Presentación Edwin Wong

Yahoo! 2013 Confidential & Proprietary. Do not share or distribute 1
Smart Mobile
How mobility permeates our lives

Tablet’s projected 5 year growth rate eclipses all other devices
Tablet’s projected unit sales from release year (global)
Year 5Year 2 Year 3 Year 4
In millions:
Year 1
100200300400
Source: Morgan Stanley Research, Gartner, IDC company reports (Feb 2011)

What does this tiny device even mean?

The 4 C’s:
Digital
Connective
Consciousness
CultureContentCommunityCommunications+ + + =

Cousins
•  Hyperactive
•  Fun but glad to
take a break
Younger sibling/teenager
•  Cute and useful
•  Always tags along;
constantly growing and
surprising
Grandparents
•  Started the whole tech family;
always comes back; mostly used for
background noise
Parental figure
•  Powerhouse
•  Handles the
heavy, but staid
Cool older sibling
•  Cutting edge, powerful and enticing
•  Always has neat tricks up his sleeve

Previously, usage spiked at specific points in time, leaving
gaps for “Life”
Source: Tablet Universe: Consumption Across Devices | August 2012
An ebb and flow of usage, leaving both small and wide
gaps throughout the day
TIME
Television
Laptop
Desktop
Smartphone

Now, convenience of multiple devices allows consumers
to fill in the gaps
Consumers no longer access single devices at specific
points in time for specific activities or occasions.
TIME

Creating continuous usage, allowing for greater accessibility,
connectivity, and efficiency
Technology is used continuously throughout the day –
leaving no gaps in time
TIME

Each device fills gaps & needs
% most typically use device while in the following situations…
Multitasking at home
(i.e. in conjunction with something else)
Winding down at home
(i.e. relaxing/before bed)
Filling in the gaps at home
(i.e. while roaming around the house)
Getting things done
(i.e. specific tasks)
Filling in the gaps on the go
(i.e. while traveling, waiting on others, out-of-home ‘me-time’)
Navigating the moment
(i.e. out running errands, need last minute info, location-based)
Communal activity
(i.e. social settings, with family/others, family activities)
Getting the day started
(i.e. when waking up, before work)
61
61
46
38
33
26
25
21
43
38
39
36
45
44
35
33
56
54
47
66
21
24
18
30

MULTI-TASKING ON
DIGITAL DEVICES:
It's happening... a lot
MULTI-TASKING
ON DIGITAL
DEVICES:
It's happening...
a lot

TV watching has always been about community and
connection...
SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011

... we've always been about "crossed experiences"
SOURCE: Yahoo! Razorfish Mobile TV Multi Tasking | October 2011

From 2011, we’ve seen an increase in multi-tasker
I multi-task on the following devices…
Source: Yahoo! Multi-tasking Study | July 2013
Total Mobile Internet Users 18-64, Total Tablet Users 18-64
122MM mobile internet users:
•  80% multi-task
•  98million
131MM mobile internet users:
•  81%multi-task
•  106million
27.8MM Tablet users:
•  26million
48.8MM Tablet users:
•  42million

In fact, 1/2 mobile multitask while watching TV daily, with 1/3
checking in 2+ times
Q: How often do you use any of the following devices while watching TV at home?
Q: Which of the following best describes when/how you typically multitask using tech devices while watching TV?
I mobile multitask while watching TV...What am I usually doing…?
49%
63%
21%
22%
2011 2013
At least once a week Everyday
I multitask while watching TV
94%
60%
Communication
Content

Email is more a PC activity and IM is more mobile based
When I multitask I do a communications activity, such as…
MULTI2. You mentioned that you use the following devices while watching TV at home. Which of the following, if any, do you do on these devices while watching TV at home? Please select all that apply for each device. Base: Use Device While Watching
TV Once a Month +; Laptop or Desktop Computer n=1604, Smartphone /Web-enabled mobile phone n=868 Tablet n=411
76%
54%
28%
24%
Check & Send email
Update & view social networks
IM
Discussion boards & chat rooms
Laptop & Desktop
Mobile
Tablet

