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thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan
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thinkLA Mobile 101 presentation- Edwin Wong, Jason Zollan

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From thinkLA Mobile 101 on September 18, 2012.

From thinkLA Mobile 101 on September 18, 2012.

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  1. Educational Series Mobile 101 Sponsored by#thinkmobile
  2. Educational Series – Mobile 101 Edwin Wong Senior Director, B2B of Strategic Insights, Yahoo!#thinkmobile
  3. THE EVOLVING LANDSCAPEMobile 101 3
  4. TV watching has always been about community and connection... SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011 4
  5. ... weve always been about "crossed experiences" SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011 5
  6. What does this tiny deviceeven mean?4Cs:> Communications> Community> Content> CultureDigital ConnectiveConsciousness 6
  7. MULTI-TASKING ON DIGITAL DEVICES:Its happening... a lot 7
  8. With 122M mobile Internet users...80% 98of respondents million mobile TV multitaskersare mobilemultitaskingwhile watching TV SOURCE: Base used for projections based on ComScore MobileLens, June 2011(3 MO. AVG.), Total Mobile Internet Users 18-64 = Used browser or application or SMS (except mobile to mobile) 8
  9. In fact, 1/2 mobile multitask while watching TVdaily, with 1/3 checking in 2+ timesI mobile multitask while watching TV Less than once per show 39% Once or twice 21% At least once a week 21% More than twice Everyday 49% For the full 25% duration of the show 15% I multitask while I multitask while watching TV watching TV Q: How often do you use any of the following devices while watching TV at home? Q: Which of the following best describes when/how you typically multitask using tech devices while watching TV? 9
  10. Connection & content are main driversWhat were you doing when mobile multitasking while watching TV?CONNECT 80%94% Text Talk 74% Email 61% Social Networking 54% IM 46% Not related to what Im watching 44% Related to what Im watching 38% Look up info on a commercial I just watched 36%CONTENT Read news 32%60% Play online games Do work or homework 32% 24% SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011
  11. Theres a definite need to optimize mobilesites 52% of consumers are disappointed when companies do not have specialized sites for their mobile Internet browser 75% of companies have no clear mobile strategyConsumer Marketer Consumer Source: Y! Mobile Modes Study | August 2011 Marketer Source: ANA 11
  12. BIG EVENTS:Consolidation Through Content 12
  13. Viewers multi-task around content related toMarch Madness games...Multi-tasking on mobile devices while watching March Madness Games Checked out the latest scores and schedules 57% Looked up team and player information & stats 55% Checked out top March Madness headlines 51% Checked out March Madness photos 47% Watched March Madness online-video content 45% Read blogs about March Madness 40% Managed my March Madness Fantasy Bracket 29% Fact-checked something my friend told me 27% Fact-checked something the host/announcer said 25% SOURCE: Into Now Case Study | June 2012 n = Total Sample (n = 750) Which of the following, if any, did you do on your mobile or tablet device while watching TV for any the following March Madness events/games? 13
  14. ...and communicating to their friends aroundMarch Madness contentMulti-tasking on mobile devices while watching March Madness Games Updated social networking site related to March Madness 34% Responded to a post related to March Madness 31% Shared March Madness online video content 28% Posted a picture related to March Madness 28% Texted someone about March Madness 33% Emailed someone about March Madness 30% Talked smack with other fans online about March Madness 28% IM with someone about March Madness 26% SOURCE: Into Now Case Study | June 2012 n = Total Sample (n = 750) Which of the following, if any, did you do on your mobile or tablet device while watching TV for any the following March Madness events/games? 14
