google confidential and proprietary december 8, 2010 restaurants collateral
TRANSCRIPT
Google Confidential and Proprietary
December 8, 2010
Restaurants Collateral
Google Confidential and Proprietary
Digital Platform Objective
Desktop Search Menu Promos; Holiday/Event Promos; Brand Terms; Competitor Presence; New Store Openings
Desktop Display Menu Promos; Holiday/Event Promos; New Store Openings; Audience Targeting
Mobile Search Menu Promos; Loyalty Program; Brand Terms; Competitor Presence; New Store Openings
Mobile Display Menu Promos; Loyalty Program; New Store Openings; Audience Targeting
YouTube/Video Menu Promos; Holiday/Event Promos; New Store Openings; Audience Targeting
Online Audio AdsMenu Promos; Holiday/Event Promos; New Store Openings
Google TV Ads Menu Promos; Holiday/Event Promos; Audience Targeting; (National Only)
Restaurant Objective/Google Platform Alignment
2
Google Confidential and Proprietary 3
Desktop Search: New Ad Formats Enhance User Experience
Your Restaurant NameDiscover our Delicious New Slider Options Starting at Just $4.95!www.YourRestaurant.com
Locations MenuOnline Ordering New Flavors
Ad
• Site Links: Increased visibility + more
relevancy equals higher engagement & more
people who know where to find you
• Store Locator Ads: Enhanced User
Experience
Google Confidential and Proprietary
Utilize Display ads to generate brand awareness as well as capitalize on direct response-focused initiatives.
Locally Targeted for New Openings
Desktop Display: Targeted Brand Awareness
Placement Interest – Local/Foodies
Categories to Consider:Sports Fans
FoodiesBeer Lovers
Location-basedMoms
Grand Opening!
Google Confidential and Proprietary 5
Desktop Display: Example- Olive Garden Complimented TV Ads Online
…and many others
Ads ran on…
Google Confidential and Proprietary
Location Extension & Click-to-Call Feature
papa johns
Papa John’s Delivery or Carryout Pizza - Order Online and have ...
Order Papa Johns Pizza online today and have it delivered. Online specials are always available, order at your own pace ...
Papa John’s Official Site
www.papajohns.com Order a Papa John’s Pizza Online Today! Low Prices, High Quality.
(813) 915-7272 - 9340 North Florida Avenue, Tampa
Mobile Search: New Ad Features Customize Campaign Success
Hyperlocal Offer Ads - Beta
Google Confidential and Proprietary
Mobile Search: Hyperlocal Ads Increase CTR
Hyperlocal Ads
• Show users how far away they are from the advertiser’s location
• Enable with Location Extensions (map extension)
• Up to 7x increase in CTR
Google Confidential and Proprietary
Mobile Search: Offers Beta Drives In-Store
Customer searches for a laptop on a mobile device
1
Ad for company XYZ with an offer is triggered
2
Offer expands when thecustomer clicks on the + box
3
Customer stores the offer via email or SMS
4
8
Google Confidential and Proprietary
Now customers can click to call your business directly from your ads when they appear in Search and GMM results on mobile devices with full internet browsers.
Advertisers who participated in our click-to-call beta trial saw a
5-30% increase in CTRs, without cannibalizing URL clicks.
restaurant
Lou’s Italian Restaurantwww.lousitalian.com Fine dining for any occasion. Featuring organic and fresh ingredients.1 (650) 123-1111 - 1600 Amphitheatre Parkway, Mountain View
Mountain View restaurant reviewsFind the perfect restaurant. Hours, reviews, directions & more. Book a table and read …
restaurant
Mobile Search: Click-To-Call Increases CTR
Google Confidential and Proprietary
Mobile Display: Engage Users in Apps
Ads for Mobile Applications:• Approx 90M potential daily impressions• Full Reporting• Text and display options (same as
desktop display network) • Multiple Display ad formats, including
expandable video and maps
Many Targeting Options• Run Of Network• Specific Placements• Category Targeting
• Finance• Sports• Entertainment
Billions Of Monthly Impressions
• Dining• News• Many More
10
Flixter PandoraSpotify Qik Urbanspoon SportsTap
Shazam Dolphin Back-grounds
BigOven
BillMiinder
Google Confidential and Proprietary
Mobile Display: Targeting Audiences with Apps
FOODIES: All of our top culinary apps.
TOP APPS: Restaurant Nutrition, Calorie Counter by FatSecret,
Bartender, BigOvern
SPORTS: All of our top sports apps.
