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Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
Yahoo! - Mobile Ads Don't Need to Suck
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Yahoo! - Mobile Ads Don't Need to Suck

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Presented at the Israel Mobile Summit 2013 …

Presented at the Israel Mobile Summit 2013
http://www.israelmobilesummit.com

Published in: Technology, Business
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Transcript

  • 1. Mobile Ads ... ... don’t need to suck Bruno Fernandez-Ruiz, Yahoo! Senior Fellow & VP, Platforms
  • 2. http://flic.kr/p/9qWMQY 2 in a mobile touch world
  • 3. http://www.flickr.com/photos/kylebuza/3538727469/ 3 where we are always connected
  • 4. http://flic.kr/p/83h3LD 4 to our device, into our experience
  • 5. we want rich, interactive, personalized apps http://flic.kr/p/6Ewk3w 5
  • 6. http://flic.kr/p/4KXNhC 6 but how to make money in mobile?
  • 7. http://flic.kr/p/7LBGqd 7 platform lock-in content creation costs
  • 8. http://flic.kr/p/9AdEz3 8 disconnected technology entry barriers
  • 9. http://flic.kr/p/hNcMN 9 struggle to achieve scale
  • 10. http://www.flickr.com/photos/lilit/128341024/in/pool-26876758@N00/ 10 and when faced with problems
  • 11. 11 we revert to the display banner
  • 12. http://flic.kr/p/4Bc3bX 12 fail :(
  • 13. http://flic.kr/p/ifFos 13
  • 14. Photo: Incase flickr.com/photos/goincase/8158799911 14 Native and Personalized
  • 15. Sponsored Stories
  • 16. 16 Sponsored Stories
  • 17. 17 Sponsored Stories
  • 18. 18 Sponsored Images Sponsored photo
  • 19. 19 Sponsored Images Sponsored
  • 20. 20 Sponsored Images Sponsored BMWBMW U.S.A. Sponsored group
  • 21. 21 Sponsored Images BMW Sponsored
  • 22. 22 Sponsored Images BMW More about this Design Firm San Francsco, CA Sponsored
  • 23. 23 Sponsored Apps
  • 24. 24 Sponsored Apps
  • 25. 25 Sponsored Apps
  • 26. 26 Sponsored Apps
  • 27. 27 The Missing Link
  • 28. 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.
  • 29. 29
  • 30. 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 theTicketMaster app is rendered What’s Hot In...
  • 31. I am visiting SF from Beijing looking for a restaurant,Apple Maps shows me personalisedYelp 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 fromYelp); and get routed via Waze ... Bruno Fernandez Ruiz audience & data ... to my end destination (shared from OpenTable). audience & data 18:12
  • 32. 32
  • 33. Mobile Ads ... ... didn’t need to suck

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