Mobile's Here. Now What?
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Discussing the trends in mobile and native advertising, digital advertising best practices, and introducing Yahoo Gemini.
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Mobile's Here. Now What?
- 1. Mobile’s Here. Now What?
- 2. 2 Yahoo Confidential & Proprietary Faith Murphy Yahoo Sales Director
- 3. Why Mobile Matters Mobile Ad Best Practices Introducing Yahoo Gemini Q&A 1 2 3 4 Agenda
- 5. (Anecdote)
- 6. Why Mobile Matters 1 Digital Trends Mobile Search Mobile Native
- 7. Effectiveness of digital marketing according to small business owners Source: BrightLocal, “SMB Internet Marketing Survey 2014” in partnership with ChamberofCommerce.com, January 2015 20% 43% 32% Effective Not Effective Very Effective 4% n/a
- 8. Small businesses plan to spend more on digital marketing Source: BrightLocal, “SMB Internet Marketing Survey 2014” in partnership with ChamberofCommerce.com, January 2015 16% 37% 47% Yes Maybe No
- 9. Display Ads Source: Thrive Analytics, 2014 Small Business Economic & Advertising Outlook, Feb 2014. Small business growth channels for digital marketing Search Ads SEO Social + Video Mobile Ads Email WebsiteWEBSITE
- 10. The mobile search ad spend will explode over the next few years Source: eMarketer, September 2014 % of Digital Search Ad Spend Mobile Search Ad Spending 2014 $9B 38% 2015 50% $13B 2016 63% $18B 2017 71% $22B 2018 77% $26B
- 11. Mobile search is overtaking desktop search BIA Kelsey (2012) 0 20 40 60 80 100 120 2011 2012 2013 2014 2015 2016 Mobile Desktop Billions
- 12. Mobile brings utility, convenience, and locality to search Of mobile internet users use search from their mobile device Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. How often do you access the Internet on each of your devices, either via an app or the mobile web? How often do you use a search engine on your device, either via an app or the mobile web? (n=544) 9 Billion Minutes Spent a month, or more than an hour each, on search. 86% Mobile search activity peaks at the weekend and early evening
- 13. Mobile search is a daily habit 87%of smartphone owners access the Internet daily Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. How often do you access the Internet on each of your devices, either via an app or the mobile web? How often do you use a search engine on your device, either via an app or the mobile web? (n=544) 45%conduct 2+ mobile searches per day 96% use a search engine at lease once per day
- 14. Mobile searches occur everywhere, even when a desktop is available Source: Yahoo Study: Mobile Search – The Point of Influence, August 2014. How often do you access the Internet on each of your devices, either via an app or the mobile web? How often do you use a search engine on your device, either via an app or the mobile web? (n=544) At Home 55% On the Go 22% At Work 15% Other 8%
- 15. 60% Mobile search is a point of discovery said that mobile search has introduced them to new brands 70% said that mobile search helps them make better buying decisions 50% Source: “Mobile Search – The Point of Influence,” August 2014. Please indicate how much you agree or disagree with each of the statements below (n=544). Thinking specifically about your recent mobile searches, how much do you agree or disagree with each of the following? (n=401) of searchers say that mobile search ads sometimes remind them of brands to consider while shopping
- 16. Mobile search ads = Increased brand awareness & consideration Source: Ipsos mobile respondents December 2014 40%of people exposed to both search ads & organic were more likely to mention a brand top of mind than those exposed to organic only. 46%say search ads can persuade them to consider new brands, even when they had other brands in mind.
- 18. What is native advertising? “…a paid ad that is so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that it belongs.” - IAB Native Advertising Playbook
- 19. POLL QUESTION How many people currently use native ads or plan on using native ads in the coming year? 1. Currently use 2. Plan to use within the next year 3. Do not use and do not plan to use
- 21. Mobile ad spending growth by format in 2015 +47% Search Ads Source: eMarketer, December 2014. +52% Display/ Native Ads
- 22. How many people would be interested in a one- stop solution for native and mobile search ads? 1. Very interested 2. Somewhat interested 3. Not interested POLL QUESTION
- 23. Market adoption of native advertising Advertiser Perceptions, Native Advertising Report | July 2014 34% 66% Currently Use/Plan to Use in 2015 Never Used/No Plans to Use in 2015
- 24. Why more advertisers are choosing native Source: Hexagram and Spada, “State of Native Advertising, 2014,” November, 2013 67% 63% 62% 48% 43% Provide a more relevant message Increase consumer engagement Generate awareness or buzz Create word of mouth Combat 'banner blindness'
- 25. Native ads perform better than traditional banners 50% Consumers looked at native ads 53% more frequently than display ads. Source: Celtra, 2013, LSA Digital Advisory Report, July 2014 20% Native ads registered 18% higher lift in purchase intent and 9% higher lift for brand affinity responses than banner ads. 30% of respondents said the native ad ‘is an ad I would share with a friend of family member’ vs. just 19% for display ads.
