Scott Burke, Yahoo! Keynote at Alphonso Summit on Extending Television to Mobile

Yahoo 2014 Confidential & Proprietary. 1 Yahoo 2014 Confidential & Proprietary. 1 1

1%

16%

37%

54%

Traditional TV Timeshifted TV Mobile Phones Online

Monthly Time Spent By Medium

Change from Q1 ’13 to Q1 ‘14

Appointment television no longer keeps audiences in their seats

Users increasingly split their time across TV and digital

Source: Yahoo Smart TV Digital Living Room Study, January, 2014

Yahoo 2014 Confidential & Proprietary. 2 Yahoo 2014 Confidential & Proprietary. 2

Viewers don’t fully commit themselves to what they’re watching, and the distraction of mobile looms high

93% use mobile for something while

watching TV

Mobile usage during TV % use always/often – based to

ownership

TV attitudes % agree completely/agree

Mobile distractions are everywhere


TV attitudes % agree completely/agree

51% I never only watch TV, I always do

something else on the side


88% Use mobile for some other activity while

watching TV

Mobile usage during TV % use always/often

77% Use mobile for something related to

what they’re watching

3 in 4 viewers access the second screen for additional show content Even more use mobile during TV viewing for personal and social reasons



There is hope for advertisers aiming to connect with Internet TV audiences

Nearly 40% of viewers report searching for

information related to commercials they see

while watching TV

Yahoo: Capitalizing on the Growth of Mobile TV Multi-tasking, March 2013


Mobile ad lift from Yahoo Fantasy Football Digital content complementary to TV experience drives 50% increase in engagement versus typical online ads

Fantasy Football App Usage

9/7 4/25 5/25 6/25 7/25 8/25

Fantasy Football Ad Clicks

9/7 4/25 5/25 6/25 7/25 8/25

Sunday Football - Users engaging with the mobile ads

Sunday in September – Online Fantasy Football use

Source: Yahoo Fantasy Football, September, 2014


connected to the Internet globally

BY 2017,

3.8B MOBILE DEVICES people check their mobile devices

150 TIMES A DAY approach A MOBILE-FIRST

Yahoo Weather and Yahoo News Digest recipients

of Apple Design Award


monthly mobile users 450M+

of all traffic 50%

Yahoo 2014 Confidential & Proprietary. 8

From 1.3 billion devices worldwide Flurry gives Yahoo an advantage in understanding what people do on mobile •  1.4 billion devices worldwide per month •  5.5 billion daily sessions •  550 thousand apps


Flurry sees activity from 7 apps per device, on average


That’s more than 1/3 of all app activity


Flurry brings a closed-loop philosophy to mobile advertising

FIND THE RIGHT USERS Our data qualifies every impression

MEASURE AGAIN Measure ROI / LTV through Analytics

MEASURE SUCCESS Use analytics to measure the

value of each customer

REACH AND ENGAGE THEM

Engage consumers with compelling creative and a call to action

RE-TARGET AND RE-ENGAGE

Invest in your most valuable customers


Mobile video ads: a growing opportunity for marketers

"Flurry is a great partner for video ads on mobile and their video network brings highly qualified customers to our apps.”

– Christian Limon | VP, Growth and Advertising, Glu Mobile

•  Pre-cached videos

•  Skippable or non-skippable

•  Auto-play or user-initiated

•  15 or 30-second ads

•  Buy video inventory programmatically or through Flurry’s network

F E A T U R E S I N C L U D E


W A N T F U L L - L E N G T H T V E P I S O D E S

77% R A N K C O M E D Y A S T H E I R

F A V O R I T E C O N T E N T G E N R E

41% R A N K M U S I C A S T H E I R

F A V O R I T E C O N T E N T G E N R E

38%

When and where they want it

Give consumers what they want

Sources: Yahoo Video Pulse Study, June 2013; Yahoo Global Video Study, December 2013


Premium, brand-relevant content

Y A H O O O R I G I N A L S

P A R T N E R C O N T E N T

Y A H O O L I V E

V E R T I C A L C O N T E N T

B R A N D E D C O N T E N T


M U S I C S P O R T S E N T E R T A I N M E N T

Giving consumers exclusive access to of-the-moment content with Yahoo Live

And we’re LIVE


K A T I E C O U R I C B O B B I B R O W N J O E Z E E

Top talent and industry gurus guiding content development

Led by distinctive editorial voices

D A V I D P O G U E


Yahoo Smart TV Augments users’ TV experience

•  Interactive software platform embedded in TVs from leading manufacturers

•  Features contextual apps to augment the TV user experience

•  A growing base of several million active devices and users


Yahoo Smart TV Augments users’ TV experience

•  Identifies content being watched •  On-screen prompts invite viewers to

engage contextual experiences: o  Yahoo Fantasy Football o  Situational stats for baseball o  Interactive baseball player data o  Yahoo Weather o  Yahoo Flickr


