Painel apresentado por Tim Mahlman - President of Publisher Platforms, OATH – EUA - no Evento ProXXIma 2018. Cada vez mais as companhias de telecom apostam no mundo do conteúdo como uma importante fonte de receitas. Isso não é novo, mas a tendência é que esse movimento se aprofunde, impactando a forma como os conteúdos são distribuídos e consumidos em todo o mundo. E como as marcas podem tirar proveito disso.

1. Turning Data
Into Decision
Tim Mahlman

2. Oath + Verizon
Industry Trends
Consumer Insights
Real Data
What’s Next?
2
Agenda

3. 3
Oath +
Verizon
3

4. 4
Content + Distribution + Data
The future of everything

5. 5

6. Source: The companies, news reports, Leichtman Research Group (cable/internet subs)
A rapidly
changing
landscape
The dust never settles
Distribution
Content
Streaming video
Circles sized by market cap
(as of Jan. 22)
*Assumes 3.8 revenue
** Assumes 3.1 revenue multiple
6

7. The carrier advantage
Verified mobile
customers
Insight into
mobile app traffic
Mobile content
experiences
Ad tech built
for mobile
Carrier
credibility
7

8. 8

9. 9
A brand building ecosystem
OTT
Other
carriers
OEMs
News • Sports • Finance • Entertainment
Tools and utilities • AR/VR/360 • Mobile and video first
Advertising tech • Content delivery •
Subscriptions

10. 10
Industry
Trends

11. Location
targeting
Actionable. Anywhere.
1
1

12. Artificial intelligence
Machine learning
Voice assistants supporting
respective ecosystems & 3P
Testing AI’s ability to predict the
popularity of short stories
Owns Mezi, a travel concierge
bot personalizing reservations
12

13. Interactive
content
Megatrends
Live mobile game show with
cash prizes, broadcast daily
Integrated augmented reality
into UGC and ad formats
Experimenting with
choose-your-own-adventure
content
13

14. The new interactive
14
Netflix

15. 5G mobile networks
Next gen connectivity
15

16. In the time it takesto download the 2 hour “Guardians of the Galaxy” film you could…
5G2020, 10Gps
ask “Has it
downloaded yet?
4G2009, 100Mbps
run a quick mile or catch
up on your social feed
3G2001, 384kbs
fly from Sydney to NYC,
including check-in times
16

17. High speed,
low latency
17

18. 18
Consumer
Insights

19. 19
Sources: eMarketer, Bureau of Labor Statistics, Activate Tech and Media Outlook 2017
How consumers spend
media time
hr : min
Solid white ring = 0%
growth
There is a
battle for
consumer
attention

20. Sources: eMarketer, Bureau of Labor Statistics, Activate Tech and Media Outlook 2017
How consumers spend
media time
hr : min
Solid white ring = 0%
growth
There is a
battle for
consumer
attention
19

21. Video time in Brazil
grew as a whole
20
31 hrsPer week spent
watching video and tv
70%Of users prefer VOD
over traditional linear
tv
3/5Digital video
consumers in Brazil
pay for VOD
85%Watch videos
on mobile

22. A look at video
consumption in Brazil
Source: ComScore & eMarketer
Facebook & YouTube
Lore
m
ipsu
m
4.7
Average hours a day
spent watching TV
4%
Expected drop
this year
21
25%Time spent on
Facebook & YouTube
TV media consumption
11%Down from 2016 -
2017
75%
Time spent browsing
other apps

23. And while
watching
TV…
Of that time is spent on
mobile devices
22
60%

24. 23
Real
Data

25. Social
Email
Persistent
Location
Search
Mobile Purchase
Receipts
Content
Consumption
Identity
Source: Oath Digital Trends, March 2018; Which of the following are types of videos you watch on your mobile phone?
24
Social
Email
Persistent
Location
Search
Mobile Purchase
Receipts
Content
Consumption
Identity
Data has revolutionized
how customers find you

26. Over 300 interest categories derived from combining Yahoo
insights taken from 200B daily data points with robust ad
technology to connect consumers and brands at scale.
*Based on internal data comparing performance of interest categories and traditional behavioral targeting.
Interest
categories
Passions and
interests
Travel and retail
preferences
On and offline
purchases
… and
much more
Favorite
content
25%Lift in CTR
34%Lift in CVR
With higher relevance
and better targeted ads,
deliver stronger
performance* for your
campaigns, including:
25

27. Powerful insights extrapolated from Yahoo Mail & search
data
*Based on internal data comparing performance of interest categories and traditional behavioral targeting.
Audiences
built on real
intent
275MGlobal Mail
users
30BEmail
connections daily
$65BAnnual
purchases by
Yahoo Mail users
7BGlobal search
queries
26

28. Consumers love
brands who
respect their
privacy
27

29. GDPR has massive implications
29
511MEU consumers
€95BAdvertising spend 2018
26MEU businesses
28

30. 29
What’s
Next?

31. The move to membership
Ad model is shifting
30

32. Influencer model grows
Ad model is shifting
31

33. Advertorial experiences
32
Ad model is shifting

34. 33
What does this mean for
the industry of tomorrow?