There’s a lot of content activity with ~40% searching for related
commercial content
MULTI2. You mentioned that you use the following devices while watching TV at home. Which of the following, if any, do you do on these devices while watching TV at home? Please select all that apply for each device. Base: Use Device While Watching
TV Once a Month +; Laptop or Desktop Computer n=1604, Smartphone /Web-enabled mobile phone n=868 Tablet n=411
63%
48%
49%
39%
46%
44%
38%
Laptop & Desktop
Mobile
Tablet
Surf Internet for non
related content
Surf Internet for related content
Play online games
Search for info related
to commercial
Watch videos
Read news
Do work-or school-related
activities
When I multitask I do a content activity, such as…

There's a definite need to optimize mobile sites
XX
52% of consumers are
disappointed when companies do
not have specialized sites for their
mobile Internet browser
CONSUMER MARKETER
75% of companies have no
clear mobile strategy

MULTI-TASKING ON
DIGITAL DEVICES:
BIG EVENTS
How mobility
extends water
cooler moments

The Digital Extension
SOURCE: Y! Yodeler's Panel | Academy Awards | March 2012
n = Total Sample (n = 2,535)
24% got info about an
Oscar-nominated movie
THE PRE-SHOW
19% got info on Oscar
nominated actors or
actresses
THE LIVE SHOW
24% looked for monologues,
performances & opening
numbers while watching the
show live
THE AFTER PARTY
46% looked at
best and worst
dressed pictures
38% wanted
Oscar results
36% read
Oscar articles
online after the
live show
22% got to a photo, read an article, or watched a
video about the Oscars from their friends social
media wall

There’s a growing daily trend of sports content consumption on
mobile devices
2013 MULTI13 and 2011MOB4: Now please think about sports in general. How often do you check or read sports-related content such as news, scores, stats or results, etc. via your mobile device? Base: Mobile phone/Smartphone owners, 2013 n=1320;
2011 n=1745
Frequency of checking & reading sports related content on mobile devices
18% 22%
15%
26%
33%
48%
2011 2013
Daily
Once to a few times a week
2011 2012

Similar to 2011, sports multi-tasking continues to be more
content driven
MULTI12. Which of the following, if any, do you typically do while watching sporting events on TV? Base: Web-Enabled Mobile Phone/Smartphone Owners who multi-task with sports TV shows and check Sports-Related Content via their Mobile Device at
least Weekly (n=1498)
When watching sports, I multi-task by doing the following…
78%
49%
44%
39%
33%
24%
22%
20%
65%
46%
26%
28%
25%
Look for the latest scores of other games/events
Look for schedules of other games/events
Look for team and player information/stats
Look for top sports headlines/sports-related articles
Look for sports online-video content
Look for sports-related images/photos
Read/Write blog posts
Text someone about the sporting event
Email someone about the sporting event
Talk smack with other fans online
IM someone about the sporting event
Content
Communicate

Fact finding missions are also popular when it
comes to sports
MULTI12. Which of the following, if any, do you typically do while watching sporting events on TV? Base: Web-Enabled Mobile Phone/Smartphone Owners who multi-task with sports TV shows and check Sports-Related Content via their Mobile Device at
least Weekly (n=1498)
When watching sports, I multi-task by doing the following…
51%
35%
21%
15%
15%
55%
29%
27%
23%
13%
16%
Posted or updated social networking sites
Posted a message or discussion boards
Posted images on a photo sharing site
Posted related video content onto a video site
Fact-check something someone I know said
Fact-check something the announcer said
Check & manage my fantasy team(s)
Make a sports related purchase
Something else sports related
Share
Other

MULTI-TASKING ON
DIGITAL DEVICES:
OUR SUPER
BOWL CASE
STUDY

The Super Bowl was 1/5 commercial content
2013 Super Bowl: Sunday Feb 03, 2013, between 3:30-7:30 hrs PST
Control dates: Same time & day after (2/10)
Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data
TV Commercial data sourced from Nielsen
-20%
-10%
0%
10%
20%
30%
40%
3:30
PM