- 26. Native ads perform well on desktop and even better on mobile 7X CTR on mobile native ads vs. desktop native ads Source: Polar media group, Celta: Business Insider Native Report, November 2014
- 27. Mobile Ad Best Practices 2
- 28. 28 Yahoo Confidential & Proprietary Mobile Ad Best Practices 2 Objective Targeting Costs Ad Creative Landing Page
- 29. • Get your message or brand out • Cost-per-1,000 impressions (CPM) • Optimize by bids, budget, targeting • Drive clicks, visitors & sales • Cost-per click (CPC) • Optimize by CTR, bids, budget, targeting • Drive app downloads • Cost-per-click (CPC) • Optimize by CTR bids, budget, targeting
- 30. • Get your message or brand out • Cost-per-1,000 impressions (CPM) • Optimize by bids, budget, targeting • Drive clicks, visitors & sales • Cost-per click (CPC) • Optimize by CTR, bids, budget, targeting • Drive app downloads • Cost-per-click (CPC) • Optimize by CTR, bids, budget, targeting
- 31. • Get your message or brand out • Cost-per-1,000 impressions (CPM) • Optimize by bids, budget, targeting • Drive clicks, visitors & sales • Cost-per click (CPC) • Optimize by CTR, bids, budget, targeting • Drive app downloads • Cost-per-click (CPC) • Optimize by CTR, bids, budget, targeting
- 32. Targeting Be strategic – don’t over do it and limit your reach. People located in… People searching for… People interested in…
- 33. 1. Try campaigns without location targeting alongside campaigns with location targeting. 2. Test ad copy to reflect the location target. 3. If you notice top performing locations, optimize accordingly to capture more traffic. People located in…
- 34. 1. Add more keywords to appear more often. 2. Carefully review top performing keywords and consider their intent to help inform your targeting. 3. If you notice top performing keywords over time, optimize accordingly in order to capture more traffic. 4. Don’t limit your reach by being too specific. Go big and broad with your keywords. People searching for…
- 35. 1. Select specific audience interests to help reach your target audience. 2. If you have strategies for different audiences, create separate campaigns. 3. If you notice top performing audiences over time, optimize accordingly in order to capture more traffic. People interested in…
- 36. 1. Analyze your bidding strategy so that it’s set to hit your goal. 2. Set a competitive bid by monitoring your performance and using bid tools. 3. Know what happens after your ad gets clicked with conversion tracking. Budget Strategy
- 37. Ad Creative There are only three main components that people see in an ad: Image Title Description
- 38. Image 1. Think beyond a logo and use a compelling image 2. Feature a face 1. Use high quality images 2. Avoid annoying elements 3. Minimal text, if any Creative Guidelines
- 39. 1. Ask a question 2. Solve a problem Title 1. Use Title Case 2. Make use of character max 3. Leverage targeting Ad Text Guidelines
- 40. Description 1. Make sure it reads naturally 2. Directly relate to your product or service 1. Use sentence case 2. Make use of character max 3. Don’t look cheap (SAVE$!) Ad Text Guidelines
- 41. Landing Page 1. Reflect your product or service 2. Be mobile friendly 3. Be user friendly 1. Have a page title and a product description 2. Make your call to action easy 3. Show signs of trust Tips Guidelines
- 42. Ad Testing 1. Test various components and monitor the performance. 2. Refresh your ads on a weekly basis. 3. Create separate campaigns for seasonal of limited-time offers.
- 44. 44 Yahoo Confidential & Proprietary Introducing Yahoo Gemini 3 Overview How It Works Success Stories
- 45. Every month, more than one billion people visit Yahoo to search, read news, and more. Your customers are out there.
