The Google Game:How Maps, Media and Mobility Are Changing Mass Marketing For Ever. A public lecture given in the Asian Civilizations Museum, Singapore in November 2007 organized by the Republic Polytechnic of Singapore.

1. The Google Game:How Maps, Media and Mobility Are Changing Mass Marketing For Ever Angela Hey amhey@techviser.comTechviser 20th November 2007 Republic Polytechnic of Singapore 2007

2. About Google Maps Mobility Media Winners, Losers, Trends, Opportunities Mass Marketing Summary Google is a trademark of Google, Inc.

3. Google Picture Source: Google

4. Why Is Google Successful? How Big Is Google’s Impact? Who Wins? Who Loses? What Changes? Five Questions Picture Source: Google

5. The Pillars Of Google Eric Schmidt Larry Page Sergey Brin Ads Apps Search Screenshot and exec photos source: Google

6. Philosophy Don’t Be Evil Focus On The User Do One Thing Well Fast > Slow Web Democracy Answers Anywhere Can Make Money &Not Be Evil Always More Info Transborder Need Serious, But Suits Great Isn’t Good Features And Not Products Paraphrased from http://www.google.com/intl/en/corporate/tenthings.html

7. AdWords And AdSense

8. Google From Cradle To Grave Baby Google Search For Name - Easily Found Or Anonymous? Photos – Picasa Baby Gifts From FrooglePay With Google Checkout Child 1st Website With Google Page Creator Teen Makes YouTube Videos Student Uses Android Mobile Phone Professional Blogs Using Blogger With AdSense Entrepreneur Creates Business With AdWords Tracks Customers With Google Analytics Finds New Offices Using Google Maps & Earth Small Business Uses Google Applications Large Business Uses Google Search Appliance Obituary On Google News

9. Google’s Revenues ($US Billions) Annual Revenues Source: Techviser and Annual Reports

11. 20 languages and over 100 countriesSource: Techviser and Annual Reports

12. Top 10 Web Companies – USOctober 2007 Source: Nielsen Online

13. Top 10 Web Sites – USOctober 2007 Source: Nielsen Online

14. Google Indirect Investment Of 5% In AOL For $1B Cash AOL Focusing More On Ads And Games Forms Ad Target and Measuring Business Group Platform-A, Also Has Advertising.com Subsidiary Acquired In 2007 Third Screen Media For Mobile Ads Controlling Interest In ADTECH AG For Online Ad-Serving TACODA online behavioral targeting ad network AOL’s Challenges Time-Warner Subsidiary Downward Pressure On AOL’s Prices For Advertisers Dial-up Business Failing- Sold German Business For $850M Users Moving Away From AOL’s Portal Case Study: America Online

15. Select Acquisitions Jan-Jun 2007 – Acquired 10 companies - $184M +$42M on performance * Subject to approval by regulators

16. Maps

17. Map Mashup - Housing Craigslist and Google Maps Source: housingmaps.com

18. Maps Mashup – Tagged Places Map Markers Are Ads User Input Tags Google Ads Source: findbyclick.com

19. National Marketing Service “A massive improvement. A massive change. “David Hoffman, CEO SAGAS Group,LLCwww.Sagas.com (couldn't exist without Google Adwords)

20. Maps – Location Of Interest Source: Procter and Gamble

21. Maps – Winners and Losers Winners Losers Suppliers of underlying maps and aerial photos to Google and major players Location-based businesses that advertise on popular map sites – retailers, estate agents, malls Advertisers with products related to a location Advertisers who create campaigns around locations Traditional paper map suppliers Established GIS vendors with proprietary platforms Any location-based business whose competitors have better maps Proprietary map only devices

22. Engage The Customer With Maps Maps Become Dynamic, Multi-layered and Interactive

23. Media “We can’t expect consumers to come to us. It’s arrogant for any media company to assume that.” Quincy Smith, president of CBS Interactive, May 14 2007 Wall Street Journal