  15. Part of the benefit to marketers of mobile multi-tasking, is the looking up of adsMulti-tasking on mobile devices while watching March Madness Games 29% 28% Visited a website Use a search engine related to a to look up commercial that I information related saw on March to a commercial that Madness I saw on March Madness SOURCE: Into Now Case Study | June 2012 n = Total Sample (n = 750) Which of the following, if any, did you do on your mobile or tablet device while watching TV for any the following March Madness events/games? 15
  16. Most will check in without alerting their socialnetworks and read an articleWhat did consumers do on Into Now? 47% Checked in to March Madness but did not post to my social network 30% Checked in to March Madness and posted it to my social network 45% Read articles related to the specific game I was watching 36% Read articles related to March Madness, unrelated to the game I was watching 37% Read up about the player stats and other information 18% Joined online discussions about the game SOURCE: Into Now Case Study | June 2012 n = Total Sample (n = 750) How did you interact with the Into Now app while watching March Madness? 16
  17. The Digital Extension SOURCE: Y! Yodelers Panel | Academy Awards | March 2012 n = Total Sample (n = 2,535) 17
  18. CONNECTED TV:A Connected Devices Experience 18
  19. Defining Internet Connected TV (CTV)What Makes Up Internet Connected TV? It’s accessing the Internet through your TV via yourDSL/Broadband connection in any of the following ways: Digital Media Adapter Game Console TiVO or DVR TV Smart TV Blu-Ray/DVD Player Satellite/Cable Operator Controllers SOURCE: Connected TV: The Dawn of a New Era | May 2012 19
  20. Nearly 80% show interest in using mobile &tablet devices to interact with Y! CTV...Device Owners: How interested are you in using [insert device] to interact with Y! CTV? 32% 30% 27% 29% 27% 18% 12% 10% 8% 6% Not at all Not very Somewhat Very Extremely interested interested interest interested SOURCE: Connected TV: The Dawn of a New Era | May 2012 Q: Based on the video that you just viewed, please tell us how interested you are in this Yahoo! Connected TV product if it were available on your current TV or a future TV that you might purchase and you had the ability to access, sync, and share content through your smart phone or Tablet PC device instead of directly to your TV? Base: Own device or plan to buy in the next 2 years. 20
  21. Build updates for the screen, go past the remotecontrol for interaction & communicationOn which device would you prefer to access the following Y! CTV-related CONTENT? Media Search Guide 26% 30% 17% 18% 12% 57% 40% Extra TV Show or movies Info 28% 29% INFORMATION 40% 15% 21% 11% 56% Personalized Alerts 21% 29% 28% 15% 20% 51% 36% Extra Sports Info 29% 30% 20% 20% 14% 51% 36%Recommend TV Programs 28% 32% 21% 19% 14% 51% 35% TV Show Check CONTENT INTERACTION 30% 32% 20% 25% 17% 45% 30% Voting or Polls 31% 35% 25% 20% 16% 45% 29%Access content not related to what you are watching 32%44% 30% 21% 14% 35%24% E-mail or IM 32% 38% COMMUNICATION 22% 26% 29% 20% 32% Social Networking 33% 39% 26%27% 18% 33%22% No Preference Tablet PC Smart Phone Internet Enabled TV SOURCE: Connected TV: The Dawn of a New Era | May 2012 Q: Below are some of the features you said you were interested in if you were to access Yahoo! Connected TV. Some of these features are also available through a Yahoo! Connected TV mobile or Tablet PC application. Please tell us if you would prefer to access this content on an Internet-enabled TV, a smartphone, Tablet PC, or does it not matter how you access this content? Select one for each feature. Base: Showed interest in feature (floating base) 21
