Accelerate Your Business Through Search & Native Innovation
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Originally presented by Yahoo at Catalyst and Yahoo's Digital Boost event in March 2017, this presentation provides ideas and strategies for accelerating your business through search and native.
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Accelerate Your Business Through Search & Native Innovation
- 1. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2016COPYRIGHT©YAHOO2017 BRIAN HEDRICK DIRECTOR, PERFORMANCE STRATEGY ACCELERATE YOUR BUSINESS THROUGH SEARCH & NATIVE INNOVATION 1
- 2. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 2 Today’s presentation contains information that is confidential and proprietary to Yahoo CONFIDENTIALITY & PRIVACY All confidential information being shared today is subject to terms and conditions of your non-disclosure agreement (or other agreement that contains confidentiality provisions) with Yahoo. As a recognized leader in developing privacy-enhancing tools for consumers and a member of the NAI and DAA, Yahoo understands the importance of consumer trust and privacy. Yahoo and its partners provide transparency about our data collection and use practices and extend several tools to empower consumers to manage their experience. We are also now among the first in the world to support Do Not Track.
- 4. COPYRIGHT©YAHOO2017 CONTENT CONSUMPTION IS EVOLVING. DIGITAL DOMINATES TIME SPENT, BUT SMARTPHONES ALONE WILL BEGIN TO THREATEN TV’S PREVIOUS DOMINANCE 4 4:31 4:11 4:01 2:16 2:12 2:08 2:15 2:54 3:17 2013 2015 2017 AVG. TIME SPENT PER DAY IN (HOURS:MINS) Source: eMarketer, September 2016 Smartphon ePC TV Decline: -12%▼ Decline: -4%▼ Growth: +47%▲
- 5. COPYRIGHT©YAHOO2017 TRADITIONAL TV WATCHING STILL PEAKS DURING PRIME TIME 6AM - 9AM 9AM – 12PM 12PM – 3PM 3PM – 6PM 6PM – 9PM 9PM – 12AM 12AM – 3AM 3AM – 6AM %OFTVVIEWERSHIP Prime time peak 8-9PM Source: TV viewing levels for YTD, P13+, Nielsen, September 2015 W E E K D AY W E E K E N D WEEKDAY VS. WEEKEND | TV RATINGS BY HOUR 5
- 6. COPYRIGHT©YAHOO2017 …HOWEVER PRIME TIME IS NOT JUST FOR TRADITIONAL TV WATCHING ANYMORE Source: TV viewing levels for YTD, P13+, Nielsen, September 2015 WEEKDAY VS. WEEKEND | TIME OF DAY APP USAGE %OFTOTALAPPSESSIONS WEEKDAY WEEKEND 7AM - 10AM 11AM – 2PM 3PM – 6PM 7PM – 10PM 11PM – 6AM On weekends, midday app usage rivals that of prime time 6
- 7. COPYRIGHT©YAHOO2017 58%24% 16% 2% FULL SAMPLE 55% 24% 19% 3% MILLENNIALS 65% 24% 10% 1% GEN X’ERS TV + Laptop TV + Phone Phone + Laptop All 3 TV + LAPTOP IS THE MOST COMMON MULTITASKING METHOD 7 Source: Nielsen Biometric Day in the Life
- 8. COPYRIGHT©YAHOO2017 UNSURPRISINGLY, WITH THE PREVALENCE OF MULTITASKING DURING PRIME TIME, DEVICE SWITCHING IS MORE FREQUENT FOR BOTH GROUPS FROM 7-10PM 8 Source: Nielsen Biometric Day in the Life G E N X ’ E R S 9.2 switches per hour M I L L E N N I AL S 8.7 switches per hour
- 9. COPYRIGHT©YAHOO2017 MILLENNIALS ARE CONSIDERABLY MORE PROFICIENT THAN GEN X’ERS AT MULTI-TASKING DURING PRIME TIME 9 EMOTIONAL RESPONSE TO MULTITASKING- DURING PRIME TIME Source: Nielsen Biometric Day in the Life Gen X’ers respond the least emotionally to multitasking during prime time, potentially making this a difficult audience to reach and engage emotionally for advertisers. 64 53 32 40 32 32 29 N/A Gen X’ers Millennials TV + Laptop TV + Phone Laptop + Phone All 3