24. More people read the Blogosphere than read newspapers Google trials offline media - TV Advertising Favored Over Some Subscriptions Sept 07 – NY Times drops $50/year subscriptions Nov 07 – Wall Street Journal announces free access Huffington Post- 1800 Unpaid Bloggers New online mega sites Social Networking – MySpace, Facebook Open Social – Google cross-platform initiative Netnography – market research on websites Media Trends

25. USA – 30,000 advertising and marketing services companies Top 50 have less than 40% of the market Typical local agency has 30 people with $5M in revenues USA - 23 million small businesses, 1M advertise online (Source: Rupert Murdoch) Advertising Statistics Source: Hoovers

27. $75 B (Morgan Stanley)Source: eMarketer and TNS Media Intelligence Strategy

28. Internet Advertising US Share

29. Internet Ad Spending Per User Annual Spending Annual Spending $M Source: YazidAksas, Stanford Business School, May 2007 Cf $21,700M US Online Ad Spending Estimate from eMarketer

31. Trousers - $85

32. Google Ads - $24 per customer

33. 42% repeat business

34. 25% overseas

35. Text info on websiteSource: Cordarounds

36. US Local Advertising Local Online includes ads on local media sites and local ads from national sites Local Total includes print, billboard, TV, radio, print yellow pages Source: eMarketer 2007 based on data from September 2006 from VeronisSuhlerStevenson,PQ Media, Borrell Associates, Corzen, Interactive Advertising Bureau, Simba Information

37. Local Marketing - Major Brands Uses Google Maps Source: Krillion.com

38. Media – Winners and Losers Winners Losers Multi-format media properties Major brands that create engaging multimedia experiences Businesses that expand their reach with online ads New companies that offer services remotely Television and newspapers without actively engaged users Ad and marketing agencies that don’t embrace search and community websites

39. Mobility 6.6 Billion People 3 Billion Mobile Phones

40. Global Mobile Advertising Spending Total - $1.5B in 2006 growing to $16.2B In 2011 Direct response ads are for potential purchases (e.g. link to online store) Brand ads are promotional Source: eMarketer, October 2007

43. Battle For Personalization Past - Ringtones, Backgrounds, Cases Now – Ringbacks, Multimedia Next – Tiles and Widgets Will On Deck or Off Deck Win? Platform Provider Device Vendor Carrier User Samsung SPH-M4650 SmartPhone With MS Windows Mobile Widget Vendor

44. Mass Marketing Engage Users The Long Tail

45. What Marketers Want

46. Web Analytics For All 66% Use Search, 34% Go Directly To A Website Raising The Bar

47. Landing Page Statistics Survey 4203 Marketing Sherpa readers Landing Page Conversions 46% say landing page conversions are up 14% say conversions are holding steady Source: Marketing Sherpa, Sep 2007 www.marketingsherpa.com

48. Year Of Widgets And Gadgets 2007 Engage Users With Widget Ads Source: http://www.google.com/adwords/gadgetads/gallery.html

49. Google Trends - Widgets Australia 2. United States 3. Canada 4. India 5. Switzerland 6. United Kingdom 7. Sweden 8. Germany 9. Belgium 10. Netherlands Source: Google Trends

50. iGoogle With Gadgets SGLifestyle Gadget Singapore Population Gadget Phone Call Gadget iGoogle indexes over 20,000 gadgets

51. Widgets – USA Today Source: http://www.netvibes.com/usatoday

52. OpenSocial OpenSocial – Share Friends, Activities, Lifestyle Source: http://code.google.com/apis/opensocial/

53. 60M active users by end of 2007 75% outside college 58% have college education 56% female 34% work as professionals, execs, sales, education or technical 12% full time students 45% are 35 or older (Nielsen) 6% worldwide (Forrester) – numbers differ Facebook – A Quick Way To Get On Mobile Devices Source: e-strategy, Forrester, Nielsen

54. Google’s Success Clever People Efficient Innovation* Vast Customer Collaboration Financial Savvy Trusted Brand Big Visions* * Pictures Courtesy Google

55. Conclusions Engage Users Old Marketing New Marketing Videos Maps Widgets Blogs Social Networks

56. Dr Liew Beng Keat Republic Polytechnic of Singapore IEEE Singapore Imperial College Alumni Of Singapore Singapore Computer Society Acknowledgements