0
May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chic...
MOBILE FIRST:
DAWN OF A NEW ERA
Tony Marlow
Head of Category Insights
Twitter: @tonytonymarlow
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 2
Word of Mouth and the Internet
Influencing Word of Mo...
5%
12%
37%
24%
19%
25%
11%
42%
22%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Print Radio TV Internet Mobile
Time Spent Ad S...
41%
26%
15%
8%
7%
4%
40%
27%
14%
7%
5%
7%
39%
25%
13%
5%
4%
13%
37%
24%
12%
5%
3%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45...
Source: Gartner, IDC, Strategy Analytics, company filings, BI Intelligence
Net Percent Change in Internet Usage Over Past Year (% using more)
Internet time growth is from portable
devices
Based to ...
Consumers “love” their devices
Yahoo! Confidential & Proprietary – do not share or distribute
60%
“LOVE”
64%
“LOVE”
their ...
10
We really mean love…
would give up
CHOCOLATE
before their tablet
3 in 5
Source: Device Habits in the Home http://ycorpb...
11
1 in 4
women would give up
SEXrather than their tablet
We REALLY Mean It…
Source: Device Habits in the Home http://ycor...
13
Consumers no longer access single devices at specific points in time for specific activities or situations. Mobile
devi...
14 Yahoo! Confidential & Proprietary – do not share or distribute
No such thing as
‘internet time’
anymore…
…we are always...
Advertiser Logo
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 15
54%
“I never
switch my
phone off”
Advertiser Logo
Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 16
Millennials are heavy users of mobil...
17
0
10
20
30
40
50
60
70
The range of situations allows us to fill our time with
technology, from dawn until late night
%...
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
5AM - 8:59AM 9AM - 11:59AM 12:00PM - 2:59PM 3PM - 5:59PM 6PM - 8:59PM 9PM - 12:5...
: Do you ever do the following at the same time?
Frequency of simultaneous use
Three out of four online Americans use the ...
Multi-Tasking
81%
20
MOBILE
Multi-Tasking
85%
21
TABLET
When using the TV & Internet at the same time…
Focus on the
Internet
54%
Divide Attention
30%
Focus on TV
16%
% ‘Very’/‘somewhat’ important when it comes to content consumption
Consumers say customized content is important
78%
Personalization is a balancing act for:
Need to know + Want to Know + Choice
• Editorial driven content
experience consume...
Sharing Yahoo’s experience with personalization:
Understanding sports is about passion but also about FOMO
YOUR
CHOICES
SE...
27 Yahoo Confidential & Proprietary27
News Digest:
Personalization translate to “smart experiences”
28
They mainly seek personalization around content aligned to
passion – entertainment, lifestyle and sports
Personalization t...
Consumers “like” receiving personalized ads
55%
When compared to general ads, consumers claim that these
ads save time, educate, and engage
VS
GENERAL AD PERSONALIZED AD
...
would give up
CHOCOLATE
before their tablet
3 in 5
9 OUT OF 10
‘MARKETERS’ SAID
“PERSONALIZATION IS CRITICAL TO
CURRENT AN...
would give up
CHOCOLATE
before their tablet
3 in 5
Source: Device Habits in the Home http://ycorpblog.com/2012/04/30/table...
5%
12%
37%
24%
19%
25%
11%
42%
22%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Print Radio TV Internet Mobile
Time Spent Ad S...
Top things to know
Internet time growth is
about mobile/tablet…
Phase 2 | Video
…and consumers LOVE
their mobile devices
Yahoo! Confidential &
Multi-tasking is common
and frequent
Digital Life is…
…just LIFE!!
Personalization is
a balancing act
Personalized ads are
more likely to resonate
Thank You!
MOBILE FIRST:
DAWN OF A NEW ERA
Tony Marlow
Head of Category Insights
Twitter: @tonytonymarlow
Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW
Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chic...
