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Yahoo! - Mobile Ads Don't Need to Suck

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

Published in: Technology, Business
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Yahoo! - Mobile Ads Don't Need to Suck

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

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