Max Tremblay - CPG Success Makers conference Yahoo

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  • Max Tremblay - CPG Success Makers conference Yahoo

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

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