3:35
PM

3:40
PM

3:45
PM

3:50
PM

3:55
PM

4:00
PM

4:05
PM

4:10
PM

4:15
PM

4:20
PM

4:25
PM

4:30
PM

4:35
PM

4:40
PM

4:45
PM

4:50
PM

4:55
PM

5:00
PM

5:05
PM

5:10
PM

5:15
PM

5:20
PM

5:25
PM

5:30
PM

5:35
PM

5:40
PM

5:45
PM

5:50
PM

5:55
PM

6:00
PM

6:05
PM

6:10
PM

6:15
PM

6:20
PM

6:25
PM

6:30
PM

6:35
PM

6:40
PM

6:45
PM

6:50
PM

6:55
PM

7:00
PM

7:05
PM

7:10
PM

7:15
PM

7:20
PM

7:25
PM

7:30
PM

Time
(by 5min slot)
2013 Super Bowl (Main game: 3:30pm – 7:30pm, PST)
Blck out
1Q Starts 2Q Starts
3Q Starts
4Q StartsHalf-Time
Break
Game
End
TV Ad Breaks

-0.21
-0.11
-0.01
0.09
0.19
0.29
0.39
0.49
3:30
PM

3:35
PM

3:40
PM

3:45
PM

3:50
PM

3:55
PM

4:00
PM

4:05
PM

4:10
PM

4:15
PM

4:20
PM

4:25
PM

4:30
PM

4:35
PM

4:40
PM

4:45
PM

4:50
PM

4:55
PM

5:00
PM

5:05
PM

5:10
PM

5:15
PM

5:20
PM

5:25
PM

5:30
PM

5:35
PM

5:40
PM

5:45
PM

5:50
PM

5:55
PM

6:00
PM

6:05
PM

6:10
PM

6:15
PM

6:20
PM

6:25
PM

6:30
PM

6:35
PM

6:40
PM

6:45
PM

6:50
PM

6:55
PM

7:00
PM

7:05
PM

7:10
PM

7:15
PM

7:20
PM

7:25
PM

7:30
PM

4.25
4.35
4.45
4.55
4.65
4.75
4.85
4.95
Traffic spikes occur during weak play & ads
Time
(by 5min slot)
TV Ad Breaks PVs/UU
PVs/User
TD
(49ers)
Tide
Chrysler
Kia
49ers
continue
to play
weaklyNearing
the end of the
Blackout
period
End of
Halftime
Show
Taco Bell
Volks-
wagen
End
of 1Q
Go
Daddy
End
of 2Q
TD
(49ers)
Game
resumes
after
blackout
Beyoncé/
Destiny’s
Child Halftime
Show
TD
(Ravens)
1st TD
(Ravens)

-8%
2%
12%
22%
32%
3:30
PM

3:35
PM

3:40
PM

3:45
PM

3:50
PM

3:55
PM

4:00
PM

4:05
PM

4:10
PM

4:15
PM

4:20
PM

4:25
PM

4:30
PM

4:35
PM

4:40
PM

4:45
PM

4:50
PM

4:55
PM

5:00
PM

5:05
PM

5:10
PM

5:15
PM

5:20
PM

5:25
PM

5:30
PM

5:35
PM

5:40
PM

5:45
PM

5:50
PM

5:55
PM

6:00
PM

6:05
PM

6:10
PM

6:15
PM

6:20
PM

6:25
PM

6:30
PM

6:35
PM

6:40
PM

6:45
PM

6:50
PM

6:55
PM

7:00
PM

7:05
PM

7:10
PM

7:15
PM

7:20
PM

7:25
PM

7:30
PM

7:35PM

7:40
PM

7:45
PM

7:50
PM

7:55
PM

8:00
PM

1.25
1.27
1.29
1.31
1.33
1.35
The Super Bowl was 1/5 commercial content
2013 Super Bowl: Sunday Feb 03, 2013, between 3:30-7:30 hrs PST
Control dates: Same time & day after (2/10)
Measurement: User activity on m.yahoo.com (for US users), using Y! Internal Data
TV Commercial data sourced from Nielsen
Time
(by 5min slot)
End
of 1Q
End of
Show
Spike
Nearing the
end of the
Blackout
period
Beyoncé/
Destiny’s Child
Halftime Show
Increase in Mobile Uniques by Yahoo! Property
PC PVs/UU Mobile PVs/UU

