exploiting the mobile opportunity - mma spain€¦ · exploiting the mobile opportunity javier f....
TRANSCRIPT
Exploiting the Mobile Opportunity
Javier F. Saavedra Head of Banking and Insurance Mobile Leader Google Spain [email protected]
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