yahoo! - mobile ads don't need to suck

Mobile Ads ...... don’t need to suckBruno Fernandez-Ruiz, Yahoo! Senior Fellow & VP, Platforms

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in a mobile touch world

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where we are always connected

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to our device, into our experience

we want rich, interactive, personalized apps

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but how to make money in mobile?

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platform lock-in content creation costs

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disconnected technology entry barriers

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struggle to achieve scale

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and when faced with problems

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we revert to the display banner

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fail :(

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Photo: Incaseflickr.com/photos/goincase/815879991114

Native and Personalized

Sponsored Stories

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Sponsored Images

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BMWBMW U.S.A. Sponsored group

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BMW

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BMW

More about this Design FirmSan Francsco, CA Sponsored

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Sponsored Apps

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The Missing Link

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The Power of the Hyperlink

The web is a scale-free network that provides robustness, serendipity and clustering.

Store is a small world: discovery relies on1:few connections and gossip.

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Participating apps, whitelisted by “What’s Hot In...” developer

INSTALLING

App installed, TicketMaster pays $4.23 to app developer

advertiser app App store (or app if already installed)

SDK gets control of a modal rectangle in which a minified

version of the TicketMaster app is rendered

What’s Hot In...

I am visiting SF from Beijing looking for a

restaurant, Apple Maps shows me personalised Yelp

results ...

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... and reviews based on my historical

behaviour, location, time (evening);

which leads me to book ...

audience&

data

... in partnership with OpenTable, I

complete the reservation (data from Yelp); and get routed via Waze ...

Bruno Fernandez Ruiz

audience&

data

... to my end destination (shared from OpenTable).

audience&

data

18:12

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Mobile Ads ...... didn’t need to suck