- 10. COPYRIGHT©YAHOO2017 ALTHOUGH TV IS THE DEVICE USED THE MOST, SMARTPHONES ACTUALLY RECEIVE THE HIGHEST AMOUNT OF “PRIMARY ATTENTION” 10 PERCENT OF TIME USING DEVICE AS THE PRIMARY DEVICE - DURING PRIME TIME Source: Nielsen Biometric Day in the Life 94% of the time that a Smartphone is being touched during these hours, it is being used as the primary device. SMARTPHONE 94% TV 83% LAPTOP 80%
- 11. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 DIGITAL IS WINNING THE BATTLE FOR CONSUMER ATTENTION WHEN IT COMES TO ADVERTISING 11 % OF TIME CONSUMER ATTENTION DIVERTED TO ANOTHER DEVICE WHEN AD APPEARED 57% 15% 25% Source: Nielsen Biometric Day in the Life
- 12. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 12 MULTITASKING IS A YOUNGER PERSON’S GAME, BUT IN ORDER TO BREAKTHROUGH SMARTPHONES HOLD THE KEY In the battle for eyeballs during prime time where an average CPM for TV is $39* and the average daily CPM for mobile is $3*, smartphones win in: - Attention – Smartphones are the primary device of attention for consumers of all ages. - Engagement – Over half of the time a TV ad is on screen the consumer’s attention is diverted to another secondary screen (laptop or smartphone). KEY TAKEAWAY Source: Media Dynamics Inc, July 2016 (eMarketer)
- 13. COPYRIGHT©YAHOO2017 MOBILE SHOPPERS WILL BE VIRTUALLY SYNONYMOUS WITH DIGITAL SHOPPERS BY 2020 13 184.4 220.2 100 200 2015 2016 2017 2018 2019 2020 US Mobile Shoppers (Millions) 88.5% 98.4% 70% 2016 2017 2018 2019 2020 US Mobile Shoppers as a Percent of Digital Shoppers, 2016-2020 DEFINITION: Ages 14+; mobile shoppers are internet users who have browsed, researched or compared products digitally via any device during the calendar year but have not necessarily bought digitally 98.4% Source: US Ecommerce Performance StatPack: Including Mobile Performance Yory Wurmser | December 23, 2016
- 14. COPYRIGHT©YAHOO2017 MOBILE NOW INFLUENCES MORE THAN A THIRD OF TOTAL RETAIL SALES IN THE US 14 *A retail sale is “influenced” by mobile if the consumer discovers, searches for, researches or price compares the product during the purchase path 37% of US retail sales in 2016 were influenced* by mobile, which translated to $1.4 trillion in sales 5.0% 19.0% 28.0% [] 0% 50% 2013 2014 2015 2016 Percent of US Retail Sales Influenced by Mobile, 2013-2016 37.0% Source: US Ecommerce Performance StatPack: Including Mobile Performance Yory Wurmser | December 23, 2016
- 15. COPYRIGHT©YAHOO2017 MOBILE SEARCH QUERIES ARE LONGER THAN DESKTOP QUERIES 15 AVERAGE LENGTH OF SEARCHES DRIVING VISITS TO SITES IN SELECT INDUSTRIES AMONG US INTERNET USERS, DESKTOP VS. MOBILE, APRIL 10-MAY 7, 2016 Average number of words Average number of characters MOBILE DESKTOP MOBILE DESKTOP Food & Beverage 2.5 2.2 15.5 13.8 Real Estate 2.5 2.1 14.9 13.5 Travel (nonmaps) 2.3 1.9 14.6 13.2 Health & Medicine 2.3 1.9 15.1 13.1 Banking 2.2 2.1 13.8 13.4 Auto 2.2 1.9 13.1 11.8 Sports 2.2 1.9 13.0 11.8 Lifestyle 2.2 1.8 13.3 11.5 Entertainment 2.1 1.7 12.3 10.4 News & Media (nonweather) 2.1 2.0 12.6 12.2 Retail 1.8 1.5 10.9 9.7 Note: represents top 25,000 search variations resulting in clicks to sites in given industry during April 10-May 7, 2016 Source: Hitwise, a division of Connexity, “Mobile Search Length,” Nov 2016
- 16. COPYRIGHT©YAHOO2017 ALTHOUGH MOBILE IS KEY, DESKTOP IS STILL IMPORTANT FOR CONVERSIONS 16 US RETAIL ECOMMERCE WEBSITE TRAFFIC VS. REVENUE SHARE, BY DEVICE, Q2 2016 (% OF TOTAL) Note: represents activity tracked by Adobe, broader industry metrics may vary Source: Adobe, “2016 Mobile Retail Report; eMarketer calculations, Oct 25, 2016 Tablet 9% Desktop 59% Smartphone 32% Traffic Share Tablet 9% Desktop 75% Smartphone 16% Revenue Share
