A post apocalyptic assessment of mobilegeddon final
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With the rapid growth of mobile, mobile is often the very first screen and initial interaction for searchers. Representative Joe Stephens from gold sponsor, Yahoo, leads the discussion regarding the importance of having a strong mobile strategy, and experts Danny Hen of Camilyo and Aaron Levy of Elite SEM emphasize the importance of optimizing for mobile and working through the algorithm changes that now prioritize mobile more than ever.
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A post apocalyptic assessment of mobilegeddon final
- 1. BRIGHT IDEAS START HERE. 2015 SUMMIT MONTREAL | JULY 29+30 A Post-Apocalyptic Assessment of Mobilegeddon
- 2. BRIGHT IDEAS START HERE. ©2015 All rights reserved 2ACQUISIO 2015 SUMMIT MONTREAL – JULY 29+30 #ACQsummit MEET THE SPEAKERS Joe Stephen Director, Native Demand Strategy, Yahoo! Aaron Levy Account Executive, Elite SEM Danny Hen Director of Sales & Partnerships, Camilyo
- 3. 3Yahoo 2015 Confidential & Proprietary. THE NEW CONSUMER JOURNEY ADAPTING TO J O E S T E P H E N S | D I R E C T O R , S E A R C H & N A T I V E S T R A T E G Y
- 4. 4Yahoo 2015 Confidential & Proprietary. THE EVOLVING CONSUMER WHAT WE’LL COVER TODAY E-COMMERCE AND THE SMARTPHONE TOOLS FOR THE NEW CONSUMER JOURNEY
- 6. Yahoo 2015 Confidential & Proprietary. Currently, 1/5 of users are Smartphone Dominant SMARTPHONE DOMINANT 18% TODAY
- 7. Yahoo 2015 Confidential & Proprietary. Early Smartphone Dominants tend to be female Millennials and parents… Proportion of subgroups that are Smartphone Dominant FEMALES W/ CHILDREN 18-34 37% FEMALES 18-34 29% MALES 18-34 21%FEMALES 35-64 16% MALES 35-64 11% 18-3435-64AGE GROUPS │ SMARTPHONE DOMINANT 50%0%
- 8. 8Yahoo 2015 Confidential & Proprietary. …due to the smartphone being tuned to the active lifestyle of parents with young kids AGREE STATEMENTS TOTAL WOMEN 18-34 PARENTS 0-6 I'm using multiple devices at the same time more often than I did in the past 51% 62% 61% My smartphone is the main way I access the internet, and I only use my computer to fill in the gaps with the things that aren't easy to do on my smartphone 28% 40% 42% I often start things on my computer but move to my smartphone because I need to continue the activity on the go 28% 33% 37%
- 9. Yahoo 2015 Confidential & Proprietary. 57% WITHIN 5 YEARS SMARTPHONE DOMINANT 18% TODAY 47% WITHIN 2-3 YEARS67% IN TOTAL 33% NOT LIKELY TO BE In the next 5 years, Smartphone Dominants will grow 5x
- 10. 10 Developing for larger screens Creating experience for cross-screen, not mobile only Adapting to trends in the app revolution Factors that will expedite the shift to a Smartphone Dominant world
- 11. Yahoo 2015 Confidential & Proprietary. 63% Apps 37% Browsers 2013 2014 Time Spent in Online Retail Distribution 52% 66% Mobile Desktop Online Retail is shifting to mobile & apps
- 12. Yahoo 2015 Confidential & Proprietary. 60% OF PURCHASES INFLUENCED BY ONLINE RESEARCH The shift to mobile is changing the consumer purchase path 50% OF CONSUMERS CONSIDER MORE BRANDS THAN BEFORE 4.5 ACTIONS AFTER THE INITIAL MOBILE SHOPPING SEARCH
- 13. Yahoo 2015 Confidential & Proprietary. Adapt your digital strategy to reach consumers across the funnel • Programmatic Video • In-stream Native Ads • Non-brand Search • Feed-based Product Ads • Brand Search • Remarketing(Site, Search, Device ID Remarketing)
