Evento Mobilidade 2016.

1. A MOBILE FIRST
WORLD
T H E S H I F T T O

2. A MOBILE FIRST
WORLD
T H E S H I F T T O

3. 3
W H A T ’ S C O V E R E D
Rapid Adoption:
What are the drivers
impacting the pace of
smartphone ownership?
Factors expediting
the shift:
How should advertisers and
publishers be building for a
mobile majority first world?
Thinking Beyond
Ownership:
Now the majority of
consumers own a
smartphone, but so what?
To understand mobile migration patterns and which factors will accelerate the
shift to a mobile-first for consumers and advertisers
Background

4. 4
RAPID ADOPTION PATTERNS
H O W S M A R T P H O N E S A R E D I F F E R E N T

5. 5

6. A D O P T I O N C U R V E F O R M O D E R N C O N V E N I E N C E S
100
50
1900 1915 1930 1945 1960 1975 1990 2005
The adoption curve for modern conveniences
has shortened considerably
Adoption curve since 1900
Source: Visual Economics
TELEPHONE
ELECTRICITY
AUTO RADIO
STOVE
CLOTHES DRYER
MICROWAVE
DISHWASHER
COLOR TV
CELL PHONE
INTERNET
VCR
FRIDGE
CLOTHES WASHER
AIR CONDITIONING
COMPUTER
6

7. 2014 2015 2016 2017 2018 2019 2020
Smartphone ownership reaching majority ownership rates
across all major markets
7 Source: eMarketer | 2016
UKUSA BRAZILMEXICO
Adoption Rate
50% ADOPTION
87.3%
86.0%
80.0%
63.7%
69.0%
ARGENTINA

8. The speed of smartphone adoption can be
attributed to the multiple products it has replaced
8 Source: eMarketer Report / Press Play: Infographic by Nicolas Rapp / Soure: Appliance, Sept Issue, multiple years
REPLACEMENT CYCLES FOR ELECTRONICS PRODUCTS
PRODUCT AVG. LIFE (YEARS)
Cordless telephone 8
Color TV 8
CD Player 6
Telephone answering machine 6
VCR 5
Camcorder 5
Fax 4
PC 2
Mobile Phones 1
REPLACEMENT TIME

9. US CHINA JAPAN GERMANY MOBILE FRANCE UK ITALY RUSSIA
Source: BCG, Flurry
US CHINA JAPAN GERMANY MOBILE UK FRANCE INDIA ITALY BRAZIL
TRILLIONS(USD)
18.6
11.4
4.7
3.5 3.3
2.7 2.5 2.2 1.8 1.8
10
20
Mobile industry revenue rivals GDP of the world’s largest
countries
Country GDP in $Trillions
9
Source: StatisticsTimes.com

10. 10
Developing for larger
screens
Creating experience
for cross-screen, not
mobile only
Adapting to trends in
the app revolution
Factors that will expedite the shift
to a Smartphone Dominant world

11. Developing for larger
screens
Creating experience
for cross-screen, not
mobile only
Adapting to trends in
the app revolution
Factors that will expedite the shift
to a mobile lead world
11

12. What does a
Smartphone Dominant
consumer look like?
12
MOBILE FIRST.
67% state that their smartphone replaces their PC, & is
the main way they access the internet
MOBILE LEAD.
75% of their digital time is a mobile device;
+50% vs. an average smartphone owner
MOBILE IMMERSED.
+50% more activities done on a mobile devices vs. an
average smartphone owner
Users who spend most of their times on
their smartphones, and are using them to
replace their PC

13. 78%
It's more efficient to do
things on my computer
than on my smartphone
More efficient, better user experiences will accelerate the shift
to Smartphone Dominance
Factors that are holding back consumers from being Smartphone Dominant
Among Future Smartphone Dominant Users
13
User Experience
(easier to type, read, easier
to browse/compare)
67%
Data & Internet
Improvements
54%
Better Apps
44%

14. FULL-SIZE TABLETS
9.74 MIN
As screen sizes grow, engagement will increase
14
SMALL TABLETS
6.88 MIN
MEDIUM PHONES
4.18 MIN
SMALL PHONES
3.8 MIN
Average time spent per session | Minutes
Source: Flurry by Yahoo Analytics, mapped devices only,
The Industry
responded with
more Phablet
choices

15. Over the course of the next 5 years, shipments for these larger
screens will grow tremendously
Strategy Analytics Forecast | Global Handset Sales by Millions of Units
15 Source: Wireless Device Strategies (WDS) service
0
500
1.000
1.500
2.000
2.500
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
DEVICES Basic Phone Standard Feature Phone Smart Feature Phone Standard Smartphone
Superphone Standard Phablet Superphablet

