Shane's talk from our #GIANTTalk 'Context Is King', on 14th April 2016 at Google UK.

1. Confidential & Proprietary
Digital Advertising in 2016
Important factors for your digital presence
Shane Cahill
Agency Development Manager
SMB UK & Ireland, Google

2. Confidential & Proprietary
Search behavior
is sometimes strange,
but always true

3. Confidential & Proprietary

4. Confidential & Proprietary

5. Confidential & Proprietary

6. Confidential & Proprietary

7. Confidential & Proprietary

8. Confidential & Proprietary

9. Confidential & Proprietary

10. Confidential & Proprietary

11. Confidential & Proprietary

12. Confidential & Proprietary
2.5bn
Users of Google
Search
100bn
Search queries
conducted every
month

13. Confidential & Proprietary
6,000Search queries every
second that Google has
never, ever seen before
13

14. Confidential & Proprietary
Quick Game - Please Stand Up!
Which was more Googled in the UK in 2015?

15. Confidential & Proprietary
O
R

16. Confidential & Proprietary
O
R

17. Confidential & Proprietary 17
O
R

18. Confidential & Proprietary
O
R

19. Confidential & Proprietary
Most Googled holiday destination in the UK in
2015?

20. Confidential & Proprietary 20

21. Confidential & Proprietary
FAST, UNPREDICTABLE CHANGE
is an absolute certainty
TECHNOLOGY
is changing
PEOPLE
are changing
THE WORLD
is changing
21

22. Confidential & Proprietary
FAST, UNPREDICTABLE CHANGE
is an absolute certainty
Technology is
changing
To grow, your business
must exceed the pace of
change
The world is
changing
People are
changing
22

23. Confidential & Proprietary
1. Don’t Forget About Mobile!
2.

24. Confidential & Proprietary2015 2016 2012014013
MOBILE
EXCEEDS
THE DESKTOP
2015
WELCOME TO

25. Confidential & Proprietary
20132010
% of Google searches on mobile
2015

26. Confidential & Proprietary
74%
of UK consumers have a smartphone
Source: Mintel Digital Trends (Winter) - UK - December 2014

27. Confidential & Proprietary
BY 2020
90%
source: Mobile Report, Nielsen IBOPE – entre usuários de smartphones- agosto de 2014 –

28. PHYSIOLOGICAL
NEEDS
SAFETY NEEDS
BELONGING
NEEDS
ESTEEM
NEEDS

29. PHYSIOLOGICAL
NEEDS
SAFETY NEEDS
BELONGING
NEEDS
ESTEEM
NEEDS
BATTERY & WIFI

31. Source: Google Trends, 2015

32. Source: Google Trends, 2015

33. Improve Your
Mobile Site UX
Improve Your
Mobile Site Speed

34. Improve Your
Mobile Site UX

35. Improve Your
Mobile Site UX
Make site search visible and ensure
results are relevant
Implement filters to improve mobile
search usability
Design efficient forms with streamlined entry or
use click to call for complex tasks
Make it easy to finish converting
on another device
Let users purchase as guest
Top 5 Solutions for Retail Mobile Sites

36. Improve Your
Mobile Site Speed
% of users who
expect a mobile
site to load in less
than 4 seconds
% of users who
expect a mobile
site to load in less
than 2 seconds
% of users who
expect a mobile
site to load at the
same speed as
Desktop
83
%
47
%
85
%
Source: Akami Research 2014, Web Performance Today 2013

37. Improve Your
Mobile Site Speed
Bonus Question! According to Google, in how
many seconds should your above the fold (ATF)
content on your mSite load?
1
Second!Source: Google PageSpeed Insights 2015

38. Improve Your
Mobile Site Speed
Visit Page Speed Insights for
advice on how to improve speed

39. Improve Your
Mobile Site Speed
www.WebPageTest.org

40. Confidential & Proprietary
1. Don’t Forget About Mobile!
2. Begin To Explore Video
3.

41. Video will account for
69%of all online data traffic by
2017Source: Cisco

42. 42Source Ooyala (2015)

43. Over 50% of
all YouTube
views are on
mobile
Over 50% of
all video views
this year will
be on mobile

44. Confidential & Proprietary
The UK is watching more than ever
191 VIDEOS per viewer per month
Source: comScore MediaMetrix, Desktop and Mobile, UK, January 2015
40.7 MILLION people in the UK watch YouTube every month
8 HOURS of YouTube videos watched per viewer every month
86%REACH of the UK online population

45. 64%
use YouTube
to find
products
40mins
the average
mobile video
session
25%
of mobile
videos
watched are
5mins or
more
42%
of online
shoppers use
video during
pre-purchase
research

46. `
+
SEE THINK DO CARE
HOW DO YOU USE VIDEO WITH DIGITAL?

48. Confidential & Proprietary
1. Don’t Forget About Mobile!
2. Begin To Explore Video
3. Find Your Audience
48

49. Confidential & Proprietary
We no longer go online. We live online.

50. Confidential & Proprietary
Buy festival tote
for Glastonbury
next weekend
11:15pm
On the bus,
read about
Glastonbury lineup
8:42am
Use flashlight app to
find dropped earring
11:09pm
At bus stop, listen
to new music playlist
8:30am At work, book
Glastonbury
tickets
11:36am
On bus, check email
for summer sales this
weekend
5:29pm
Browse festival
styles on YouTube
7:15pm
Wake up and
check today’s
weather
7:50am
At lunch, play
Candy Crush while
waiting in the queue
1:33pm
Use maps to get
directions to the
new Taco restaurant
1:13pm
150X
per day

51. Confidential & Proprietary
Context vs Audience

52. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
What do we mean by Audience Signals?
WHO
THEY ARE
WHAT
THEY
WANT

53. Confidential & Proprietary

54. Confidential & Proprietary
Take me as an offline customer
" Male
" 25-35
" Ireland

55. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Data allows you to understand and use audience signals
across the funnel

56. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential

57. Confidential & Proprietary
Thank you!