- 14. Yahoo 2015 Confidential & Proprietary. 14Yahoo 2015 Confidential & Proprietary. Creating native experience beyond the SERP Effective Integration Aligned Objective Overt Transparency
- 15. Yahoo 2015 Confidential & Proprietary. 15 Maximize the native opportunity with ease Title Description Image
- 16. 16 New and upcoming opportunities on Yahoo Gemini YAHOO 2015 CONFIDENTIAL & PROPRIETARY. N A T I V E V I D E O A D S M O R E S E A R C H V O L U M E G R E A T E R R E A C H A N D T A R G E T I N G W I T H F L U R R Y C O N V E R S I O N S A N D M O R E W I T H D O T
- 17. PIVOT AD STRATEGY TO REACT TO MOBILE BEHAVIOR CREATE A DIGITAL STRATEGY THAT IS INLINE WITH CONSUMER BEHAVIOR REACH THE ENTIRE FUNNEL WITH NEW AD TOOLS CONSTANTLY EVOLVE WITH RAPID CHANGE
- 19. BRIGHT IDEAS START HERE. 2015 SUMMIT MONTREAL | JULY 29+30 Thank you! 19
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- 71. BRIGHT IDEAS START HERE. 2015 SUMMIT MONTREAL | JULY 29+30 Thank you! 71
- 72. Succeeding in the post Mobilegeddon era
- 73. We help our partners provide effective online presence and marketing services to over 50,000 small & medium business worldwide Camilyo
- 74. An all-in-one, Omni-channel, marketing platform, focusing on maximizing leads capturing and generating transactions across multiple online channels. What Is Camilyo?
- 75. Typical SMB Account • Small marketing budget • Destination site is not mobile friendly • Destination site is not optimized for conversion • Lack of responsiveness
- 77. Current campaigns • Campaigns are optimized • Conversion is not optimized • SMBs are not engaged • Missing leads • Loosing faith
- 79. Camilyo Presence Presence Social Engagement Lead Conversion Lead Handling Responsive+ Site Builder Cross Platform Commerce • Boosting old site to Responsive+ site • Auto-creation of Mobile landing-page • Keep original responsive website
- 80. Camilyo Conversion Apps Call Me Back Appointment Scheduler Multi Channel Coupons Before- You-Go Average 30% conversion uplift • Call-me-back • Appointment booking • Before-U-Go (Exit Intent) • Coupons • Contact form • Customer Feedback • Video
- 81. Camilyo Lead handling • Notifications • Reminders • CRM • Action Center • Interactions Log • Activity Dashboard CRMDashboar d Action Center
- 82. Camilyo Convert • Enhance existing sites with conversion apps with no need to access the site code • Auto generate a mobile friendly landing page enhanced with conversion apps • Auto embed pixels and tracking codes • Capture all leads and interactions • Get the SMB hooked on results
- 83. The Outcome Traffic Lea d Dea l Traffic Lea Deal Improve conversion by 30% Improve close rate by 50%
- 84. Summery The new Camilyo Convert will: • Eliminate manual destination setup • Enhance conversion rates by an average of 30% • Capture all leads to an integrated CRM • Get the SMBs engaged with alerts and notifications • Demonstrate AdWords ROI • Get more SMBs hooked on AdWords success!
- 85. Thank You!
- 86. BRIGHT IDEAS START HERE. 2015 SUMMIT MONTREAL | JULY 29+30 Thank you! Questions?
Hinweis der Redaktion
- I want to ground us before we dig into a collection of research that has us very interested at Yahoo, and that hopefully interests you. I flew out a few days early before the conference to get lost on the streams of Shenandoah National Park, to try my hand a catching a few Brook Trout, which sounds like a bucolic journey into the past, devoid of technology and it was. But then I consider how I got to this place. I work at an internet company and have too many devices, like all of us.
