exploiting the mobile opportunity - mma spain€¦ · exploiting the mobile opportunity javier f....
TRANSCRIPT
![Page 1: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages](https://reader033.vdocuments.mx/reader033/viewer/2022060304/5f0910447e708231d4250e6d/html5/thumbnails/1.jpg)
Exploiting the Mobile Opportunity
Javier F. Saavedra Head of Banking and Insurance Mobile Leader Google Spain [email protected]
![Page 2: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages](https://reader033.vdocuments.mx/reader033/viewer/2022060304/5f0910447e708231d4250e6d/html5/thumbnails/2.jpg)
Smartphones, a reality ...
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… that changed our lives dramatically
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We live connected thanks to smartphones
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Proprietary + Confidential
People are looking for great experiences…
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Proprietary + Confidential
![Page 7: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages](https://reader033.vdocuments.mx/reader033/viewer/2022060304/5f0910447e708231d4250e6d/html5/thumbnails/7.jpg)
Proprietary + Confidential
![Page 8: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages](https://reader033.vdocuments.mx/reader033/viewer/2022060304/5f0910447e708231d4250e6d/html5/thumbnails/8.jpg)
Proprietary + Confidential
● Choose your room ● Check in from anywhere ● Unlock with your phone ● Customize your stay ● Plan for your upcoming trip
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Proprietary + Confidential
People just expect faster, relevant, and frictionless experiences, whenever and wherever they ask for it
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Confidential + Proprietary
• Bidding
• Measurement and attribution
• Targeting - Audiences X-Device
• Formats
1 Digital
advertising • Load speed of mobile
pages
• AMPs
• PWAs
2 Digital assets
• Capture leads in digital and converting by most convenient channel
• Tecnología de Lead Management
• Tracking end-to-end
3 Omnichannel
To win in Mobile you have to be excellent in...
![Page 11: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages](https://reader033.vdocuments.mx/reader033/viewer/2022060304/5f0910447e708231d4250e6d/html5/thumbnails/11.jpg)
Confidential + Proprietary
• Bidding
• Measurement and attribution
• Targeting - Audiences X-Device
• Formats
1 Digital
advertising • Load speed of mobile
pages
• AMPs
• PWAs
2 Digital assets
• Capture leads in digital and converting by most convenient channel
• Tecnología de Lead Management
• Tracking end-to-end
3 Omnichannel
To win in Mobile you have to be excellent in...
![Page 12: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages](https://reader033.vdocuments.mx/reader033/viewer/2022060304/5f0910447e708231d4250e6d/html5/thumbnails/12.jpg)
Consumers researches (queries) shifting to Mobile
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Percentage of mobile queries in Google?
55% Mobile cost per click versus desktop?
52% Percentage of mobile clicks from Google?
-41%
Smartphones have become the first contact point between companies and consumers
Source: Google internal data for Spain
Consumer demand Businesses capturing demand
Cost
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Confidential + Proprietary
• Bidding
• Measurement and attribution
• Targeting - Audiences X-Device
• Formats
1 Digital
advertising • Load speed of mobile
pages
• AMPs
• PWAs
2 Digital assets
• Capture leads in digital and converting by most convenient channel
• Tecnología de Lead Management
• Tracking end-to-end
3 Omnichannel
To win in Mobile you have to be excellent in...
![Page 15: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages](https://reader033.vdocuments.mx/reader033/viewer/2022060304/5f0910447e708231d4250e6d/html5/thumbnails/15.jpg)
Mobile web experience today is not optimal
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>13” Average speed in mobile
websites in Spain
The mobile navigation and purchase processes are still slow...
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Conversions mobile VS desktop
-62%
… and inefficient ...
