Yahoo @ oi15

1
Michael Bevans
Digital Marketing Nirvana – we there yet?

2
Yahoo 2014 Confidential & Proprietary. 2
Digital Marketing Nirvana

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Advertisers need to follow consumers as media consumption shifts to digital
The changing media landscape
•  PC to Mobile
•  TV to Online Video •  Display to Native and
Online Video
•  Cross-Format /
Cross-Device
•  Data-Driven
Programmatic Buying
Consumer Shifts
Advertiser Shifts

4
Mobile devices have overtaken PCs for digital content consumption globally
Shift: PC to Mobile
4
Daily consumption (minutes)
0 50 100 150 200
UK
DE
USA
Global
Smartphone
PC
Source: Millward Brown AdReaction 2014

5
Smartphone use is dominant and consistent throughout the day
Media consumption varies by device
TV
TabletPC
Smartphone
Source: Milward Brown United Kingdom 2014

6
Yahoo 2014 Confidential & Proprietary.
88%OF MOBILE TIME
SPENT IN APPS
Users overwhelmingly prefer apps
Users are spending more time than ever in mobile apps and
are downloading on average nine apps per month.

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Mobile is personal, ads should be too
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 =

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Shift: Video Consumption
More people. More content. More places to watch than ever before.
*Sources: Nielsen Cross-Platform Report, Q2 2014 + eMarketer, September 2014
YoY increase in digital
video watching in 2014 by
18-34 yo
+53%
210M
Digital video
viewers by 2016
Where people
consume Video is
changing
More content
drives user
fragmentation Average mobile video
apps used
+13%
Average PC streaming
sites visited
+23%
Average TV channels
viewed
-3%Mobile
becoming the
platform of
Choice
of total time spent viewing
digital video occurs on
mobile devices
50%

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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
Even more use mobile during TV viewing for personal, social, business reasons
3 in 4 TV viewers access mobile devices for
additional show content
Source: Yahoo Smart TV Digital Living Room Study, January, 2014

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The promise of digital marketing?
•  Data
•  Programmatic
•  Cross Device/Cross
Format

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Overhyped or real?
Big Data

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The Internet
of Things
Source: Goldman Sachs

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Actionable Data
Insights for
Strategic
Planning
Campaign
Performance
Measurement
Audience
Targeting

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Turning Big Data into Smart Data
Understanding of Customer Behavior
Audience Discovery and Engagement
Personalization
Optimization of Marketing Channels

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Smart Data powers programmatic
Programmatic does not mean
Automatic
“GIGO” Principal applies
Programmatic provide Brands
with a very “Audience Centric”
approach to media buying (76%)
Programmatic enables cross
channel (59%)

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Measurement and Big Data

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17
Measurement
and Big Data
≠Click-Through Rate (CTR)

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Market Scarcity
Performance
Purchase
Search
CRM
Website Visits
Brand Followers
Demo
Geo Country
Techno
Interests
TV
Location
Lifestage
App Visits
Value of Data

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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

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Yahoo user experiences generate 165 billion
data points daily

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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

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Consumer Relationships
Content
consumption
Emails
received
from
businesses
(55m)
Search
history
(1.8bn+)
Ads
clicked
Purchases
($11.5bn)
User
registration
Locations
Recency
& Frequency
(131 min/mo)
Mobile devices
(1.5bn)
165 billion data points a day from 1 Billion plus users
Social
data

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Engaging Consumers Throughout the 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

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Programmatic enables data-driven campaigns across formats, inventory, devices
Cross-channel, multi-formats
Data
+
Targeting
Inventory
Ad formats

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Cross-device uplift

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Benefits and Barriers
Cross-device marketing
•  Source: eMarketeer
•  Optimized performance
•  Expanded Reach
•  Streamlined media buying
•  Cost efficient
Benefits
•  Tracking and reporting is complex
•  Few players can connect devices
•  Mobile, display and tablet are
managed as separate budgets
•  Difficult to hit target audience
Barriers

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Many ad formats allow for creativity
Display
Video
Mobile
Native Ads Image Ads

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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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Content takes center
stage on Social

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Audiences are engaged with native ads
+114%Top of mind unaided
awareness
Source: Yahoo/Ipsos Gemini Mobile AdFx Study, May 2014. Lift calculated test (exposed) vs. control (non exposed)
+80%Total unaided
awareness
Native ads in a mobile content stream

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Digital Marketing is the
worst form of Marketing
with the exception of all
others

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Shifting consumers
media consumption
requires advertisers
to develop a holistic
campaign approach
The future of digital
advertising is
audience centric,
device and format
agnostic
Advertisers need to
tap into Smart Data
via partners with deep
customer
relationships
Striving for Digital Nirvana

33
Thank you

Yahoo @ oi15

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