May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by
Mobile First - Dawn of a New Era - Yahoo
Mobile First - Dawn of a New Era - Yahoo
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Mobile First - Dawn of a New Era - Yahoo

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Transcript of "Mobile First - Dawn of a New Era - Yahoo"

  1. 1. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
  2. 2. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  3. 3. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  4. 4. MOBILE FIRST: DAWN OF A NEW ERA Tony Marlow Head of Category Insights Twitter: @tonytonymarlow
  5. 5. Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 2 Word of Mouth and the Internet Influencing Word of Mouth Online and Offline
  6. 6. 5% 12% 37% 24% 19% 25% 11% 42% 22% 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Print Radio TV Internet Mobile Time Spent Ad Spend Consumer Media Time Spent vs. Ad Spend Source: KPCB, eMarketer March 2014, IAB Internet ad = ~$30B Mobile ad = ~$1.6B % of time spent vs. % of advertising expenditure, US ~$20B opportunity in the US
  7. 7. 41% 26% 15% 8% 7% 4% 40% 27% 14% 7% 5% 7% 39% 25% 13% 5% 4% 13% 37% 24% 12% 5% 3% 19% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% TV Digital (ex. Mobile) Radio Print Other Mobile 2010 2011 2012 2013 Mobile is the only media time that is growing U.S. Share of Time Spent by Major Media Source: 2011-2013 data from eMarketer March 2014; 2010 data from eMarketer report August 2013
  8. 8. Source: Gartner, IDC, Strategy Analytics, company filings, BI Intelligence
  9. 9. Net Percent Change in Internet Usage Over Past Year (% using more) Internet time growth is from portable devices Based to those who own device For Tablet only – based to those who have owned >1 year Yahoo! Confidential & Proprietary – do not share or distribute +52%+54% +29% +4%
  10. 10. Consumers “love” their devices Yahoo! Confidential & Proprietary – do not share or distribute 60% “LOVE” 64% “LOVE” their tablet
  11. 11. 10 We really mean love… would give up CHOCOLATE before their tablet 3 in 5 Source: Device Habits in the Home http://ycorpblog.com/2012/04/30/tablet-survey/
  12. 12. 11 1 in 4 women would give up SEXrather than their tablet We REALLY Mean It… Source: Device Habits in the Home http://ycorpblog.com/2012/04/30/tablet-survey/
  13. 13. 13 Consumers no longer access single devices at specific points in time for specific activities or situations. Mobile devices (both Smartphone and Tablet) have fundamentally changed the way consumers use their devices throughout the day, making technology a seamless, ever-changing, ever-accessible experience. Time Yahoo! Confidential & Proprietary – do not share or distribute
  14. 14. 14 Yahoo! Confidential & Proprietary – do not share or distribute No such thing as ‘internet time’ anymore… …we are always ‘on’
  15. 15. Advertiser Logo Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 15 54% “I never switch my phone off”
  16. 16. Advertiser Logo Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 16 Millennials are heavy users of mobile… …of teens say they are "addicted to my mobile phone." – ‘Common Sense Media Study’ 41%
  17. 17. 17 0 10 20 30 40 50 60 70 The range of situations allows us to fill our time with technology, from dawn until late night % Device usage throughout the day 1:00 am to 5:59 am 6:00 am to 8:59 am 9:00 am to 11:59 am 12:00 noon to 3:59 pm 4:00 pm to 5:59 pm 6:00 pm to 7:59 pm 8:00 pm to 10:59 pm 11:00 pm to 12:59 am Yahoo! Confidential & Proprietary – do not share or distribute
  18. 18. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 5AM - 8:59AM 9AM - 11:59AM 12:00PM - 2:59PM 3PM - 5:59PM 6PM - 8:59PM 9PM - 12:59AM 1AM - 4:59AM 2009 2011 I watched in the past 24 hours... C1. At what time or times in the past 24 hours did you begin watching a video or series of videos? N=4089 18 Video consumption patterns have changed since '09, especially between 6:00 and 9:00
