[PPT] - Not legally binding: for discussion purposes only. Google PowerPoint Presentation

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SLIDE 3 Not legally binding: for discussion purposes only. Google Confidential

SLIDE 4 Not legally binding: for discussion purposes only. Google Confidential Nathalie Stathakis Account Strategist nstathakis@google.com Product Specialists Creative Specialists Technical Specialists Jonas Emiliussen Account Executive jemil@google.com Analytical Consultants

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SLIDE 6 Not legally binding: for discussion purposes only. Google Confidential

Smartphone are generating the majority of traffic in many categories and this trend is even clearer on peak shopping days Consumer demand will peak in the run up to Black Friday and will continue to build as we get nearer to Christmas

Mobile Multiple Peaks Complex

Consumers are engaging with large numbers of local & international brands on multiple devices and across multiple channels as they get prepared for Christmas.

SLIDE 7 Source: Google Trends, Denmark, October - December 2017.

SLIDE 8 Not legally binding: for discussion purposes only. Google Confidential Source: Google internal data (2014-17). Based on broad toy category, DK. Indexed searches, Toys category. DK data only Black Friday Black Friday Xmas Xmas Xmas Xmas Black Friday Black Friday

KEY TAKEAWAY:

In 2016, Black Friday overhauled Christmas in terms of peak of online consumer interest in the Toys category in Denmark

SLIDE 9 Not legally binding: for discussion purposes only. Google Confidential

Biggest shopping holiday in Denmark – ever... Danes spend no less than

2.1bn DKK

during Black Friday in 2017 … With e-commerce taking a large share of spend... E-commerce accounted for

ne of seven

kroners spent during the day … And with an increasing transaction value Online transactions estimated to be

22 %

higher in value compared to 2017

1 2 3 Source: Dansk Erhverv (2017); FDIH (2017))

SLIDE 10 Not legally binding: for discussion purposes only. Google Confidential Indexed searches, Toys category. DK data only Stable demand

Beg. November: Demand

starts building up Black Friday People start to search in the weekends of November leading up to Black Friday itself Source: Google internal data (2017). Based on broad toy category, DK.

SLIDE 11 Not legally binding: for discussion purposes only. Google Confidential

SLIDE 12 Not legally binding: for discussion purposes only. Google Confidential

*

SLIDE 13 Not legally binding: for discussion purposes only. Google Confidential 13% 87% Source: Google internal data (DK), 2018. Based on top 200 keywords in the Black Friday-related category Split between retailer and generic search terms, YoY (based on top volume-driving keywords).

19% 16% 15%

Retailers Generics

SLIDE 14 Not legally binding: for discussion purposes only. Google Confidential

Retailers Deals Products Category +8% YoY

Black Friday Elgiganten

+7% YoY

Black Friday Cykler

+15% YoY

Black Friday Deals

+23% YoY

Black Friday PS4 Source: Google internal data (DK), 2018. Based on top 200 keywords in the Black Friday-related category

SLIDE 15 Not legally binding: for discussion purposes only. Google Confidential

Clothing, Sporting Goods and Hotels yield the most generic black friday interest. However people showing intent for Electronics, Computers, Phones and Toys specify which brand they are looking for. DON’T KNOW WHAT I WANT KNOW WHAT I WANT

Source: Google internal data (DK, 2018). Based on top keywords in the Black Friday-related category

SLIDE 16 Not legally binding: for discussion purposes only. Google Confidential

Smartphone are generating the majority of traffic in many categories and this trend is even clearer on peak shopping days Consumer demand will peak in the run up to Black Friday and will continue to build as we get nearer to Christmas

Mobile Multiple Peaks Complex

Consumers are engaging with large numbers of local & international brands on multiple devices and across multiple channels as they get prepared for Christmas.

SLIDE 17 Not legally binding: for discussion purposes only. Google Confidential Source: Forrester Web-Influenced Retail Sales Forecast 2004 & 2017

13%

2004

58%

2017

In-store sales influenced by a digital touch point

SLIDE 18 Not legally binding: for discussion purposes only. Google Confidential

3 in 4

Shoppers are loyal to the gift, not the retailer.