- BRIAN: Connection between your behavior and the rest of the world- is everybody else as reliant on devices as I am? SCRIPT: Similar to other product diffusion cycle…currently, this group may seem small. Only 20% are stating that they are smartphone dominant, and what’s important is that they give us a glimpse into the future. We’ve FOUND patterns that will ultimately give us all a glimpse of what business will look like for many of us in the next 5-years. _________________________________________________________________________ Base: Those Who Aren’t Smartphone Dominant Yet (n=4762) D8. We're interested in understanding where you fall on what we are calling the “internet access spectrum”. Which of the following points on the spectrum best represents where you currently are? D12. When, if ever, do you think you'll use your smartphone more than your computer to access the Internet? US: 21% UK: 18% France: 12% Germany: 13%
- SCRIPT: When we break it down by actual demo segments, we are finding that it’s mainly women, parents… and surprisingly Hispanics that are driving what we consider to be smartphone dominant users. According Baby Center and IAB’s recent study, “2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms,” millennial moms’ ownership of Smartphones in the U.S. outpaces ownership of laptop and desktop computers for the first time, and they are spending 35% more time online via their Smartphones than online via laptop or desktop computers. The open question for us advertisers would be: If we are trying to target millennial women, parents or hispanics… should our campaigns start with mobile first before any other medium or platform? _________________________________________________________________________ Base: Total (n=5805), Females 18-34 with Children (n=443), Females 18-34 (n=1195), Males18-34 (n=1119), Females 35-64 (n=1718), Males 35-64 (1773), Hispanics (n=1008) D8. We're interested in understanding where you fall on what we are calling the “internet access spectrum”. Which of the following points on the spectrum best represents where you currently are?
- BRIAN: Note on this slide is that smart phone dominants arent smartphone only – emphasize cross device use SCRIPT: This is likely do to the fact that smartphones are tuned specifically to their on-the-go, easy access lifestyle. My wife is a great example of this… she can’t remember the last time she’s had the time to sit down on use the PC. _________________________________________________________________________ D4. How much do you agree or disagree with the following statements about devices? Please click on the response you’d like to select. Base sizes: total: n=5,805; Women 18-34 n=1,195; n=1,021
- SCRIPT: Similar to other product diffusion cycle…currently, this group may seem small. Only 20% are stating that they are smartphone dominant, but as you see this build… over the course of the next 5 years, we will see a sea change. The vast majority will be smartphone dominant. _________________________________________________________________________ Base: Those Who Aren’t Smartphone Dominant Yet (n=4762) D8. We're interested in understanding where you fall on what we are calling the “internet access spectrum”. Which of the following points on the spectrum best represents where you currently are? D12. When, if ever, do you think you'll use your smartphone more than your computer to access the Internet? US: 21% UK: 18% France: 12% Germany: 13%
- SCRIPT: So far, we’ve talked about the ramp from ownership to dominance, we ultimately believe that three factors specifically will drive the change. The increase in the size of screens we use The fact that it’s about being mobile FIRST but not mobile ONLY: It’s about cross-screen experiences And, taking a look at where the app market place is headed Marketers need to be considering these factors when planning for the future. _________________________________________________________________________
- And it makes sense as more of consumers’ time shifts away from the mobile web. 66% of time spent in online retail in 2014 was mobile, compared to only 52% in 2013, with 63% of that time spent in-app. Only 37% of time spent in online retail is now spent on a mobile browser, and that figure continues to decline.
- SCRIPT: As adoption of mobile devices, and comfort with mobile shopping is growing- it is drastically changing a consumers decision journey. It shouldn’t be surprised that most purchases are influenced by online research What’s the easiest way to learn more about a product? Mobile search. And a mobile search query is the first of many actions in today’s purchase path – which can include more searches, offline actions (calling, visiting a store) or completely unrelated activities like communicating with friends or reading online content. With so many online touch points- consumers have access to more information, and more competitive messages –resulting in them considering more brands than 10 years ago. What are the implications for ecommerce/retail businesses? Can no longer rely on “brand loyalty”. Can no longer only focus on bottom of the funnel marketing activity.
