Max Tremblay Director Marketing - Yahoo! Canada
Online Reach & Time Spent 73 42 Source: comScore Media Metrix, November 2009; CIA World Facts Book 2009
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
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.
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
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
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.
Robust user data: Yahoo’s extensive data about each user is utilized to show the most relevant variation.
Automated optimization: A smart server that experiments to find the best performing variation for each user
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.
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: