Leading Change in a Digital World August 2015 1
The promise of digital advertising?
Yahoo 2014 Confidential & Proprietary.
2 2
The changing media landscape Advertisers need to follow consumers as media consumption shifts to digital
Consumer Shifts Advertiser Shifts •
PC to Mobile
•
TV to Online Video
Yahoo 2014 Confidential & Proprietary.
•
Display to Native and Online Video
•
Cross-Format / Cross-Device
•
Data-Driven Programmatic Buying 3 3
MAVENS Engaging Consumers in the Shifting Media Landscape
MOBILE
VIDEO
NATIVE SOCIAL
4 Yahoo 2015. Confidential & Proprietary.
Big Data Overhyped or real?
Yahoo 2014 Confidential & Proprietary.
6 6
The Internet of Things
Yahoo 2014 Confidential & Proprietary.
Source: Goldman Sachs
7 7
Actionable Data
Insights for Planning
Yahoo 2014 Confidential & Proprietary.
Audience Targeting
Campaign Performance measurement
8 8
Turning Big Data into Smart Data Understanding of Customer Behavior
Audience Discovery and Engagement Personalization Optimization of Marketing Channels Yahoo 2014 Confidential & Proprietary.
9 9
Measurement and Big Data
Yahoo 2014 Confidential & Proprietary.
10 10
Measure the impact of your brand campaign
ONLINE CAMPAIGN METRICS
BRAND IMPACT MEASUREMENT1
Post campaign reporting, including frequency analysis
Brand awareness, favorability, consideration, purchase intent, site visits
Yahoo 2015 Confidential & Proprietary.
OFFLINE SALES IMPACT2 Offline purchase
CROSS-CHANNEL ANALYTICS Unified view across campaigns to fine-tune marketing mix
12 12
The native advertising frontier Native is the next evolution in digital advertising.
79%
72%
44%
of advertisers are planning to buy native ads in 2015, a 13% increase from 2014
of publishers offer native ads today or will offer native ads within the next few years
of Yahoo display ads are now native
2014 Confidential & Proprietary. Yahoo 2015
13 13
What is native? A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed
100% Viewable Ads
Yahoo 2014 Confidential & Proprietary.
14 14
Large graphical native ad formats Embedded into dynamic new content formats designed for mobile content consumption CONTENT STREAM
Yahoo 2014 Confidential & Proprietary.
INTERSTITIAL
ARTICLE
15 15
Native takes center stage on Social
Yahoo 2014 Confidential & Proprietary.
16 16
Audiences are engaged with native ads
+80% Total unaided awareness
+114% Top of mind unaided awareness
Native ads in a mobile content stream
Source: Yahoo/Ipsos Gemini Mobile AdFx Study, May 2014. Lift calculated test (exposed) vs. control (non exposed) Yahoo 2014 Confidential & Proprietary.
17 17
Native formats impact brand metrics Case study: Native video ads drive lift in brand favorability and purchase intent for a retail advertiser OBJECTIVE
Measure the impact that native video advertising has on users consuming content on Digital Magazines
50% 28%
Yahoo 2015 2014 Confidential & Proprietary.
LIFT
LIFT
In brand favorability
In purchase intent
Source: Yahoo & Insight Express Custom Native Ad Video Study, March 2014
18 18
Engaging ads that deliver on key brand metrics Native ads blend seamlessly with the content driving 3X more time and attention than traditional display ads
3.6X
114% 33%
16%
6%
LIFT
LIFT
LIFT
LIFT
Unaided brand awareness
Brand favorability
Purchase intent
Brand related searches
2015 Confidential & Proprietary. Yahoo 2014
LIFT Avg. dollar sales per household
Source: Ad Environments: The Halo Effect, October 2014; Yahoo/Ipsos Gemini Mobile AdFX Study, May 2014; Yahoo/Millward Brown Digital Behavioral Impact AdFx Study; NCS Frequent Shopper, April 2015.
19 19
Digital Marketing is the worst form of Marketing with the exception of all others
20 Yahoo 2014 Confidential & Proprietary.
Engaging Consumers in a Digital World
Shifting consumers media consumption requires marketers to develop a holistic campaign approach
Yahoo 2014 Confidential & Proprietary.
The future of digital advertising is audience centric, device and format agnostic
Marketers need to tap into Smart Data to understand customer relationships
21 21
FAIL
Yahoo 2014 Confidential & Proprietary.
22 22
Thank you 23 Yahoo 2014 Confidential & Proprietary.