Mobile
Ken Hart
Senior Director Business Development
Yahoo! Mobile Europe

Mobile Market Growth EU
users (million)
99 100
83
80
68
60
53
38 40
20
00
2008 2009 2010 2011 2012

“Out of clutter, find simplicity.
From discord, find harmony. In
the middle of difficulty lies
opportunity.”
- Albert Einstein

but how?

Simple discovery is key to
unlocking potential of mobile
media.

First ..
build indispensable
mobile services for
every day people

Yahoo! Mobile homepage
Designed for 3 key user needs:
• Discover
• Stay in touch
• Stay in the know
Essential mobile starting point
Richer, more engaging UI
Open for personalised experience
Dynamic content updating in real
time
http://es.new.m.yahoo.com

Second ..
build robust platforms
for advertisers to reach
this audience

Coverage Guaranteed!
#1 Choice for Search & Display Advertising in the UK
Reach
95% of the mobile operator portal audience
8.5 million UK Unique Mobile Internet Users
One Buying Point
• Easy to manage planning & Buying
• Wide coverage
• Display & Search ads
• Standarised ad formats
Market-Leading Target & AD Solutions
• Demographic - Age & Gender
• Time of Day
• Content Area
• Banners, MMS, Sponsorship, Video
Leadership & Expertise
• Superior campaign reporting
• Display and Search experts

Mobile Brand Impact Study:
Citroen C5 Launch Campaign
Launch of new C5
Goal
Drive traffic Citroen mobile
Brand Immersion
Shift brand perceptions
Allow users to see car images &
video
Locate nearest dealer
Schedule a test drive
Order a brochure
9% Uplift in
Purchase Intent

Mobile Brand Impact Study:
Citroen C5 Launch Campaign
Citroen Campaign Impact
on Key Brand Metrics
25%pt lift in mobile ad awareness
44%pt lift in message association
18%pt lift in brand favorability

Mobile Brand Impact Study:
Guinness St Patrick’s Day Campaign
Guinness Campaign Impact
on Key Brand Metrics
(Men, age 25-44)
Source: Dynamic Logic, March 2008.
* Statistically significant difference between control/exposed groups at 90% confidence level
15% 12% 9%

Mobile Advertising Compared to
Online Display Advertising
FMCG Online Mobile
23.9
Delta (∆)
12.2
6.9 6.9 5.6
5.4 4.7
2.6 3.2 3.0
2.4 1.7 1.7 1.8 1.5
Aided Brand Ad Awareness Message Brand Purchase Intent
Awareness Association Favourability
Source: Dynamic Logic MarketNorms for Online N=2,247 and FMCG N=723 campaigns; Mobile Averages N=21

In Summary ..
Create a great user experience
But service must be easily found
When integrated well, mobile is
great a driving user engagement

Muchas gracias
Kenneth Hart
khart@yahoo-inc.com