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February 16-17, 2016 RAMADA Hotel Alexanderplatz

Berlin

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Yahoo 2016 Confidential & Proprietary. 3 Yahoo 2014 Confidential & Proprietary.

Innovation through Insights The view from Yahoo

PRESENTED BY Eva Herzog⎪ 16th February 2016

Yahoo 2016 Confidential & Proprietary. 4

The compression of product cycles

A D O P T I O N C U R V E F O R M O D E R N C O N V E N I E N C E S

100

50

1900 1915 1930 1945 1960 1975 1990 2005

Source: Visual Economics

TELEPHONE

ELECTRICITY

AUTO RADIO

STOVE

CLOTHES DRYER

MICROWAVE

DISHWASHER

COLOR TV

CELL PHONE

INTERNET

VCR

FRIDGE

CLOTHES WASHER

AIR CONDITIONING

COMPUTER

Yahoo 2016 Confidential & Proprietary. 5

‘I find

content’

Old

World

‘Content

finds me’

New

World

Content

consumed in

fixed silos.

Interruption-

tolerance

‘advertising’

relationship.

Constant feed of

relevant content

flows to them.

Happy to accept

sponsored content

in return for

aggregation

services.

News

Music

Connection

Interests

Visuals

Humour

New World Order of digital consumption

News

Connection

Visuals

Music

Interests

Humour

Source: Return on Inspiration Qualitative Research, EMEA Yahoo 2015

Yahoo 2016 Confidential & Proprietary. 6

Yahoo 2016 Confidential & Proprietary. 7

Where to start?

Yahoo 2016 Confidential & Proprietary. 8

Goal #8: Understanding Our Users

Spend an hour,

learn a lot

Insight as cultural foundation

Yahoo 2016 Confidential & Proprietary. 9

Increase

stickiness

Increase

app

downloads

Sell more

product

Increase

customer

satisfaction

Drive

considera-

tion of

product

Shift from

PC to

mobile

Shift from

mobile web

to app

Understand

user appetite

Increase

ROI

Drive usage

across

product

range

Drive more

time spent

Shift brand

perceptions

Inspire the

audience

Increase

market

share

Drive word

of mouth

Memorable

Broaden

target

audience

Drive

unique

users

Laser focus on the core goal

Increase

purchase

intent

What do we

want to

achieve?

Yahoo 2016 Confidential & Proprietary. 10

Yahoo Research

Mobile Video Native Social

Yahoo 2016 Confidential & Proprietary. 11

SMARTPHONE DOMINANCE

T H E S H I F T T O

Yahoo 2016 Confidential & Proprietary. 12

US: 2,768

UK: 1,010 DE: 1,016

FR: 1,011

Methodology: Quantitative + Analytics WHO

 5,805 18-64 year old

smartphone owners

 Data population and

ownership

WHEN

January 2015

WHAT

30-minute online survey

FLURRY ANALYTICS

Aggregated All Global Data

from January 2015

Source: Smartphone Dominance Research, Global Yahoo 2015

Yahoo 2016 Confidential & Proprietary. 13

57% WITHIN 5 YEARS

SMARTPHONE DOMINANT

18% TODAY 47% WITHIN 2-3 YEARS 67% AT SOME POINT

33% NOT LIKELY TO BE

Currently, 1/5 of users are Smartphone Dominant

Source: Smartphone Dominance Research, Global Yahoo 2015

Mobile

Yahoo 2016 Confidential & Proprietary. 14

Light

This 20% dominates the most sessions and time spent on mobile devices

21%

87% 78%

30%

11% 19%

49%

2% 3%

DEVICES SESSIONS TIME SPENT

Medium

Heavy: Smart Phone Dominant

DEVICE USAGE

Source: Smartphone Dominance Research, Flurry data, Global Yahoo 2015

Mobile

Yahoo 2016 Confidential & Proprietary. 15

FULL-SIZE TABLETS

9.74 MIN

Screen size correlates to engagement

SMALL TABLETS

6.88 MIN MEDIUM PHONES

4.18 MIN

SMALL PHONES

3.8 MIN

Average time spent per session | Minutes

The Industry

responded with

more Phablet

choices

Mobile

Source: Smartphone Dominance Research, Flurry data, Global Yahoo 2015

Yahoo 2016 Confidential & Proprietary. 16

78% It's more efficient to do

things on my computer

than on my smartphone

More efficient, better user experiences will accelerate the shift Factors that are holding back consumers from being Smartphone Dominant Among Future Smartphone Dominant Users

UX

(easier to type, read, easier

to browse/compare)

67%

Data & Internet

Improvements

54%

Better Apps

44%

Source: Smartphone Dominance Research, Global Yahoo 2015

Mobile

Yahoo 2016 Confidential & Proprietary. 17

AGE 13-17

AGE 18-24

AGE 25-34

AGE 35-54

AGE 55+

51%

47%

35%

38%

17%

28%

31%

36%

37%

30%

21%

22%

29%

25%

53%

Medium User Light User Heavy User

Smartphone Dominant consumers are more likely to be younger

Source: Smartphone Dominance Research, Flurry data, Global Yahoo 2015

Mobile

Yahoo 2016 Confidential & Proprietary. 18

Technology Equals Identity A study of Gen Z

Yahoo 2016 Confidential & Proprietary. 19

Listened to in their natural environment

Source: Gen Z Research, Germany Yahoo 2015

Secondary Analysis Online Diary Webcam Interviews Online-Survey

Synopsis of existing

studies on Gen Z

Moderated,

partly-structured

Online Diary

Follow-up individual

interviews

Comparison Gen Z vs.

Online total

7 days 90 minutes per interview 20 minute survey

N=20 N=8 (out of 20 participants of the online-diary)

N=734 12-19 years old

N=929 20+ years old

Yahoo 2016 Confidential & Proprietary. 20

Smartphone is the #1 go to device for Gen Z

12 to 15

years

Yahoo 2016 Confidential & Proprietary.

“My phone helps

me organizing my

daily life”

62% 46%

76% 86%

Source: Gen Z Research, Germany Yahoo 2015

Mobile

Yahoo 2016 Confidential & Proprietary. 21

Use of mobile internet is significantly higher

1,7h 0,9h 0,5h

2,7h 2,0h 0,8h

GenZ

Onliner

2,3h

1,2h

2,7h

3,2h

Source: Gen Z Research, Germany Yahoo 2015

Mobile

Yahoo 2016 Confidential & Proprietary. 22

The beginning of a new era?

“My cell phone is more

entertaining than my TV” 60%

21%

Watch online

videos daily 66%

24%

Source: Gen Z Research, Germany Yahoo 2015

Video

Yahoo 2016 Confidential & Proprietary. 23

Short videos are most relevant, while catch-up TV is a lot less important

92

47

29

23

18

Short videos on YouTube, MyVideo,

Vimeo etc.

Videos on social networks

TV-shows on websites of

TV channels

Movies and series on fee-based

platforms

Videos on news websites

90

46

41

22

32

16

23

12 to15 years

old

Source: Gen Z Research, Germany Yahoo 2015

Video

Yahoo 2016 Confidential & Proprietary. 24

Growing up with digital also means …

“I am used to Advertising”

25%

41% 39%

12 to 15

years

Source: Gen Z Research, Germany Yahoo 2015

Native

Yahoo 2016 Confidential & Proprietary. 25

Yahoo 2016 Confidential & Proprietary. 26

Non-reactive attention measurement via eye-tracking

Yahoo 2016 Confidential & Proprietary. 27

93% see the native ad

on a desktop

High visibility with native ads

85% see the native ad

on a smartphone

21% higher visibility

than mobile