yahoo! powerpoint template, march 2013 · yahoo 2016 yahoo 2014 3 confidential &...

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Yahoo 2016 Confidential & Proprietary. 3 Yahoo 2014 Confidential & Proprietary.

Innovation through Insights The view from Yahoo

PRESENTED BY Eva Herzog⎪ 16th February 2016

Yahoo 2016 Confidential & Proprietary. 4

The compression of product cycles

A D O P T I O N C U R V E F O R M O D E R N C O N V E N I E N C E S

100

50

1900 1915 1930 1945 1960 1975 1990 2005

Source: Visual Economics

TELEPHONE

ELECTRICITY

AUTO RADIO

STOVE

CLOTHES DRYER

MICROWAVE

DISHWASHER

COLOR TV

CELL PHONE

INTERNET

VCR

FRIDGE

CLOTHES WASHER

AIR CONDITIONING

COMPUTER


‘I find

content’

Old

World

‘Content

finds me’

New

World

Content

consumed in

fixed silos.

Interruption-

tolerance

‘advertising’

relationship.

Constant feed of

relevant content

flows to them.

Happy to accept

sponsored content

in return for

aggregation

services.

News

Music

Connection

Interests

Visuals

Humour

New World Order of digital consumption

News

Connection

Visuals

Music

Interests

Humour

Source: Return on Inspiration Qualitative Research, EMEA Yahoo 2015


Where to start?


Goal #8: Understanding Our Users

Spend an hour,

learn a lot

Insight as cultural foundation


Increase

stickiness

Increase

app

downloads

Sell more

product

Increase

customer

satisfaction

Drive

considera-

tion of

product

Shift from

PC to

mobile

Shift from

mobile web

to app

Understand

user appetite

Increase

ROI

Drive usage

across

product

range

Drive more

time spent

Shift brand

perceptions

Inspire the

audience

Increase

market

share

Drive word

of mouth

Memorable

Broaden

target

audience

Drive

unique

users

Laser focus on the core goal

Increase

purchase

intent

What do we

want to

achieve?


Yahoo Research

Mobile Video Native Social


SMARTPHONE DOMINANCE

T H E S H I F T T O


US: 2,768

UK: 1,010 DE: 1,016

FR: 1,011

Methodology: Quantitative + Analytics WHO

5,805 18-64 year old

smartphone owners

Data population and

ownership

WHEN

January 2015

WHAT

30-minute online survey

FLURRY ANALYTICS

Aggregated All Global Data

from January 2015

Source: Smartphone Dominance Research, Global Yahoo 2015


57% WITHIN 5 YEARS

SMARTPHONE DOMINANT

18% TODAY 47% WITHIN 2-3 YEARS 67% AT SOME POINT

33% NOT LIKELY TO BE

Currently, 1/5 of users are Smartphone Dominant


Mobile


Light

This 20% dominates the most sessions and time spent on mobile devices

21%

87% 78%

30%

11% 19%

49%

2% 3%

DEVICES SESSIONS TIME SPENT

Medium

Heavy: Smart Phone Dominant

DEVICE USAGE

Source: Smartphone Dominance Research, Flurry data, Global Yahoo 2015

Mobile


FULL-SIZE TABLETS

9.74 MIN

Screen size correlates to engagement

SMALL TABLETS

6.88 MIN MEDIUM PHONES

4.18 MIN

SMALL PHONES

3.8 MIN

Average time spent per session | Minutes

The Industry

responded with

more Phablet

choices

Mobile



78%

It's more efficient to do

things on my computer

than on my smartphone

More efficient, better user experiences will accelerate the shift Factors that are holding back consumers from being Smartphone Dominant Among Future Smartphone Dominant Users

UX

(easier to type, read, easier

to browse/compare)

67%

Data & Internet

Improvements

54%

Better Apps

44%


Mobile


AGE 13-17

AGE 18-24

AGE 25-34

AGE 35-54

AGE 55+

51%

47%

35%

38%

17%

28%

31%

36%

37%

30%

21%

22%

29%

25%

53%

Medium User Light User Heavy User

Smartphone Dominant consumers are more likely to be younger


Mobile


Technology Equals Identity A study of Gen Z


Listened to in their natural environment

Source: Gen Z Research, Germany Yahoo 2015

Secondary Analysis Online Diary Webcam Interviews Online-Survey

Synopsis of existing

studies on Gen Z

Moderated,

partly-structured

Online Diary

Follow-up individual

interviews

Comparison Gen Z vs.