Identify Your Audience •  Identify the most appropriate

target group(s) based on viewing behavior or your existing Television targeting

Find Cross-Screen Users •  Match Yahoo Smart TV users

with Yahoo users online •  Identify Smart TV users

consumption:

•  Channels and shows watched •  Commercials and ads seen

Find, Expand, Target •  Analyze and model your

identified audience to find additional Yahoo users with similar profile and behavior

•  Target users and and analyze results across screens

Smart TV Viewers

Matched Users

A25-54 AA% A25-54 BTA AA% Demo Target BTA Rtg IndexNet Program Name 08Q4 09Q1 09Q2 09Q3 08Q4 09Q1 09Q2 09Q3 08Q4 09Q1 09Q2 09Q3ABC 20/20-FRI 2.49 2.70 2.07 1.68 2.52 2.65 2.25 1.67 101.4 97.9 109.1 99.3ABC ABC COLLEGE BASKETBALL-SA 0.55 0.55 100.3ABC ABC COLLEGE FTBL GM-LATE 1.96 2.39 1.71 2.66 87.6 111.2ABC ABC NEWS:NIGHTLINE 1.43 1.37 1.21 1.16 1.44 1.37 1.13 0.94 100.4 99.9 93.5 80.6ABC ABC NEWS:NIGHTLINE-LATE 1.15 1.07 1.18 0.95 102.5 88.6ABC ABC SAT MOVIE OF THE WEEK 1.35 1.40 1.26 1.00 0.99 1.31 1.35 1.06 73.2 93.5 106.6 106.4ABC ABC WORLD NEWS NOW 0.28 0.30 0.26 0.23 0.31 0.45 0.43 0.23 110.8 146.5 165.1 98.9ABC ABC WORLD NEWS TONIGHT 2.17 2.13 1.65 1.58 2.10 2.28 1.85 1.50 96.7 107.0 112.3 95.3ABC ABC WRLD NEWS TONIGHT-SAT 1.10 1.04 0.85 0.71 1.07 1.12 0.83 0.64 97.1 108.0 97.4 90.5ABC ABC WRLD NEWS TONIGHT-SUN 1.07 1.13 1.11 0.92 1.13 1.24 1.08 0.92 105.9 110.3 97.1 100.2ABC ALL MY CHILDREN 1.08 1.06 0.93 0.88 1.22 1.12 1.19 1.07 112.4 106.1 127.5 122.1ABC AMER FUNN HOME VIDEOS 2.70 2.62 2.21 1.73 2.18 2.63 2.45 1.54 80.5 100.4 110.5 88.8ABC AMERICA THIS MORNING 0.69 0.75 0.65 0.56 0.65 0.84 0.79 0.56 94.1 112.7 121.9 100.0ABC BROTHERS & SISTERS 4.81 4.72 3.32 1.60 4.77 5.75 3.62 1.81 99.0 122.0 109.2 112.9ABC CASTLE 4.01 2.84 1.49 5.17 3.67 1.69 128.9 129.3 113.3ABC COLLEGE FTBALL COUNTDOWN 0.36 0.44 0.23 0.45 63.1 101.7

How does it work?


What does this mean for you?

•  Know the TV channels and shows your most successful users are watching

•  Understand optimal Media Mix between TV and online to maximize GRP/Reach and efficiency of budget

Key Insights and Analytics Enhanced Online Reach and Targeting

•  Retarget exact users who watched a particular TV show

•  Retarget users who saw your ads on TV

•  Retarget users who saw competitor’s ad on TV

•  Identify and target expanded audience with same profile as users watching particular shows or channels


Objective: Cable television channel looking to drive viewership of new TV show

0%

20%

40%

60%

80%

100%

120%

TV targeted Online - custom demo & audience targeting

Online - Smart TV data targeting

Lift in viewership

98%

15%* 2%*

Source: Yahoo cable television client campaign, August/September, 2014. * Observed lift was not statistically significant

Television + digital synergies examples

Yahoo 2014 Confidential & Proprietary. 22 Yahoo 2014 Confidential & Proprietary.

Extending Television to Mobile

Marketing

Scott Burke, Yahoo! Keynote at Alphonso Summit on Extending Television to Mobile