interact 2015, mike bevans - yahoo
TRANSCRIPT
2 Yahoo 2014 Confidential & Proprietary. 2
Mobile devices have overtaken PCs for digital content consumption globally Shift: PC to Mobile
2
Daily consumption (minutes)
0 50 100 150 200
UK
DE
USA
Global
Smartphone PC
Source: Millward Brown AdReaction 2014
3 Yahoo 2014 Confidential & Proprietary. 3
TV
Tablet PC
Smartphone
Source: Milward Brown United Kingdom 2014
Smartphone use is dominant and consistent throughout the day Media consumption varies by device
4 Yahoo 2014 Confidential & Proprietary. 4
57% WITHIN 5 YEARS
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18% TODAY 47% WITHIN 2-3 YEARS 67% IN TOTAL
33% NOT LIKELY TO BE
Smartphone dominant proliferation
5 Yahoo 2014 Confidential & Proprietary. 5
What does a Smartphone Dominant consumer look like?
MOBILE FIRST.
67% state that their smartphone replaces their PC, & is the main way they access the internet
MOBILE LEAD.
75% of their digital time is a mobile device; +50% vs. an average smartphone owner
MOBILE IMMERSED.
+50% more activities done on a mobile devices vs. an average smartphone owner
Users who spend most of their times on their smartphones, and are using them to replace their PC
6 Yahoo 2014 Confidential & Proprietary.
88% OF MOBILE TIME SPENT IN APPS
Mobile is overwhelmingly apps
Users are spending more time than ever in mobile apps and
are downloading on average nine apps per month.
7 Yahoo 2014 Confidential & Proprietary. 7
Mobile is personal Your app signature is more distinctive than your DNA
410 x
1093 1M
apps in the both App Store and Google Play
20 apps per person
possible combinations of apps per platform
(there are about 8M possible chromosome combinations)
x =
8 Yahoo 2014 Confidential & Proprietary. 8
Con
sum
er R
elat
ions
hips
Breadth and Depth of Data
Content consumption
Data
Email insights
Behavioral data
Purchase data
Registration data Mobile data
Social data
Search data
Data landscape
Advertiser Data
Retargeters
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Actionable data
Insights for Strategic Planning
Campaign Performance Measurement
Audience Targeting
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Flurry sees behavior across apps to build powerful consumer personas for mobile targeting.
Activity from an average of 7 apps per device
From 1.6 billion devices With visibility into 95% of mobile video viewers
Yahoo 2015 Confidential & Proprietary.
Advanced mobile capabilities
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Yahoo audience data
Consumption data from billions of
Yahoo, Flurry and Tumblr users
provide advertisers the most
comprehensive view of user’s digital
behavior and increase advertising
performance and engagement.
NEWS, SPORTS, FINANCE SEARCH
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Consumer lifecycle
HHI: >$100K
Sports/golf!
Age:37!
Geo:London!
Male!
BT subscriber !
Vauxhall owner!
Site Visit: www.BT.com!
In market for: !Mortgage!
Awareness
Consideration
Evaluation Purchase
Loyalty
Passive
Active
13 Yahoo 2014 Confidential & Proprietary. 13 13
Native is the next evolution in digital advertising. The native advertising frontier
of advertisers are planning to buy native ads in 2015, a 13%
increase from 2014
79%
of publishers offer native ads today or will offer native ads
within the next few years
72%
of Yahoo display ads are now native
44%
Yahoo 2015 Confidential & Proprietary.
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Embedded into dynamic new content formats designed for mobile content consumption Large graphical native ad formats
C O N T E N T S T R E A M I N T E R S T I T I A L A R T I C L E
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The Search market is mobile. Advertisers must evolve with people’s search behavior.
15 Yahoo 2015 Confidential & Proprietary.
Mobile search volume will overtake desktop
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The Search market is mobile. Advertisers must evolve with people’s search behavior.
16 Yahoo 2015 Confidential & Proprietary.
of mobile searches occurred in places
where there is likely to be a PC
70%
said that mobile search has
introduced them to new brands
56%
said that mobile searching helps them make better buying
decisions
68%
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Yahoo Gemini
17 Yahoo 2015 Confidential & Proprietary.
Your solution for mobile search and native advertising
M O B I L E S E A R C H N A T I V E A D V E R T I S I N G
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Adaptive Ads: Simple pre-defined assets dynamically assemble for every placement
Advertiser Name
Title (Headline)
Description
Thumbnail
Large Image
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World-class experiences and premium partners matter.
Increase engagement
higher ad quality perception generated
from longer engagement with native experiences
23% EARN 3X
more time and attention than traditional display
ads
Yahoo 2015 Confidential & Proprietary.
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Native ads help marketers achieve performance and branding goals.
Improve effectiveness
3.6X increase in brand
related searches from native ads
amount Yahoo native ads can lift unaided brand
awareness
114%
LIFT
Yahoo 2015 Confidential & Proprietary.
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Effective ad formats A more impactful way to engage with mobile users.
21 Yahoo 2015 Confidential & Proprietary.
Mobile search and native ads work better together.
Search traffic generated by native ads
4-6X
Higher purchase intent
28%
Brand awareness
3X
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Amplify your brand content in-stream across Yahoo sites and apps with native video ads.
Native video
Yahoo 2015 Confidential & Proprietary.
APC Sponsored
A U T O P L A Y A N D E X P A N D E D
V I E W *
A U D I O D E F A U L T E D
T O O F F
C L I C K A B L E T O A D V E R T I S E R
S I T E
* Expanded view whenever possible (e.g. mobile settings)
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Cross-Device Targeting Cross-device user identification and targeting based on cross device log-in and billions of device IDs
1 billion desktop users
1.6 billion mobile devices
600 million mobile users
* Overlap not shown to scale
24 Yahoo 2014 Confidential & Proprietary.
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Impact and performance Reach consumers at multiple points in the buying cycle, combine the branding power of native and the performance of search.
Deliver up to 3.6X lift in brand-related searches
D R I V E C U S T O M E R
A C Q U I S I T I O N
Up to 4X the performance of traditional banners
A C H I E V E R E S U L T S
Source: Yahoo internal data
Lift top-of-mind brand awareness up to 279%
I N C R E A S E B R A N D M E T R I C S
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Develop a holistic approach including Native and Search
across devices
The future of digital advertising is
audience centric, device and format
agnostic
Tap into Smart Data via partners with deep
customer relationships
Engaging Consumers in a Mobile Centric World