1. Google Confidential and Proprietary Google Mobile Ads July 2009

2. The Mobile Experience is Different from Desktop

3. Google Confidential and Proprietary3 Trend 1: Mobile Penetration Growing Source: Cellular-News Feb 2008, Informa Nov 2007, Gartner June 2008, eMarketer April 2008 38%  55% Mobile phone penetration 2007 vs 2014 4.0 B : 1.0 B Active mobile devices : Active PCs 37 M  63 M Mobile Internet users US 2008 to 2009 107% YOY Growth!

4. Google Confidential and Proprietary 200 million Computer Browsers Shipped 240 million Mobile Browsers Shipped < Trend 2: Browsers Reach A Tipping Point Source: IDC, comScore, IAB and Merrill Lynch Estimates, June 2008, Google Estimate By the end of 2009… In 2011, smartphone search rates are expected to exceed PC search rates of 2007 4

5. Google Confidential and Proprietary Trend 3: The Start of a Platform Transition Pros Comparable to PC Multiple page support Zoom in and out Cons Need high-end device Need reliable connection Flash not supported Full Scale HTML Browsing Think Broadband.. Mobile WAP Browsing Think Dial-Up.. Pros Optimized for mobile Minimal navigation Quick loading Cons Limited content Low-fidelity browsing Limited functionality 5

6. Google Confidential and Proprietary Trend 4: The US is Becoming a Leader 6 70% 26% 5% 20% 0% 11% 46% 53% Source: Gartner (March 2009) US smart phone use grew 70% to 34 million Smartphones account for roughly 20% of sales in N.A., a dramatic increase over the past year 24% of smartphones in the world are in the US

7. Google Confidential and Proprietary Over 23 million iPhones sold to date (Global) Over 1M Android phones sold to date ( Global) 80% of iPhone users use mobile applications: Over 40,000 iPhone apps and… Over 1,000,000,000 app downloads iPhone accounts for 50% of mobile web traffic in the US; G1 accounts for 7% Iphone & Android account for 50% of Googles Smartphone Traffic WW Trend 5: iPhone & Android are Game Changers

8. Google Confidential and Proprietary8 Open Handset Alliance Members Have Committed To Deploy Android-Powered Phones http://www.openhandsetalliance.com/oha_members.html Companies include leading carriers such as Vodafone, T-Mobile, and Sprint and top 5 manufacturers such as Samsung and Motorola

9. Google Confidential and Proprietary 9 Optimized Landing Page are Evolving Hotels.com/iPhonem.toyota.comm.cnn.comiPhone.fandago.com Key take-away: Optimized Landing pages are the best way to for consumers to interact with your site. But it is not the only way since iPhones/Android devices do render full HTML pages. Best Practice: In the future, optimized landing pages maybe be a strong recommendation. But at this time, you can use your already built HTML page to send consumer to.

10. Google Confidential and Proprietary10 Getting Started…..Is an App Right for Your Brand? 10 Developer has control – Developer decides which apps to publish, when, where they’ll be available, and how much to charge – Direct relationship with user – Android Market acts as a listing and hosting service such as Craigslist Anyone can register to be a developer Uploaded apps available immediately – No certification No distribution exclusivity – Developers can distribute apps through other channels

11. Google Confidential and Proprietary Google Is Optimizing Search For Mobile 11

12. Google Confidential and Proprietary Search Box at User’s Fingertips + Display Optimized for Mobile Super Fast Search

13. Google Confidential and Proprietary Google Leads in Mobile Search Market Share Source: comScore M:Metrics, July 2008

14. Google Confidential and Proprietary What are they searching for? Key categories for mobile search have already emerged, with some growing at a faster rate than their PC counterpart 14

15. 15 When Are They Searching? Mobile allows consumers to shift their information gathering We see a ~50% increase in Google Maps for Mobile search traffic on weekends compared to weekdays

16. 33% recalled seeing mobile advertising Mobile advertising is beginning to emerge Source: Advertising on Mobile Phones Now the Norm And a significant number of users say they respond to such messages Feb 5, 2009, http://www.adweek.com/aw/content_display/news/agency/e3i265790c0e524ea2ba72bae754877cf17 41% of those with iPhones recalled ads 1 in 7 bought a product or visited a store as a result 30% of those who remembered seeing ads responded

17. Now is the time to test and learn 17 Source: Veronis Suhler Stevenson and Merrill Lynch Estimates, June 2008 Experiment in the space now, develop best practices and scale your investment before growth in mobile search advertising explodes

18. Google Confidential and Proprietary Google Mobile Ad Offerings & Roadmap Search (WAP) Mobile Sites & Applications YouTube BETA Search (HTML) 18

19. Google Confidential and Proprietary Mobile Search is Now Targeted by Platform 19 WAP / Mobile Web Enabled Phones Full HTML Browser Devices: iPhone & Android Windows Mobile Blackberry Pearl & Curve Our mobile offerings let you target your campaigns to both high end phone with full HTML browsers, as well as mobile devices that use WAP iPhone Android

20. Google Confidential and Proprietary Target specific apps in our new mobile network Beta Opportunity: Ads for Mobile Apps UrbanSpoon iTV Backgrounds Shazam

21. Google Confidential and Proprietary 21 m.YT.com Beta builds on Successful Alpha Campaigns with Land Rover, Hallmark, L’Oreal, and Mountain Dew High CTRs on all campaigns; major video views lift on video campaigns Brand study revealed significant lift in brand metrics, including purchase intent, mobile ad awareness and unaided awareness –+18% mobile ad awareness; +9% message association; +9% purchase intent Source: InsightExpress Ads Campaign Research

22. Google Confidential and Proprietary 22 Beta Opportunity: m.YouTube.com Banner units will appear at top of homepage, browse, and search pages Campaigns are for exclusive run-of-site over 24-hour period Banners can link to a customized landing page or YouTube Mobile Channel Campaigns served by DoubleClick, and include post-campaign reporting analytics Format allows text link (up to 23 characters) below banner Standard MMA Sizes for Banners –300x50; 216x36; 168x28;

23. Google Confidential and Proprietary Thank You!