16. Developing for larger
screens
Creating experiences
for cross-screen, not
mobile only
Adapting to trends in
the app revolution
Factors that will expedite the shift
to a mobile lead world
16

17. Smartphone Dominant users are more digitally active across
PC and Mobile
# of Different Activities Done Last Day Used
17
SMARTPHONE DOMINANT USERS
# OF ACTIVITIES DONE ON DEVICE CURRENT SD FUTURE SD
Smartphone 16 11
Computer 11 14
TOTAL 27 25
+3.5 more
than the
average
smartphone
owner

18. Smartphone Dominant users want digital experiences to go
across devices
% Smartphone users agree
18 D4_12. How much do you agree or disagree with the following statements about devices? / Smartphone Dominant In Future (n=2913)
“I'm using multiple devices
at the same time more
often than I did in the past”51% TOTAL
66% CURRENT SD
56% FUTURE SD

19. In fact, 2 in 5 smartphone owners go across devices daily to
continue the same digital activity
In the past day, I continued a digital experience across the following devices
19
42%
Will go across devices on at least
one digital activity
(Among total smartphone users)
42%
28%
23%
16%
15%
14%
DEVICE TO DEVICE – CURRENT SMARTPHONE DOMINATE USERS
Smartphone to Computer
Computer to Smartphone
Smartphone to Tablet
Tablet to Computer
Computer to Tablet
Tablet to Smartphone

20. Communication, content & search related activities currently
span across devices most
Sequential Experience Activities For Any Device – Mobile, Tablet & PC
Among those who had a sequential activity
20
PHOTOS
29%
ONLINE VIDEO
35%
SOCIAL NETWORK
44%
EMAIL
59%
SEARCH
42%
CONTENT
48%
PHOTOS
29%
ONLINE VIDEO
35%
SOCIAL NETWORK
44%
EMAIL
59%
SEARCH
42%
CONTENT
48%
OTHER MENTIONS
Banking 29%
Shopping 29%
Playing games 28%
Streaming music/radio 26%
Using an IM or a texting app 26%
Work/school 20%
Finding directions/using GPS 20%

21. Developing for larger
screens
Recognizing that it’s
cross screen, not
mobile only
Adapting to trends in
the app revolution
Factors that will expedite the shift
to a mobile lead world
21

22. 45%
49%
57%
60%
48%
55%
I strongly prefer apps over mobile websites
All mobile websites should deliver an app-like experience
It’s clear that apps have won!
I agree with the following statements
22
Current SDTotal Future SDSmartphone Users
In fact,
88% of digital time
spent is spent on
apps as opposed
to WAP
Source: Flurry, ComScore, NetMarketShare

23. The majority of smartphone
owners continue to download
the same number of apps
than past years
App Downloads vs. A Year Ago
23
Downloading about the same
Downloading fewer apps
Downloading more apps 23%
58%
19%
Download
8 APPS
a month
Source: Flurry, ComScore, NetMarketShare

24. Saw an ad
about it
39%
I need it for a
specific task
53%
Task-based apps and replacing an existing app are top
reasons users download new apps
24
Replace an
existing app
49%
Read
about in
an article
39%
Friend told
me about it
41%
How did you hear about these apps
| Among Actively Downloading
Motivations to download apps
| Among Total

25. Growth in sessions is driven by lifestyle, productivity and
messaging apps
Changes in annual growth in app usage | Sessions
25
74%
48%
32% 28%
171%
116%
100%
88% 87%
LIFESTYLE &
SHOPPING
AVERAGE 76%
UTILITIES &
PRODUCTIVITY
MESSAGING HEALTH &
FITNESS
TRAVEL SPORTS NEWS &
MAGAZINES
MUSIC, MEDIA &
ENTERTAINMENT
GAMES
Source: Flurry by Yahoo Analytics, mapped devices only, Jan 2014-2015

26. However, what will move media experiences even further is
phablet ownership
26
30%
53%
29%
158%
144%
130%
SPORTS NEWS & MAGAZINES MUSIC, MEDIA & ENTERTAINMENT
PhabletsAll device types% Growth in category usage % over index
427% 172%
255%
Source: Flurry by Yahoo Analytics, mapped devices only, Jan 2014-2015

27. IMPLICATIONS FOR
ADVERTISERS
S M A R T P H O N E S H I F T

28. VIEWING HABITS HAVE SHIFTED
GROWTH YOY
25% GROWTH YOY
13% DECLINE YOY
3%
28

29. Yahoo 2016 Confidential & Proprietary.
DIGITAL IS THE NEW BLACK
MILLENNIALS ARE CUTTING THE CORD
of Millennials have replaced TV within
digital sites and apps
58%
AND ARE MORE DISTRACTED THAN EVER
of the time a consumer viewed an ad on TV, their
attention was diverted to another digital device
57%
29