1-2PM 2-3PM 3-4PM 4-5PM 5-6PM 6-7PM 7-8PM 8-9PM
153%
492%
1567%
1062%
424%
258%
1150%
348%
699%
219%
504%
Mobile traffic grew in some properties by over +1500%
Increase in Mobile Uniques by Yahoo! Property
Music Sports OMG! News Beyoncé &
Destiny’s Child
Halftime Show

What did they search?
Increase in search volume for each keyword from the Sunday Prior
FOOTBALL:
1.  Super Bowl Halftime: 9981%
2.  What time Super Bowl 2013: 5601%
3.  Baltimore Ravens Roster: 785%
4.  San Francisco 49ers Roster: 649%
ENTERTAINMENT/VENUE:
1.  Beyonce Super Bowl 2013: 7237%
2.  Beyonce: 640%
3.  Alicia Keys: 549%
4.  New Orleans SuperDome: 538%
ADS & BRANDS
1.  Coke super bowl ad: 2284%
2.  Go Daddy commercial: 851%
3.  Mercedes Benz CLA: 791%
4.  Doritos Super Bowl 2013: 479%
5.  Budweiser Super Bowl Ads 2013:
473%
6.  Elementary TV Show: 343%
7.  Budweiser Black Crown: 306%
8.  Amazing Race 2013: 262%
9.  Doritos: 228%
10. Tide: 215%

MULTI-TASKING ON
DIGITAL DEVICES:
Connected TV:
A Connected
Devices Experience

Defining Internet Connected TV (CTV)
What Makes Up Internet Connected TV? It’s accessing the Internet through your TV
via your DSL/Broadband connection in any of the following ways:
SOURCE: Connected TV: The Dawn of a New Era | May 2012
6
TV
Controllers
Smart TV
Satellite/Cable Operator
Game Console
Blu-Ray/DVD Player
TiVO or DVR
Digital Media Adapter

Nearly 80% show interest in using mobile & tablet devices to
interact with Y! CTV...
Device Owners: How interested are you in using [insert device] to interact with Y!
CTV?
Q: Based on the video that you just viewed, please tell us how interested you are in this Yahoo! Connected TV product if it were available on your current TV or a future TV that you might purchase and you had the ability to access, sync, and share
content through your smart phone or Tablet PC device instead of directly to your TV?
Base: Own device or plan to buy in the next 2 years.
Not at all
interested
Not very
interested
Somewhat Very
interested
Extremely
interested
10%
12%
32%
27%
18%
6%
8%
29%
30%
27%

Build updates for the screen, go past the remote control for
interaction & communication
On which device would you prefer to access the following Y! CTV-related CONTENT?
Q: Below are some of the features you said you were interested in if you were to access Yahoo! Connected TV. Some of these features are also available through a Yahoo! Connected TV mobile or Tablet PC application. Please tell us if you would prefer
to access this content on an Internet-enabled TV, a smartphone, Tablet PC, or does it not matter how you access this content? Select one for each feature. Base: Showed interest in feature (floating base)
30%
28%
29%
30%
32%
32%
35%
32%
32%
33%
18%
21%
15%
20%
19%
20%
20%
30%
26%
26%
12%
11%
20%
14%
14%
17%
16%
14%
20%
18%
40%
40%
36%
36%
35%
30%
29%
24%
22%
22%
No Preference Tablet PC Smart Phone Internet Enabled TV
Media Search Guide
Extra TV Show or movies Info
Personalized Alerts
Extra Sports Info
Recommend TV Programs
TV Show Check
Voting or Polls
Access content not related
to what you are watching
E-mail or IM
Social Networking

