yahoo! - mobile ads don't need to suck
Post on 18-Nov-2014
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Mobile Ads ...... don’t need to suckBruno Fernandez-Ruiz, Yahoo! Senior Fellow & VP, Platforms
http://www.flickr.com/photos/kylebuza/3538727469/ 3
where we are always connected
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to our device, into our experience
we want rich, interactive, personalized apps
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http://flic.kr/p/4KXNhC 6
but how to make money in mobile?
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platform lock-in content creation costs
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disconnected technology entry barriers
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and when faced with problems
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we revert to the display banner
Photo: Incaseflickr.com/photos/goincase/815879991114
Native and Personalized
Sponsored Stories
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Sponsored Stories
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Sponsored Stories
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Sponsored Images
Sponsored photo
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Sponsored Images
Sponsored
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Sponsored Images
Sponsored
BMWBMW U.S.A. Sponsored group
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Sponsored Images
BMW
Sponsored
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Sponsored Images
BMW
More about this Design FirmSan Francsco, CA Sponsored
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Sponsored Apps
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Sponsored Apps
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Sponsored Apps
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Sponsored Apps
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The Missing Link
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The Power of the Hyperlink
The web is a scale-free network that provides robustness, serendipity and clustering.
Store is a small world: discovery relies on1:few connections and gossip.
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Participating apps, whitelisted by “What’s Hot In...” developer
INSTALLING
App installed, TicketMaster pays $4.23 to app developer
advertiser app App store (or app if already installed)
SDK gets control of a modal rectangle in which a minified
version of the TicketMaster app is rendered
What’s Hot In...
I am visiting SF from Beijing looking for a
restaurant, Apple Maps shows me personalised Yelp
results ...
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... and reviews based on my historical
behaviour, location, time (evening);
which leads me to book ...
audience&
data
... in partnership with OpenTable, I
complete the reservation (data from Yelp); and get routed via Waze ...
Bruno Fernandez Ruiz
audience&
data
... to my end destination (shared from OpenTable).
audience&
data
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Mobile Ads ...... didn’t need to suck
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