Lunch Workshop: Tackling Mobile Monetization, sponsored by Yahoo at Digiday Publishing Summit, March 26, 2015
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Kenneth Fuchs from Yahoo's presentation from Digiday Publishing Summit in Vail, CO -- 3/26/15
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Lunch Workshop: Tackling Mobile Monetization, sponsored by Yahoo at Digiday Publishing Summit, March 26, 2015
- 1. 1 Presented by Ken Fuchs ⎪ March 26, 2015 Tackling Mobile Monetization
- 4. 4 42% Will go across devices on at least one digital activity (Among total smartphone users)
- 5. Phablets accelerate growth of content consumption from mainstream verticals Source: Flurry from Yahoo NEWS 1.7X ENTERTAINMENT 2.5X SPORTS 4X
- 6. 575m+ MAUs Now 575m+ MAUs 220m Nov 2012 $1.2b+ Mobile Revenue $1.2b+ Mobile Gross Revenues Yahoo is a mobile-first company 23% QoQ Mobile Revenue Growth mid-2012
- 7. Expandable Video Video Pre-roll UnitsVideo In-streamExpandable Image
- 9. of advertisers say native ads drive engagement 65% of advertisers plan to buy native ads in 2015 79%
- 10. Monetize your app with native and video ads from Yahoo, Flurry, and BrightRoll advertisers Yahoo App Publishing Engage your audience with personalized content recommendations and monetize with native ads Yahoo Recommends
- 12. “Yahoo has brought us many of the best brand advertisers since our launch with Flurry. The teams ensured the initial setup was quick and easy. We couldn’t be happier with the quality of ads, the consistently high fill rate, and the breathe of Yahoo’s advertiser relationships across the world.” - Richard Rabbat, VP of Advertising and Platform, Tango
- 13. LearnstPinger
- 14. Yahoo Recommends Yahoo Recommends enabled Vox’s audience to discover and engage with even more of their premium content across their different brands, while driving incremental revenue for the publisher through native advertising.
- 15. Get a mobile game plan Come talk to us or visit developer.yahoo.com
Editor's Notes
- Ken intro
- It’s March, and everyone is thinking about March Madness… (Ask question to engage the audience – ie, something about brackets / give out prizes)
- [transition] Because I have Villanova to thank for the destruction of my bracket this year, I’ve already moved on to Fantasy Football. At Yahoo, we’re seeing that mobile is growing / our mobile apps are engaging users more deeply / more than 60% of time spent with FF is on mobile. (This stat was presented at the Toyota Fantasy Football event in New York earlier March) For me personally, I’m spending more time playing Fantasy Football on my phone each year, but it’s additive, not taking away from the time I spend on my computer or tablet.
- [transition] And it’s not just me. We all need to be thinking cross platform is because, on a typical day… nearly 40% of all smartphone owners are trying to port experiences from one device to another. [transition] But we’re beginning to see the rise of a new device that’s changing, yet again, the way people are consuming content… _________________________________________________________________________ Base: Total Markets (n=5805) D3. The last day you used each device, did you transfer or continue activities across devices in any of the following ways?
- [transition]…the phablet. One of the things that’s accelerating the change in how users are consuming media is the fact that our phones are getting bigger and bigger. Phablets are the fastest growing device type, they grew 148% from Jan 14 – 15 while the average growth in mobile devices was 78%. 88% of time spent on mobile devices is now in app. Mainstream content verticals are now building apps. We’re seeing that content consumption from the sports category on mobile devices is growing at 4x the rate of consumption on other devices. Music, media & entertainment at 2.5x faster and news and magazines growing almost twice as fast. Growing your business in mobile means joining the app revolution.
- [transition] Yahoo has spent the last two years investing in building our own mobile apps and, most recently, Flurry, which has allowed us to make Yahoo both an app publisher and a platform. WENT FROM A NASCENT USER BASE TO OVER 575M MONTHLY USERS WENT FROM A NASCENT BUSINESS TO OVER $1.26B IN GROSS REVENUES WE GREW OUR REVENUES OVER 23% Q/Q IF WE WERE A STARTUP WE’D BE ONE OF THE FASTING GROWING STARTUPS IN THE VALLEY
- This is how we monetize our FF app We integrate ads in a way that enhance the user experience
- And we don’t stop with FF We use this monetization for our other products and brands Growing your business on mobile means developing your own app and providing enhanced user ad experiences
- [transition] As you just saw, the best ad experience for the user on mobile is native There is a lot of growth opportunity in native advertising
- Now we’re making these solutions available to our partners. Today we’re going to talk to you about two tools that can help you drive mobile revenue. Yahoo App Publishing and Yahoo Recommends
- Yahoo App Publishing – With the same tools that we use to successfully monetize our own apps, developers can now monetize their apps with high-quality native, video and display ads using the combined capabilities of Yahoo Gemini, BrightRoll and Flurry. This combination offers developers the most engaging, seamless, beautiful advertising experience for users and the most effective advertising formats to monetize their apps. Our native ads from Yahoo Gemini seamlessly integrated to the user experience. We have seen most success when integrated with a content stream. However, since our publisher (developer) partner has full control of the user experience, it can also work in other environment. Our video ads are from high quality video advertisers like McDonalds and are as engaging as the content within the app. BrightRoll adds to the strong quality and advertiser demand, working with 87 of the Ad Age Top 100 advertisers. (You heard Claire talk about BrightRoll and all the exciting things we’re doing in video earlier today).
- This an example of the success we’ve seen with one of our partners, Tango. Social and messaging apps like Tango are moving into the content space. This is where they have the opportunity to monetize. Tango used Yahoo App Publishing to implement native ad units into their content stream. What do mobile app developers care about? Fill rate, eCPM, control of user experience. Quote here speaks to consistently high fill rate and quality of ads from big branded advertisers.
- Other examples of partner publishers: -Pinger is a social messaging app -Learnst is an educational app (horizontal stream)
- A different type of native ad unit, works well with cross-device consumption: Yahoo recommends – module that adapts to your site layout to give personalized content recommendations to readers. The platform generates engagement and monetization opportunities using Yahoo native ads. Flexible layout to fit every site High-quality, transparent ads that enhance content consumption without interruption This screenshot shows an example from our partner, Vox Media. With Vox, we were able to add incremental revenue while helping them drive engagement and recirculation. The Yahoo Recommends modules generated 2.5 times in clicks and 40% lift in CTR compared to previous solution
- Through these publisher tools, Yahoo App Publishing and Yahoo Recommends, you can drive mobile monetization and create a better user experience through native, video and content recommendations across devices.