restaurants collateral

Google Confidential and Proprietary

December 8, 2010

Restaurants Collateral


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


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!


Desktop Display: Example- Olive Garden Complimented TV Ads Online

…and many others

Ads ran on…


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 Sitewww.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


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


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


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


Mobile Display: Engage Users in AppsAds 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

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Flixter PandoraSpotify Qik Urbanspoon SportsTap

Shazam Dolphin Back-grounds

BigOven

BillMiinder


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


i.TV Backgrounds Flixster

Mobile Display: Example App Placement


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


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


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


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!


YouTube: Keys to Success with ChannelsSu

stai

n 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.


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

http://www.youtube.com/watch?v=YNeL_eUOY88&feature=player_embedded

http://www.youtube.com/watch?v=YNeL_eUOY88&feature=player_embedded

http://www.youtube.com/watch?v=HVA8MtLrL-U&feature=player_embedded

http://www.youtube.com/watch?v=HVA8MtLrL-U&feature=player_embedded


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YouTube: Target Videos, Drive Traffic to Site

Target VideosSports Beer/BrewingFood/RecipesMeal TipsMoms

Engage your customers as they watch partner content

Display or Text AdsMultiple Ad Formats


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


Educational Slides


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


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



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.


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.


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



Restaurant Searches are Growing Exponentially

Source: Google Internal Data, May 2010

Weekly Searches, 2006 to present

5X growth since 2006


Mobile Is A Developing Part Of Diner ResearchOf People Who Go Online Via Their Mobile Device (37%):


63%research

restaurant related

activities

46%research locations

33%research

facility information

29%research

food/menu items

15%look for

coupons/special offers


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 3GAndroid G1 Blackberry Storm iPhone 3GS

Palm Pre

Android myTouchMoto Droid & Eris

Android Nexus One

HTC Incredible

Sprint EVOiPhone 4G & Droid X


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2500%

DesktopMobile

Perc

ent G

row

th

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


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


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


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

Facebook

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

restaurants collateral

Documents