Jeff Foster Yahoo! Mobile Recruitment

How to Develop aSuccessful Mobile Advertising Campaign

1. Why Mobile Advertising?

2. What is Mobile Advertising?

3. How to execute Mobile Advertising?

AGENDA

Why Mobile Advertising?

Yahoo! Proprietary and Confidential. ©2010 All Rights Reserved


• Reach a large and diverse audience who’s on the go.

• Find potential candidates quickly.

• Engage prospective candidates in a personalized setting.

• Complement social media strategy.

• Leverage similar targeting technology available on PCs on mobile phones.

With Mobile Advertising Hiring Managers Can:


As Your Recruiting Partner, Yahoo! HotJobs...


Has Reach Can Connect Makes it Easy


As Your Recruiting Partner, Yahoo! HotJobs

has reach.


Yahoo! HotJobs goes beyond the PC.

Total reach of 41 million monthly mobile visitors

Yahoo! HotJobs connects you with potential candidates.


33 Million over the age of 18

11 Million college graduates

16 Million with a household income greater than $70K



• Mobile internet users likely to surpass PC users by 2014.

So what’s the big deal

• Smartphones (iPhone) fueling mobile internet expansion.

• In many countries mobile phone are users’ primary access to the internet.

with mobile advertising?



What types of sites

The top mobile sites mirror top online destinations Yahoo!, MSN, AOL and Google

do mobile phoneinternet users visit?

Key opportunitiesto find job seekers


62% of People Who Are Adopting the Mobile Web Are Using It as a Life Management Tool

Source: Yahoo! Mobile Study, December 2009: Mobile Web Users N=640

Mobile Phone Users Are Using These Sites As A Life Management Tool


Mobile Demographics Defy Myths… Reach A Large Audience Who’s On The Go







can connect.


• John starts his day with us and takes us with him throughout his day.

We Know A Lot About Our Mobile Phone And PC Users

Meet John, he loves Yahoo!He’s an awesome engineer who is lookingfor a new job. He has also been a Yahoo! user since 2003.

• We know what John searches and his interests and we deliver personalized content to him.

• We are his life management tool.


NOTE: Targeting Available at Run of Level only. BT is based on PC usage and served to logged in users on Y! Mobile.

And Our Industry Leading Targeting Options Can Help You Connect With The Right Candidates….Like John

PC usage online translates into a behavior which is mirrored on your mobile phone experience.


What is Mobile Advertising?


What is Mobile Advertising?

Off-Device Mobile Display Advertising

• Traditional advertising driving users to text message (SMS) on their mobile phone.

• The national TEXT2HELP Initiative Text “HAITI” to 90999 to donate $10.

On-Device Mobile Display Advertising

• Typically clickable or interactive graphical ads

• Serves similar functionality as display ads on PCs.

(i.e.Click to Call, Click to SMS, Click to Email)

Mobile advertising typically takes two major forms


How ToExecute MobileAdvertising.



How To Execute Mobile Advertising




makes it easy.


Yahoo! MobileClick to Email

Yahoo! MobileClick to SMS

Yahoo! MobileiPhone Rich Media Solution

Quickly Engage With Candidates Using Our Four Turnkey On-Device Mobile Display Advertising MobileSolutions


Yahoo! MobileClick to Call


Concept•Deliver an engaging, measurable, full screen ad experience to iPhone users with or without a mobile website.

Program Features•Expandable banner covering two thirds of the screen.•Features a variety of click actions.•Detailed reporting available.

Benefits•A rich, engaging experience. •Mobile website not required – entire post click experience can live within the ad.


Yahoo! Mobile:iPhone Rich Media Solution


Landing Page Call CenterMobile Banner Ad

Concept: Enables job seekers to call the hiring company’s call center directly from a link on the page

Call Connects


With click to call users can:• Call to an advertiser’s call center• Call to a prerecorded message

• Free landing page development using internal template.• No minimum spend • Unique 800# available to report on call activity*

Yahoo! Mobile: Click to Call



Concept: Capture job seekers’ phone numbers & ZIP Codes to deliver SMS alerts when there’s a local job fairYahoo! Mobile: Click to SMS

With click to SMS users can:

• Send a text message to get notified of job openings or job fairs in their area

• Free landing page development using internal template

• No minimum spend

Landing PageMobile Banner Ad Call Connects SMS Alerts



Program Overview: Capture job seekers’ intent and urgency to request information via email

Yahoo! Mobile: Click to Email

With click to email users can:

• Enter their email address to get more information on their PC

• Sign up for a newsletter

• Free landing page development using internal template

• No minimum spend

Landing PageMobile Banner Ad


How Mobile Advertising

• Our extensive reach and innovative mobile advertising solutions can connect you with the right candidates.

• But what really sets us apart is our people.

• Mobile advertising can seem a bit daunting and we’re here to help you succeed!

• Our dedicated team specializes in handling your specific mobile advertising needs including:

Yahoo! HotJobs Makes It Easy For Recruiters To Use Mobile Advertising


Only Yahoo! HotJobs can offer both PC and mobile advertising solutions built with reach and precision targeting to connect you easily with the right candidates. All in One Place.

Make Yahoo! HotJobs Your Mobile Advertising Partner



Thank you!Questions?Contact: Jeff Foster 646-351-5520


Preparation: Establish campaign goals.

Set campaign success metrics (ROI).

Determine staffing support.

Integrate mobile into your marketing mix.

Investigate mobile platform - Outsource or buy.

Establish post click landing page strategy.

Determine data collection and reporting needs.

Know your audience – “saving” vs. “filling” time mode.

Understand devices of target mobile audience.

Obtain mobile industry standard ad specs.

Creative: Develop and test several creative variations.

Be relevant and timely.

Keep the message short with a clear CTA.

Set messaging frequency expectations with audience.

Have clear opt-out instructions.

Monitor performance closely.


Mobile Web – World Wide Web as accessed from a mobile device.

WAP – Wireless Application Protocol; A open standard that enables access to the Mobile Web from a mobile device. Similar to HTML onthe PC.

Smartphone - mobile phone offering advanced capabilities, oftenwith PC-like functionality. (Blackberry, iPhone, Treo ).

iPhone – has scaled down Safari HTML browser (as opposed toWAP browser) that allows user to see PC sites relatively well on thedevice. Other high end phones have HTML browsers as well.

Push – the marketer has to send (push) the messages to the users(subscribers) in order for the message to be received.

Pull – involve the user having to seek out and directly grab (or pull)the content. Web site/blogs and streaming media (audio and video)are good examples

Post Click – also referred to as Click2 functionality. This is where the user is taken after they click in the client’s banner.

Important Key Terms

3G – “Third-generation” technology for mobile; Enables simultaneous high-speed transfer of both voice and non-voice data; Wireless Broadband ( 4G technology soon to follow ).

Carrier – Companies that own / operate mobile networks (Cingular, Verizon, Sprint, etc.).

On Deck / Off Deck – On Deck refers to mobile services and sites that are accessible through a carrier’s mobile portal (homepage with links).

SMS- Short Message Service ( Text Messaging ).

MMS - An enhancement to the SMS text messaging service that enables images, audio and video files to be transmitted with the text message to a cell phone.

Short Code – a 5 digit number used to send and respond to text messages. Can either be a random set of numbers or a “vanity” number tied to a specific brand or number pattern.

Jeff Foster Yahoo! Mobile Recruitment

Documents

yahoo mobile study

mobile sites

yahoo proprietary

mobile phones

mobile demographics

agendawhy mobile advertising

mobile phone users

mobile phoneinternet