Build updates for the screen, go past the remote control for
interaction & communication
On which device would you prefer to access the following Y! CTV-related CONTENT?
Media Search Guide
Extra TV Show or movies Info
Personalized Alerts
Extra Sports Info
Recommend TV Programs
TV Show Check
Voting or Polls
Access content not related
to what you are watching
E-mail or IM
Social Networking
26%
29%
21%
29%
28%
30%
31%
44%
38%
39%
17%
15%
28%
20%
21%
25%
25%
21%
29%
27%
57%
56%
51%
51%
51%
45%
45%
35%
32%
33%
INFORMATION
CONTENT INTERACTION
COMMUNICATION

Pictures or video of a product or service
An actual showcase of a product or service
The ability to purchase from your home
The ability to "check-in" for more savings
Finding out where to buy locally
Entering Contest & Sweepstakes
Talk about a product or ad on my social network
Talk about a product or ad via email or IM
30%
32%
31%
33%
34%
35%
31%
31%
21%
20%
23%
21%
22%
23%
25%
26%
13%
14%
14%
15%
18%
17%
21%
21%
35%
34%
31%
31%
26%
25%
24%
22%
Information and transaction can start on the big screen
How would you prefer to access Y! CTV-related ADVERTISING & PROMOTIONAL
content?

Pictures or video of a product or service
An actual showcase of a product or service
The ability to purchase from your home
The ability to "check-in" for more savings
Finding out where to buy locally
Entering Contest & Sweepstakes
Talk about a product or ad on my social network
Talk about a product or ad via email or IM
30%
29%
34%
31%
33%
35%
36%
38%
19%
21%
21%
22%
27%
26%
30%
30%
51%
50%
46%
46%
39%
38%
34%
32%
Information and transaction can start on the big screen
How would you prefer to access Y! CTV-related ADVERTISING & PROMOTIONAL
content?
INFORMATION
TRANSACTION
COMMUNICATION

SOURCE: Various Y! Case Studies" Social Features, Into Now, & Social Sentiment Slider | 2011 & 2012
Risk taking can benefit brands for being more innovative & caring
Test versus Control Lifts for 2 Case Studies
CONTENT
INNOVATION
CARE
+37% Is an innovative brand
+17% Is forward thinking or progressive
+27% Understands me and what I like
+17% A brand that cares about it's customers
+90% Connecting with me around the content I love
+54% Trying to engage with me in new ways
LIFT TEST VS. CONTROL ATTRIBUTE FOR BRANDS

MULTI-TASKING ON
DIGITAL DEVICES:
SMART MOBILE
How mobility
influences category
shopping

Shoppers are behaving in new ways
Instant information at their fingertips, improved Mobile and Tablet site usability,
shopping apps and improving technology enable the shopper to behave in
completely new ways.
Dynamic and Evolving
Shopping Experience
Rapidly improving
technology
Increasing consumer
confidence and demand

43% of tablet owners
believe their tablet is
critical to my daily life
More than 50% say their
mobile devices makes them
browse the internet more
67% of mobile owners
believe their mobile is
critical to my daily life

+145%
+103%
+180% +62% +108%
+93%
76M
69M
56M 54M 54M 51M
2012
31M
34M
20M
26M
28M 25M
2010
Finance Entertainment
items & content
Home
Improvement
Restaurant
s & Dining
Personal &
Vacation Travel
Consumer
Electronics &
Technology
There’s been explosive growth in leveraging our mobile devices
for shopping information…
I use my mobile device to access shopping related information

+104%
+135%
+100%
Clothing, Apparel, &
Fashion Accessories
Beauty &
Personal Care
AutomotivePackaged
Food &
Beverage
Healthcare
& Medical
51M
25M
47M
20M
40M
20M
47M
2010
2012
There’s been explosive growth in leveraging our mobile devices
for shopping information…
I use my mobile device to access shopping related information

11M 9M 8M 7M 8M 8M
2012
items & content
Home
Improvement
Restaurant
s & Dining
Personal &
Vacation Travel
Consumer
Electronics &
Technology
…with tablet shopping nascent but ramping
I use my Tablet to access shopping related information

