exploiting the mobile opportunity - mma spain€¦ · exploiting the mobile opportunity javier f....

Exploiting the Mobile Opportunity

Javier F. Saavedra Head of Banking and Insurance Mobile Leader Google Spain javiersaavedra@google.com

Smartphones, a reality ...

… that changed our lives dramatically

We live connected thanks to smartphones

Proprietary + Confidential

People are looking for great experiences…

Proprietary + Confidential

Proprietary + Confidential

Proprietary + Confidential

●  Choose your room ●  Check in from anywhere ●  Unlock with your phone ●  Customize your stay ●  Plan for your upcoming trip

Proprietary + Confidential

People just expect faster, relevant, and frictionless experiences, whenever and wherever they ask for it

Confidential + Proprietary

• Bidding

• Measurement and attribution

•  Targeting - Audiences X-Device

•  Formats

1 Digital

advertising •  Load speed of mobile

pages

• AMPs

• PWAs

2 Digital assets

• Capture leads in digital and converting by most convenient channel

•  Tecnología de Lead Management

•  Tracking end-to-end

3 Omnichannel

To win in Mobile you have to be excellent in...

Confidential + Proprietary

• Bidding

• Measurement and attribution

•  Targeting - Audiences X-Device

•  Formats

1 Digital

advertising •  Load speed of mobile

pages

• AMPs

• PWAs

2 Digital assets

• Capture leads in digital and converting by most convenient channel

•  Tecnología de Lead Management

•  Tracking end-to-end

3 Omnichannel

To win in Mobile you have to be excellent in...

Consumers researches (queries) shifting to Mobile

Percentage of mobile queries in Google?

55% Mobile cost per click versus desktop?

52% Percentage of mobile clicks from Google?

-41%

Smartphones have become the first contact point between companies and consumers

Source: Google internal data for Spain

Consumer demand Businesses capturing demand

Cost

Confidential + Proprietary

• Bidding

• Measurement and attribution

•  Targeting - Audiences X-Device

•  Formats

1 Digital

advertising •  Load speed of mobile

pages

• AMPs

• PWAs

2 Digital assets

• Capture leads in digital and converting by most convenient channel

•  Tecnología de Lead Management

•  Tracking end-to-end

3 Omnichannel

To win in Mobile you have to be excellent in...

Mobile web experience today is not optimal

>13” Average speed in mobile

websites in Spain

The mobile navigation and purchase processes are still slow...

Conversions mobile VS desktop

-62%

… and inefficient ...

Faster means more conversions

180,000

100,000

20,000

Ses

sion

s

2.4 3.0 3.6 4.2 4.8 5.4 6.0 6.6 7.2 7.8 8.4 9.0 9.6 1.2 1.8 Seconds

1.9% Conversion rate

1.5% Conversion rate

Source: SOASTA study “Mobile performance conversion rate”

>13” Average speed in mobile

websites in Spain

The mSpeed can be improved in the very short term

Mobile Speed

•  Image optimization

•  Leverage browser caching

•  Prioritize visible content

Medium/long term Accelerated Mobile Pages

•  mSpeed <1 second

•  10x less data usage

Progressive Web Apps

•  App-like experiences in the mobile web

Quick Wins

Local cache

Add to Homescreen

Push notifications

Offline mode

Accelerated Mobile Pages

Accelerated Mobile Pages

<1 second average load time

10x less data Used compared to non-AMP page

Over 4 billion total AMP pages

90 AMP pages created every second

25 million domains producing

AMP pages

AMP for E-commerce

15 million AMP pages with <1sec load time

Last summer...

Progressive Web Apps

What is a Progressive Web app? “... takes advantage of the latest technologies to

combine the best of web and mobile apps. Think of it as a website built using web technologies but that acts and feels like an app.”

-  Smashing Magazine

Fast, smooth scrolling

https://mobile.twitter.com

Receive notifications

https://mobile.twitter.com

Twitter sending 10M push notifications a day

PWAs are added to homescreen in one tap

https://www.trivago.co.uk/

PWAs are a cross-browser initiative beyond Chrome

Proprietary + Confidential

76% lift in conversions

30% lift in active user rates

“By 2020, Progressive Web Apps will have replaced 50% of general-purpose consumer facing apps.”

Gartner Research

Source: Gartner post

Confidential + Proprietary

• Bidding

• Measurement and attribution

•  Targeting - Audiences X-Device

•  Formats

1 Digital

advertising •  Load speed of mobile

pages

• AMPs

• PWAs

2 Digital assets

• Capture leads in digital and converting by most convenient channel

•  Tecnología de Lead Management

•  Tracking end-to-end

3 Omnichannel

To win in Mobile you have to be excellent in...

Confidential + Proprietary

Online

Store

Call center

•  Capture

•  Scoring by value

•  Routing through most convenient channel

•  Tracking e2e

•  Upload to AW/DCM for automation

Leads management and tracking

Generating calls...

What is the LeadGen model?

Confidential & Proprietary

Success stories: Travel (Viajes El Corte Inglés)

After pilot

+40%

80x

Cruises sales

Conversion (click to quotation)

CPA (including technology and Call Center) -49%

ThinkWithGoogle

Before After

Confidential + Proprietary

• Bidding

• Measurement and attribution

•  Targeting - Audiences X-Device

•  Formats

1 Digital

advertising •  Load speed of mobile

pages

• AMPs

• PWAs

2 Digital assets

• Capture leads in digital and converting by most convenient channel

•  Tecnología de Lead Management

•  Tracking end-to-end

3 Omnichannel

To win in Mobile you have to be excellent in...

Prehistory Past Present Future, coming soon

Móvil

Sobremesa

Usable

Coche TV

Tablet

Voice, the new challenge!!!

Of queries in smartphones are with VOICE

20%

Improving Mobile Web is not an option… it´s a must.

Confidential + Proprietary

Thank you!

Javier F. Saavedra