1. US Hispanic Digital DiscussionMark LopezHead of US Hispanic and Panregional SalesNovember 2011Google Confidential and Proprietary 1

2. Agenda US Hispanic Digital Opportunity Googles Partnership Approach with Marketers Upcoming Innovations Google Confidential and Proprietary 2 3. No More Digital Divide 86% of Hispanics onlineSource: Google US Hispanics 2010, October 2010, OTX. have broadbandBase: Total. TECH2. What type of Internet connection(s) do you have in your home? Google Confidential and Proprietary Google Confidential and Proprietary 3A box (letter) indicates significant difference from comparative group(s) at 95% confidence. 4. US Hispanics Are Key to Growth50M+US Hispanics1 in 6U.S. residents is Hispanicgrowth in Hispanics online+16%(2010-2014)Sources: U.S. Census Bureau, eMarketer, Hispanics Online: Demographics and Media Usage, MayGoogle Confidential and Proprietary 42010. 5. Hispanics Maximize Mobile Media Hispanics are significantly more likelyto have a smartphone than the general population. 45% of USH vs. 34% of general populationSource: Google US Hispanics 2010, October 2010, OTXBase: Total. M1. Which of the following types of mobile phones, if any, do you use regularly?Google Confidential and Proprietary 6. US Hispanic Mobile Web AudienceVast and Growing Segment11.8Muse the mobile web54%YoY growth in smartphone penetration (May 2010 vs May 2011)Heavy Users of EmergingMobile Content61% access the mobile web using a smartphone91%use a mobile browser82%use non-native mobile appsSource: comsSore; CTIA; Analyst Reports; AdMobUU data; comScoreMobilens;comScoreMobillens Trend, May2011Note: Mobile Web is defined as any users who accessed their phones browser or used a non-native applicationGoogle Confidential and Proprietary6 Google confidential 7. Hispanics Have Highest Tablet AdoptionHispanics skew higher in ownershipof both tablets and e-readers.15% of Hispanics own a tablet(vs. 7% White, 8% Black, 8% total pop)15% of Hispanics own an e-reader(vs. 11% White, 8% Black, 12% total pop)Note: as of May 2011Source: Pew Internet & American Life Project E-reader ownership doubles in six month June 27, 2011 Google Confidential and Proprietary7 Google confidential 8. Agenda US Hispanic Digital Opportunity Googles Partnership Approach with Marketers Upcoming Innovations Google Confidential and Proprietary 8 9. Create a US Hispanic Marketing Program4 Levels of EngagementIntegrate your Brand into USHVideo ContentAlign Your Brand with USHLifestyle ContentInfluence Consideration onSpecific AudiencesConnect with RelevantSearches 9 Google Confidential and Proprietary 10. US Hispanic Marketing with GoogleUnmatched Reach Across Platforms73% of US Hispanics are onYouTubeThe Google Display Networkreaches 9 in 10 of USHispanics93% of US Hispanics areGoogle Users 10Source: Google US Hispanics 2010, October 2010, OTXBase: Search Engine Users. Which of the following search engines do you use to gather information online? / A box (letter) Google Confidential and Proprietaryindicates significant difference from comparative group(s) at 95% confidence. 11. Agenda US Hispanic Digital Opportunity Googles Partnership Approach with Marketers Upcoming Innovations Google Confidential and Proprietary 11 12. Mental Models Drive Our Game Google Confidential and Proprietary12 Google confidential 13. Roger Bannister and the Four Minute MileGoogle Confidential and Proprietary13 Google confidential 14. The FirstMoment of TruthGoogle Confidential and Proprietary 15. The First Moment of Truth: Beyond the Point of Sale Google Confidential and Proprietary 15 16. The Traditional Mental Model of Marketing StimulusFirstSecond Moment of Moment of Truth Truth16 Google Confidential and Proprietary 17. The New Four Moments Mental Model Stimulus First SecondMoment ofMoment ofTruthTruthWhich becomes thenext persons ZMOT 17 Google Confidential and Proprietary17 18. Revisiting the Path to the First Moment of Truth Google Confidential and Proprietary 19. Google Wallet and Google Offers will make shopping easierThis local deal-of-the-day withplans to roll out to more markets.You will be able to store offers in Turns your phone into aGoogle Wallet to redeem in-store.payment mechanism with NFC. Google Confidential and Proprietary 20. Google Confidential and Proprietary 21. Google Confidential and Proprietary 22. Google Confidential and Proprietary 23. Search is Becoming More SocialIntroducing the +1 Button and Social SearchGoogle Confidential and Proprietary 24. Available on: Google search results Google search ads Sites across the web Google Confidential and Proprietary 25. Adding the +1 button to your site gives users evenmore opportunities to endorse your brand This site looks good, This site is but I want togreat. +1! check it out.Google Confidential and Proprietary 26. leading to more recommendations in search. When a user clicks the+1 button on your sitetheir friends and contacts will see personalized annotations on your search results and ads with the same final landing page URL. Google Confidential and Proprietary 26