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Video on Yahoo!<br />Brand Advertising Solutions<br />Contact:  Devan McCoy<br />     devanm@yahoo-inc.com	<br />
Online Video Is Exploding<br />Two-Thirds of U.S. Internet Users – 146.5M peoplenow watch online video each month (emarket...
Streaming Events<br />#1<br />Most streamed eventin Yahoo! history generating 5Mtotal streams<br />
Streaming Events<br />29.84% <br />Pages Views UpDay-Over-Day<br />Unique CookiesUp Day-Over-Day<br />43.39% <br />Time Sp...
Only Yahoo! Offers All the Pieces Needed for Great Video Advertising Today <br />Yahoo! uses SCIENCE to identify video hot...
“Their (advertiser) researchand understanding of consumerdynamic is extraordinary andmarried up with our ability totell st...
There’s A lot to Know About Online Audiences<br />ENJOYS JOGGING<br />SHOPPING<br />LOVER<br />HAS KIDS<br />LOVES MOVIES,...
There’s A lot to Know About Online Audiences<br />Search Behavior<br />Click Thru Rates<br />Time Spent Online<br />Social...
We Give Consumers What They Want to Know<br />
Insights and Development<br />Fantasy Football Live<br />
Insights and Development<br />Who Knew?<br />
The New Way to Buy Video – Audience<br />Men 18-24<br />14.1 MM<br />Unique Users*<br />* comScore May 2010; includes all ...
The New Way to Buy Video – Audience<br />Women 25-54<br />47.2 MM<br />Unique Users*<br />* comScore May 2010; includes al...
The New Way to Buy Video – Audience<br />Moms 25-54<br />25.7 MM<br />Unique Users*<br />* comScore May 2010; includes all...
The New Way to Buy Video – Audience<br />Sports Enthusiasts<br />47.3 MM<br />Unique Users*<br />* comScore May 2010; incl...
The New Way to Buy Video – Audience<br />
Video Has Evolved From the Advertorial<br />Dunkin Donuts<br />
Original Programming<br />
Use New Technology to Push Creative Boundaries<br />Video Ad Formats<br />
Think Around the Box<br />
Think Around the Box<br />
Clickable<br />Mobile Video<br />Overlays<br />Rich Ads in Search <br />Interactive in Banner<br />Interactive<br />Use Ne...
New!<br />Interactive Video Ads<br /><ul><li>Engage prospects on the spot within the video player window
Significant brand exposure including an intro ad, persistent banner, rich media canvas and post-roll ad
Multiple direct response opportunities including downloadable content, coupons, links to your site and more
Use your existing TV spot (up to 60 seconds)
Also offered in banner to maximize your reach</li></li></ul><li>Interactive – Ad Components<br />Persistent Banner<br />In...
Interactive Video Ads Maximize Engagement with Every Impression*<br /><ul><li>2x to 3x higher CTR than traditional video ads
More than 40% of those users who saw the interactive ad canvas stayed for the entire 60 second video</li></ul>Of those who...
3.6% clicked on the Action CTA
58.8% interacted with rollover</li></ul>*	Yahoo! Enhanced Interactive Ads Pilot (different template), October-November 200...
Clickable Video Ads<br /><ul><li>Plays within video player window to help ensure engagement
User cues encourage interaction
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Yahoo! Video: Advertising For Branders

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Online Video Advertising is Exploding. Learn how you can get in front of your audience with Yahoo! Video.

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  • Online video is exploding. Online audiences for video now rival – and sometimes surpass – TV audienceOnline Video has reached mass scale and growing 
  • TALKING POINTS: Insights should be at the heart of online development and programming Online has the potential to be most informed programming medium ever 
  • TALKING POINTS: Insights should be at the heart of online development and programming Online has the potential to be most informed programming medium ever
  • How Do We Do It?A Technology-Powered Platform Designed to Enable the Creation, Distribution, and Monetization of Multi-Platform ContentThese are really are the fundamentals. And, we think, need to be at the core of any successful media start-up. These elements have typically been not been under one company roof. Usually – a company might focus one of these functions, and outsource the others. But given how fast a new company must move to build their brand, get eyeballs, and compete – it’s essential that they can do all these things themselves. While these are the fundamental functions – if you look under the hood, this is how we would define ourselves. in a bit more detail.