- 17. COPYRIGHT©YAHOO2017 THE REASON: SMARTPHONES LAG DESKTOPS AND TABLETS IN ADD-TO-CART AND CONVERSION RATES 17 US ADD-TO-CART VS TOTAL RETAIL ECOMMERCE CONVERSION RATES, BY DEVICE, Q2 2016 Note: represents activity tracked by Adobe, broader industry metrics may vary; read as 1.0% of total smartphone visits result in an order, while 16% of smartphone visitors who ad items to their cart make a purchase Source: Adobe, “2016 Mobile Retail Report; eMarketer calculations, Oct 25, 2016 SMARTPHONE TABLET DESKTOP Add-to-cart 16% 22% 26% Total 1.0% 2.0% 2.8%
- 18. COPYRIGHT©YAHOO2017 TECHNOLOGY Technology to help you reach audiences at scale both on and off Yahoo. DATA The most complete set of signals from sources including mail, search, content, mobile app usage and social. CONTENT Leading news, sports, finance and lifestyle properties for brand building and content marketing. 18
- 19. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 19 WHAT IS YAHOO GEMINI? THE PERFORMANCE AND RELEVANCE OF SEARCH + THE EXTENSIVE SCALE AND CREATIVITY OF NATIVE BUY MANAGE OPTIMIZE
- 20. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 20 GEMINI REACHES CUSTOMERS AT ALL STAGES OF THE SALES FUNNEL AWARENESS CONSIDERATION & ENGAGEMENT BUYING Shoppers Engagers
- 21. COPYRIGHT©YAHOO2017 YAHOO IS CONNECTED TO CONSUMERS AT EVERY POINT IN THEIR JOURNEY 165 BILLION DATA EVENTS 21 daily from 1 billion consumers visiting our site each month APPS SEARCH CONTENT SOCIAL MAIL Source: Yahoo internal data
- 22. COPYRIGHT©YAHOO2017 22 POWERFUL DATA POINTS FOR A MORE COMPLETE UNDERSTANDING OF YOUR AUDIENCE LOCATION from registration data PREFERENCES FOR TRAVEL, RETAIL & MORE from email data CROSS-DEVICE IDENTITY from mobile data FAVORITE CONTENT from web data & 720k apps RECENT STORE VISITS from mobile geolocation data ON AND OFFLINE PURCHASES from email data PURCHASE INTENT from search queries PASSIONS & INTERESTS from Tumblr
- 23. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 23 TARGET YOUR MOST VALUABLE AUDIENCE WITH CUSTOM AUDIENCES •Demographic •Geographic •Interest YAHOO DATA •Website actions •Mobile device IDs •Email list •In app action •Lookalike modeling YOUR DATA •Page visits •Site visits •Cart abandonment SITE RETARGETING •Custom segments •Email lists 3rd PARTY DATA = exclusive to
- 24. COPYRIGHT©YAHOO2017 AMPLIFY YOUR EFFICIENCY Apply Audience Targeting to Search to improve campaign efficiency 24 Advertisers in the pilot saw the following results for their audience targeted traffic: CONVERSION RATES 90% 200% CLICK THROUGH RATES COST PER ACQUISTION 30% *Audience traffic compared to non-audience traffic Source: Yahoo internal data
- 25. COPYRIGHT©YAHOO2017 25 RETAILER TARGETS QUALIFIED CUSTOMERS, DRIVES EFFICIENCY COPYRIGHT©YAHOO2017 Increase in CTR Increase in Conversion Rate Savings in CPA 225% 51%230% Using Custom Audience in Search a big box store grew conversions and increased efficiency* *Results from comparison between audience targeted vs. non audience targeted traffic Source: Yahoo internal data
- 26. COPYRIGHT©YAHOO2017 DRIVE MORE TRAFFIC WITH SEARCH ON NATIVE Add an image to your search campaigns to maximize your impact on Yahoo Gemini. Extend your reach and target customers that searched for your products on native supply with Search on Native. 26 CPC 50% CLICKS 20% Hotels in San Francisco Hotel Deals Great prices in San Francisco Source: Yahoo internal data
