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1%
16%
37%
54%
Traditional TV Timeshifted TV Mobile Phones Online
Monthly Time Spent By Medium
Change from Q1 ’13 to Q1 ‘14
Appointment television no longer keeps audiences in their seats
Users increasingly split their time across TV and digital
Source: Yahoo Smart TV Digital Living Room Study, January, 2014
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Viewers don’t fully commit themselves to what they’re watching, and the distraction of mobile looms high
93% use mobile for something while
watching TV
Mobile usage during TV % use always/often – based to
ownership
TV attitudes % agree completely/agree
Mobile distractions are everywhere
Source: Yahoo Smart TV Digital Living Room Study, January, 2014
TV attitudes % agree completely/agree
51% I never only watch TV, I always do
something else on the side
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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
3 in 4 viewers access the second screen for additional show content Even more use mobile during TV viewing for personal and social reasons
Source: Yahoo Smart TV Digital Living Room Study, January, 2014
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There is hope for advertisers aiming to connect with Internet TV audiences
Nearly 40% of viewers report searching for
information related to commercials they see
while watching TV
Yahoo: Capitalizing on the Growth of Mobile TV Multi-tasking, March 2013
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Mobile ad lift from Yahoo Fantasy Football Digital content complementary to TV experience drives 50% increase in engagement versus typical online ads
Fantasy Football App Usage
9/7 4/25 5/25 6/25 7/25 8/25
Fantasy Football Ad Clicks
9/7 4/25 5/25 6/25 7/25 8/25
Sunday Football - Users engaging with the mobile ads
Sunday in September – Online Fantasy Football use
Source: Yahoo Fantasy Football, September, 2014
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connected to the Internet globally
BY 2017,
3.8B MOBILE DEVICES people check their mobile devices
150 TIMES A DAY approach A MOBILE-FIRST
Yahoo Weather and Yahoo News Digest recipients
of Apple Design Award
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monthly mobile users 450M+
of all traffic 50%
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From 1.3 billion devices worldwide Flurry gives Yahoo an advantage in understanding what people do on mobile • 1.4 billion devices worldwide per month • 5.5 billion daily sessions • 550 thousand apps
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Flurry sees activity from 7 apps per device, on average
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That’s more than 1/3 of all app activity
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Flurry brings a closed-loop philosophy to mobile advertising
FIND THE RIGHT USERS Our data qualifies every impression
MEASURE AGAIN Measure ROI / LTV through Analytics
MEASURE SUCCESS Use analytics to measure the
value of each customer
REACH AND ENGAGE THEM
Engage consumers with compelling creative and a call to action
RE-TARGET AND RE-ENGAGE
Invest in your most valuable customers
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Mobile video ads: a growing opportunity for marketers
"Flurry is a great partner for video ads on mobile and their video network brings highly qualified customers to our apps.”
– Christian Limon | VP, Growth and Advertising, Glu Mobile
• Pre-cached videos
• Skippable or non-skippable
• Auto-play or user-initiated
• 15 or 30-second ads
• Buy video inventory programmatically or through Flurry’s network
F E A T U R E S I N C L U D E
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W A N T F U L L - L E N G T H T V E P I S O D E S
77% R A N K C O M E D Y A S T H E I R
F A V O R I T E C O N T E N T G E N R E
41% R A N K M U S I C A S T H E I R
F A V O R I T E C O N T E N T G E N R E
38%
When and where they want it
Give consumers what they want
Sources: Yahoo Video Pulse Study, June 2013; Yahoo Global Video Study, December 2013
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Premium, brand-relevant content
