This document discusses the importance of mobile marketing. Some key points include: - Mobile search is a daily habit for many, with over half of smartphone owners conducting multiple searches per day. - Yahoo has a unique opportunity in mobile search as 25% of their mobile searchers cannot be reached on other engines. - Mobile search usage is growing rapidly and has overtaken desktop search. Most consumers now use mobile devices to research products and make purchasing decisions.

1. 1
Mobile Marketing:
What You Need to Know
Faith Murphy | Yahoo Sales Director
LSA Bootcamp Austin | January 24, 2016

2. 2
Key Mobile Insights
Mobile Shopping Habits
Q&A
1
2
3
Agenda

3. 3
(Anecdote)

4. 4
Mobile search is a daily habit
87%of smartphone
owners access the
Internet daily
55%conduct more
than two mobile
searches per day
79% use a search
engine at least
once per day

5. 5
Yahoo’s Unique Opportunity
Unique searchers
per month across devices
99M 19%
Yahoo’s desktop searchers
cannot be reached on other
engines
25%
Yahoo’s mobile searchers
cannot be reached on other
engines
Source: comScore Web Explicit Search, March 2015, US PC data;
comScore Media Metrix, May 2015;
comScore Mobile Media Metrix Audience Duplication, May 2015
Yahoo 2015 Confidential & Proprietary.
80% of searches on Yahoo will
result in a click- higher than any
other engine

6. 6
…with strong buying power
Source: comScore custom report, PC universe, December 2014, comScore Web Explicit Search, March 2015, US PC
data, Ipsos Media CT, survey of 1,366 Yahoo Mobile Search users, June 2015, comScore Key Measures April 2015
YAHOO SEARCHERS SPEND
MORE THAN AVERAGE
18%
MONTHLY SPEND ONLINE
$4.2B
YAHOO MOBILE
SEARCHERS SPEND
MORE THAN AVERAGE
9%
MOBILE YAHOO SEARCHERS
MORE LIKELY TO LIVES IN A
$100K+INCOME HOUSEHOLD
23%
Yahoo 2015 Confidential & Proprietary.

7. 7
Effectiveness of digital marketing
according to small business owners
20%
43%
32%
Effective
Not Effective Very Effective
4% n/a

8. 8
Small businesses plan to spend
more on digital marketing
16%
37%
47% Yes
Maybe
No

9. 9
Mobile overtakes desktop search
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
Mobile Desktop
Searches(Billions)

10. 10
U.S. mobile searcher growth
% of mobile
phone users
Mobile phone
search users
2014
53%
134M
2015
61%
157M
2016
68%
177M
2017
74%
197M
2018
77%
208M

11. 1111Yahoo 2014 Confidential & Proprietary. 11
Mobile is key to online marketing
50%
of digital search ad spending
will occur on mobile in 2015
of mobile searches trigger follow-
up actions (store visit, purchase)
73%

12. 12Yahoo 2015 Confidential & Proprietary.
mobile search
activity peaks at the
weekend and early
evening
of mobile internet
users use search
from their mobile
device
86%
Mobile brings utility, convenience,
and locality to search
9 billion minutes
spent a month, or
more than an hour
each, on search

13. 13
Today’s buyer is a
multiplatform searcher
of mobile product info searchers also
made a related search on another device
75%

14. 14
Mobile search has become
an integral part of shopping
research products
weekly on a device
83%
research products
daily on a device
49%
make a purchase
weekly on a device
24%

15. 15
Consumers use mobile search
to choose where to shop
94%
56%
73%
increase in searchers using
“near me” in the past 6 months
of them visited the store
within 5 hours
of those searching for a
nearby store visited the store

16. 16
Mobile searchers took follow-
up actions after searching
continued research
66%
conducted
related searches59%
shared info
50%
visited website79%
checked prices69%
found store
directions28%
called store18%discussed search
with someone else65%

17. 17
Search is at inflection point
56%
52%
68%
said search results often lead
to unexpected new ideas
said that mobile search helps
them make better buying decisions
said that mobile search
introduces them to new brands
46% said even when they know what they’re
looking for, search ads remind them
of brands to consider
Yahoo Gemini is built mobile first to
maximize these opportunities
Small screens,
Bold formats
Eligible to serve on
100% mobile traffic
Exclusive Product Ads
mobile inventory
Yahoo 2015 Confidential & Proprietary.

18. 18
1
2
3
Set your goals
Know your target
Be mobile responsive
Work with partners4
Key takeaways