- 27. COPYRIGHT©YAHOO2017 …WITH COMPREHENSIVE MEASUREMENT TOOLS Scalable, open and actionable measurement to understand your campaign impact. …INTO ACTIONABLE INSIGHTS & TARGETING Turning data into insights that help you better understand your customers and prospects. TURNING SUPERIOR DATA… The most complete set of signals from sources including mail, search, content, mobile app usage and social. 27
- 28. COPYRIGHT©YAHOO2017COPYRIGHT©YAHOO2017 28 RECAP PLAN FOR THE MULTI-TASKER LEVERAGE DATA & INSIGHTS TO PLAY UP AND DOWN THE FUNNEL DOUBLE DOWN ON THE MOBILE EXPERIENCE advertising.yahoo.com
Editor's Notes
- There are more channels to discovery today than ever before in our history. In a recent study we uncovered that users reported a 55% YoY increase in video watching on their smartphone… How we experience content as consumers is changing, so it is incredibly important for us to keep up with these changes as an industry.
- As we look at eMarketer data, we see that from 2013, time spent on smartphones has increased significantly over the past four years alone. Soon time spent on smartphones will surpass that of time spent on TV.
- However, going back to traditional media, we see this all to familiar chart: showing TV viewing trends throughout the day where prime time is still king
- But primetime is not just for traditional TV watching anymore. When looking at Flurry data, we saw that primetime usage is where the majority of app sessions take place
- And of all the ways one can multitask, TV + Laptop is actually the most frequent independent of age. The main difference is that Millennials are more likely to be multitasking on their smartphone and their laptop or on all three devices at the same time…
- In fact, during primetime, we saw that both Gen Xers and Millennials are switching from device to device on average about 9 times per hour. This makes for an incredibly distracted consumer.
- So at the end of the day, how does this prolific multitasking behavior impact the emotional responsiveness consumers have to the content and advertising in the different devices? Well what we learned is that that Millennials’ brains are actually rewiring themselves as a result of being digital natives and allowing them to be more likely to both remember and remain attentive to multiple stimulus. Whereas Gen Xers, as digital immigrants, are not hard-wired to deal with this added stimulus and thus are not able to emotionally respond when multitasking no matter what devices they are engaging with.
- So with all of this data, can we identify a victor? Who is winning the war for your consumer attention? During primetime, when TV usage is at its peak… smartphones are the device that receives the highest amount of primary attention, more so than any other device.
- And finally, the most impactful stat we learned in this study… We’ve all heard the old saying from John Wannamaker: “half of my advertising dollars is wasted; the trouble is I don’t know which half”… well let us help with the determination here. 57% of the time an ad was on the TV screen, the users’ attention was diverted to a digital device. Conversely only 15% of the time an ad was on a laptop were consumers diverting their attention to another device, and only 25% for smartphones. It is abundantly clear here that digital is winning the battle for consumer attention when it comes to advertising.
