mobile first - dawn of a new era - yahoo
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MOBILE FIRST:
DAWN OF A NEW ERA
Tony Marlow Head of Category Insights
Twitter: @tonytonymarlow
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 2
Word of Mouth and the InternetInfluencing Word of Mouth Online and Offline
5%
12%
37%
24%
19%
25%
11%
42%
22%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Print Radio TV Internet Mobile
Time Spent Ad Spend
Consumer Media Time Spent vs. Ad
Spend
Source: KPCB, eMarketer March 2014, IAB
Internet ad = ~$30B Mobile ad = ~$1.6B
% of time spent vs. % of advertising expenditure, US
~$20B opportunity in the US
41%
26%
15%
8% 7%
4%
40%
27%
14%
7%
5%
7%
39%
25%
13%
5% 4%
13%
37%
24%
12%
5%
3%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
TV Digital (ex. Mobile) Radio Print Other Mobile
2010 2011 2012 2013
Mobile is the only media time that is growing
U.S. Share of Time Spent by Major Media
Source: 2011-2013 data from eMarketer March 2014; 2010 data from eMarketer report August 2013
Source: Gartner, IDC, Strategy Analytics, company filings, BI Intelligence
Net Percent Change in Internet Usage Over Past Year (% using more)
Internet time growth is from portable
devices
Based to those who own device For Tablet only – based to those who have owned >1 year
Yahoo! Confidential & Proprietary – do not share or distribute
+52% +54% +29%
+4%
Consumers “love” their devices
Yahoo! Confidential & Proprietary – do not share or distribute
60% “LOVE”
64% “LOVE” their tablet
10
We really mean love…
would give up
CHOCOLATE before their tablet
3 in 5
Source: Device Habits in the Home http://ycorpblog.com/2012/04/30/tablet-survey/
11
1 in 4 women would give up
SEX rather than their tablet
We REALLY Mean It…
Source: Device Habits in the Home http://ycorpblog.com/2012/04/30/tablet-survey/
13
Consumers no longer access single devices at specific points in time for specific activities or situations. Mobile devices (both Smartphone and Tablet) have fundamentally changed the way consumers use their devices throughout the day, making technology a seamless, ever-changing, ever-accessible experience.
Time
Yahoo! Confidential & Proprietary – do not share or distribute
14 Yahoo! Confidential & Proprietary – do not share or distribute
No such thing as
‘internet time’
anymore…
…we are always
‘on’
Advertiser Logo
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 15
54% “I never
switch my
phone off”
Advertiser Logo
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 16
Millennials are heavy users of mobile…
…of teens say they are "addicted to my mobile phone." – ‘Common Sense Media Study’
41%
17
0
10
20
30
40
50
60
70
The range of situations allows us to fill our time with technology, from dawn until late night % Device usage throughout the day
1:00 am to 5:59 am
6:00 am to 8:59 am
9:00 am to 11:59 am
12:00 noon to 3:59 pm 4:00 pm to 5:59 pm
6:00 pm to 7:59 pm
8:00 pm to 10:59 pm
11:00 pm to 12:59 am
Yahoo! Confidential & Proprietary – do not share or distribute
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
5AM - 8:59AM 9AM - 11:59AM 12:00PM - 2:59PM 3PM - 5:59PM 6PM - 8:59PM 9PM - 12:59AM 1AM - 4:59AM
2009 2011
I watched in the past 24 hours...
C1. At what time or times in the past 24 hours did you begin watching a video or series of videos? N=4089
18
Video consumption patterns have changed since '09,
especially between 6:00 and 9:00
Q: Do you ever do the following at the same time?
Frequency of simultaneous use
Three out of four online Americans use the Internet and
TV at the same time
Q: On average, how often do you watch TV at the same time as using the internet?
2%
3%
6%
30%
58%
Less often
Once or twice per month
Once per week
Several times per week
Daily
Da
ily
95
%:
Wee
kly
Multi-task 75%
Don't 25%
Multi-Tasking
81% 20
MOBILE
Multi-Tasking
85% 21
TABLET
When using the TV & Internet at the same time…
Focus on the Internet
54% Divide Attention
30% Focus on TV
16%
% ‘Very’/‘somewhat’ important when it comes to content consumption
Consumers say customized content is important
78%
Personalization is a balancing act for:
Need to know + Want to Know + Choice
• Editorial driven content
experience consumers want
• Delivers on FOMO
• Implicit driven content experience
based on personalization algorithm
• Explicit opportunity for feedback
What I need to know
What I want to know
But gives me control
Yahoo Confidential & Proprietary 25
Sharing Yahoo’s experience with personalization: Understanding sports is about passion but also about FOMO
YOUR
CHOICES
SELECTING what I want I WANT to know I NEED to know
27 Yahoo Confidential & Proprietary 27
News Digest:
Personalization translate to “smart experiences”
28
They mainly seek personalization around content aligned to
passion – entertainment, lifestyle and sports
Personalization technology would improve…
60%
55% 54%
48%
43% 41%
Entertainment Lifestyle Sports News Autos Finance
Yahoo Confidential & Proprietary 30
Consumers “like” receiving personalized ads
55%
When compared to general ads, consumers claim that these
ads save time, educate, and engage
VS
GENERAL AD PERSONALIZED AD
…are more engaging
54%
…save me time 49%
…are more relevant to me
42%
… are more memorable
45%
…teach me something new
52%
Yahoo Confidential & Proprietary 33
would give up
CHOCOLATE before their tablet
3 in 5 9 OUT OF 10
‘MARKETERS’ SAID
“PERSONALIZATION IS CRITICAL TO
CURRENT AND FUTURE SUCCESS”
Ok, so consumers like personalization,
what about advertisers?
would give up
CHOCOLATE before their tablet
3 in 5
Source: Device Habits in the Home http://ycorpblog.com/2012/04/30/tablet-survey/
BUT ONLY
THIRTEEN PERCENT DELIVER FOR MOBILE
Ok, so consumers like personalization,
what about advertisers?
5%
12%
37%
24%
19%
25%
11%
42%
22%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Print Radio TV Internet Mobile
Time Spent Ad Spend
Consumer Media Time Spent vs. Ad
Spend
Source: KPCB, eMarketer March 2014, IAB
Internet ad = ~$30B Mobile ad = ~$1.6B
% of time spent vs. % of advertising expenditure, US
~$20B opportunity in the US
Top things to know
Internet time growth is about mobile/tablet…
Phase 2 | Video
…and consumers LOVE their mobile devices
Yahoo! Confidential & Proprietary – do not share or
Multi-tasking is common and frequent
Digital Life is…
…just LIFE!!
Personalization is a balancing act
Personalized ads are more likely to resonate
Thank You!
MOBILE FIRST:
DAWN OF A NEW ERA
Tony Marlow Head of Category Insights
Twitter: @tonytonymarlow
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW
May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW
Organized by