Google has put a date on when searches made on mobile devices will equal desktop – 4 December 2014.
Speaking at Starcom MediaVest Group’s Mobility conference, Google’s global agency business leader Kelly Twohig said: This is the day we’ll see queries made on mobile devices reach 50 per cent and 50 per cent from desktop. [It's a] massive sea change.”
She also cited research by ComScore, saying that by December this year, 40 per cent of all display impressions will be on mobile phones and added that by the same month, 40 per cent of all video views will be on mobile.
“What that allows us to do is help redefine contextual marketing,” Twohig said. “We’ve been dealing with it for years now, how to get the right ad out at the right time, but what our mobile devices allow us to do is tell where people are, and allow us to make more informed messages.
“How I want to talk to someone who is in my store versus two miles away versus at home is very different.
“The key is really about making smart choices about what moment matter for your consumers and your business,” she said, explaining that to do that Google has developed the 3A’s approach.
Always there, always relevant, always optimising.
She said not only do advertisers make sure that they are on every device, and serving a message which is relevant and informed by data such as location, but that they must be fast.
“For every 100th of a millisecond you add to your download, an e-commerce provider is going to lose one per cent in sales. Speed is an imperative. You need to be optimised for the device,” Twohig urged.