yahoo! - mobile ads don't need to suck
DESCRIPTION
Presented at the Israel Mobile Summit 2013 http://www.israelmobilesummit.comTRANSCRIPT
![Page 1: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/1.jpg)
Mobile Ads ...... don’t need to suckBruno Fernandez-Ruiz, Yahoo! Senior Fellow & VP, Platforms
![Page 3: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/3.jpg)
http://www.flickr.com/photos/kylebuza/3538727469/ 3
where we are always connected
![Page 4: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/4.jpg)
http://flic.kr/p/83h3LD 4
to our device, into our experience
![Page 5: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/5.jpg)
we want rich, interactive, personalized apps
http://flic.kr/p/6Ewk3w 5
![Page 6: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/6.jpg)
http://flic.kr/p/4KXNhC 6
but how to make money in mobile?
![Page 7: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/7.jpg)
http://flic.kr/p/7LBGqd 7
platform lock-in content creation costs
![Page 8: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/8.jpg)
http://flic.kr/p/9AdEz3 8
disconnected technology entry barriers
![Page 10: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/10.jpg)
http://www.flickr.com/photos/lilit/128341024/in/pool-26876758@N00/ 10
and when faced with problems
![Page 11: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/11.jpg)
11
we revert to the display banner
![Page 14: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/14.jpg)
Photo: Incaseflickr.com/photos/goincase/815879991114
Native and Personalized
![Page 15: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/15.jpg)
Sponsored Stories
![Page 16: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/16.jpg)
16
Sponsored Stories
![Page 17: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/17.jpg)
17
Sponsored Stories
![Page 18: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/18.jpg)
18
Sponsored Images
Sponsored photo
![Page 19: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/19.jpg)
19
Sponsored Images
Sponsored
![Page 20: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/20.jpg)
20
Sponsored Images
Sponsored
BMWBMW U.S.A. Sponsored group
![Page 21: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/21.jpg)
21
Sponsored Images
BMW
Sponsored
![Page 22: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/22.jpg)
22
Sponsored Images
BMW
More about this Design FirmSan Francsco, CA Sponsored
![Page 23: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/23.jpg)
23
Sponsored Apps
![Page 24: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/24.jpg)
24
Sponsored Apps
![Page 25: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/25.jpg)
25
Sponsored Apps
![Page 26: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/26.jpg)
26
Sponsored Apps
![Page 27: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/27.jpg)
27
The Missing Link
![Page 28: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/28.jpg)
28
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.
![Page 29: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/29.jpg)
29
![Page 30: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/30.jpg)
30
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...
![Page 31: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/31.jpg)
I am visiting SF from Beijing looking for a
restaurant, Apple Maps shows me personalised Yelp
results ...
31
... 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
18:12
![Page 32: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/32.jpg)
32
![Page 33: Yahoo! - Mobile Ads Don't Need to Suck](https://reader034.vdocuments.site/reader034/viewer/2022050815/546cc631b4af9f7f2c8b51b5/html5/thumbnails/33.jpg)
Mobile Ads ...... didn’t need to suck