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Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile Leader Google Spain [email protected]

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Page 1: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Exploiting the Mobile Opportunity

Javier F. Saavedra Head of Banking and Insurance Mobile Leader Google Spain [email protected]

Page 2: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Smartphones, a reality ...

Page 3: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

… that changed our lives dramatically

Page 4: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

We live connected thanks to smartphones

Page 5: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Proprietary + Confidential

People are looking for great experiences…

Page 6: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Proprietary + Confidential

Page 7: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Proprietary + Confidential

Page 8: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Proprietary + Confidential

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

Page 9: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Proprietary + Confidential

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

Page 10: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

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...

Page 11: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

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...

Page 12: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Consumers researches (queries) shifting to Mobile

Page 13: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

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

Page 14: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

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...

Page 15: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Mobile web experience today is not optimal

Page 16: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

>13” Average speed in mobile

websites in Spain

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

Page 17: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Conversions mobile VS desktop

-62%

… and inefficient ...

Page 18: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

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

Page 19: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

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

Page 20: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Accelerated Mobile Pages

Page 21: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Accelerated Mobile Pages

<1 second average load time

10x less data Used compared to non-AMP page

Page 22: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Over 4 billion total AMP pages

90 AMP pages created every second

25 million domains producing

AMP pages

Page 23: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

AMP for E-commerce

Page 24: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

15 million AMP pages with <1sec load time

Last summer...

Page 25: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages
Page 26: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Progressive Web Apps

Page 27: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

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

Page 28: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Fast, smooth scrolling

https://mobile.twitter.com

Page 29: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Receive notifications

https://mobile.twitter.com

Twitter sending 10M push notifications a day

Page 30: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

PWAs are added to homescreen in one tap

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

Page 31: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

PWAs are a cross-browser initiative beyond Chrome

Page 32: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Proprietary + Confidential

76% lift in conversions

30% lift in active user rates

Page 33: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

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

Gartner Research

Source: Gartner post

Page 34: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

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...

Page 35: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

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?

Page 36: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

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

Page 37: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

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...

Page 38: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Prehistory Past Present Future, coming soon

Móvil

Sobremesa

Usable

Coche TV

Tablet

Voice, the new challenge!!!

Page 39: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Of queries in smartphones are with VOICE

20%

Page 40: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

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

Page 41: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages

Confidential + Proprietary

Thank you!

Javier F. Saavedra