  • Launched in 2006, extraordinary search traffic for consumers prepping their line-ups. We knew FF players logged in every Sunday at 12:30 to set their Fantasy rosters – so we developed a live show for that windowResults: Smash hit with 200k+ viewers per week – HUGE for a live online audience, and ESPN and CBS have since launched similar shows.We don’t have any other Sports shows like FFL.  However, our other sports shows are modeled on the same concept – programming to audience insights/advertiser needs.  Following are our current sports shows:Out of BoundsYahoo! Sports Minute
  • WHO KNEW? is the first original daily Web series on Yahoo! News – designed to give the Internet’s largest news audience an upper hand in their daily conversations through fun-filled, out-of-the ordinary facts behind the most talked about current events.WHO KNEW? is part of the new content development and distribution partnership between Yahoo! and Reveille, the premier Hollywood production studio responsible for such hits as THE OFFICE and THE BIGGEST LOSER Daily video segment on Yahoo! News which reaches 43 million monthly unique visitors, or 24% of online adults New episode each weekday (approx. 90 seconds each), hosted by a voiceover personalityProgram places current events into an entertaining context by providing related out-of-the ordinary factoids to deliver an informative and fun newscast Program promoted off the Yahoo! Home Page and through relevant content across the Yahoo! Network  Target Audience: Young boomers who are highly engaged with current events. Interested in understanding the news beyond the headlines, this audience is culturally literate and on a range of important topics.Toyota integrated into the program via:Inclusion in program’s opening and closing bumperLanding page that is developed in the Avalon look and feel One &quot;comforting fact&quot; will appear each week on Friday. It will be a comforting trivia tidbit. Aligns with campaign theme: &quot;Comfort is Back. Travel Avalon Class.&quot;
  • Brand sponsorship opportunities
  • TALKING POINTS:Short Attention Span: Quick Tips!from HowcastMaking smart decisions for new and effective instructional content formats.Creative solutions to everyday dilemmas – in less than 15 seconds or 140 charactersBrand sponsorship for accompanied ads, product placement, media buys, etc.
  • Online represents huge opportunity for innovation
  • Important to think not just about the player, but everything around the palyerWe developed ad units that allow audience to buy the outfits they see on the pageCould not have done this in a vacuum…example of creativity and technology working together 
  • Important to think not just about the player, but everything around the playerWe developed ad units that allow audience to buy the outfits they see on the pageCould not have done this in a vacuum…example of creativity and technology working together
  • Online represents huge opportunity for innovation
  • Transcript of "Yahoo! Video: Advertising For Branders"

    1. 1. Video on Yahoo!<br />Brand Advertising Solutions<br />Contact: Devan McCoy<br /> devanm@yahoo-inc.com <br />
    2. 2. Online Video Is Exploding<br />Two-Thirds of U.S. Internet Users – 146.5M peoplenow watch online video each month (emarketer)<br />By 2014, figures are expected to rise to 77% 0fU.S. Internet population to 193.1M people<br />Online video consumption rose 124% in 2009, <br />reaching 18.4B views (comScore)<br />95% of agencies plan to devote more spendingto online video in 2010 Brightroll study<br />1 in 8 Americans will cancel or cut back cableservice in the next year (Yankee Group Study, New York Post)<br />
    3. 3. Streaming Events<br />#1<br />Most streamed eventin Yahoo! history generating 5Mtotal streams<br />
    4. 4. Streaming Events<br />29.84% <br />Pages Views UpDay-Over-Day<br />Unique CookiesUp Day-Over-Day<br />43.39% <br />Time Spent UpDay-Over-Day<br />41.04%<br />
    5. 5. Only Yahoo! Offers All the Pieces Needed for Great Video Advertising Today <br />Yahoo! uses SCIENCE to identify video hot spots that are most appealing and engaging to users and to deliver the most relevant content on a user-by-user basis. <br />Yahoo! combines the SCIENCE and ART of getting the right message to the right consumers with innovative video ad formats<br />Yahoo! engages users at SCALE with deeply engaging video experiences that blend video content and advertising seamlessly.<br />Copyright © 2010 Yahoo! Inc. All rights reserved.<br />
    6. 6. “Their (advertiser) researchand understanding of consumerdynamic is extraordinary andmarried up with our ability totell stories and to push creativity…that’s a great partnership.”*<br />Insight into consumerbehavior leads tocreative developmentof content<br />*Ben Silverman (MIPTV Conference)<br />
    7. 7. There’s A lot to Know About Online Audiences<br />ENJOYS JOGGING<br />SHOPPING<br />LOVER<br />HAS KIDS<br />LOVES MOVIES, ESPECIALLY COMEDIES<br />LIKES GOLF<br />37 YEARS OLD<br />SEARCHES FORAN IPHONE<br />SEARCHES FORA VACATION HOUSE<br />SEARCHES FORFLIGHTS TO BOSTON<br />
    8. 8. There’s A lot to Know About Online Audiences<br />Search Behavior<br />Click Thru Rates<br />Time Spent Online<br />Social Connections<br />SearchBehavior<br />Click ThruRates<br />Time SpentOnline<br />SocialConnections<br />
    9. 9. We Give Consumers What They Want to Know<br />
    10. 10. Insights and Development<br />Fantasy Football Live<br />
    11. 11. Insights and Development<br />Who Knew?<br />
