mobile apps-anil-panguluri-yahoo-at-digital-east-2011
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#DEast11 Thanks for Listening to Mobile Apps presentation - Anil Panguluri, Yahoo! the Premier Digital Media Company. Here's the deck.TRANSCRIPT
1 Proprietary and Confidential. ©2011 All Rights Reserved
Mobile Apps Anil Panguluri, Yahoo!@spandana
@spandana #deast11
2
Mobile Mindset Matters!
JAZZ UP THESE DIVIDER SLIDES TO MATCH THEME
OF SECTION
The Premiere Digital Media CompanyWe build deeply personal digital experiences
@spandana #deast11
3 Proprietary and Confidential. ©2011 All Rights Reserved
Smartphones are driven by app use…
– 31% of mobile users in US will have a smart phone by the end of 2011 (3.1% tablet installed base)
– 33-71% of smartphone owners use apps
– 800k – 1M apps overall
eMarketer “Hot Digital Trends in 2011”@spandana #deast11
44 Proprietary and Confidential. ©2011 All Rights Reserved
QM7. Did you do these activities on your mobile device using an application (app) or by accessing a website through your browser? Q33. Thinking about a typical day, what type of applications/apps do you use on you mobile device during each of the following stages? Select all that apply for each.
6am 7am 8am 9am10am
11am12pm
1pm2pm
3pm4pm
5pm6pm
7pm8pm
9pm10pm
11pm12am 1am 2am 3am 4am 5am
Browser App
… for a variety of activities in apps & browser
Waking upWeather, 56%
Utilities, 42%
Communications, 35%
Social networking applications, 31%
News, 30%
On the goNavigation, 73%
Communication, 42%
Music, 42%
Social networking applications, 39%
Search, 38%
WorkingReference, 46%
Productivity, 43%
Communication, 42%
Social networking applications, 37%
Medical, 36%
BreaktimesGames & Fun, 62%
Social networking applications, 33%
Communication, 58%
Sports (News and Information), 53%
Fantasy Sports, 52%
SocializingSocial networking applications, 35%
Photography, 33%
Communication, 30%
Utilities, 30%
Fantasy Sports, 27%
EatingSocial networking applications, 29%
Communication, 28%
Health & Fitness, 25%
Fantasy Sports, 23%
Sports (News and Information), 22%
ShoppingShopping, 35%
Communications, 23%
Search, 21%
Food, 20%
Social networking applications, 20%
Winding downSocial networking applications, 48%
Communications, 42%
Games & Fun, 42%
Books, 37%
Entertainment, 36%
@spandana #deast11
5 Proprietary and Confidential. ©2011 All Rights Reserved
Apps are most widely used in Connect, Inform and Navigate modes
5 QM7. Did you do these activities on your mobile device using an application (app) or by accessing a website through your browser?
35%
73%
39%46%
60%63%
31%
65%
27%
61%54%40%37%
69%Use an app
Use browser
Connect Search Entertain Manage Inform Shop Navigate
@spandana #deast11
6 Proprietary and Confidential. ©2011 All Rights Reserved
Given a Choice, Users Prefer Apps
Tru Research@spandana #deast11
7 Proprietary and Confidential. ©2011 All Rights Reserved
Millions Served Daily– 15B downloads and counting – on iTunes App Store alone! (Blackberry
crossed 1B)
eMarketer “Hot Digital Trends in 2011”, IAB, Gartner at al.@spandana #deast11
88 Proprietary and Confidential. ©2011 All Rights Reserved
Games capture highest interest
@spandana #deast11
99 Proprietary and Confidential. ©2011 All Rights Reserved
But Clearly, Users aren’t Keeping All the apps they download(if they did, we’d all be having >500 apps)
@spandana #deast11
1010 Proprietary and Confidential. ©2011 All Rights Reserved
App usage behavior is resembling web behavior
• 50 min mobile per day, equal to the time with print newspapers and magazines combined
• Mobile use will exceed desktop use by 2015
• 72% of marketers plan to increase their use of mobile apps in the next 2 years
• In-App advertizing growing at 45% QoQ
1111 Proprietary and Confidential. ©2011 All Rights Reserved
Deliver some Value within Your App
Source: August 2010 Nielsen App Playbook
Action Taken after Branded App DownloadBase: Downloaded a Branded App (n=484)
Questions used: CQBA8 Which of the following actions have you taken after downloading a branded app?