TOP APPS: Sportacular, Sportstap, The Score, Formula 1 Live Racing
LOCAL: All of our top local apps.
TOP APPS: Craigsphone, WhosHere, FindStarbucks, Yellow Pages, Movies, Weather & Toggle
Widget
Foodies
Sports
Local
Google Confidential and Proprietary
i.TV Backgrounds Flixster
Mobile Display: Example App Placement
Google Confidential and Proprietary
Mobile Display: Reach Diners On-The-Go
Optimized Mobile Page
Desktop Sites Viewed via High
End Mobile Devices
Display Mobile Ads (Text and Image) on:• Optimized Mobile Sites on our Google
Mobile Content Network• Desktop Sites Viewed Via High End
Device
Targeting /Pricing Options• Bid via CPC or CPM for all Display ads• Placement, Contextually and Enhanced
Targeting• Carrier, Platform and Geo-Targeting
Works Just Like Desktop Display
Google Confidential and Proprietary
12%
19%
23%
19%
9%
2%
0%
5%
10%
15%
20%
25%
18-24 25-34 35-44 45-54 55-64 65+
Mobile Display: Reach Specific Demos (ex: Moms)
Sources: comScore Media Metrix, February 2008 & Internal Google data.
Moms are using their high end mobile devices and the iPad to view these premium sites within our Mom Channel . Reach them using text and image creative!
Age
Income
15milliondaily
impressions
Featured Display Network Sites
3%
9%
12%
17%
28%
27%
0%
5%
10%
15%
20%
25%
$15-25k $25-40k $40-60k $60-75k $75-100k $100k+
Avg. CPM $1.40
Monthly Cost $21,000
Google Confidential and Proprietary
15
3 Simple Steps to Success on YouTube
Engage Users While they Watch
Attract Viewers As They Discover
Video Content…
InVideo Display Ads with Video
Targeting
Promoted Videos with
Call-to-Action
Establish a destination for
your audience…
YouTube Channels
Step Step Step 1 32
Google Confidential and Proprietary 16
YouTube: 1 – Establish Destination with Channels
A Hub On YouTube
For Use if BJ’s Will create and update video content
A destination to drive traffic, attract subscribers, and enable distribution.
Customize your channel to match your other online properties.
Free!
Google Confidential and Proprietary 17
YouTube: Keys to Success with ChannelsS
ust
ain
an
d G
row
Vie
wer
s
Your Customer Base
Gain Viewers
Community:Actively participate. Comment, share, and favorite videos. Friend others, aggregate content 3rd party
Videos:Continually update new content, playlists, and video logs
Syndicating: Embed your videos and/or channel on yourwebsite.Link to your videos on other social networks
Create & Establish a destination on YouTube to send your customers, which hosts all of your videos.
Make a home for all your users to be Entertained or Educated.
Google Confidential and Proprietary
18
Highlight your video content and win new customers
• Targeted advertising based on keywords
• Cost-effective and measurable way to promote your videos
• Video Overlay with external click-through URL
• Ability to opt your videos into the GCN for added exposure
Use your Promoted Video to drive traffic to your site
YouTube: Promote Your Videos/Channels
Google Confidential and Proprietary
19
YouTube: Target Videos, Drive Traffic to Site
Target Videos
Sports Beer/BrewingFood/RecipesMeal TipsMoms
Engage your customers as they watch partner content
Display or Text AdsMultiple Ad Formats
Google Confidential and Proprietary 20
Our Content
20
MAINSTREAM CONTENT
LONG TAIL
EMERGING MIDTAILJonas Brothers Howcast Mondo Media
Next NewNetworks
JK Wedding Video Dance
Charlie Bit Me
Universal Music Group HBO ESPN CBS NY Times
THE “NEW” MAINSTREAMFred Figglehorn
Over 3,000 content partnerships from established
names to YouTube made celebrities
Google Confidential and Proprietary 21
Educational Slides
Google Confidential and Proprietary
Diners Are Planning Where To Eat In Advance
How far in advance do diners decide which restaurant to go to?
