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Mobile Marketing: What You Need to Know

Faith Murphy | Yahoo Sales Director

LSA Bootcamp Austin | January 24, 2016

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Key Mobile Insights

Mobile Shopping Habits

Q&A

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Agenda

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(Anecdote)

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Mobile search is a daily habit

87%of smartphone

owners access the Internet daily

55%conduct more

than two mobile searches per day

79%use a search

engine at least once per day

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Yahoo’s Unique Opportunity

Unique searchers per month across devices

99M 19%

Yahoo’s desktop searchers cannot be reached on other

engines

25%

Yahoo’s mobile searchers cannot be reached on other

engines

Source: comScore Web Explicit Search, March 2015, US PC data; comScore Media Metrix, May 2015; comScore Mobile Media Metrix Audience Duplication, May 2015

Yahoo 2015 Confidential & Proprietary.

80% of searches on Yahoo will result in a click- higher than any

other engine

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…with strong buying power

Source: comScore custom report, PC universe, December 2014, comScore Web Explicit Search, March 2015, US PC data, Ipsos Media CT, survey of 1,366 Yahoo Mobile Search users, June 2015, comScore Key Measures April 2015

YAHOO SEARCHERS SPEND MORE THAN AVERAGE

18%

MONTHLY SPEND ONLINE

$4.2B

YAHOO MOBILE SEARCHERS SPEND

MORE THAN AVERAGE

9%

MOBILE YAHOO SEARCHERS MORE LIKELY TO LIVES IN A

$100K+ INCOME HOUSEHOLD

23%

Yahoo 2015 Confidential & Proprietary.

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Effectiveness of digital marketing according to small business owners

20%

43%

32%

Effective

Not Effective Very Effective

4% n/a

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Small businesses plan to spend more on digital marketing

16%

37%47% Yes

Maybe

No

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Mobile overtakes desktop search

020406080

100120

2011 2012 2013 2014 2015 2016

Mobile Desktop

Sear

ches

(Bill

ions

)

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U.S. mobile searcher growth

% of mobile phone users

Mobile phone search users

2014

53%

134M

2015

61%

157M

2016

68%

177M

2017

74%

197M

2018

77%

208M

1111Yahoo 2014 Confidential & Proprietary. 11

Mobile is key to online marketing

50%

of digital search ad spending will occur on mobile in 2015

of mobile searches trigger follow-up actions (store visit, purchase)

73%

12Yahoo 2015 Confidential & Proprietary.

mobile search activity peaks at the weekend and early

evening

of mobile internet users use search from their mobile

device

86%

Mobile brings utility, convenience, and locality to search

9 billion minutes spent a month, or more than an hour

each, on search

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Today’s buyer is a multiplatform searcher

of mobile product info searchers also made a related search on another device

75%

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Mobile search has become an integral part of shopping

research products weekly on a device

83%

research products daily on a device

49%

make a purchase weekly on a device

24%

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Consumers use mobile search to choose where to shop

94%

56%73%

increase in searchers using “near me” in the past 6 months

of them visited the store within 5 hours

of those searching for a nearby store visited the store

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Mobile searchers took follow-up actions after searching

continued research66%

conducted related searches59%shared info50%

visited website79%checked prices69%

found store directions28%called store18%discussed search

with someone else65%

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Search is at inflection point

56%

52%68%

said search results often lead to unexpected new ideas

said that mobile search helps them make better buying decisions

said that mobile searchintroduces them to new brands

46% said even when they know what they’re looking for, search ads remind them of brands to consider

Yahoo Gemini is built mobile first to maximize these opportunities

Small screens, Bold formats

Eligible to serve on 100% mobile traffic

Exclusive Product Ads mobile inventory

Yahoo 2015 Confidential & Proprietary.

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Set your goalsKnow your targetBe mobile responsiveWork with partners4

Key takeaways