  22. Information and transaction can start on the bigscreenHow would you prefer to access Y! CTV-related ADVERTISING & PROMOTIONAL content? Pictures or video of a product 30% 19% 21% 13% 51%35% or service An actual showcase of a 29% 32% INFORMATION34% 21% 20% 14% 50% product or service The ability to purchase from your home 31% 34% 23% 21% 14% 46%31% The ability to "check-in" for more savings 31% 33% TRANSACTION 31% 22% 21% 15% 46% Finding out where to buy locally 33% 34% 22% 27% 18% 39%26% Entering Contest & Sweepstakes 35% 23% 26% 17% 38%25% COMMUNICATION Talk about a product or ad on my social network 31% 36% 25%30% 21% 24% 34% Talk about a product or ad via email or IM 31% 38% 26% 30% 21% 22% 32% No Preference Tablet PC Smart Phone Internet Enabled TV SOURCE: Connected TV: The Dawn of a New Era | May 2012 Q: Below are some of the features you said you were interested in if you were to access Yahoo! Connected TV. Some of these features are also available through a Yahoo! Connected TV mobile or Tablet PC application. Please tell us if you would prefer to access this content on an Internet-enabled TV, a smartphone, Tablet PC, or does it not matter how you access this content? Select one for each feature. Base: Showed interest in feature (floating base) 22
  23. THE CHANGING CONVERSATION:Taking Risks from Consumer Cues 23
  24. Consumers want to hear about andexperience brands more fully 96% 91% 86% 58% 56% 41% 45% 41% Price, Product Knowing the history, Finding interesting Creating shared Attributes, Proof stories, or quirky stories experiences with Points details other customers Consumers Marketers 24
  25. Risk taking can benefit brands for beingmore innovative & caringTest versus Control Lifts for 2 Case Studies LIFT ATTRIBUTE FOR BRANDS TEST VS. CONTROL +37%  Is an innovative brandInnovation +17% Is forward thinking or progressive +27% Understands me and what I like Care +17%  A brand that cares about its customers +90% Connecting with me around the content I love Content +54% Trying to engage with me in new ways 25 25
  26. Key FindingsMulti-tasking on Digital Devices: Its the way of life, capitalize on second screenIts happening ...a lot interaction Enhance brand sponsorships and incrementalBig Events: effectiveness by understanding consumerConsolidation Through Content patterns around these events Leverage platforms like CTV and publishersConnected TV: building out application experiences that crossA Connected Devices Experience devicesThe Changing Conversation: Change the consumer conversation beforeTaking Cues from the Consumer you are forced to change 26
  27. For more information:advertising.yahoo.com or edwinw@yahoo-inc.com 27
  28. Educational Series – Mobile 101 Jason Zollan Mobile Account Executive, Yahoo!#thinkmobile
  29. 29
  30. My mobile is “ an extension of me & a part of30 who I am”
  31. 3 Major Activities People Engage on Their Mobile Device SEARCH SOCIAL CONTENT#1 Google #1 Facebook #1 Yahoo!
  32. Mobile advertising around content (59% recall/42% engage) is more effective than ads onsocial networking (45% recall/29% engage) and search engines (34% recall/24% engage) Yahoo!/Ipsos Mobile Modes: How to Connect with Mobile Consumers, 2011
  33. Filling the Gaps with Mobile Changes in Media Consumption BehaviorsTime
  34. Previously, usage spiked at specific points in time, leaving gaps for “Life” TV Desktop Laptop SmartphoneTime an ebb and flow of usage, leaving both small and wide gaps throughout the day
  35. Now, convenience of multiple devices allows consumers to fill in the gapsTime Consumers no longer access single devices at specific points in time for specific activities or occasions.
