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  1. 1. 1 Michael Bevans Digital Marketing Nirvana – we there yet?
  2. 2. 2 Yahoo 2014 Confidential & Proprietary. 2 Digital Marketing Nirvana
  3. 3. 3 Yahoo 2014 Confidential & Proprietary. 3 Advertisers need to follow consumers as media consumption shifts to digital The changing media landscape •  PC to Mobile •  TV to Online Video •  Display to Native and Online Video •  Cross-Format / Cross-Device •  Data-Driven Programmatic Buying Consumer Shifts Advertiser Shifts
  4. 4. 4 Yahoo 2014 Confidential & Proprietary. 4 Mobile devices have overtaken PCs for digital content consumption globally Shift: PC to Mobile 4 Daily consumption (minutes) 0 50 100 150 200 UK DE USA Global Smartphone PC Source: Millward Brown AdReaction 2014
  5. 5. 5 Yahoo 2014 Confidential & Proprietary. 5 Smartphone use is dominant and consistent throughout the day Media consumption varies by device TV TabletPC Smartphone Source: Milward Brown United Kingdom 2014
  6. 6. 6 Yahoo 2014 Confidential & Proprietary. 88%OF MOBILE TIME SPENT IN APPS Users overwhelmingly prefer apps Users are spending more time than ever in mobile apps and are downloading on average nine apps per month.
  7. 7. 7 Yahoo 2014 Confidential & Proprietary. 7 Mobile is personal, ads should be too Your app signature is more distinctive than your DNA 410 x 1093 1Mapps in the both App Store and Google Play 20apps per person possible combinations of apps per platform (there are about 8M possible chromosome combinations) x =
  8. 8. 8 Yahoo 2014 Confidential & Proprietary. 8 Shift: Video Consumption More people. More content. More places to watch than ever before. *Sources: Nielsen Cross-Platform Report, Q2 2014 + eMarketer, September 2014 YoY increase in digital video watching in 2014 by 18-34 yo +53% 210M Digital video viewers by 2016 Where people consume Video is changing More content drives user fragmentation Average mobile video apps used +13% Average PC streaming sites visited +23% Average TV channels viewed -3%Mobile becoming the platform of Choice of total time spent viewing digital video occurs on mobile devices 50%
  9. 9. 9 Yahoo 2014 Confidential & Proprietary. 9 88%Use mobile for some other activity while watching TV Mobile usage during TV % use always/often 77%Use mobile for something related to what they’re watching Even more use mobile during TV viewing for personal, social, business reasons 3 in 4 TV viewers access mobile devices for additional show content Source: Yahoo Smart TV Digital Living Room Study, January, 2014
  10. 10. 10 Yahoo 2014 Confidential & Proprietary. 10 The promise of digital marketing? •  Data •  Programmatic •  Cross Device/Cross Format
  11. 11. 11 Yahoo 2014 Confidential & Proprietary. 11 Overhyped or real? Big Data
  12. 12. 12 Yahoo 2014 Confidential & Proprietary. 12 The Internet of Things Source: Goldman Sachs
  13. 13. 13 Yahoo 2014 Confidential & Proprietary. 13 Actionable Data Insights for Strategic Planning Campaign Performance Measurement Audience Targeting
  14. 14. 14 Yahoo 2014 Confidential & Proprietary. 14 Turning Big Data into Smart Data Understanding of Customer Behavior Audience Discovery and Engagement Personalization Optimization of Marketing Channels
  15. 15. 15 Yahoo 2014 Confidential & Proprietary. 15 Smart Data powers programmatic Programmatic does not mean Automatic “GIGO” Principal applies Programmatic provide Brands with a very “Audience Centric” approach to media buying (76%) Programmatic enables cross channel (59%)
  16. 16. 16 Yahoo 2014 Confidential & Proprietary. 16 Measurement and Big Data