30. Deep fragmentation of audiences
THE RESULT
30

31. Digital Trends in Brazil (2020)
Source: eMarketer, March & September, 2016
11.3M New Internet users (~80% penetration)
25.2M Additional Smartphones (64% penetration)
$1.7B Increase in Digital Spend ($4.7B)
72% Mobile ad spend / Total digital spend ($3.4B)
31

32. DATA
The new currency:
a medium of exchange with great value for
consumers and marketers
32

33. Insights
Targeting
Measurement
33

34. © 2016 BRIGHTROLL ALL RIGHTS RESERVED. CONFIDENTIAL AND PROPRIETARY.
Technology to help you reach
audiences at scale both on
and off Yahoo.
TECHNOLOGY
Deep data from the most
complete set of signals,
including sources like mail,
search, content, mobile app
usage and social.
DATA
Leading news,
sports, finance and lifestyle
properties
for brand building and
content marketing.
CONTENT
Yahoo offers personalized messages at scale…
34

35. GLOBAL USERS
1B 165B 2.7BDAILY ACTIVITES MOBILE DEVICES
EMAIL SEARCH CONTENT
CONSUMPTION
MOBILE
APP USAGE
REGISTRATION /
DEMO
By combining insights from multiple signals and platforms
35

36. © 2016 BRIGHTROLL ALL RIGHTS RESERVED. CONFIDENTIAL AND PROPRIETARY.
GLOBAL USERS
1B
165B
DAILY ACTIVITES
2.7B
MOBILE DEVICES
USER REGISTRATION / DEMO
EMAIL
MOBILE
SEARCH
CONTENT CONSUMPTION
NATIVE
CROSS-DEVICE
VIDEO
DISPLAY
Advertiser
data
Third
party data
36

37. Yahoo Native Ads
Native Ad Specs
CREATIVE ASSETS
MP41200X627 627X627
Ad Title, Description, Landing Page
Native: engaging and effective ad format
37
na·tive ad·ver·tis·ing
n. A form of paid media where the ad experience
follows the natural form and function of the user
experience in which it is placed.

38. Identity and creative execution are key for driving Mobile
growth
38

39. 39
TAKEAWAYS
MORE SPACE
When building a mobile strategy, companies should account for the rapid adoption of larger phablet devices.
More screen space = more ways to connect with your user. Native ad formats account for this size naturally
and beautifully.
INTEGRATED MOBILE BUDGETS
Mobile ad budgets should not be thought in isolation. With 2 in 5 consumers crossing devices daily, siloed
mobile budgets should evolve to larger cross-device buys. Native advertising, that runs specifically on
responsive design, is a must-buy that creates that efficiency and ease for marketers.
DATA CREATES OPPORTUNITIES
Data has become a fundamental tool for marketers, helping with improving insights, targeting, and ability to
measure results, and inspiring more relevant and valuable creative.
MEDIA PARTNER IS NOW YOUR DATA PARTNER
Yahoo collects 165B signals each day. Combining Yahoo’s data with advertiser and 3rd party data allows for
superior targeting at scale.

40. THANK YOU

41. IAB BRASIL
DATA DRIVEN MARKETING IN A
DEVICE AGNOSTIC WORLD

42. DATA
42

43. ACTIONABLE DATA
43
Insights for
Strategic
Planning
Campaign
Performance
Measurement
Audience
Targeting

44. ConsumerRelationships
Breadth and Depth of Data
Advertiser Data
Retargeters
APP USAGE
SOCIAL
BEHAVIOR
CONTENT
CONSUMPTION
SEARCH
EMAIL
DATA LANDSCAPE

45. Market Scarcity
Performance
Purchase
Search
CRM
Website Visits
Brand Followers
Demo
Geo Country
Techno
Interests
Location
Lifestage
DIGITAL MARKETING THRIVES ON SPECIFICITY
Lifestyle
Travel Plans

46. 46Source: Online SurveyYahoo 2016. Confidential & Proprietary.
Territories occupied by different screens based on
correspondence mapping
PASSIVE ACTIVE
FUNCTIONAL
Note: this is a largely consistent picture
among younger 16-24 year old and older 25-44 year old age groups
Engaging
Comforting
Entertaining
Convenient
Personal
Supportive
Trustworthy
Informative
EMOTIVE
Consumer Behaviour Across Multiple Devices

47. Most Favourable Screen for Commercial Activities
47Yahoo 2016. Confidential & Proprietary.
Which screen is most suitable for ?
Source: Online Survey
Researching a
city break
35%
18%
Booking tickets for
an event
33%
19%
Watching a branded
content film
28%
22%
Sharing event
experiences
47%
18%
Retail
rewards
48%
10%