  36. Each device fills gaps & needs % most typically use device while in the following situations….Multitasking at home 61 43 56(i.e. in conjunction with something else)Winding down at home 61 38 54(i.e. relaxing/before bed)Filling in the gaps at home 46 39 47(i.e. while roaming around the house)Getting things done 38 36 66(i.e. specific tasks)Filling in the gaps on the go 33 45 21(i.e. while traveling, waiting on others, out-of-home ‘me-time’)Navigating the moment 26 44 24(i.e. out running errands, need last minute info, location-based)Communal activity 25 35 18(i.e. social settings, with family/others, family activities)Getting the day started 21 33 30(i.e. when waking up, before work)
  37. Tablets sit in a unique space… Device family tree Cool older sibling • Cutting edge, powerful and enticing • Always has neat tricks up his sleeve Younger sibling/teenager • Cute and useful • Always tags along; constantly growing and surprising Parental figure • Powerhouse • Handles the heavy, but staid Cousins Grandparents • Hyperactive• Started the whole tech family; • Fun but glad to always comes back; mostly used take a break for background noise
  38. Mobile Offers a Creative Playground for Marketers No rules, just guidelines: 40% of mobile users Agree with any of these statements: Play to the device’s form – After I see a mobile ad, I sometimes look for more info Inform your audience – I’m ok with mobile ads if it’s personalized to my specific needs and interests Be Relevant – I’m ok with mobile ads when they are useful and relevant to what I am currently searching for Offer personalized & localized experience And do not agree with either of these: Enrich the Experience – I find advertising on my mobile device intrusive – I find most mobile ads to be irrelevant 44% noticed an ad during their last Tablet activity
  39. Custom Rich MediaDrive Better Performance & Engagement With Custom Rich Media Units
  40. Increase CTR with mobile and rich media Mobile9% 8.07%8%7% 5.70%6% 4.15%5%4% PC 2.64%3% 1.53%2% 0.74% 0.07% 0.20%1%0% Standard PC PC Rick PC Rich Static Web Static Banner Click to Video Standard Expandable Custom Rich Media (w/frequency Expandable with Video Media cap) Source: All Yahoo! Rich Media Campaigns- Crisp Wireless reporting. Regular banners are all campaigns H1 2011. 40
  41. Yahoo! Beyond Gold Olympics App – Visa Cheer Experience
  42. Yahoo! Beyond Gold Olympics App – Visa Cheer Experience
  43. Multi-Screen ApproachTarget Customers Across All Screens To Drive Message
  44. Mobile Smartphone Front Page
  45. Mobile Smartphone Front Page 45
  46. Have Fun – Really, Explore the Space Play to the Strength of the Device
  47. Taking Advantage of the Tablet
  48. Chevy Volt - Exploring the Space
  49. Hit Your Mark – Make it Count Get the Right Message In Front of the Right Target
  50. Humorous, bold, and graphic rich ads attract consumers most Respondents Most Likely to Respond to this Form of Mobile Advertising Ads that are humorous 61% 13% Ads that are serious Ads that are bold (uses Ads which are more vivid colors, etc.) 47% 14% subtle and discrete Ads which are not Ads that are interactive 37% 20% interactive Ads that include 39% 18% Ads that include videoimages/graphical elements elements (not video) Yahoo/Ipsos Mobile Modes study 2011
  51. Ads that are relevant, specific and geographically targeted are also effective Respondents Most Likely to Respond to this Form of Mobile AdvertisingAds which are relevant to Ads which are broader inmy interests/ background 55% 13% focusAds which are relevant to Ads which are broader in local area 47% 14% focusAds which are relevant to Ads which are broader in my current location 45% 15% focus Ads that are visually Ads that provide a lot of 37% 20% attractive and provide detailed information little information Yahoo/Ipsos Mobile Modes study 2011
  52. Peak time for ad interaction is duringbreak times and when winding down Respondents Most Likely to Respond to Mobile Ads…. As soon as you wake-up 27% When preparing for your day 30% On the go 35% While working 31% While at school 25% While running errands 30% During break time 55% While socializing 31% While eating meals 30% While shopping or in a store 31% While you are winding down 45%Before getting ready for bed/right before bedtime 36%Yahoo/Ipsos Mobile Modes study 2011 52
  53. Be Where Your Customers Are – Leverage Mobile TargetingCARRIER DEMO GEO GEO DEVICE DEVICE DAYPART DAYPART BEHAVIORAL BEHAVIORAL CUSTOM 18 45 20 34 13 30 17 29 21 39 35 50 25 70 65 44
  54. A Great Mobile Example 54
  55. Yahoo Continues to Pave the Way Thank you! 78MM 74%
  56. Thank You!Q&A

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