Yahoo Upfront 2016- wrap up

Since Yahoo started in 1994,
digital technology and data
have disrupted a whole raft
of industries and radically
changed our daily lives.
At the Yahoo Upfront we
explored how marketers and
advertisers should navigate
this changing landscape, and
in this roundup we’ve collected
the best opinions and insights
from our speakers for you to
take away and put into action.
Nigel Clarkson
MD & Commercial Director,
Yahoo UK

As we move through the
digital age, the way we
create and consume
content has changed
“We’re moving from an era of
distribution to an era of continued
circulation. Individuals and brands
are all sharing and creating content.”
Nigel Clarkson, MD & Commercial Director, Yahoo UK

Everyone’s a content creator
“Technology has allowed the
entry point to be so much lower.
Previously there was a small group
of people who created content
that everyone else consumed and
now everyone has the ability to be
a producer of content.”
Nick Petche, Editor-in-Chief, Yahoo UK

People have a lot more choice.
They can choose content
that’s tailored to them
“Now everybody has a voice –
so there’s still a place for traditional
media but there’s more to chose
from. People can tailor what they
watch so eventually they’ll just
watch exactly what they want.”
Alﬁe Deyes, Blogger, Pointlessblog

And we can get almost
instant feedback on what
we create...
“In the 90s I would phone in
my stories, send my film to the
office by courier and I’d get a
copy of the newspaper in the
post a week later. So you didn’t
really know whether what you’d
written had resonated. Now
you can find out instantly.”

...thanks to data
“The data and insights we can
now give you access to will
blow your mind.”
Emma Jowett, Director of Client Sales, Yahoo UK

...but there’s more change
to come
“The disruption that data will
provide to the advertising industry
is really big. So big you should all
be incredibly uncomfortable.”
Jeff Bonforte, SVP, Communications Products, Yahoo

Sometimes advertisers can feel
like there’s more data than they
know what to do with...
“We’ve measured 4.2 billion data
touchpoints in the last 43 minutes.”
Nigel Clarkson, MD & Commercial Director, Yahoo UK

...but that’s because we’re
thinking about it the wrong way
“Advertisers spend a lot of time
thinking about ‘who’ – who is their
customer. But the assumption that
it starts with ‘who’ is broken.”

We’ve built our businesses
around a fabled customer who
doesn’t exist
“We’ve always used demographics
because we didn’t know ‘who’. But
it doesn’t work in digital. The data
revolution that’s coming is about
ﬁnding the desired outcome and
using data to work backwards.”

...it’s stopping us getting
through to our audience
as well as we could
“You lack authenticity because you
lack context, you can’t really be
yourselves because there is no
one-on-one interaction going on.”

Native advertising is a step
in the right direction
“A consumer viewing a native
ad is 3x more likely to have
the brand at front-of-mind
and 60% more likely to say
that the ad is high quality.”
(IPSOS survey)
Dan Durling, Director of Agency Sales, Yahoo UK

There’s potential for data to be
so much more individualised
“I don’t want to focus ads for a
million customers. I want to be
able to focus them not just for
each person, but for each part
of their personality.”

We know more than ever
about the consumer
“Our users receive 22.8 billion
emails every month. We can
know where a user is ﬂying to
next week and whether they’ve
already booked their hotel – and
that information is incredibly
powerful for brands.”
Dora Michail, Senior Director, Programmatic &
Audience Solutions, Yahoo EMEA

No matter where they are and
whatever device they’re using
“Cross-device is on every
marketer’s mind in 2016.
Advertisers want to understand
consumer behaviour from the
moment they wake up and
check their phones.”
Emma Jowett, Director of Client Sales, Yahoo UK
“Cross-device user mapping
is more important than ever.
To be able to interact with
a user wherever they are,
whichever device they’re
using should be the goal
for marketing.”
Dora Michail, Senior Director, Programmatic &
Audience Solutions, Yahoo EMEA

But because we think we already
know who our demographic is,
we’re not paying attention
“Once you’ve decided that your audience is
an 18–34 year-old male with a certain level of
education and income, you’ve already lost all
the advantages data can give you, because
you’re constraining the system around a
human problem.”

Data is a real force to be
reckoned with
“If you know hundreds of millions
of things about your customer
– something that’s beyond the
brain’s capacity to understand,
but you can use a machine to
look at it and make sense of it –
then you can ﬁnd out some really
cool things.”

And sometimes you get
answers from a route you
weren’t expecting
“Which socks people chose on a
given morning is a 98% accurate
predictor of the weather that day.
Meteorological data on the other
hand is only 90% accurate
in predicting the weather.”

You have to let the machines
do their thing
“So forget about who and start
focussing on what: a machine
doesn’t need to know who. I don’t
tell the machine what’s interesting
yet – I let it work that out.”

You need to start thinking
about what the data tells you
“The biggest struggle is with
agencies and brands – they always
want to know who. But you can’t
know who – the who will ﬁnd you.”

In the modern age users are
seeking out what they want
to read, watch and listen to
“Audiences want to engage
emotionally with what’s in
front of them. People want that
honest, raw, emotional contact.”

So create content that’s
authentic and engaging...
“I turn down 98% of the brand
opportunities I’m offered. The
value of the relationship I have
with fans is far greater than
any relationship with a brand.”
“The content I’m creating has
to be better when I’m working
with a brand than a video
I could make on my own,
otherwise there’s no point.
I did some videos with Direct
Line, where I learned to drive
and used their safer driving
device to improve my driving.
The only reason I did that was
because it had become a joke
amongst my followers that I
was 22 and I still couldn’t drive.”

...and resonates with users...
“The most successful pieces
of content in our Samsung
campaign were actually the
longer ones. If you focus on
engagement and you’re authentic
then people will watch more than
10 seconds.”
Lawrence Dallaglio, OBE, Ex-England rugby world
cup winner and founder of the Dallaglio foundation

...and we’ll make sure the
right people ﬁnd it.
“Our content offering
generates millions of daily
interactions. We create billions
of data touchpoints every
day. This, combined with our
unique technology, makes it
easier than ever to reach your
audience when they’re most
receptive.”
Nigel Clarkson, MD & Commercial Director,
Yahoo UK

#iabukupfronts @YahooAdsUK advertising.yahoo.co.uk

Yahoo Upfront 2016- wrap up

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (14)

Similar to Yahoo Upfront 2016- wrap up

Similar to Yahoo Upfront 2016- wrap up (20)

Recently uploaded

Recently uploaded (20)

Yahoo Upfront 2016- wrap up