand’s video ad on their unaided brand smartphone have a 19% awareness

YOUTUBE Targeting content and audiences

Demographic Interest/Topic Remarketing

A18-49 1,600+ Categories Videos watched

A25-54 Target keywords Channel visit Region, DMA, ZIP Custom Placements Website HHI

3rd-Party Data Behavioral/Affinity 80+ Segments Auto intenders Outdoor Enthusiasts + more Travel buffs

Google Display Network

Be Understood. Be Wanted. Influence Consideration

Google Confidential and Proprietary Google Confidential and Proprietary GDN Drive greater engagement and interactivity

Ready Lightbox Custom Lightbox Lightbox

ENGAGE

Demo Demo

Engagers more likely are 4x to purchase

GDN Create shareable and always viewable content

DISPLAY (Desk & Mobile)

VIEW & SHARE

54% of today’s of Google display ads can’t display ads are viewable even be seen 100% Click for demo

GDN Launch live within your banner campaign

DISPLAY

CLICK

Google increase in display ads branded average 15% search queries*

*When brand lift is detected Source: Google Internal Brand Lift surveys GDN Using dynamic remarketing to capture lost sales

Why remarketing matters….

DISPLAY (Dynamic remarketing)

CLICK

Product customer was viewing 96% 70% 49%

Leave a website Abandon shopping carts Typically visit 2–4 sites without converting without purchasing before purchasing

Similar recommended +17% products of conversions are recommended products

GDN Targeted promotions in your inbox

Gmail Sponsored Promotion

Target keywords in emails, domain targeting, interests, demographics, etc

Mobile Reaching the on-the-go, always- connected consumer Nomophobia noun a fear of being without mobile device, power source, or service area We don’t go online. We live online. 20% 18% 29%

increase in mobile's share decrease in time increase in mobile

of online sessions spent per visit conversion rates

Google Analytics aggregated data, 2014-2015 for April 1-14, US MOBILE Think about how location and device changes your strategy

Mobile GDN Search

Click

YouTube Mobile first, cross-platform MOBILE

Sitelinks Call Extension Location Extension (Search) App Extension mSite Image Ads Seller Ratings Click to Call Extension Location Extension (Maps) App Install Ads Lightbox Ads Product Listing Ads Call Only Sitelink Local Inventory Ads App promo Display Ads Mobile Masthead Auto Ads GSP - Click to Call Click to Locate (Nearby) TrueView for App Ads Mobile TrueView Ads Display Click to Site Mobile App Engagements Power of Data: Measurement & Insight-Building

Google Confidential and Proprietary Measuring effectiveness through the consumer journey Questions?