Online total

7 days 90 minutes per interview 20 minute survey

N=20 N=8 (out of 20 participants of the

online-diary)

N=734 12-19 years old

N=929 20+ years old


Smartphone is the #1 go to device for Gen Z

12 to 15

years

Yahoo 2016 Confidential & Proprietary.

“My phone helps

me organizing my

daily life”

62% 46%

76% 86%


Mobile


Use of mobile internet is significantly higher

1,7h 0,9h 0,5h

2,7h 2,0h 0,8h

GenZ

Onliner

2,3h

1,2h

2,7h

3,2h


Mobile


The beginning of a new era?

“My cell phone is more

entertaining than my TV” 60%

21%

Watch online

videos daily 66%

24%


Video


Short videos are most relevant, while catch-up TV is a lot less important

92

47

29

23

18

Short videos on YouTube, MyVideo,

Vimeo etc.

Videos on social networks

TV-shows on websites of

TV channels

Movies and series on fee-based

platforms

Videos on news websites

90

46

41

22

32

16

23

12 to15 years

old


Video


Growing up with digital also means …

“I am used to Advertising”

25%

41% 39%

12 to 15

years


Native


Non-reactive attention measurement via eye-tracking


93% see the native ad

on a desktop

High visibility with native ads

85% see the native ad

on a smartphone

21% higher visibility

than mobile

display

advertising

Source: Native Advertising Research, eye-tracking, Germany Yahoo 2014

Native


Native ad reception is equal to content reception

0 - 1 0 s 1 0 - 2 0 s 2 0 - 3 0 s

Source: Yahoo study “Native Advertising“, Germany, 2014; Basis: eye-tracking 30 users (desktop: n = 20, mobile: n = 10)

Source: Native Advertising Research, eye-tracking, Germany Yahoo 2014

Native


Native ads lead to better recall of specific content

Following contact with a native ad

the ad‘s specific content is recalled

+13% on desktop

than display advertising content

Native ad +19% on mobile Native

Ad Native ad

Source: Yahoo study “Native Advertising“, Germany, 2014; Basis: n = 4014 users

Native

Source: Native Advertising Research, Germany Yahoo 2014


Which factors drive content impact?

We showed 1,000 consumers a set of

best-in-class content marketing and

asked them a number of questions about

different aspects of it.

Purchase

Intention

Brand

Affinity Advocacy We took this data to model out which

aspects are most likely to drive:

Source: Yahoo Return On Inspiration Research, EMEA 2015

Social


It doesn’t

have a

hidden

agenda

I believe

what it is

saying

It is

something to

talk about

It is topical

Shows me

new ways

of doing

things

It helps me

improve my

everyday

life

It is sincere

It provides

plenty of

useful info

It evokes

strong

feelings

Open my

eyes to new

perspectives

It makes

me feel

closer to

the brand

It’s a fresh

take

It interests

me

I would

return to it

in the future

Inspires me

to try new

things

Memorable

It looks

beautiful

Catches my

attention

Which factors drive content impact?

It helps me

learn new

things

Content

marketing

Source: Yahoo Return On Inspiration Research, EMEA 2015

Social

Inspires me

to try new

things


Purchase Intention More likely to purchase

Brand Affinity Feel more positive about brand

Advocacy More likely to share

Inspiration. The primary influencer

+ inspires me

to try new things

Baseline

Potential

multiplier effect 1.84 1.75 1.76

+ inspires me

to try new things

+ inspires me

to try new things Source: Yahoo Return On Inspiration Research, EMEA 2015

Social

Yahoo 2016 Confidential & Proprietary. 34 Yahoo 2014 Confidential & Proprietary.

Innovation through Insights The view from Yahoo

PRESENTED BY Eva Herzog⎪ 16th February 2016

Gold Sponsor

Silver Sponsor

Video Sponsor Networking Reception Sponsors

February 16-17, 2016 RAMADA Hotel Alexanderplatz

Berlin

Organized by

yahoo! powerpoint template, march 2013 · yahoo 2016 yahoo 2014 3 confidential &...

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