- 47. Your ads appear where people search for things
- 48. Your ads appear where people check email
- 49. Your ads appear where people read the news
- 50. Your ads appear where people check sports scores
- 51. Your ads appear where people check stock quotes
- 52. And your ads appear across phones, tablets and desktops A Coffee Bar For The Espresso-Obsessed Sponsored Silver Lake Coffee Visit a coffee bar that reflects the neighborhoodsprit of Silver Lake, and serves made-to-order coffee….Learn More A Coffee Bar For The Espresso-Obsessed Visit a coffee bar that reflects the neighborhood sprit of Silver Lake, and serves made-to-order coffee. Silver Lake Coffee Sponsored
- 53. It’s Easy Yahoo Gemini seamlessly blends your ads with the right content for the right audience. Targeting: Pick who sees your ad Costs: Choose a budget that works Reporting: See how you’re doing
- 54. How It Works
- 56. Create an ad
- 57. Pick who sees your ad
- 58. Set a budget that works
- 59. See how you’re doing
- 60. 60 Yahoo Confidential & Proprietary Success Stories
- 61. AD RescueWear Success Story Small biz sees most traffic ever with Yahoo Gemini Yahoo Gemini ad for illustrative purposes.
- 62. Yahoo Confidential & Proprietary AD Rescuewear Success Story “The day we launched Yahoo Gemini, our website got the most traffic and generated the most orders that we’ve ever seen.” Anne McVey Co-Owner
- 63. Ad RescueWear Success Story +20%increase in website visitors +10%increase in sales Based on Yahoo campaign data, June 2014. Please keep in mind that results may vary for each advertiser.
- 64. WebMetro Agency Success Story Yahoo Gemini delivers sales leads at a low cost Yahoo Gemini ad for illustrative purposes.
- 65. Yahoo Confidential & Proprietary WebMetro Success Story “We’ve seen the performance of Yahoo Gemini surpass other major ad platforms. We see it as a game changer.” Russ Mensik Senior E-Marketing Manager
- 66. WebMetro Success Story +40%of sales leads come from Yahoo Gemini -80%lower cost-per-click compered to other channels Based on Yahoo campaign data, June 2014. Please keep in mind that results may vary for each advertiser.
- 67. Chariotz Success Story Website gets most of its traffic from Yahoo Gemini Yahoo Gemini ad for illustrative purposes.
- 68. Yahoo Confidential & Proprietary Chariotz Success Story “We’ve concluded that Yahoo is the best choice for reaching our consumer audience.” Wilfred Martis Founder
- 69. Chariotz Success Story +75% of referral traffic comes from Yahoo 2Xincrease in website visitors Based on Yahoo campaign data, September 2014. Please keep in mind that results may vary for each advertiser.
- 70. Q&A 4
- 71. Why Mobile Matters Mobile Ad Best Practices Introducing Yahoo Gemini 1 2 3 Q&A
- 72. We’re here to help Call us: 866-540-7881 Email us: helloGemini@yahoo-inc.com Follow us: geminiadvertisr.tumblr.com
- 73. Thank you!
Notes de l'éditeur
- Who can remember the days of actually setting an alarm clock? I can bet than more than half of you now use your smartphone as your alarm clock. And this is the shift that is taking place – Mobile devices are part of our daily habits. It is our first interaction, and it is where we go to get news, weather, finiance, email, and social updates – Essentially our 1 stop for everything that is important to us. As marketers – Either SMBs attracting new clients, or Companies attracting SMBs to use your profudcts, you need to present as to where your target customer is – and they are on their msartphones and tablets. And if mobile is not part of your advertising strategy, then hopefully by the end of this webinar you’ll have changed your mind.
- 75% of SMBs think digital advertising is effective in attracting new customers
- And that success can be attributed to the highly targeted audience they are attracting, and in return almost half of smbs will spend more on digital marketing.
- Besides focusing on their websites, sm biz will be making investments in channels: Now, lets look a little deeper into this Mobile and Search ads bucket…
- In 2014, marketers spent 9B, or 38% of their digital budgets on mobile search ads… And in 2015 we can expect that to increase to 13B – 50% of our digital budgets.