  17. 17. 17 Yahoo 2014 Confidential & Proprietary. 17 Measurement and Big Data ≠Click-Through Rate (CTR)
  18. 18. 18 Yahoo 2014 Confidential & Proprietary. 18 Market Scarcity Performance Purchase Search CRM Website Visits Brand Followers Demo Geo Country Techno Interests TV Location Lifestage App Visits Value of Data
  19. 19. 19 Yahoo 2014 Confidential & Proprietary. 19 ConsumerRelationships Breadth and Depth of Data Content consumption Data Email insights Behavioral data Purchase data Registration data Mobile data Social data Search data Data landscape Advertiser Data Retargeters
  20. 20. 20 Yahoo 2014 Confidential & Proprietary. 20 Yahoo user experiences generate 165 billion data points daily
  21. 21. 21 Yahoo 2014 Confidential & Proprietary. 21 Yahoo Audience Data MAIL Consumption data from billions of Yahoo, Flurry and Tumblr users provide advertisers the most comprehensive view of user’s digital behavior and increase advertising performance and engagement. NEWS, SPORTS, FINANCE SEARCH
  22. 22. 22 Yahoo 2014 Confidential & Proprietary. 22 Consumer Relationships Content consumption Emails received from businesses (55m) Search history (1.8bn+) Ads clicked Purchases ($11.5bn) User registration Locations Recency & Frequency (131 min/mo) Mobile devices (1.5bn) 165 billion data points a day from 1 Billion plus users Social data
  23. 23. 23 Yahoo 2014 Confidential & Proprietary. 23 Engaging Consumers Throughout the Lifecycle HHI: >$100K Sports/golf Age:
 37 Geo:
 London Male BT subscriber Vauxhall owner Site Visit: www.BT.com In market for: Mortgage Awareness Consideration EvaluationPurchase Loyalty Passive Active
  24. 24. 24 Yahoo 2014 Confidential & Proprietary. 24 Programmatic enables data-driven campaigns across formats, inventory, devices Cross-channel, multi-formats Data + Targeting Inventory Ad formats
  25. 25. 25 Yahoo 2014 Confidential & Proprietary. 25 Cross-device uplift
  26. 26. 26 Yahoo 2014 Confidential & Proprietary. 26 Benefits and Barriers Cross-device marketing •  Source: eMarketeer •  Optimized performance •  Expanded Reach •  Streamlined media buying •  Cost efficient Benefits •  Tracking and reporting is complex •  Few players can connect devices •  Mobile, display and tablet are managed as separate budgets •  Difficult to hit target audience Barriers
  27. 27. 27 Yahoo 2014 Confidential & Proprietary. 27 Many ad formats allow for creativity Display Video Mobile Native Ads Image Ads
  28. 28. 28 Yahoo 2014 Confidential & Proprietary. 28 Embedded into dynamic new content formats designed for mobile content consumption Large graphical native ad formats C O N T E N T S T R E A M I N T E R S T I T I A L A R T I C L E
  29. 29. 29 Yahoo 2014 Confidential & Proprietary. 29 Content takes center stage on Social
  30. 30. 30 Yahoo 2014 Confidential & Proprietary. 30 Audiences are engaged with native ads +114%Top of mind unaided awareness Source: Yahoo/Ipsos Gemini Mobile AdFx Study, May 2014. Lift calculated test (exposed) vs. control (non exposed) +80%Total unaided awareness Native ads in a mobile content stream
  31. 31. 31 Yahoo 2014 Confidential & Proprietary. 31 Digital Marketing is the worst form of Marketing with the exception of all others
  32. 32. 32 Yahoo 2014 Confidential & Proprietary. 32 Shifting consumers media consumption requires advertisers to develop a holistic campaign approach The future of digital advertising is audience centric, device and format agnostic Advertisers need to tap into Smart Data via partners with deep customer relationships Striving for Digital Nirvana
  33. 33. 33 Yahoo 2014 Confidential & Proprietary. Thank you

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