Interact 2015, Mike Bevans - Yahoo

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
TV
TabletPC
Smartphone
Source: Milward Brown United Kingdom 2014
Smartphone use is dominant and consistent throughout the day
Media consumption varies by device

4
57% WITHIN 5 YEARS
4
18% TODAY 47% WITHIN 2-3 YEARS67% IN TOTAL
33% NOT LIKELY TO BE
Smartphone dominant proliferation

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
Mobile is personal
Your app signature is more distinctive than your DNA
410
x
1093
1Mapps in the both App
Store and Google Play
20apps per person
possible combinations of
apps per platform
(there are about 8M possible chromosome combinations)
x =

8
ConsumerRelationships
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

9
Actionable data
Insights for
Strategic
Planning
Campaign
Performance
Measurement
Audience
Targeting

10
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
Advanced mobile capabilities

11
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

12
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
EvaluationPurchase
Loyalty
Passive
Active

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%

14
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

15
The Search market is mobile.
Advertisers must evolve with people’s search behavior.
15Yahoo 2015 Confidential & Proprietary.
Mobile search
volume
will overtake
desktop

16
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%

17
17
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

18
18
Adaptive Ads: Simple pre-defined assets dynamically
assemble for every placement
Advertiser Name
Title (Headline)
Description
Thumbnail
Large Image

19
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

20
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

21
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

22
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)

23
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
24
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

25
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

26
Thank you

Interact 2015, Mike Bevans - Yahoo

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