Fashion Accessories
Beauty &
Personal Care
Automotive Packaged
Food &
Beverage
Healthcare
& Medical
2012
8M 7M 7M 6M6M
…with tablet shopping nascent but ramping
I use my Tablet to access shopping related information

+9%
-11%
-5% -13% -8%
-23%
95M 97M
83M
85M 85M 93M
104M
86M 79M
74M
78M
72M
2012
2010
items & content
Home
Improvement
Restaurant
s & Dining
Personal &
Vacation Travel
Consumer
Electronics &
Technology
Shopping via the PC has decreased in the past 2 years as mobile
and tablet ramp.
I use my PC to access shopping related information

-16%
-9%
-19%
Fashion Accessories
Beauty &
Personal Care
AutomotivePackaged
Food &
Beverage
Healthcare
& Medical
20M
2012
92M
77M
70M 74M
64M 60M
69M
49M
Shopping via the PC has decreased in the past 2 years as mobile
and tablet ramp.
I use my PC to access shopping related information

Mobile shopping is omnipresent. Always on always going…
IN STOREGETTING SOMEWHEREAT HOME WHILE WAITING IN LINE

While mobile shopping is on-the-go, it really starts
at HOME
I use my Mobile/Tablet to access <category> shopping related information in this
location
84%
36%
51%
46%
92%
30%
46%
42%
Mobile Tablet
IN STOREGETTING SOMEWHEREAT HOME WHILE WAITING IN LINE

88%
75%
82%
77%
Also used a pc to <category> shop
Go home to do more shopping on my PC
% Strongly/Somewhat Applies after using device in-store
Mobile Tablet
Most users claim to use their PC in addition to their mobile and
tablet devices

MOBILE TABLET
Disappointed companies don't have optimized site 44% 50%
Disappointed companies don't have application 38% 47%
I am less likely to re-visit a brand’s site if it wasn't optimized for my mobile device the first time I
visited it
38% 44%
SITE EXPERIENCE
BUYING STUFF
MOBILE TABLET
Filling out forms on my mobile phone is difficult 61% 46%
Brands-Manufacturers-Retailers have not made it easy to redeem coupons on my mobile device
while in-store
36% 37%
I am sometimes unsuccessful at making payments using my mobile device 27% 26%
There is ample opportunity to improve the consumer brand
experience on mobile devices

MOBILE TABLET
Used a map to navigate 52% 50%
Took/sent product picture 34% 29%
Scanned Something 30% 32%
Looked for/downloaded apps 23% 30%
“Checked in” at a location 22% 24%
OTHER
Search
Reviews Sites
Deal Sites or Apps
Product & Price Comparison
Communication about Product
Noticed/Clicked on Advertising
75%
72%
54%
49%
45%
34%
75%
63%
59%
61%
43%
43%
81%
59%
54%
70%
21%
43%
Mobile Tablet PC
It’s really about the basics: search, review sites, and community
are important during the buy cycle
I used my device to do the following…

GATHER MORE INFO
Mobile Tablet PC
55% 68% 71%
NARROW DOWN
Mobile Tablet PC
50% 63% 70%
LOYALTY
Mobile Tablet PC
46% 55% 54%
PURCHASE/ENROLL
Mobile Tablet PC
48% 61% 64%
AWARENESS
Mobile Tablet PC
42% 54% 51%
Great
ride!!!
Tablet rivals PC as being a helpful device throughout the
purchase path
Helpfulness of Device in Purchase Path

Mobile Tablet
ENTERTAINMENT
CASUAL DINING
BEAUTY & PERSONAL CARE
FOOD & BEVERAGE
TRAVEL
APPAREL
CONSUMER ELECTRONICS
79%
80%
76%
78%
53%
66%
53%
59%
66%
76%
61%
77%
55%
60%
Mobile & tablet shopping research results in purchase behavior
offline or via PC
Actions After Mobile/Tablet Research: I made a purchase/enrollment via any method