- Why this increase? Well, we,ve been talking about for some time, but 2015 is positioned to be the year more srarches will occur on Mobile devices opposed to desktops. And once we hit that tiping point, we will see more dollars shift to this medium. For marketers, there is an important caveat: Return on investment (ROI) hasnot reached a similar tipping point. ROI on mobile search is improving, but it will continue to trail desktop search ROI next year—and further into the future, until mobile performance measurement, particularly in relation to the impact on sales in physical stores, gets more precise. Attribution. But the ubiquity of smartphones, and consumers’ growing use of phones in almost every waking moment of the day, means that search will be more mobile than desktop next year. The importance of search in the digital experience makes this a trend that bears watching. In a year punctuated by mobile-related milestones, one in particular stands out. 2015 will see mobile search reach the tipping point—the stage at which the majority of spend, organic traffic and paid clicks comes from smartphones and tablets, surpassing traditional desktop/laptop search activity, according to a new eMarketer report, “Key Digital Trends for 2015: What’s in Store—and Not in Store—for the Coming Year.” In a year punctuated by mobile-related milestones, one in particular stands out. 2015 will see mobile search reach the tipping point—the stage at which the majority of spend, organic traffic and paid clicks comes from smartphones and tablets, surpassing traditional desktop/laptop search activity, according to a new eMarketer report, “Key Digital Trends for 2015: What’s in Store—and Not in Store—for the Coming Year.” Growth showing uptick Add chart showing intersection Mobile search as topic Upward trend inflection point For marketers, there is an important caveat: Return on investment (ROI) hasnot reached a similar tipping point. ROI on mobile search is improving, but it will continue to trail desktop search ROI next year—and further into the future, until mobile performance measurement, particularly in relation to the impact on sales in physical stores, gets more precise. But the ubiquity of smartphones, and consumers’ growing use of phones in almost every waking moment of the day, means that search will be more mobile than desktop next year. The importance of search in the digital experience makes this a trend that bears watching.
- An effective website paired with relevant advertising across search, social, and mobile can do wonders for a small business. Investment cases of where marketers are spending money Add number to weekend
- An effective website paired with relevant advertising across search, social, and mobile can do wonders for a small business. - Investment cases of where marketers are spending money
- An effective website paired with relevant advertising across search, social, and mobile can do wonders for a small business. - Investment cases of where marketers are spending money
- This time on phones – its actually not just for Farmville and FB. Its actually broadening our minds and introducing us to new brands, along with producing better buying decisions and reminding us of other brands to consider.
- And as a marketer, we can’t forget the importance od SEO and SEM when done together
- We’ve gone deep into search ads, but with life, we need to evolve and that is where Native comes in.
- Search is the original native
- You may be most familiar with the Native format on FB, and probably on Twitter, but Yahoo also offers this compelling ad format on our properties.
- When we first started today, I said that there is expectations for digitila ad pspend to increase on mobile in 2015, and this is where that 12% increase is going. Display data includes banners and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets, rich media and video on WAP sites, mobile HTML sites and embedded in-application/in-game advertising. Search data includes advertising on search engines, search applications and carrier portals. Messaging data includes ad placements in SMS, MMS and peer-to-peer messaging. Video includes in-banner, in-stream. eMarketer tracks and reevaluates many of its estimates more than once per year. When an estimate is reevaluated and found to be unchanged from the previous estimate, it is marked as "confirmed and republished" as of the later date.
- Evolving Combine the two
- Based on poll: XX% of you are inline with those who are planning to use Native. For the rest of you, maybe I can entice you to try it out in 2015.
- Highlight 2 – Because native is falling with your content streams, the ads are targeted to the right user, helping to provide a more relevant message and leads to increased engagement
- We’re seeing a 7X CTR increase on Mobiile versus desktop native
- Lets focus on Objectives: And I want to highlight that no matter what type of search campaign you are doing – whether it be SEO, SEM, Mobile, display, social – You want to be clear on what you are trying to achieve. Its worth taking the 5 minutes to understand what your goals are for your campaigns, because then you can build campaigns with those goals in mind!
- .
- Add CPI - Check with ricky about CPI Change to purple Remove numbers Add 3 slides Multiple brands? Try a campaign for each. Opt for a CPC campaign.
- To ensure your brand can reach a wide audience, avoid using specific targeting. Getting too granular with campaign targeting can minimize traffic.
- Analyze your bidding strategy to ensure is set to hit their goal. If you have an aggressive CPA of $3, but is bidding at $1 per click, you would need an improbable 33% conversion rate to hit their goal. Analyze bidding strategy to make sure it’s an effective one that can meet your goals.
