5. 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM
Tablet Mobile Desktop
Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Google Confidential and Proprietary 5
Does not indicate absolute or relative traffic volumes.
6. % correctly recalling Volvo as brand advertised
74%
+24 point lift
in aided recall
50%
TV Only TV, PC Video, Phone Video and Tablet Video
Source: Nielsen Multi-Screen Media Lab Study, Sep’11 Google Confidential and Proprietary 6
7. % attributing Volvo to specified traits
Top Rated 25%
Safety
+12 point lift 37%
Reliable 23%
+12 point lift
35%
Attractive 20%
+4 point lift
24%
Powerful 8%
+11 point lift
19%
TV Only
Intelligent 7%
All Platforms
+5 point lift 12%
Source: Nielsen Multi-Screen Media Lab Study, Sep’11 Google Confidential and Proprietary 7
9. In which category of digital advertising do you anticipate
the greatest increase in real-time bidding in 2011?
40%
35% 34.0% 34.0%
30%
Response %
25%
20%
17.0%
15%
10% 9.4%
5.7%
5%
0%
Rich Media Dynamic Creative In-Stream Video Mobile Mobile Rich Media
(Banners) (Banners)
Ad Format
Source: Digiday and Google, Real-Time Display Advertising State of the Industry, February 23, 2011,
total survey respondents n=317, buying intermediary respondents n=106, question respondents n=53 Google Confidential and Proprietary 9
11. ~9 % ~15 %
of global Ad Exchange of U.S. Ad Exchange
inventory is mobile web inventory is mobile web
inventory inventory
Source: Internal DoubleClick Ad Exchange data. October 31, 2011. Mobile web inventory includes inventory from high-end
phones and tablets. Google Confidential and Proprietary 11
12. To-Date: Just IAB
In the Coming Weeks: 320x50 Size
Sizes
Web page viewed Web page with mobile Mobile app with mobile
from mobile device specific ad unit specific ad unit
Google Confidential and Proprietary 12
13. Mobile display ads show huge deltas
between exposed and control groups
20.2
20
15
12.2
10
5.9
4.9
5 4.1
0
Aided Brand Online/Mobile Ad Message Brand Purchase Intent
Awareness Awareness Association Favorability
Source: Dynamic Logic MarketNorms®, Full Dataset (2006–2010). Fixed frequency level of 1
for campaigns using mobile N=40–127. Google Confidential and Proprietary 13
16. Q3 2011
3XBuyers
First full quarter selling Tripled the number
in-stream inventory of in-stream buyers
to Ad Exchange buyers from Q3 to Q4
Google Confidential and Proprietary 16
17. Sight, sound Scale, reach
and motion and audience
Brand
Results
Google Confidential and Proprietary 17
18. In-Stream video ads, at a frequency of just 1, show large deltas
between exposed and control groups in 4 key brand metrics
5
4.5
4
3.5
3 2.9
2.5
2.0 1.9
2 1.9
1.5
1
0.5
0
Aided Brand Awareness Online/Mobile Ad Brand Purchase
Awareness Favorability Intent
Source: Dynamic Logic MarketNorms®, Full Dataset (2002–2010). Fixed frequency level of 1 for campaigns using in-stream N=9–14.
Google Confidential and Proprietary 18
21. Rich media ads without video, at a frequency of 2 or more, show large
deltas between exposed and control groups
5
4.5 4.4
4
3.5
3 2.8
2.5
2.0
2
1.5
1.2 1.1
1
0.5
0
Aided Brand Online Ad Awareness Message Association Brand Favorability Purchase Intent
Awareness
Source: Dynamic Logic MarketNorms®, 2008–2010. Frequency level of 2+ for campaigns using rich media without video N=411–592.
Google Confidential and Proprietary 21
23. Multiple Formats
Standard Rich In-Stream Mobile
Display Media (beta) (beta)
Flexible Deal Types
Auction Direct Deals
Anonymous Branded Private Bidded Fixed Price,
Pre-Auction
Three Ways to Place a Buy
RTB API UI API
Google Confidential and Proprietary 23
24. Impression and click fraud protection
Blocking and filtering of undesirable inventory
Protect buyers from revealing their advertisers
Seller blocking
Bid protection to keep individual buyer bids anonymous
Google Confidential and Proprietary 24
25. “We are delighted to be working with Google as they open up the
DoubleClick Ad Exchange to include AdMob in-app inventory, and
to deliver this opportunity to our clients. We anticipate this
experience will help us bring mobile to scale to our partners, and
will provide insight into the operational elements and the creative
assets that work best in this environment.”
Kurt Unkel, Senior Vice President, VivaKi Nerve Center
Google Confidential and Proprietary 25