Y A H O O O R I G I N A L S
P A R T N E R C O N T E N T
Y A H O O L I V E
V E R T I C A L C O N T E N T
B R A N D E D C O N T E N T
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M U S I C S P O R T S E N T E R T A I N M E N T
Giving consumers exclusive access to of-the-moment content with Yahoo Live
And we’re LIVE
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K A T I E C O U R I C B O B B I B R O W N J O E Z E E
Top talent and industry gurus guiding content development
Led by distinctive editorial voices
D A V I D P O G U E
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Yahoo Smart TV Augments users’ TV experience
• Interactive software platform embedded in TVs from leading manufacturers
• Features contextual apps to augment the TV user experience
• A growing base of several million active devices and users
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Yahoo Smart TV Augments users’ TV experience
• Identifies content being watched • On-screen prompts invite viewers to
engage contextual experiences: o Yahoo Fantasy Football o Situational stats for baseball o Interactive baseball player data o Yahoo Weather o Yahoo Flickr
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Identify Your Audience • Identify the most appropriate
target group(s) based on viewing behavior or your existing Television targeting
Find Cross-Screen Users • Match Yahoo Smart TV users
with Yahoo users online • Identify Smart TV users
consumption:
• Channels and shows watched • Commercials and ads seen
Find, Expand, Target • Analyze and model your
identified audience to find additional Yahoo users with similar profile and behavior
• Target users and and analyze results across screens
Smart TV Viewers
Matched Users
A25-54 AA% A25-54 BTA AA% Demo Target BTA Rtg IndexNet Program Name 08Q4 09Q1 09Q2 09Q3 08Q4 09Q1 09Q2 09Q3 08Q4 09Q1 09Q2 09Q3ABC 20/20-FRI 2.49 2.70 2.07 1.68 2.52 2.65 2.25 1.67 101.4 97.9 109.1 99.3ABC ABC COLLEGE BASKETBALL-SA 0.55 0.55 100.3ABC ABC COLLEGE FTBL GM-LATE 1.96 2.39 1.71 2.66 87.6 111.2ABC ABC NEWS:NIGHTLINE 1.43 1.37 1.21 1.16 1.44 1.37 1.13 0.94 100.4 99.9 93.5 80.6ABC ABC NEWS:NIGHTLINE-LATE 1.15 1.07 1.18 0.95 102.5 88.6ABC ABC SAT MOVIE OF THE WEEK 1.35 1.40 1.26 1.00 0.99 1.31 1.35 1.06 73.2 93.5 106.6 106.4ABC ABC WORLD NEWS NOW 0.28 0.30 0.26 0.23 0.31 0.45 0.43 0.23 110.8 146.5 165.1 98.9ABC ABC WORLD NEWS TONIGHT 2.17 2.13 1.65 1.58 2.10 2.28 1.85 1.50 96.7 107.0 112.3 95.3ABC ABC WRLD NEWS TONIGHT-SAT 1.10 1.04 0.85 0.71 1.07 1.12 0.83 0.64 97.1 108.0 97.4 90.5ABC ABC WRLD NEWS TONIGHT-SUN 1.07 1.13 1.11 0.92 1.13 1.24 1.08 0.92 105.9 110.3 97.1 100.2ABC ALL MY CHILDREN 1.08 1.06 0.93 0.88 1.22 1.12 1.19 1.07 112.4 106.1 127.5 122.1ABC AMER FUNN HOME VIDEOS 2.70 2.62 2.21 1.73 2.18 2.63 2.45 1.54 80.5 100.4 110.5 88.8ABC AMERICA THIS MORNING 0.69 0.75 0.65 0.56 0.65 0.84 0.79 0.56 94.1 112.7 121.9 100.0ABC BROTHERS & SISTERS 4.81 4.72 3.32 1.60 4.77 5.75 3.62 1.81 99.0 122.0 109.2 112.9ABC CASTLE 4.01 2.84 1.49 5.17 3.67 1.69 128.9 129.3 113.3ABC COLLEGE FTBALL COUNTDOWN 0.36 0.44 0.23 0.45 63.1 101.7
How does it work?
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What does this mean for you?
• Know the TV channels and shows your most successful users are watching
• Understand optimal Media Mix between TV and online to maximize GRP/Reach and efficiency of budget
Key Insights and Analytics Enhanced Online Reach and Targeting
• Retarget exact users who watched a particular TV show
• Retarget users who saw your ads on TV
• Retarget users who saw competitor’s ad on TV
• Identify and target expanded audience with same profile as users watching particular shows or channels
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Objective: Cable television channel looking to drive viewership of new TV show
0%
20%
40%
60%
80%
100%
120%
TV targeted Online - custom demo & audience targeting
Online - Smart TV data targeting
Lift in viewership
98%
15%* 2%*
Source: Yahoo cable television client campaign, August/September, 2014. * Observed lift was not statistically significant
Television + digital synergies examples
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Extending Television to Mobile