  19. 19. : Do you ever do the following at the same time? Frequency of simultaneous use Three out of four online Americans use the Internet and TV at the same time Q: On average, how often do you watch TV at the same time as using the internet? 2% 3% 6% 30% 58% Less often Once or twice per month Once per week Several times per week Daily Daily 95%:Weekly Multi- task 75% Don't 25%
  20. 20. Multi-Tasking 81% 20 MOBILE
  21. 21. Multi-Tasking 85% 21 TABLET
  22. 22. When using the TV & Internet at the same time… Focus on the Internet 54% Divide Attention 30% Focus on TV 16%
  23. 23. % ‘Very’/‘somewhat’ important when it comes to content consumption Consumers say customized content is important 78%
  24. 24. Personalization is a balancing act for: Need to know + Want to Know + Choice • Editorial driven content experience consumers want • Delivers on FOMO • Implicit driven content experience based on personalization algorithm • Explicit opportunity for feedback What I need to know What I want to know But gives me control Yahoo Confidential & Proprietary25
  25. 25. Sharing Yahoo’s experience with personalization: Understanding sports is about passion but also about FOMO YOUR CHOICES SELECTING what I want I WANT to know I NEED to know
  26. 26. 27 Yahoo Confidential & Proprietary27 News Digest:
  27. 27. Personalization translate to “smart experiences” 28
  28. 28. They mainly seek personalization around content aligned to passion – entertainment, lifestyle and sports Personalization technology would improve… 60% 55% 54% 48% 43% 41% Entertainment Lifestyle Sports News Autos Finance Yahoo Confidential & Proprietary30
  29. 29. Consumers “like” receiving personalized ads 55%
  30. 30. When compared to general ads, consumers claim that these ads save time, educate, and engage VS GENERAL AD PERSONALIZED AD …are more engaging 54% …save me time 49% …are more relevant to me 42% … are more memorable 45% …teach me something new 52% Yahoo Confidential & Proprietary33
  31. 31. would give up CHOCOLATE before their tablet 3 in 5 9 OUT OF 10 ‘MARKETERS’ SAID “PERSONALIZATION IS CRITICAL TO CURRENT AND FUTURE SUCCESS” Ok, so consumers like personalization, what about advertisers?
  32. 32. would give up CHOCOLATE before their tablet 3 in 5 Source: Device Habits in the Home http://ycorpblog.com/2012/04/30/tablet-survey/ BUT ONLY THIRTEEN PERCENT DELIVER FOR MOBILE Ok, so consumers like personalization, what about advertisers?
  33. 33. 5% 12% 37% 24% 19% 25% 11% 42% 22% 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Print Radio TV Internet Mobile Time Spent Ad Spend Consumer Media Time Spent vs. Ad Spend Source: KPCB, eMarketer March 2014, IAB Internet ad = ~$30B Mobile ad = ~$1.6B % of time spent vs. % of advertising expenditure, US ~$20B opportunity in the US
  34. 34. Top things to know
  35. 35. Internet time growth is about mobile/tablet…
  36. 36. Phase 2 | Video …and consumers LOVE their mobile devices
  37. 37. Yahoo! Confidential & Multi-tasking is common and frequent
  38. 38. Digital Life is… …just LIFE!!
  39. 39. Personalization is a balancing act
  40. 40. Personalized ads are more likely to resonate
  41. 41. Thank You!
  42. 42. MOBILE FIRST: DAWN OF A NEW ERA Tony Marlow Head of Category Insights Twitter: @tonytonymarlow
  43. 43. Title Sponsor Gold Sponsors Silver Sponsors MRMW Chicago May 27-30, 2014 #MRMW
  44. 44. Workshop Sponsors Association & Education Partners Networking Reception Sponsor Event App Partner Media Partners MRMW Chicago May 27-30, 2014 #MRMW
  45. 45. May 27-30, 2014 Congress Plaza Hotel & Convention Center #MRMW Organized by
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