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How Yahoo! Advertising Does Mobile

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From the SMX East 2014 Conference in New York City, NY. SESSION: What SEMs Should Be Doing With Mobile . PRESENTATION: How Yahoo! Advertising Does Mobile - Given by Leo Polanowski, @YahooAdBuzzer, Head of Client Services - Yahoo. #SMX #22C

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How Yahoo! Advertising Does Mobile

  1. 1. How Yahoo! Advertising Does Mobile PRESENTED BY Leo Polanowski, Head of Client Services, Yahoo Yahoo 2014 Confidential Yahoo 2014 Confidential && PPrroopprriieettaarryy.. 1
  2. 2. How do consumers use mobile search to make purchase decisions? Yahoo visitors that owned a smartphone or tablet logged their daily mobile searches. We followed… 544 Yahoo visitors 14 days 6,369 searches Yahoo 2014 Confidential Yahoo 2014 Confidential && PPrroopprriieettaarryy.. 2
  3. 3. Hi, Jane. Yahoo 2014 Confidential Yahoo 2014 Confidential && PPrroopprriieettaarryy.. 3
  4. 4. 55% MOBILE SEARCHES HAPPEN IN THE HOME 83% RESEARCH PRODUCTS ON MOBILE WEEKLY S H O P P I N G W E A T H E R “Best gifts for dad” Yahoo 2014 Confidential & Proprietary. 4
  5. 5. Tablets MORE PREVALENT FOR FINANCE AND SHOPPING RELATED SEARCHES 54% LOOKED AT NEWS ON MOBILE AFTER SEARCHING S H O P P I N G N E W S F I N A N C E “Best smartphone” “Financial advisor” Yahoo 2014 Confidential & Proprietary. 5
  6. 6. 68% 72% SAID MOBILE 4.5 FOLLOW UP ACTIONS FOR SHOPPING SEARCHES FINANCE SEARCHERS TOOK FOLLOW UP ACTION IN PERSON SEARCH HELPS MAKE BETTER BUYING DECISIONS F I N A N C E E M A I L S H O P P I N G “Fidelity” & “Vanguard” “Newest iPhone” Yahoo 2014 Confidential & Proprietary. 6
  7. 7. 69% PURCHASES OCCURRED WITHIN 5 HOURS OF SEARCH FOOD SEARCHES ARE MORE LIKELY TO HAPPEN ON THE GO S H O P P I N G P U R C H A S E F O O D “AT&T store” “Thai takeout” Yahoo 2014 Confidential & Proprietary. 7
  8. 8. Yahoo has the tools advertisers need to reach mobile consumers Y A H O O B I N G N E T W O R K Y A H O O G E M I N I Yahoo 2014 Confidential Yahoo 2014 Confidential && PPrroopprriieettaarryy.. 8
  9. 9. Be where(ever) Jane is B E D I S C O V E R A B L E A L O N G H E R P U R C H A S E J O U R N E Y Yahoo 2014 Confidential Yahoo 2014 Confidential && PPrroopprriieettaarryy.. 9
  10. 10. Ensure keyword coverage throughout the purchase path BROAD 103% MATCH SEARCH QUERIES WoW CLICK INCREASE WHEN TELCO CLIENT MADE BASIC KEYWORD COVERAGE CHANGES COVERAGE GAPS Yahoo 2014 Confidential Yahoo 2014 Confidential && PPrroopprriieettaarryy.. 10
  11. 11. Combine ad extensions, dominate the small screen Average CTR 18.9% 13.6% 9.2% 8.4% 6.4% 3x H I G H E R C T R I N M O B I L E M L 1 2.4% 1.8% 1.7% 95% S M A R T P H O N E C L I C K S H A P P E N I N M L *The data points are for guidance only and not a guarantee or prediction of an advertisers actual CTR within the Yahoo! Bing Network (various dynamic factors can influence these numbers). It represents averages for the included data set (it is not a measurement of lift). *Date Range: Jan 1 - Mar 31, 2014 *Data: Smartphones & Tablets, Main Line Only, O&O Only Yahoo 2014 Confidential & Proprietary. 11
  12. 12. For greater impact, use native ads Yahoo Yahoo 2014 2014 Confidential Confidential & && Proprietary. PPrroopprriieettaarryy.. 12 4-6x 28% 3x Source: Yahoo Gemini Ad Effectiveness Study, April 2014; P U R C H A S E I N T E N T B R A N D E D S E A R C H E S B R A N D A W A R E N E S S
  13. 13. Land the message with copy, emotionally engage with imagery Use compelling, click-driving images Grab users with a short and informative title ✖ ✓ Yahoo Yahoo 2014 2014 Confidential Confidential & && Proprietary. PPrroopprriieettaarryy.. Source: Yahoo Gemini Ad Effectiveness Study, April 2014; 13
  14. 14. Be there Yahoo 2014 Confidential Yahoo 2014 Confidential && PPrroopprriieettaarryy.. 14

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