- CPM Source: Media Dynamics Inc, July 2016 (eMarketer) To wrapup this section, In the battle for eyeballs during prime time where an average CPM for TV is $27 and the average daily CPM for mobile is $3*, smartphones win in: Attention – Smartphones are the primary device of attention for consumers of all ages. Engagement – Over half of the time a TV ad is on screen the consumer’s attention is diverted to another secondary screen (laptop or smartphone).
- Source: US Ecommerce Performance StatPack: Including Mobile Performance Yory Wurmser | December 23, 2016
- Source: US Ecommerce Performance StatPack: Including Mobile Performance Yory Wurmser | December 23, 2016
- Source: US Ecommerce Performance StatPack: Including Mobile Performance Yory Wurmser | December 23, 2016 Note: According to Hitwise, factors that may explain why mobile searches were found to be longer than desktop searches include the use of voice search and greater reliance on suggested autocomplete when searching via mobile.
- Source: US Ecommerce Performance StatPack: Including Mobile Performance Yory Wurmser | December 23, 2016
- Source: US Ecommerce Performance StatPack: Including Mobile Performance Yory Wurmser | December 23, 2016
- The world’s brands are already taking this approach. And they’re doing it with Yahoo.
- Gemini now helps you advertise across Yahoo and delivers the performance and relevance you’re used to with traditional search advertising with the scale and creativity of native advertising. Yahoo Gemini is the only place you can buy, manage, and optimize your search and native campaigns in one place.
- What if, with one partner, you could combine information from search, mail, content, apps, social...and more, and integrate your own data and third party data? You’d be putting a new combination of data, content and technology to work to exceed your consumers’ expectations – and your own. Yahoo touches consumers at every point in their journey (upper, mid, lower funnel, etc). We gather 165B data events daily from the 1B consumers that visit our site each month. We then put this data to work for you in ways no other company can.
- By leveraging our user data, your first party data, and any additional custom segments - on top of your keyword targeting- you’ll be sure to target your most valuable audience with a precise message. Plus, with Yahoo Gemini you get exclusive access to Yahoo demographic, geographic, and interest data that’s unavailable anywhere else.
- Yahoo’s new custom audience targeting capabilities bring the benefits of audience-based buying to search advertising - enabling advertisers to target searchers by their online behavior and interests, in addition to their search queries. By leveraging the additional data inputs available in Yahoo Gemini you can amplify your efficiency and performance. During the pilot phase, on average advertisers saw a 200 percent higher click through rate and improved ad positioning for audience targeted traffic. In addition, by leveraging conversion tracking through Dot and optimizing bids for their designated keywords, advertisers saw an average 90 percent higher conversion rates and 30 percent savings in cost per acquisition.
- A major department store using custom audiences in Gemini saw a 230% increase in CVR at a 51% lower cost!
- People use Yahoo for other things besides search, so be sure to capture them across their Yahoo experience. Another way to extend your reach is to think beyond search. Use Gemini to target customers that searched for your product and continued to browse their Mail, Sports, and more Yahoo properties. With the help of retargeting, search ads will serve on Yahoo Gemini’s massive native supply, providing you additional volume for your search campaigns. Search retargeting on native is more cost effective and performs better than running native ads independently. Consumers will see more personalized ads based on their intent coming from previous search signals as soon as 15 minutes after the search. The creative, landing page and bid are all based on your search campaigns, and are tailored to the individual query that the user performed, allowing you to serve dynamic creative that will be personally relevant to our users. Bid modifiers will be applied to help maintain return on ad spend. Pilot campaigns have seen big results. Up to 20% more volume plus 50% savings in CPC, on average.
- By leveraging our user data, your first party data, and any additional custom segments - on top of your keyword targeting- you’ll be sure to target your most valuable audience with a precise message. Plus, with Yahoo Gemini you get exclusive access to Yahoo demographic, geographic, and interest data that’s unavailable anywhere else.