By the final shipping cutoff, 71% of shoppers will be spending at multiple retailers, both online and in stores.

Sources: Ipsos/Google, 2017 & Google Internal Data, 2017

SLIDE 19 Not legally binding: for discussion purposes only. Google Confidential Source: PostNord "E-handeln i Europa 2017" October 2017, Statista.

SLIDE 20 Not legally binding: for discussion purposes only. Google Confidential Source: Google search data for the Apparel category in November & December of 2017 and 2016. Shopping Share of Total represents 2017 data only

SLIDE 21 Not legally binding: for discussion purposes only. Google Confidential

Smartphone are generating the majority of traffic in many categories and this trend is even clearer on peak shopping days Consumer demand will peak in the run up to Black Friday and will continue to build as we get nearer to Christmas

Mobile Multiple Peaks Complex

Consumers are engaging with large numbers of local & international brands on multiple devices and across multiple channels as they get prepared for Christmas.

SLIDE 22 Not legally binding: for discussion purposes only. Google Confidential Google Internal Data

2013 2016

Research Journey Purchase

Mobile Desktop / Tablet Mobile Desktop / Tablet 2019 Mobile Desktop / Tablet

SLIDE 23 Not legally binding: for discussion purposes only. Google Confidential

Mobile search volume jumped 15% YoY to

51%

f key retail searches

Source: Google internal data for Apparel, Food & Grocery Beauty & Personal Care and Gifts, 2018. YoY H1 18 vs H1 17

SLIDE 24 Not legally binding: for discussion purposes only. Google Confidential

Date Day Share of Mobile Searches December 16th Saturday before Christmas 54% December 23rd Day before Christmas Eve 61% December 24th Christmas Eve 69% December 25th First Christmas Day 59% November - December Christmas Period 47%

Peak Mobile Days

Source: Google internal data for Apparel, Food & Grocery Beauty & Personal Care and Gifts, November & December, Denmark, 2017.

SLIDE 25 Not legally binding: for discussion purposes only. Google Confidential Source: Better Omnichannel Customer Experience, Google, Practicology 2018 / US NinthDecimal, SessionM, Internet Retailer/Forrester, Google

Local searches on mobile devices are growing 50% faster than mobile searches overall. 3 in 4 people who conduct a local search on their smartphone visit a physical place within 24 hours. 6 out of 10 shoppers checked whether a product was in stock before heading to the nearest store

SLIDE 26 Not legally binding: for discussion purposes only. Google Confidential

Smartphone are generating the majority of traffic in many categories and this trend is even clearer on peak shopping days Consumer demand will peak in the run up to Black Friday and will continue to build as we get nearer to Christmas

Mobile Multiple Peaks Complex

Consumers are engaging with large numbers of local & international brands on multiple devices and across multiple channels as they get prepared for Christmas.

OPTIMIZE FOR MOBILE EXCELLENCE BE THERE IN TIME THINK CONSUMER FIRST

SLIDE 27 Not legally binding: for discussion purposes only. Google Confidential

Curious Demanding Impatient

Expecting to get useful advice and answers about the big stuff and the small stuff. Expecting personal relevance, even with less effort on our part. Expecting the ability to act right now, and get right now.

Christmas gifts for kids Free delivery Same day delivery

SLIDE 28 Not legally binding: for discussion purposes only. Google Confidential

CURIOUS DEMANDING IMPATIENT

SLIDE 29 Not legally binding: for discussion purposes only. Google Confidential

78%

In Denmark, searches for ideas have grown by

15%

f Google searches every

year are new – that is, they’ve never been searched before.1 Over the last two years.2

Source: 1Google internal data, Apr 2017 2Google Internal Data 2018

SLIDE 30 Not legally binding: for discussion purposes only. Google Confidential Source: Google Internal data, UK, November & December, 2017.

how to decorate a Christmas tree? what do I want for Christmas? what to write in a Christmas card? what to get your boyfriend for Christmas? how to make a Christmas wreath? what to put in a Christmas Eve box? what to get for Christmas? when to put up Christmas tree? what to get Mum for Christmas? what to get Dad for christmas? what to ask for Christmas? when should you put your Christmas tree up? what to get boyfriend for Christmas? how to ice a Christmas cake? what should I get for Christmas? how to make a Christmas cake? how to put lights on Christmas tree?