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Faster means more conversions
180,000
100,000
20,000
Ses
sion
s
2.4 3.0 3.6 4.2 4.8 5.4 6.0 6.6 7.2 7.8 8.4 9.0 9.6 1.2 1.8 Seconds
1.9% Conversion rate
1.5% Conversion rate
Source: SOASTA study “Mobile performance conversion rate”
>13” Average speed in mobile
websites in Spain
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The mSpeed can be improved in the very short term
Mobile Speed
• Image optimization
• Leverage browser caching
• Prioritize visible content
Medium/long term Accelerated Mobile Pages
• mSpeed <1 second
• 10x less data usage
Progressive Web Apps
• App-like experiences in the mobile web
Quick Wins
Local cache
Add to Homescreen
Push notifications
Offline mode
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Accelerated Mobile Pages
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Accelerated Mobile Pages
<1 second average load time
10x less data Used compared to non-AMP page
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Over 4 billion total AMP pages
90 AMP pages created every second
25 million domains producing
AMP pages
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AMP for E-commerce
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15 million AMP pages with <1sec load time
Last summer...
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Progressive Web Apps
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What is a Progressive Web app? “... takes advantage of the latest technologies to
combine the best of web and mobile apps. Think of it as a website built using web technologies but that acts and feels like an app.”
- Smashing Magazine
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Fast, smooth scrolling
https://mobile.twitter.com
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Receive notifications
https://mobile.twitter.com
Twitter sending 10M push notifications a day
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PWAs are added to homescreen in one tap
https://www.trivago.co.uk/
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PWAs are a cross-browser initiative beyond Chrome
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Proprietary + Confidential
76% lift in conversions
30% lift in active user rates
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“By 2020, Progressive Web Apps will have replaced 50% of general-purpose consumer facing apps.”
Gartner Research
Source: Gartner post
![Page 34: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages](https://reader033.vdocuments.mx/reader033/viewer/2022060304/5f0910447e708231d4250e6d/html5/thumbnails/34.jpg)
Confidential + Proprietary
• Bidding
• Measurement and attribution
• Targeting - Audiences X-Device
• Formats
1 Digital
advertising • Load speed of mobile
pages
• AMPs
• PWAs
2 Digital assets
• Capture leads in digital and converting by most convenient channel
• Tecnología de Lead Management
• Tracking end-to-end
3 Omnichannel
To win in Mobile you have to be excellent in...
![Page 35: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages](https://reader033.vdocuments.mx/reader033/viewer/2022060304/5f0910447e708231d4250e6d/html5/thumbnails/35.jpg)
Confidential + Proprietary
Online
Store
Call center
• Capture
• Scoring by value
• Routing through most convenient channel
• Tracking e2e
• Upload to AW/DCM for automation
Leads management and tracking
Generating calls...
What is the LeadGen model?
![Page 36: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages](https://reader033.vdocuments.mx/reader033/viewer/2022060304/5f0910447e708231d4250e6d/html5/thumbnails/36.jpg)
Confidential & Proprietary
Success stories: Travel (Viajes El Corte Inglés)
After pilot
+40%
80x
Cruises sales
Conversion (click to quotation)
CPA (including technology and Call Center) -49%
ThinkWithGoogle
Before After
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Confidential + Proprietary
• Bidding
• Measurement and attribution
• Targeting - Audiences X-Device
• Formats
1 Digital
advertising • Load speed of mobile
pages
• AMPs
• PWAs
2 Digital assets
• Capture leads in digital and converting by most convenient channel
• Tecnología de Lead Management
• Tracking end-to-end
3 Omnichannel
To win in Mobile you have to be excellent in...
![Page 38: Exploiting the Mobile Opportunity - MMA Spain€¦ · Exploiting the Mobile Opportunity Javier F. Saavedra Head of Banking and Insurance Mobile ... Accelerated Mobile Pages](https://reader033.vdocuments.mx/reader033/viewer/2022060304/5f0910447e708231d4250e6d/html5/thumbnails/38.jpg)
Prehistory Past Present Future, coming soon
Móvil
Sobremesa
Usable
Coche TV
Tablet
Voice, the new challenge!!!
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Of queries in smartphones are with VOICE
20%
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Improving Mobile Web is not an option… it´s a must.
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Confidential + Proprietary
Thank you!
Javier F. Saavedra