48. Consumers want to interact with brands
48Source: Depth Interviews
Open to commercial momentsClosed to commercial moments
Yahoo 2016. Confidential & Proprietary.
Shopping
Travelling
Exercising
Socialising
Relaxing

49. THE FUTURE OF DIGITAL MARKETING IS
AUDIENCE CENTRIC, DEVICE AND
FORMAT AGNOSTIC
49

50. Deep and Unique
Audience Insights
Engaging Formats
Across Devices
Audience Centric Approach
Millions of users
mapped to more
than
one device

51. THINKING
HOLISTICALLY
COMBINE INSIGHT FROM
MULTIPLE SOURCES

52. CONSUMER LIFECYCLE
Awareness
Consideration
EvaluationPurchase
Loyalty
PASSIVE
ACTIVE
Awareness
Consideration
Purchase

53. Incomplete
measurement
across platforms
and devices
Difficulty in tying
online campaigns
to offline sales
Need to measure
user engagement
beyond
the click
33% of marketers fear omni-channel approaches
Challenges for Marketers
 Need to connect the dots

54. Yahoo’s Approach to Measurement
A set of simple and turn-key
measurement solutions
across channels and
devices
54
SCALABLE OPEN ACTIONABLE
Ability to use your preferred
partner through our third-
party measurement
partnerships.
A holistic view into how your
campaigns are working so
you can optimize ROI.

55. Measuring Marketing Impact
Offline Sales/
Behavior
Online
Behavior
Brand
Impact
Verification
• Offline Purchase
• Offline Spend
• Store Visits
• Engagement with Ads
• Clicks
• Conversions/Actions
• App Installs
• Conversion Value
• Search Lift
• Awareness
• Favorability
• Intent
• Recommendation
• Reach &
Frequency
Audience Composition - Viewability - Fraud - Brand Safety
55

56. Campaign Report
56
Holistic campaign wrap-up for online
campaign metrics and performance
BENEFITS
• View campaign overview, trends,
search lift, target audience,
cross-device attribution, reach
and frequency analysis all in one
dashboard
• Optimize campaign tactics
including audience targeting,
frequency and cross-device
media mix
• Inform future marketing strategy

57. Search Lift
57
Measures the lift in searches for your brand
amongst users who were exposed to your
display campaign
BENEFITS
• Evaluate whether your display
campaign is keeping your brand
top of mind with consumers
• More accurately attribute brand
lift from digital marketing efforts

58. Yahoo Synergy
58
A cross-channel analytics solution that
provides a unified view of your marketing
campaigns
BENEFITS
Learn to:
• Measure the impact of one
marketing strategy on another
• See how low-funnel and
branding campaigns work in
conjunction
• Optimize media mix

59. Cross Device Report
59
Enables conversion attribution
regardless of the devices where the ads
were served
BENEFITS
• Gain visibility and understand
the impact of post-click and
post-view conversions across
devices
• Optimize media spend across
channels

60. Case Study Cross Device Targeting
0,00%
0,10%
0,20%
0,30%
0,40%
PC+Mobile+Tablet PC+Mobile Any Cross-Screen Mobile+Tablet PC+Tablet PC Only
88%
Lift
CONVERSIONRATE

61. Viewability Measurement
61
Across all ad formats and Yahoo ad
platforms
BENEFITS
• Better performance (more
brand exposure)
• Better analysis (improved
attribution modeling and cross
media measurement)
• Increased transparency

62. Audience Verification
62
Yahoo allows advertisers to use their preferred measurement vendor to
verify:
• Audience composition
• Viewability
• Fraud
• Brand safety
BENEFITS
Advertisers can be confident that
campaigns were viewed by their
intended target on the right sites.
PARTNERS
INCLUDE

63. Brand Effectiveness Study
63
Automated turn-key solution to measure brand and behavioral
impact of campaigns using control/exposed methodology
BENEFITS
Measure lift in:
• Brand awareness
• Brand favorability
• Consideration
• Purchase intent
• Branded search
• Site visitation
PARTNERS
INCLUDE

64. Your referee shouldn’t also
be playing the game.
“
“
Importance of Independent Measurement

65. 3 Questions Every Advertiser Should Ask
1
Are you able to measure
my campaigns across
platforms and devices?
2
Are you able to measure
offline sales impact of
my campaigns?
3
Do you allow third-party
measurement for my
campaigns?

66. THE FUTURE OF DIGITAL MARKETING IS
AUDIENCE CENTRIC, DEVICE AND
FORMAT AGNOSTIC
66

67. THANK YOU