In Denmark, searches for ideas have grown by

78%

Over the last two years

SLIDE 31 Not legally binding: for discussion purposes only. Google Confidential

CURIOUS DEMANDING IMPATIENT

SLIDE 32 Not legally binding: for discussion purposes only. Google Confidential

63%

f consumers

expect personalization

Source: Google/Greenberg, Rising Expectations in Consumer Experiences March 2017, U.S. (n of 1,501 consumers 18-54)

SLIDE 33 Not legally binding: for discussion purposes only. Google Confidential Source: Google/Greenberg, Rising Expectations in Consumer Experiences March 2017, U.S. (n of 1,501 consumers 18-54)

62%

less likely to purchase from that brand in the future When people have a negative brand experience on mobile, they are

SLIDE 34 Not legally binding: for discussion purposes only. Google Confidential Source: Google Internal Data Q4 2017 vs Q4 2016 searches around free delivery and free returns

Searches around free delivery and free returns grew by

100%

last holiday season

SLIDE 35 Not legally binding: for discussion purposes only. Google Confidential

CURIOUS DEMANDING IMPATIENT

SLIDE 36 Not legally binding: for discussion purposes only. Google Confidential

increase in mobile searches for “same day shipping”

2x

increase in mobile searches for “open now”

440%

Source: Google Data Jan - June 2016 vs. Jan - Jun 2018, Denmark

SLIDE 37 Not legally binding: for discussion purposes only. Google Confidential

53%

f users abandon a mobile

site if it takes more than 3 seconds to load

Sources:

1. Google Data, Aggregated, anonymized Google Analytics data from a sample of mWeb sites opted into sharing benchmark data, n=3.7K,

Global, March 2016.

2. SOASTA, The State of Online Retail Performance, April 2017

1 second

delay in mobile load times will impact conversions by up to 20%

SLIDE 38 Not legally binding: for discussion purposes only. Google Confidential

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SLIDE 40 Not legally binding: for discussion purposes only. Google Confidential CPM Awareness Lift Ad Recall Lift Impressions Frequency Unique Reach CPV Consideration Lift Purchase Intent Lift Favorability Lift Views Brand Interest Leads Website Conversions Store visits Sales App Installs CPD (Reservation) CPM CPA Table References: 1 - Locations Extensions can be applied to this format. 2 - Available only on Google Video Partners 3 - Store Visits tracking can be applied to this format. 4 - Not available on Google Video Partners vCPM CPA / CPI / ROAS

SLIDE 41 Not legally binding: for discussion purposes only. Google Confidential NEW NEW

SLIDE 42 Not legally binding: for discussion purposes only. Google Confidential

SLIDE 43 Not legally binding: for discussion purposes only. Google Confidential

MORE PEOPLE

INTENT INTERESTS & HABITS ACTION

SLIDE 44 Not legally binding: for discussion purposes only. Google Confidential

TrueView for action

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SLIDE 46 Not legally binding: for discussion purposes only. Google Confidential

SMART Display

SLIDE 47 Not legally binding: for discussion purposes only. Google Confidential

With Smart display campaigns, advertisers see 20% more conversions at the same CPA when compared to their other display campaigns

SLIDE 48 Not legally binding: for discussion purposes only. Google Confidential

Target CPA Campaign Budget Creative Assets Access to more GDN inventory Right bid for the right user Creative built for each auction

Create a sample SDC campaign and insert your clients ad here

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