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Yahoo! Local :  Smart Ads With Localized Product
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Yahoo! Local : Smart Ads With Localized Product

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Yahoo! Smart Ads: Adding local relevance at the product level for retailer and OEM campaigns.

Yahoo! Smart Ads: Adding local relevance at the product level for retailer and OEM campaigns.


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  • Sales AE notes:Introduce online local solution for retailers by showing where the industry is going that will lead into Yahoo!’s solution, Krillion + Smart Ads in the next slide.
  • Notes for Sales AE:Key Value Proposition: Adding local data drives in-market awareness to purchase decision without leaving the display ad unit. It shortens the time from shopping to buying by providing relevant product, pricing, and store information on a per user basis’. We are  creating more knowledgeable, motivated consumers.Visual Output:Through the use of Krillion data, Yahoo! can feature retailer’s in-store products within a display ad.Background:Alternative/additional offering to ShopLocal. ShopLocal has data on items in the circular (soft goods), where Krillion provides data on hard goods (home appliances, electronics, tools), products with higher consideration. The main difference is Krillion data brings in the local inventory piece to those circular items - plus the ability to promote product categories and brands beyond what is featured in the circular.Meets performance and local traffic marketing objectivesPhase I partnership implementation - Local pricing and store dataPhase II (Oct) plannedpartnership implementation - Inventory on-hand/in-stock data at store levelTarget Audience: hard goods retailers and OEMs and their agencies (e.g., home appliances, tools, electronics) – high consideration products
  • Key Advertiser Messages: Localized store level data for products based on in-stock inventory  An advertising extension beyond products in circular Data feeds to quickly promote in-stock products without extensive campaign planning lead timeRetail and OEM SegmentsHome AppliancesConsumer ElectronicsToolsComputersVideo GamesLawn & Garden
  • AE Notes: removes the burden on agencies and advertisers to supply this type of data, we can use the Krillion data through our partnership to automatically feed the display ads.
  • Transcript