Mobile Tablet
HOME IMPROVEMENT
INVESTMENT
INSURANCE
CREDIT CARD
HEALTH
BANKING
AUTO 24%
28%
28%
46%
38%
46%
39%
50%
40%
51%
42%
55%
53%
60%
And it’s also a driver of purchase for lower incidence
categories
Actions After Mobile/Tablet Research: I made a purchase/enrollment via any method

ENTERTAINING
BOLD
UP TO DATE VALUE
INTERACTIVE
FUNCTIONS
43%
41%
39%
32%
35%
39%
WOULD CAPTURE MY ATTENTION
Bold and interactive ads that take full advantage of the device are
most appealing to consumers
Mobile/Tablet Advertising Preferences – Ad Copy

Auto Apparel/Fashion
Beauty/Personal Care Consumer Electronics
Food & Bev Home Improvement
Banking Entertainment
Credit Cards Health
Insurance Travel
Investment Dining
Mobile/Tablet Advertising Preferences – Category
Relevant to current
location/local area
Offers/Coupons/
Promotions/Incentives
Relevant to interests/
background
For most categories, the top 3 ad tactics revolve around location,
relevancy and promotions

Categories elicit different ad tactics
Mobile/Tablet Advertising Preferences – Category Differences to total

Meet the consumer where they want to be met, on the device they
choose
FINDING IMPLICATION
►  CONVENIENCE OF MULTIPLE DEVICES:
consumers can fill in gaps & always
"be on"
►  BIG EVENTS:
consolidation through content
►  CONNECTED TV:
a connected devices experience
►  THE CHANGING CONVERSATION: taking
cues from the consumer
►  Mobility and portability have changed our
capability to access and interact digitally
►  Enhance brand sponsorships and
incremental effectiveness by
understanding consumer patterns around
these events
►  Leverage platforms like CTV and
publishers building out application
experiences that cross devices
►  Enhance brand sponsorships and
incremental effectiveness by
understanding consumer patterns around
these events

choose
FINDING IMPLICATION
MOBILE: A SIGNAL OF A POTENTIAL
PURCHASER
►  With 50% of mobile shoppers saying that
mobile makes them browse the internet
more
►  84% start mobile shopping in a category
while at home
►  For mobile and tablet users, most shoppers
are using it to “gather more information
STICK WITH THE BASICS:
►  When shopping starts, users are
indicating an active intent for information
gathering, which usually leads to
purchase.
►  For mobile shoppers specifically, 75% will
start on search, 72% review sites, and
54% deal sites. That order should
influence your media buying plan

choose
FINDING IMPLICATION
MOBILE: A SEQUENCED PART OF BRAND
STORY TELLING
►  88% of mobile shoppers use a PC to shop
and 75% will always go back to their PC
even when doing the occasional show
rooming
►  ~40% of consumers are frustrated about
sites not being mobile optimized and
coupon redemption. In fact, when sites
don’t do a good job telling their mobile
story, it can lead to customer’s not coming
back
IT’S NOT MOBILE VS. PC BUT… MOBILE +
PC
►  Consider how the consumer travels cross-
screen when it comes to your consumer
shopping journey. It’s not just the
advertising but also the overall shopping
experience of your site
►  Consumers want to use their devices to
research products and service but
marketers have not kept up with the
demand. It’s important that mobile websites
and apps to be optimized, informative,
easy to find & navigate, and powerful

choose
FINDING IMPLICATION
MOBILE: AD EXPECTATIONS ARE ABOUT
LOCATION, RELEVANCE, AND DEALS
►  52% are looking for deals, 52% want ads
that are location based, and 49% want
personalization
►  Creatively speaking, consumers expect
mobile advertising to be entertaining (43%),
bold (41%), and interactive (39%)
►  However, think category as different things
index by category
CREATE FOR MOBILE BUT DON’T
FORGET ALL THE TECHNOLOGY
AVAILABLE FOR EFFECTIVE BUYS
►  Tailor your mobile and tablet advertising to
deliver personalized, location-based &
promotions to help drive purchase
►  Consider cross-screen digital advertising
buys or re-targeting across screens to
catch consumers during their follow-up
visits to PC

THANK YOU
edwinw@yahoo-inc.com

Presentación Edwin Wong

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