1212 Proprietary and Confidential. ©2011 All Rights Reserved
TV drives highest volume of downloadsBase: Respondents who are Aware of Branded Apps (n=1,722)
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1313 Proprietary and Confidential. ©2011 All Rights Reserved
Typical Engagement Levels
Source: August 2010 Nielsen App Playbook Questions used: CQBA8 Which of the following actions have you taken after downloading a branded app?
Top Household/Personal Apps Used in the Past 30 DaysPast 30 Day App Downloader & Smartphone User (n=2,300)
1414 Proprietary and Confidential. ©2011 All Rights Reserved
App economy goes well beyond the principals…
Platform fragmentation
Store fragmentation
Differentiated Curation
@spandana #deast11
1515 Proprietary and Confidential. ©2011 All Rights Reserved
… so distribute your Apps Widely
@spandana #deast11
– Every possible app store (many accept free submission)
– Incentivized & Promoted downloads– Mobile Display & Rich Ads– In-app sponsorships
1616 Proprietary and Confidential. ©2011 All Rights Reserved
Consider In-App Advertizing
17 Proprietary and Confidential. ©2011 All Rights Reserved
Be aware of the mobile contextMode Optimization Strategy
Inform
Strong ad recall. Consumers are highly engaged but also have a sense of discovery, so ads do not necessarily need to be relevant to site content.
Shop
Ad recall and engagement is highest. Develop creative that introduces consumers to new, relevant products and offers a way to purchase them more easily and/or at a lower price than from other sources.
Entertain
Good ad recall. Ads should be relevant to site content. Opportunity to introduce bold, relevant ads that entertain and grab user’s attention.
Connect
Ads can be more emotional and invoke feeling. Increase engagement by keeping ads personally relevant and targeted.
Search
Consumers are more open-minded to exploring to a degree. Introduce consumers to info that is relevant to what they are searching for.
Manage
Potential to get annoyed is high if ad is not relevant to the task at hand. Consider sponsorship or subtle ads that help consumers accomplish their goal.
Navigate
Potential to get annoyed is high if ad is not relevant. Ads that are easy to use, relevant, and reliable can result in high ad engagement.
Browsing
Accomplishing Goals
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18 Proprietary and Confidential. ©2011 All Rights Reserved
Humorous, bold, and graphic rich ads attract consumers most
Q37 For each of the following sets of descriptors noted on the left and the right, please indicate which would capture your attention the most on your mobile device. Note: Middle bar not shown is “equally would respond to both.”
Most Likely to Respond to this Form of Mobile Advertising
Ads that are humorous Ads that are serious
Ads that are bold (uses vivid colors, etc.)
Ads which are more subtle and discrete
Ads that are interactive Ads which are not interactive
Ads that include images/graphical elements
(not video)Ads that include video elements
61%
47%
37%
39%
13%
14%
20%
18%
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19 Proprietary and Confidential. ©2011 All Rights Reserved
Ads that are relevant, specific and geographically targeted are also effective
Q37 For each of the following sets of descriptors noted on the left and the right, please indicate which would capture your attention the most on your mobile device. Note: Middle bar not shown is “equally would respond to both.”
Ads which are relevant to my interests/ background
Ads which are broader in focus
Ads which are relevant to local area
Ads which are broader in focus
Ads which are relevant to my current location
Ads which are broader in focus
Ads that provide a lot of detailed information
Ads that are visually attractive and provide little information
55%
47%
45%
37%
13%
14%
15%
20%
@spandana #deast11
Most Likely to Respond to this Form of Mobile Advertising
20 Proprietary and Confidential. ©2011 All Rights Reserved
Ads in a mobile application that was free
Ads in a mobile application that I paid for
Clickable ads that take me to websites optimized for my mobile device/ screen
Clickable ads that take me to the PC version of a website to view on my mobile device
Ads in my mobile web browser Ads in a mobile application
Ads with click-to call features that allow me to
call someone immediately Ads without click-to call features
Interactivity is also a feature in mobile ads, more so in a web browser than an application
Q37 For each of the following sets of descriptors noted on the left and the right, please indicate which would capture your attention the most on your mobile device. Note: Middle bar not shown is “equally would respond to both.”
43%
38%
33%
28%
14%
16%
17%
27%
@spandana #deast11
Most Likely to Respond to this Form of Mobile Advertising
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2626 Proprietary and Confidential. ©2011 All Rights ReservedSource: Qualitative
Thank You!Anil Panguluri
Product Director Yahoo! Mobile@spandana
The Premiere Digital Media Company
We build deeply personal digital experiences