how yahoo! advertising does mobile

Yahoo 2014 Confidential & Proprietary. 1 Yahoo 2014 Confidential & Proprietary.

PRESENTED BY Leo Polanowski, Head of Client Services, Yahoo

How Yahoo! Advertising Does Mobile

Yahoo 2014 Confidential & Proprietary. 2 Yahoo 2014 Confidential & Proprietary.

How do consumers use mobile search to make purchase decisions?

Yahoo visitors that owned a smartphone or tablet logged their daily mobile searches.

We followed…

544 Yahoo visitors

14 days

6,369 searches

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

Hi, Jane.

Yahoo 2014 Confidential & Proprietary. 4

“Best gifts for dad”

S H O P P I N G W E A T H E R

MOBILE SEARCHES HAPPEN IN THE

HOME

55%

RESEARCH PRODUCTS ON MOBILE WEEKLY

83%

Yahoo 2014 Confidential & Proprietary. 5

“Best smartphone”

“Financial advisor”

S H O P P I N G N E W S F I N A N C E

Tablets

MORE PREVALENT FOR FINANCE AND

SHOPPING RELATED SEARCHES

LOOKED AT NEWS ON MOBILE AFTER

SEARCHING

54%

Yahoo 2014 Confidential & Proprietary. 6

“Fidelity” &

“Vanguard”

“Newest iPhone”

F I N A N C E E M A I L S H O P P I N G

FOLLOW UP ACTIONS FOR SHOPPING

SEARCHES

4.5

FINANCE SEARCHERS TOOK FOLLOW UP ACTION IN PERSON

72% SAID MOBILE SEARCH HELPS MAKE BETTER

BUYING DECISIONS

68%

Yahoo 2014 Confidential & Proprietary. 7

“AT&T store” “Thai takeout”

S H O P P I N G P U R C H A S E F O O D

PURCHASES OCCURRED WITHIN 5 HOURS OF

SEARCH

69%

FOOD

SEARCHES ARE MORE LIKELY TO HAPPEN ON

THE GO

Yahoo 2014 Confidential & Proprietary. 8 Yahoo 2014 Confidential & Proprietary. 8 Yahoo 2014 Confidential & Proprietary. 8

Yahoo has the tools advertisers need to reach mobile consumers

Y A H O O B I N G N E T W O R K

Y A H O O G E M I N I

Yahoo 2014 Confidential & Proprietary. 9 Yahoo 2014 Confidential & Proprietary. 9

Be where(ever) Jane is

B E D I S C O V E R A B L E A L O N G H E R P U R C H A S E J O U R N E Y

Yahoo 2014 Confidential & Proprietary. 10 Yahoo 2014 Confidential & Proprietary. 10

Ensure keyword coverage throughout the purchase path

WoW CLICK INCREASE WHEN TELCO CLIENT

MADE BASIC KEYWORD COVERAGE CHANGES

103% BROAD MATCH

SEARCH QUERIES

COVERAGE GAPS

Yahoo 2014 Confidential & Proprietary. 11

Combine ad extensions, dominate the small screen

Aver

age

CTR

*The data points are for guidance only and not a guarantee or prediction of an advertisers actual CTR within the Yahoo! Bing Network (various dynamic factors can influence these numbers). It represents averages for the included data set (it is not a measurement of lift). *Date Range: Jan 1 - Mar 31, 2014 *Data: Smartphones & Tablets, Main Line Only, O&O Only

18.9%

13.6%

9.2% 8.4% 6.4%

2.4% 1.8% 1.7%

95% S M A R T P H O N E

C L I C K S H A P P E N I N M L

3x H I G H E R C T R I N

M O B I L E M L 1

Yahoo 2014 Confidential & Proprietary. 12 Yahoo 2014 Confidential & Proprietary.

For greater impact, use native ads

Yahoo 2014 Confidential & Proprietary.

28% 3x 4-6x

Source: Yahoo Gemini Ad Effectiveness Study, April 2014;

P U R C H A S E I N T E N T

B R A N D E D S E A R C H E S

B R A N D A W A R E N E S S

Yahoo 2014 Confidential & Proprietary. 13 Yahoo 2014 Confidential & Proprietary.

Land the message with copy, emotionally engage with imagery

Yahoo 2014 Confidential & Proprietary. Source: Yahoo Gemini Ad Effectiveness Study, April 2014;

Grab users with a short and informative title

✓✖

Use compelling, click-driving images

✖ ✓

Yahoo 2014 Confidential & Proprietary. 14 Yahoo 2014 Confidential & Proprietary. 14 Yahoo 2014 Confidential & Proprietary. 14

Be there