- So these new products allow you to do critical branding work as a marketer at the top of the funnel. They carry a spiritual kinship with search in that the ad marketplaces function as auctions and allow you to pay a price that makes sense based on your margins. The middle funnel is still supported by the core, but native ads and video ads have proven to drive users down the funnel and can be a connection point during the research process because of their visibility and effectiveness on mobile devices and And the bottom funnel still is anchored by high-intent search on both mobile and desktop and remarketed programmatic video and native campaigns can also function to drive leads for your business. The other evolution that I would encourage you to evaluate is your attribution model. Last click has been king for so long, but today, measuring and optimizing to the impact of these upper funnel efforts has never been more important, and easier. They will feed the funnel, you just have to discover the optimal way to use and measure them for your business. At Yahoo we’re investing in this new funnel and we now have ad products for every step in this process to help marketers like you reach the new consumer.
- Yahoo Gemini is a bidded marketplace that incorporates search and native to target the right user at the right time, and allows you to seamlessly engage consumers throughout their entire path to purchase. A quick definition of native so we are all on the same page: ads that, while clearly marked, look and feel like the content around them and are targeted for each individual user This should sound like a very familiar concept - “native ads” take the three most valuable parts of search to create new ad units that are “native” to environments beyond the SERP CLICK - Effective Integration – Like search ads, native ads look and function like the content around it. (highlight an example) CLICK - aligned Objectives – we use explicit signal (like search data) and implicit signal (content interest, app behavior) to target ads based on interest, and to help advertisers and consumers meet and exchange value Overt Transparency – We create the right expectation with users by clearly delineating sponsored content
- The beauty of Gemini is its simplicity. CLICK We take your simple creative components and create an ad that adapts to digital environments CLICK Yahoo, mobile web and apps. There can be up to 50-60 different permutations of what the ad actually looks like.
- To help advertisers with their campaign goals from brand awareness to performance-based objectives, we’ve introduced native video ads. Native video ads match the visual design of the experience within which they live, look and feel like natural content and display among content that’s relevant to the user. With native video ads, advertisers can amplify their content in-stream on Yahoo homepage, across our magazines and within our mobile apps driving increased engagement and effectiveness. According to a recent blind case study, viewing native video ads on Yahoo increased brand favorability up to 50% and purchase intent up to 28%. (Source: Yahoo Internal) Yahoo’s native video ads feature: Autoplay and expanded view (whenever possible e.g. mobile settings) Audio, which is defaulted to off; the user clicks the video to turn on audio Headline, which is clickable to advertiser site The changes in the deal with Microsoft remove many of the barriers that were previously limiting the traffic available to Yahoo Gemini. Yahoo has taken full control of the search advertising on smartphone and tablet, and soon 100% of ad on Yahoo searches on those devices will come from Yahoo Gemini. Yahoo Gemini ads will also be eligible to serve on up to 49% of desktop traffic. (Also began Product Ads pilot) Yahoo native ads appear across a host of partner experiences that will soon include up to 9K mobile apps on the Flurry network. Flurry personas Dot is a simple site-wide tag solution for measuring and amplifying the impact Yahoo’s users have on your business. Placing a single Dot on your page will provide insight into digital marketing campaigns on Yahoo, including search, native. Enables search and native remarketing in Yahoo Gemini (Summer 2015)
- BRIAN: Make this about THE AUDIENCE, not about Yahoo. Think about how you need to adapt your business and digital strategy to meet consumers- not the other way around Go beyond lower funnel ad investments – if you aren’t involved in upper funnel activities- your brand will be overlooked Smartphone adoption is growing faster than any other technology. Adapting for mobile is not a one time thing – you need to constantly evolve.
- And to learn more, we have a couple of resources to go much deeper on these topics. If you want to know more about Gemini, visit yahoogemini.tumblr.com And if you’re working on your app strategy with your internal tech teams, Flurry is an essential part of most any app development strategy, so go to developer.yahoo.com for more info. Thanks!