Source: Online Testing Exchange Restaurant Survey, April 2009
Dinner
An houror more
46%
Always go to the same place
3%
Impulse22%
Less than1 hour29%
Impulse31%
Always go to the same place
4%
Lunch
Less than1 hour37%
An houror more
28%
The Internet is the #1 media used during working hours,when consumers are choosing where to go for lunch & dinner
Google Confidential and ProprietarySource: 2008 Spring Mediamark Research & Intelligence weighted to Population (000)
$292 Million(Q1-Q3 2008)
Casual Dining Restaurants Advertising Investments
Restaurant Visitors’ Media Consumption
9% Outdoor
53% Print
1% Online
Casual Diners Spending More Time Online
15% TV
18% Radio
8% Print
25% Radio
40% TV
25% Online
Untapped Audience
2% Yellow Pages
Gap between ad investments and media consumption
Google Confidential and Proprietary
Diners Are Online
58% of casual diners go online to look for coupons or special offers
90% of Americans go online to research casual dining restaurant information
59% of casual diners go online to look for restaurants in their area
38% of casual diners go online to decide what to order for takeout/delivery
47% of casual diners go online to decide where to eat lunch or dinner
Source: Online Testing Exchange Restaurant Survey, April 2009
Google Confidential and Proprietary
90% of diners go online for information about restaurants, 80% use search as part of the process, and 70% use the Internet to choose a
restaurant.
50% of consumers turn to Search Engines first when looking for local information, 24% to yellow pages and 4% to local newspapers.
Source: Online Testing Exchange Restaurant Survey, April 2009
Online Research is Important to Diners
47% of casual diners go online to decide where to eat lunch or dinner, and 38% go online to decide what to order for takeout/delivery.
Google Confidential and Proprietary
Search Is A Developing Part Of Diner Research
42%38%
32%
25% 24%
47%
35% 35%
28%24%
0%
10%
20%
30%
40%
50%
TV Ads Online Search Engine Listings
Print Ads Radio Ads Outdoor Ads
Usefulness Of Restaurant Advertising-
Is useful Informative
Source: Online Testing Exchange Restaurant Survey, April 2009
Google Confidential and Proprietary
Restaurant Searches are Growing Exponentially
Source: Google Internal Data, May 2010
Weekly Searches, 2006 to present
5X growth since 2006
Google Confidential and Proprietary
Mobile Is A Developing Part Of Diner Research
Of People Who Go Online Via Their Mobile Device (37%):
Source: Online Testing Exchange Restaurant Survey, April 2009
63%research
restaurant related
activities
46%research locations
33%research
facility information
29%research
food/menu items
15%look for
coupons/special offers
Google Confidential and Proprietary
Restaurant Mobile Query Growth
Google Restaurant Query Growth* Compared to Smartphone Launches
* Based on a basket of 10,000 keywords within the restaurant categorySource: Google Internal Data
Mobile has seen over 1000x growth in the last 3 years.
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iPhone iPhone 3G
Android G1Blackberry Storm iPhone 3GS
Palm Pre
Android myTouchMoto Droid & Eris
Android Nexus One
HTC Incredible
Sprint EVO
iPhone 4G & Droid X
Google Confidential and Proprietary
12/3
1/07
2/5/
08
3/12
/08
4/17
/08
5/23
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/08
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-500%
0%
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1000%
1500%
2000%
2500%
Desktop
Mobile
Per
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row
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59% of moms have conducted a restaurant related search on their mobile phone 1
*Google Insights for Search, April 2010 1. Google BabyCenter OTX Moms Survey, November 2009. 2. Ruder Finn, ‘Mobile Intent Index,” Feb. 2010
39% of mobile internet users use their mobile device to find a restaurant 2
Being Visible Increasingly Means Mobile
Growth in Restaurant Searches
Google Confidential and Proprietary
Mobile Applications: A New Ecosystem of Content
Source: Complete, Inc. 2009, mocoNews 2009
• 3+ Billion Apps Downloaded
• Average Android user downloads 40 apps
• 25% of iPhone & Android Users Spend 2 hours per day in apps
• 98% of iPhone users have downloaded at least 1 app
Google Confidential and Proprietary 32
Mobile Is Driving Revenue For Restaurants Today
32
Mobile advertising drove 17.2% lift in purchase intent
Source: Insight Express, Mobile Marketing Study 2009
Big restaurants are using Mobile already….
Offering mobile ordering, coupons, locations and more
Google Confidential and Proprietary 33
Hardee’s Campaign Is Centered Around Mobile“Hardee's is diving headlong into mobile as part of an interactive, multi-platform campaign to introduce its newest menu item, Biscuit Holes.”
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=108849
The campaign also encompasses numerous integrated advertising, social media and online components
YouTube Twitter
Flickr
Mobile Microsite
• submit name suggestions• watch streaming videos• share the site• send personalized Hardee's
mobile greeting cards to friends• view product information• view photos• opt to receive updates from
Hardee's