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Yahoo BT Presentation

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Check out Yahoo!\'s new Behaviorally Targeted Advertising Campaign. It allows the ad to choose to the customer, not the customer choosing the ad....

Check out Yahoo!\'s new Behaviorally Targeted Advertising Campaign. It allows the ad to choose to the customer, not the customer choosing the ad....


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  • 1. Behavioral Targeting
  • 2. Yahoo!’s reach is unmatched 478 million people worldwide and growing. If Yahoo! were a country, our nearly half a billion users would make us the 3rd largest nation in the world. We bridge culture and language to bring the Web to the world. & Population Reference Bureau (prb.org), comScore Media Metrix August 2007
  • 3. Yahoo! reaches 3 out of 4 internet users Yahoo! v. Other Sites Yahoo! reaches (Monthly) nearly 137 million 75% 72% 66% 66% users each month in the U.S. – 46% the equivalent to 75% of all internet users. L o! e le ft O tiv so g ho r /A oo c ro Ya ra ne G ic te M ar In W x Fo e m & Ti Source: comScore Media Metrix, June 2007
  • 4. YAHOO! Behavioral Targeted Advertising
  • 5. Getting Back to Basics Maximizing Return on Investment Advertising has always been about the bottom line. To deliver an effective return on your advertising dollars, you need to get your message in front of your target audience! Stop hoping for the right people to see your message on one of the hundreds of channels & pages, dozens of stations & signs or thousands of sites & searches. Your customers indentify themselves through their daily online activity. Let Yahoo! Behavioral Targeting put your company only in front of the people that affect what’s most important…the bottom line. &
  • 6. Yahoo! Behavioral Targeting You don’t choose the ad, the ad chooses you Yahoo! is the number one site in the Richmond DMA, which is All Richmond outstanding. DMA Adults % But what separates Behavioral All Adults 1,051,300 Targeting from any other Mon. - Fri. (7-9 am) avg. 1/2 hr. advertising delivery method is NBC 12 (WWBT) 112,200 10.7% the ability to ensure your ad ABC 8 (WRIC) 37,200 3.5% reaches your target audience. CBS 6 (WTVR) 18,700 1.8% Fox 35 (WRLH) 500 0.1% Primetime avg. 1/2 hr. NBC 12 (WWBT) 51,500 4.9% Fox 35 (WRLH) 48,800 4.6% CBS 6 (WTVR) 45,100 4.3% ABC 8 (WRIC) 32,900 3.1% Television certainly can’t promise you that… Base: 1,051,300 adults in Richmond DMA & Source: Scarborough Research, 2008
  • 7. Why Yahoo! Behavioral Targeting? The Right Message to the Right Person at the Right Time Target a Prequalified audience, ready to buy TODAY! &
  • 8. Yahoo! Behavioral Targeting So how does it work? Yahoo! possesses an unparalleled ability to monitor the activity of Internet users across a vast network of Yahoo! and Yahoo! Partner sites. Search terms, ad clicks, and content interests provide Yahoo! with data to identify and weigh user behavior. Based on how recent, relevant and intense the behavior is, Yahoo! applies predictive models to deliver your message only to your pre-qualified audience. &
  • 9. Yahoo! Behavioral Targeting So how does it work? Bill and Jane are in their mid- 50’s, and are about ready to retire. They are interested in purchasing an RV and traveling thru America. Yahoo! learns more about Bill and Jane as they travel around the Internet… • Bill starts the day on his My Yahoo! page, checks email, and checks the finance pages and the news. Later in the day he checks for local RV dealers and repair shops. • For entertainment, Jane also reads news articles on Y! News and across an article about National Parks and Campgrounds. • That evening Bill uses Y! Search to find out more about Route 66 and travel. …and delivers ads from the appropriate behaviorally targeted categories: Travel, Automotive/RV, Life Stages/Seniors &
  • 10. Behavioral Targeting Categories &
  • 11. Life Stages | Seniors Behavioral Targeting: Shoppers +79.8% CTR Lift 1,700,000 looking forward to retiring. Example search terms qualified for this target: Includes users anywhere on the Yahoo! Network who have demonstrated active interest in planning for their aarp retirement assisted living over 50 elderly retirement years. Interest is targeted through searches and clicks, relevant pages viewed and/or Example Yahoo! Pages visited: advertising clicked during the time horizon defined Senior services pages in Yellow Pages uniquely for this product category. Aging topic in Health Seniors Personals and Dating in Directory 11 &
  • 12. Travel Behavioral Targeting: Shoppers +79.8% CTR Lift 7,500,000 looking to get away on a break Example search terms qualified for this target: Includes users anywhere on the Yahoo! Network who Travel Expedia.com Orbitz Japan Hawaii have demonstrated active interest in Travel. Interest Driving Directions Southwest Airlines AA.com is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the Example Yahoo! Pages visited: time horizon defined uniquely for this product Travel Guides in Travel category. Destination Guides in Travel Flight Search in Travel 12 &
  • 13. Travel | Vacations | Family Behavioral Targeting: Shoppers +376.1% Conv Lift +73.5% 2,400,000 people CTR Lift looking to create family memories. Includes users anywhere on the Yahoo! Network who Example search terms qualified for this target: actively seek family style vacations. Interest is targeted through searches and clicks and/or Disney Land Sea World Disney Cruise advertising clicked during the time horizon defined uniquely for this product category. Grand Canyon Museum Six Flags 13 &
  • 14. Behaviorally Targeted Campaign Imbed a Video Here! You don’t choose the ad, the ad chooses you! &
  • 15. Yahoo! Ad Positions • Monster Banner (425 x 600 banner appears within Yahoo! email) • Large Rectangle banner (minimum investment required) &
  • 16. Media General, Timesdispatch.com & YAHOO! Ame Gilbert 804-649-6336 office 804-814-0949 cell agilbert@mediageneral.com &