Interact 2015, Mike Bevans - Yahoo

1

Michael Bevans

Mobile

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


TV

Tablet PC

Smartphone

Source: Milward Brown United Kingdom 2014

Smartphone use is dominant and consistent throughout the day Media consumption varies by device


57% WITHIN 5 YEARS

4

18% TODAY 47% WITHIN 2-3 YEARS 67% IN TOTAL

33% NOT LIKELY TO BE

Smartphone dominant proliferation


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.


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 =


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


Actionable data

Insights for Strategic Planning

Campaign Performance Measurement

Audience Targeting


10

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


Yahoo audience data

MAIL

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


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%



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


The Search market is mobile. Advertisers must evolve with people’s search behavior.


Mobile search volume will overtake desktop


The Search market is mobile. Advertisers must evolve with people’s search behavior.


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


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


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



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



Effective ad formats A more impactful way to engage with mobile users.


Mobile search and native ads work better together.

Search traffic generated by native ads

4-6X

Higher purchase intent

28%

Brand awareness

3X


Amplify your brand content in-stream across Yahoo sites and apps with native video ads.

Native video


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)


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



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


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


Thank you

Internet

Interact 2015, Mike Bevans - Yahoo