    • 1. Smart Ads
      Adding local relevance at the product level for retailer and OEM campaigns
      Contact: Devan McCoy
      devanm@yahoo-inc.com
      Proprietary & Confidential
    • 2. 9 out of 10 Products are Purchased Locally
      Offering shoppers as many local options as possible with Yahoo! Smart Ads can increase revenue for your business.
      Source: Krillion Article
    • 3. "Advancements in display ad technology have allowed marketers to create local campaigns that are no longer tied to local media buys, thus expanding their options on all fronts. As a result, the next generation of local digital advertising -- the one we're on the cusp of now -- may be more about dynamically generated ad content like geographically relevant product data, pricing, and inventory than an insertion order from a local radio station site."
      - Click Z
      - January 21, 2010
    • 4. Smart Ads + Localized Product DataShift Consumer Mind Set From Shopping to Buying
      PC
      Mobile
      Awareness
      Purchase
      Decision
    • 5. Smart Ads with Localized Product Data Helps Drive In-Store Purchase Through…
      Ability to quickly
      promote in-stock
      products without
      extensive campaign
      planning lead time
      Automatic supplied
      store and product
      level in-stock inventory
      and pricing data
      for your ads
      An advertising
      extension
      beyond products
      in circular
      Transform ads to shopping experiences
    • 6. 6
      Transform Ads to Shopping Experiences
    • 7. Automatic Supply of Store and Product Level Data
      Local Data Supplied Includes:
      • Specific local stores, product and pricing
      • 8. Proximity: localized product content supporting geo- targeting
      • 9. Supports in-store pick up
      • 10. Store locations and local hours
      • 11. Stores and distance to geo-targeted user
      • 12. Store contact information
      • 13. Products by single retailer (Retailers and OEMs) or multiple retailers (OEMs)
      • 14. Product inventory store availability
      * Local data provided by Krillion
    • 15. Extend Product Offering Beyond Products in Circular
      +
      Target at the user level with customized messages plus product availability and price, moving your advertising beyond the content of your circulars and turning shoppers into buyers.
    • 16. Ability to Quickly Promote Specific Products Without Extensive Campaign Planning Lead Time
      Smart Ads is more efficient and scalable than newspaper and print advertising that can involve extensive planning
      Enables your business to quickly respond to the latest seasonality, inventory and consumer shopping trends in almost real-time
      Tie products to:
      • User shopping activity
      • 17. Overstock items
      • 18. Seasonal items that need to move now!
    • Shoppers Become Buyers Using Smart Ads with Localized Product Data
      Target the right user
      With the right product and message specific to that user
      With the store price and inventory availability
      Driving in-store purchases!
    • 19. APPENDIX
    • 20. Smart Ads with Localized Product Data
      Behavioral
      Demographic
      Geographic
      Ad with Local Data Targeting
      SmartAd Today
      Featured Local Data
      Geo targeted Sony/Football display ad at Best Buy
      • Featured product
      • 21. Specific local stores
      • 22. proximity to user
      Interested in Sony LCD TVs
      Sony LCD ad featuring Best Buy’s near user now
      Dallas User target
      Male 18-35
      • Featured product
      • 23. Stores that carry
      • 24. Proximity to user
      • 25. Site-to-store availability
      Geo & Demo targeted Wal-mart appliance ad
      Researching Ranges on another site
      Wal-mart ad featuring Bosch at geo-targeted locations and Site-to Store free shipping
      San Jose
      User target
      Female 25-45
      • Featured Product/Retailer
      • 26. Stores that carry
      • 27. Proximity to user
      • 28. Local store hours
      • 29. In store pick up
      Home Depot ad featuring Weber brand Grill with current sale pricing, local stores and store hours
      Geo & Demo targeted Weber Ad at Home Depot
      All local markets
      Outdoor, Food
      Grills, L&G Weekend
      • OEM / Channel support
      • 30. Multiple retailers
      • 31. Proximity to user
      • 32. Store hours
      • 33. Distance from user
      Home owners/ Seasonal focus
      Black and Decker ad featuring regionally/geo selected products at variety retailers
      Geo, Demo targeted Black and Decker Ad
      Regional
      None
      • OEM / Channel support
      • 34. Single Retailer by location
      • 35. Proximity to user
      • 36. Retailers phone #’s
      • 37. Distance from user
      • 38. Near real-time availability options*
      Electrolux at Lowes featuring availability options by store and store distance & phone #
      National
      Food/Cooking
      none
      Geo, Demo targeted GE Profile
      *All local store availability options – starts with ‘Q4 campaigns
    • 39. Krillion Current Category Coverage
      Lawn & Garden
      Grills
      Lawn mowers
      Patio furniture
      Lawn& garden tools
      Generators
      Appliances
      Refrigerators
      Freezers
      Washing machines
      Dryers
      Ranges
      Ovens
      Microwave ovens
      Vacuum cleaners
      Small kitchen appliances
      Coffee& espresso makers
      Baby Gear
      Bouncers
      Car seats
      Strollers
      Swings
      Consumer Electronics
      Televisions
      DVD/DVR
      Home Audio
      Digital cameras/camcorders
      GPS
      Mobile phone headsets/accessories
      MP3 players
      e-Readers
      Computers
      Laptops
      Desktops
      Monitors
      Printers
      Networking
      Storage
      Video games & consoles
      Tools
      Power tools
      Hand tools
      Shopvacs
      * New retailer/category for a campaign can be added with 2-3 weeks notice
    • 40. Krillion Current Retailer Set
      Office Depot
      OfficeMax
      OSH
      PC Richard
      RadioShack
      Ritz Camera
      Sears
      Staples
      Target
      Toys R Us
      Walmart
      Wolf Camera
      Abt Electronics
      Babies R Us
      Best Buy
      Costco (store locations)
      Crutchfield
      Fry’s
      GameStop
      HHGregg (coming soon)
      Home Depot
      Kmart
      Lowe’s
      Macy’s (coming soon)
      Micro Center
      * INTERNAL USE ONLY FOR YAHOO! SALES TEAM
      * *New retailer/category for a campaign can be added with 2-3 weeks notice