    12. 12. The New Way to Buy Video – Audience<br />Men 18-24<br />14.1 MM<br />Unique Users*<br />* comScore May 2010; includes all users in this audience, not just those watching video<br />
    13. 13. The New Way to Buy Video – Audience<br />Women 25-54<br />47.2 MM<br />Unique Users*<br />* comScore May 2010; includes all users in this audience, not just those watching video<br />
    14. 14. The New Way to Buy Video – Audience<br />Moms 25-54<br />25.7 MM<br />Unique Users*<br />* comScore May 2010; includes all users in this audience, not just those watching video<br />
    15. 15. The New Way to Buy Video – Audience<br />Sports Enthusiasts<br />47.3 MM<br />Unique Users*<br />* comScore May 2010; includes all users in this audience, not just those watching video<br />
    16. 16. The New Way to Buy Video – Audience<br />
    17. 17. Video Has Evolved From the Advertorial<br />Dunkin Donuts<br />
    18. 18. Original Programming<br />
    19. 19. Use New Technology to Push Creative Boundaries<br />Video Ad Formats<br />
    20. 20. Think Around the Box<br />
    21. 21. Think Around the Box<br />
    22. 22. Clickable<br />Mobile Video<br />Overlays<br />Rich Ads in Search <br />Interactive in Banner<br />Interactive<br />Use New Technology to Push Creative Boundaries<br />Video Ad Formats<br />Bumper<br />
    23. 23. New!<br />Interactive Video Ads<br /><ul><li>Engage prospects on the spot within the video player window
    24. 24. Significant brand exposure including an intro ad, persistent banner, rich media canvas and post-roll ad
    25. 25. Multiple direct response opportunities including downloadable content, coupons, links to your site and more
    26. 26. Use your existing TV spot (up to 60 seconds)
    27. 27. Also offered in banner to maximize your reach</li></li></ul><li>Interactive – Ad Components<br />Persistent Banner<br />Intro Ad<br />Intro ad attracts consumer attention and previews your message<br />A persistent banner remains above video content and expands upon roll-over<br />Rich Media Canvas<br />Post-Roll Ad<br />A click pauses the video content and launches a rich media canvas, with your video ad automatically playing<br />If the consumer never interacts, a closing ad offers a call-to-action – another opportunity for a click to launch the ad canvas<br />
    28. 28. Interactive Video Ads Maximize Engagement with Every Impression*<br /><ul><li>2x to 3x higher CTR than traditional video ads
    29. 29. More than 40% of those users who saw the interactive ad canvas stayed for the entire 60 second video</li></ul>Of those who clicked on the persistent banner:<br /><ul><li>3.1% clicked on the Brand CTA
    30. 30. 3.6% clicked on the Action CTA
    31. 31. 58.8% interacted with rollover</li></ul>* Yahoo! Enhanced Interactive Ads Pilot (different template), October-November 2009; comparison to traditional video ad CTA based on internal Yahoo! data; interaction event defined as user clicking or rolling over ad components.<br />Yahoo! Proprietary and Confidential. ©2010 All Rights Reserved.<br />
    32. 32. Clickable Video Ads<br /><ul><li>Plays within video player window to help ensure engagement
    33. 33. User cues encourage interaction
    34. 34. Click-to-Sitecall to action drives direct response performance
    35. 35. Easy and fast to execute – you can use your existing TV spot (15- or 30-second)
    36. 36. Enables third-party tracking and reporting on ad effectiveness</li></li></ul><li>Clickable Video Ads – Ad Components<br />Ad Play<br />User Cue<br />Clickable Call-to-Action<br />The graphic overlay is activated upon mouse over, encouraging consumers to click<br />The clickable call-to-action drives consumers to your website<br />The mouse over cue attracts consumer attention<br />
    37. 37. Clickable Video Ads – Outperform Traditional Video Ads by 3:1<br /><ul><li>Outperform traditional video ads </li></ul> with companion banners: 3:1<br /><ul><li>CTR range: 1.2% - 5.67%
    38. 38. Average CTR: 3.87%</li></ul>*Across more than 10 million impressions; Yahoo! Advanced Video Ad Formats Pilot Results, 2007-2008<br />
    39. 39. Overlay Video Ads<br /><ul><li>Engage prospects on the spot within the video player window
    40. 40. Clickable images and logos get your brand noticed
    41. 41. Instant click-through drives direct response performance
    42. 42. Available with Click-to-SiteorClick-to-Video functionality
    43. 43. Easy and fast to execute
    44. 44. Use your existing TV spot (15 to 60-seconds for Click-to-Video)</li></li></ul><li>Click-to-Site Overlay Video Ads<br />Overlay<br />Overlay Expanded Panel<br />Your Website<br />The overlay attracts consumer attention and previews your message<br />The overlay expansion delivers your message, encouraging consumers to click<br />The click launches your website<br />
    45. 45. Click-to-Video Overlay Video Ads<br />Overlay<br />Overlay Expanded Panel<br />Your Video Ad<br />The overlay attracts consumer attention and previews your message<br />The overlay expansion delivers your message, encouraging consumers to click<br />The click launches your 15- to 60-second video ad within the video player<br />
    46. 46. Mobile Video Ads<br />Extend your TV presence to mobile<br />Use existing TV ads<br />Stream trailers and clips with one click<br />Video ads play in the native player on the phone<br />Video is hosted and streamed by Yahoo!<br />Yahoo! Confidential<br />
    47. 47. Only Yahoo! Offers All the Pieces Needed for Great Video Advertising<br />
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