mobile first - dawn of a new era - yahoo

May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW

Organized by

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

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