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Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
Yahoo Workshop: Unified Data
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Yahoo Workshop: Unified Data

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In a world where media consumption is fragmented and consumers are distracted, brands need an integrated solution—one that will allow them to connect with their audiences through all forms of media …

In a world where media consumption is fragmented and consumers are distracted, brands need an integrated solution—one that will allow them to connect with their audiences through all forms of media across devices. In this interactive session, Yahoo will share the powerful results from recent case studies which show exponential lifts in performance across ad formats and screens.

Published in: Marketing, Technology, Business
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Transcript

  • 1. Unified Advertising Solution
  • 2. Case Study: Kraft The Power of the Peanut
  • 3. Case Study: Kraft The Power of the Peanut
  • 4. Daily habits are digital News Lifestyle Blogs Shopping Video Music Search Email Q&A Games Socializing Sports Top 12 daily online habits of internet users Yahoo makes the world’s daily habits inspiring and entertaining.
  • 5. Daily habits are digital Almost 6 Almost 3hours spent per day on mobile hours spent per day on digital devices
  • 6. 125 millionsof people who watched the season finale of MASH thirty years ago Did you know? Media consumption is fragmented 10 millions of people who watched the series finale of Breaking Bad in 2013 2.5 millions of people who watched the series finale of Breaking Bad without multitasking
  • 7. 40 the number of apps the average smartphone owner has on her device 150 the number of times smartphone users look at their device in a day Consumers are distracted
  • 8. 1 in 4 women would give up sex rather than their tablet 3 in 5people would give up chocolate before their tablet Putting the numbers to the test
  • 9. Case Study: Kraft The Power of the Peanut
  • 10. Brands are trying to solve this with point solutions Rich Media Video Ads Mobile Display Dynamic Creative Social Exclusive Events Native Retargeting Audience Targeting Direct Response DSP Sponsored Content Branded Entertainment Search Mobile Search Database Targeting Ad Network
  • 11. Buy direct or programmatically, across devices and formats with robust analytics. P R E M I U M AU D I E N C E N AT I V EV I D E O S E AR C H Yahoo delivers in a better way Yahoo Advertising is the only unified digital advertising solution in the market
  • 12. Search and display are more powerful together S E A R C H D I S P L A YS E A R C HD I S P L A Y + + + o 86% increase in conversions vs display only 24% increase in conversions vs search only
  • 13. Powerful combination: audience + premium 2.2xConversion Increase After Before Audience + Premium 23% CPA decrease 22xConversion Lift vs. Audience Yahoo Homepage + Audience 7xConversion Increase Audience + Premium added to Mobile only buy 18% CPA decrease
  • 14. Driving results through unified advertising M O B I L E A U D I E N C EP R E M I U MV I D E O + + + + o - -22% CPA +8X Conversion -16% CPA +23X Conversion -37% CPA +59X Conversion A continuous increase in Yahoo ad solutions leads to exponential lifts in performance
  • 15. Premium across devices and formats Mobile + PC 64% Conversion lift of mobile and PC users, versus PC alone 24% Lift in brand recall 48% Lift in brand favorability Brand lift, favorability, conversions and offline sales increase
  • 16. Case Study: Kraft The Power of the Peanut
  • 17. Baseline brand metrics Brand Favorability Unaided Brand Awareness Purchase Intent Message Association 81% 62% 71% 27%
  • 18. Brand lift Brand Favorability Unaided Brand Awareness Purchase Intent Message Association +3% +4% +9% +37% VIDEO ONLY
  • 19. Brand lift +5% +9% +11% +71%  VIDEO ONLY VIDEO + DISPLAY Brand Favorability Unaided Brand Awareness Purchase Intent Message Association +3% +4% +9% +37% +67% +125% +22% +92%
  • 20. Lift in message association VIDEO ONLY VIDEO + DISPLAYINDUSTRY AVERAGE +11% +37% +71% +92%
  • 21. Search lift +196% +191% +669% VIDEO ONLY DISPLAY + VIDEODISPLAY ONLY
  • 22. Impact on in-store sales sales impact per thousand impressions +$45 higher-than-average performance +80%
  • 23. A dashboard that delivers actionable insights
  • 24. Engaging content at scale Personalized experiences Customer focused sales team Yahoo brings it together Only Yahoo brings together audience, premium, native, search and video ads across devices Unified advertising solution

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