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TRANSCRIPT
3 Yahoo 2014 Confidential & Proprietary. 3
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 Yahoo 2014 Confidential & Proprietary. 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 Yahoo 2014 Confidential & Proprietary. 5
Smartphone use is dominant and consistent throughout the day Media consumption varies by device
TV
Tablet PC
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.
7 Yahoo 2014 Confidential & Proprietary. 7
Mobile is personal, ads should be too Your app signature is more distinctive than your DNA
410 x
1093 1M
apps in the both App Store and Google Play
20 apps per person
possible combinations of apps per platform
(there are about 8M possible chromosome combinations)
x =
8 Yahoo 2014 Confidential & Proprietary. 8
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%
9 Yahoo 2014 Confidential & Proprietary. 9
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
10 Yahoo 2014 Confidential & Proprietary. 10
The promise of digital marketing?
• Data
• Programmatic
• Cross Device/Cross Format
13 Yahoo 2014 Confidential & Proprietary. 13
Actionable Data
Insights for Strategic Planning
Campaign Performance Measurement
Audience Targeting
14 Yahoo 2014 Confidential & Proprietary. 14
Turning Big Data into Smart Data
Understanding of Customer Behavior
Audience Discovery and Engagement
Personalization
Optimization of Marketing Channels
15 Yahoo 2014 Confidential & Proprietary. 15
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%)
18 Yahoo 2014 Confidential & Proprietary. 18
Market Scarcity
Per
form
ance
Purchase
Search
CRM
Website Visits
Brand Followers
Demo
Geo Country
Techno
Interests
TV Location
Lifestage
App Visits
Value of Data
19 Yahoo 2014 Confidential & Proprietary. 19
Con
sum
er R
elat
ions
hips
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
20 Yahoo 2014 Confidential & Proprietary. 20
Yahoo user experiences generate 165 billion data points daily
21 Yahoo 2014 Confidential & Proprietary. 21
Yahoo Audience Data
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
22 Yahoo 2014 Confidential & Proprietary. 22
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
23 Yahoo 2014 Confidential & Proprietary. 23
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
Evaluation Purchase
Loyalty
Passive
Active
24 Yahoo 2014 Confidential & Proprietary. 24
Programmatic enables data-driven campaigns across formats, inventory, devices
Cross-channel, multi-formats
Data +
Targeting
Inventory
Ad formats
26 Yahoo 2014 Confidential & Proprietary. 26
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
27 Yahoo 2014 Confidential & Proprietary. 27
Many ad formats allow for creativity
Display
Video
Mobile
Native Ads
Image Ads
28 Yahoo 2014 Confidential & Proprietary. 28
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
30 Yahoo 2014 Confidential & Proprietary. 30
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
31 Yahoo 2014 Confidential & Proprietary.
31
Digital Marketing is the worst form of Marketing with the exception of all
others
32 Yahoo 2014 Confidential & Proprietary. 32
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