- When it comes down to what the user sees, there are three main components. Title – along with the image, draws the user in Description – gives the user enough info to close the deal Image – ties it all together in one unifying visual statement
- Make sure that your images are compelling. What is a compelling image? For Native Ads, think beyond a logo. While in Search a logo may connote trust and credibility, in Native it may seem out of place. What can you use in place of a logo? Try something to draw the user in, e.g. a picture of a resort for a travel site; a sleek car racing down a road for an auto advertiser. Faces - The use of faces perform significantly better in online advertising than images without faces. Although they may not be appropriate for every product, it’s a good idea to feature a face if possible, as this increases user engagement. Note that this is not true of multiple faces, as the engagement becomes less focused. Basic image guidelines: Logos and text may not account for more than 20% of the total image area Images must be high quality. Ads that are grainy or have poor resolution will be rejected. Logos must also be clear and legible. Annoying elements – Images may not contain animation, loud colors, borders or high-annoyance design elements Avoid placing text or logos in the upper right & bottom left regions of the image as text in those areas will interfere with ad labeling and ad copy Images cannot be overly suggestive or contain total, partial or suggested nudity.
- Start with the title. As your most important real estate, this will be what the user sees even when they don’t have time to read the description; and in placements such as on mobile, this will be all they see. When writing your title, remember that it’s your only chance to catch the user’s attention, so take advantage of the chance to demonstrate why they should be interested. Some common ways to catch their interest are: Ask a question – pique the user’s interest Solve a problem – make something easier, faster, more affordable Make a list – Fit naturally into the surrounding content; lists are common features on content sites Must accurately reflect and directly relate to the promoted product or service. Titles should be written in title case. As best you can, make use of the maximum fifty title characters. Keep your geo-targeting in mind, whether nationwide or local.
- Descriptions should read naturally and conversationally but still give users an indication of the product or services offered. Must accurately reflect and directly relate to the product or service being promoted. Descriptions should be written in sentence case. As best you can, make use of the maximum number of characters; the Native Ad canvas is bigger than that of Search, so take full advantage of it. They should not look cheap; avoid exclamation points and other hyperbolic characters or punctuation.
- Make sure your client’s LP is appropriate for the product or service. A common obstacle for conversion issues is a LP that is too broad. For example, look to see if your advertiser is selling a specific product, but has a category LP. If so, recommend the most specific LP possible. Make sure your client’s LP is optimized for mobile. Since Gemini Native does not offer device targeting, LPs that are not optimized for mobile can lead to high bounce rates and low dwell times. If your advertiser does not have a mobile optimized site, suggest one. If they do, emulate it and explore their LP for issues. Make sure your client’s LP is user friendly. A common drag on performance is a poor LP user experience. Explore your client’s LP and make sure that the path to conversion is easy and user friendly. Are there too many fields? Does the landing page deliver what is promised in the copy? Is the landing page engaging? Are there images, videos or other components on the landing page to grab the user’s attention? Here are some general guidelines to consider when reviewing LPs: Page title – include the product name or service first Include a product description – Clearly and concisely tells prospective customers what you are offering. Include a call to action – Guiding prospective customers. Include signs of credibility/trust - Reviews, testimonials, phone, etc.
- After you write a good ad, try testing various components and monitor how the different variations perform. Don’t rest on your laurels, today’s top performer may be tomorrow’s slacker, so monitor regularly! Optimize and refresh regularly Like all online content, the market is constantly changing. With native ads, this is especially true – users expect content in their streams to be refreshed daily if not hourly. It is recommended to refresh native ads and content on a weekly basis. Seasonality Create separate campaigns for seasonal or short-lived promotional initiatives. It’s recommended to have campaigns for non-seasonal, brand awareness initiatives separate from seasonal campaigns. When non-seasonal and seasonal ads are running within the same campaign, pausing and re-activating the seasonal ads can affect overall campaign performance.
- So we’ve talked about Mobile ads, we’ve talked about best practices for native and search ads for mobile – So now, let talk about the first platforms that unites the 2 together!
- Latest iPad app experience
- Welcome your one-stop ad shop. Gemini ad Change screenshots
- Welcome your one-stop ad shop.
- Welcome your one-stop ad shop.
- Welcome your one-stop ad shop.
- Welcome your one-stop ad shop.
- Welcome your one-stop ad shop.
- Welcome your one-stop ad shop.
- When it comes down to what the user sees, there are three main components. Title – along with the image, draws the user in Description – gives the user enough info to close the deal Image – ties it all together in one unifying visual statement Change 3rd icon
- - How it works add CPI screenshot
- Update
- The digital marketing experts at WebMetro work with clients ranging from online retailers to Fortune 500 companies. Yahoo Gemini helped WebMetro’s energy client instantly break into new territories with effective ads that drove new sales.
- Chariotz provides auto customization and restoration businesses a marketing platform to showcase their work. Since launching Yahoo Gemini ads, site traffic has doubled and even with a lower cost compared to other cost-per-click programs.
- Special offer $50 Encourage survey