Yahoo 2015 Annual Report Download - page 48
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Mavens revenue for the year ended December 31, 2015 increased 45 percent to $1,660 million,
compared to $1,148 million for the year ended December 31, 2014. The increase in Mavens revenue for
the year ended December 31, 2015 was primarily related to growth in mobile advertising, and to a
lesser extent, growth in native and video advertising.
We expect our Mavens revenue to increase in 2016 from the amount reported in 2015.
Mobile Revenue
With the significant platform shift to mobile devices, we continue to focus on mobile products and
mobile ad formats. We have refreshed the user experience on mobile across a number of Yahoo
Properties, including Fantasy Sports, Sports, Mail, Search and Tumblr. As of December 31, 2015, we
had more than 600 million monthly mobile users (including mobile Tumblr users).
Mobile revenue is generated in connection with user activity on mobile devices, including
smartphones and tablets (a “device-based” approach), regardless of whether the device is accessing
a mobile-optimized service. Mobile revenue is primarily generated by search and display advertising.
Mobile search revenue is generated from clicks on text-based links to advertisers’ websites that
appear primarily on search results pages. Search revenue is recognized based on Paid Clicks. A Paid
Click occurs when an end-user clicks on a sponsored listing on Yahoo Properties or Affiliate sites for
which an advertiser pays on a per click basis. Mobile display revenue is generated from the display of
graphical, non-graphical, and video advertisements on mobile devices. The Company recognizes
revenue from display advertising on Yahoo Properties and Affiliate sites as impressions of or clicks on
display advertisements are delivered. Impressions are delivered when a sold advertisement appears
in pages viewed by users. Clicks are delivered when a user clicks on a native advertisement. Mobile
revenue also includes leads, listings and fees revenue and e-commerce revenue allocated to user
activity on mobile devices. Mobile revenue is included within Search, Display, and Other revenue that
we have reported.
Mobile revenue for the year ended December 31, 2015 increased 36 percent to $1,048 million,
compared to $768 million for the year ended December 31, 2014. The increase in mobile revenue for
the year ended December 31, 2015 was primarily attributable to growth in display revenue on mobile
devices driven by native advertising and growth in search revenue on mobile devices driven by
mobile search advertising on our Yahoo Gemini platform.
We expect our mobile revenue to increase in 2016 from the amount reported in 2015.
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