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Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay - CPG Success Makers conference Yahoo
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Max Tremblay - CPG Success Makers conference Yahoo

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    • 1. Max Tremblay
      Director Marketing - Yahoo! Canada
    • 2. Online Reach & Time Spent
      73
      42
      Source: comScore Media Metrix, November 2009; CIA World Facts Book 2009
    • 3. Media Consumption
      % Share of Weekly Minutes Per Capita/Age Group (18+)
      18-24 Share
      25-34 Share
      35-54 Share
      55+ Share
      Source: NADbank2007 Total Canada
    • 4. Online Advertising Has Huge Growth Potential
      Time spent vs. ad spend for major media types (2009)
      Time spent
      39%
      Ad spend
      26%
      31%
      28%
      28%
      13%
      9%
      16%
      12%
      13%
      Print
      Radio
      TV
      Online
      Sources: Time spent is per NA Technographics (2009); Ad spend is per VSS (2009 Mid-Term Update); Opportunity is Yahoo! estimate.
    • 5. Social Networking
      89% reach
      13 usage days/ visitor
      6 hrs/ visitor
      80% reach
      10 usage days/ visitor
      4.5 hrs/ visitor
      80% reach
      10 usage days/ visitor
      4.5 hrs/ visitor
      77% reach
      10 usage days/ visitor
      4 hrs/ visitor
      80% reach
      10 usage days/ visitor
      4.5 hrs/ visitor
      Source: comScore, Inc. WW, Ages 15+, All Locations, May 09
    • 6.
    • 7.
    • 8. Drive ACV
      Pricing Advantage
      Gain Market Share
      Pantry Load
      BRAND
      AWARENESS
      BRAND FAVORABILITY
      BRAND PREFERENCE
      PROMOTIONS
      Store/Site Traffic
      Increase Frequency
      BRAND LOYALTY
      BRAND ADVOCACY
      ROI
      ROI
      Your Objectives
      Profitably Maximize Retail Shipments/Sell through
      Brand Campaigns
      Performance Campaigns
      8
    • 9. Smart Ads: Awareness & Engagement at Scale
      Display the most relevant product or message to each customer
      35 year old man living in Toronto
      55 year old woman
      living in Vancouver
      The Target Audience…
      Smart Ads Engine
      Creative 1 is the most effective
      Creative 2 is the most effective
      Y! Smart Ads Know That…
      3rd Party Data (e.g. ShopLocal)
      Y! User Data
      Ad shows…
      SA will use Y! user data (Demo, Geo, BT) to make decisions about which offer/message to use
      9
    • 10. Smart Ads: Awareness & Engagement at Scale
      With Smart Ads you can promote your products by store location directly to your consumer, effortlessly.
      With Smart Ads, a user in British Columbia is directed to a Real Canadian Superstore in Vancouver and a user in Ontario is directed to a different Loblaws store in Toronto.
      Smart Ads does this by combining three powerful components….
      • Dynamic ad generation: A flexible ad template that is updated automatically with hundreds of variations.
      • 11. Robust user data: Yahoo’s extensive data about each user is utilized to show the most relevant variation.
      • 12. Automated optimization: A smart server that experiments to find the best performing variation for each user
      10
      Yahoo! Proprietary and Confidential. ©2007 All Rights Reserved
    • 13. Smart Ads: Awareness & Engagement at Scale
      You can leverage the power of Smart Ads in multiple ways.
      Vary Message by User
      Vary Product by User
      Vary Message by Weather
      Vary your message depending on the weather in the user’s location.
      Display different products based on the demo and interests of the user.
      Display different message depending on the demo and interests of the user.
    • 14. Display Solutions: Smart Ads
      8 BackgroundLayouts
      Smart Ads Combine Three Technologies:
      • Dynamic ad generation
      • 15. Automated performance optimization (click / interaction / conversion)
      • 16. Targeted online advertising inventory
      123Brand Headlines
      42Images
      6 PricePoints
      100retail locations
      2,4796,800 ads
      100
      42
      8
      123
      6
      X
      =
      X
      X
      X
      GOAL: Use data to construct the best creative for each user
      12
    • 17. Direct Sales Objectives
      Objective: Drive sales to site visitors via re-targeting
      Relevant ads with specific offersconstructed and re-targeted on-the-fly
      Results:
      • 651% increase in CTR
      • 18. 133% increase in profits
      • 19. 230% increase in conversions
      Smart Ads: Supports all Advertising Objectives
      Sales Promotion Objectives
      Brand Objectives
      Objective: Improve brand awareness and response with more relevant targeting of feature messaging
      Objective: Improve in-store sales via geo/demo/behavioral delivery of relevant product offers
      Online circular constructed on the fly to be relevant to individual users with national/local buy
      Different ads (features) shown to different users based on demo, geo and BT profiles
      Results:
      • 2-3x CTR
      • 20. 50-100% increase in interaction rate
      • 21. 2 times increase in interaction times
      Results:
      • 55% increase in Upper Funnel Activities
      • 22. 31% increase in Lower Funnel Activities
      • 23. Thousands of hours saved in creative
      13
    • 24. Rich Media – Y! Canada Front Page Takeover
      Ad Units: 300x250, Voken (Floating) and Wallpaper
      Performance: CTR 4.1% - Interaction Rate 7.2% - 992 replay ad
      Live Demo
      14
    • 25. Our Unique Role
      My World
      FriendsFamilyTasksInterests Locale
      The World
      Knowledge Information News Entertainment Editorial
      +
    • 26. Our Unique Role
    • 27. INTRODUCINGTHENEW YAHOO!HOMEPAGE
    • 28. MAKE IT YOUROWN
    • 29.
    • 30. How Yahoo! Canada
      uses Social Media
    • 31. Thank You!
      Questions or comments
      Email : maxt@yahoo-inc.com
      Twitter: @maxtremblay100

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