Mobile's Here. Now What?

Mobile’s Here. Now What?

2 Yahoo Confidential & Proprietary

Faith MurphyYahoo Sales Director

Why Mobile Matters

Mobile Ad Best Practices

Introducing Yahoo Gemini

Q&A

1

2

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4

Agenda

Why Mobile Matters

1

(Anecdote)

Why Mobile Matters

1 Digital Trends

Mobile Search

Mobile Native

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

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% YesMaybe

No

Display

Ads

Source: Thrive Analytics, 2014 Small Business Economic & Advertising Outlook, Feb 2014.

Small business growth channels for digital marketing

Search

AdsSEO

Social +

Video

Mobile

Ads

Email

WebsiteWEBSITE

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

Mobile search is overtaking desktop search

BIA Kelsey (2012)

0

20

40

60

80

100

120

2011 2012 2013 2014 2015 2016

Mobile Desktop

Bill

ions

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)

9Billion

MinutesSpent a month, or

more than an hour

each, on search.

86%

Mobile search activity

peaks at the weekend

and early evening

Mobile search is a daily habit

87%of smartphone owners

access the Internet daily



45%conduct 2+ mobile

searches per day

96%use a search engine

at lease once per

day

Mobile searches occur everywhere,

even when a desktop is available



At Home55%

On the Go22%

At Work15%

Other8%

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

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.

NATIVE Advertising

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

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

Yahoo Facebook Twitter

Mobile ad spending growth by format in 2015

+47% Search Ads

Source: eMarketer, December 2014.

+52% Display/

Native Ads

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

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

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 relevantmessage

Increase consumer engagement

Generate awareness or buzz

Create word of mouth

Combat 'banner blindness'

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.

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


2


Mobile Ad

Best Practices

2

Objective

Targeting

Costs

Ad Creative

Landing Page

• 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

• 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)


bids, budget,

targeting

• Drive app downloads

• Cost-per-click (CPC)


bids, budget,

targeting

Targeting

Be strategic – don’t over do it and limit your reach.

People located in…

People searching for…

People interested in…

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…

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…

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…

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

Ad Creative

There are only three main components that people see in an ad:

Image Title Description

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

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

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

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

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.


3


Introducing

Yahoo Gemini

3 Overview

How It Works

Success Stories

Every month, more than one billion people visit Yahoo to

search, read news, and more.

Your customers are out there.

Native Ad

Search Ad

Your ads appear wherepeople search for things

Your ads appear wherepeople check email

Your ads appear wherepeople read the news

Your ads appear wherepeople check sports scores

Your ads appear wherepeople check stock quotes

And your ads appear across phones, tablets and desktops

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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

How It Works

Choose your objective

Create an ad

Pick who sees your ad

Set a budget that works

See how you’re doing


Success Stories

AD RescueWearSuccess Story

Small biz sees most traffic ever with Yahoo Gemini

Yahoo Gemini ad for illustrative purposes.

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 McVeyCo-Owner

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.

WebMetroAgency Success Story

Yahoo Gemini delivers sales leads at a low cost



WebMetro Success Story

“We’ve seen the performance of Yahoo Gemini surpass other major ad platforms. We see it as a game changer.”

Russ MensikSenior E-Marketing Manager

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.

ChariotzSuccess Story

Website gets most of its traffic from Yahoo Gemini



Chariotz Success Story

“We’ve concluded that Yahoo is the best choice for reaching our consumer audience.”

Wilfred MartisFounder

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.

Q&A

4

Why Mobile Matters



1

2

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Q&A

We’re here to help

Call us: 866-540-7881

Email us: [email protected]

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Thank you!

Mobile's Here. Now What?

Technology

Transcript of Mobile's Here. Now What?