Yahoo2010 Overall Final1 27

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  • We engage with 600 million consumers worldwide every month. Consumers come to Yahoo! to connect with the people and things that matter to them most. That means we can connect you to the consumers that matter most to your business.
  • We will start this presentation with an overview of the media landscape. We are operating in a dynamic media market with lots of fragmentation. But – where are consumers spending their time? There are so many different ways to reach people – so many different media channels. It is hard to find everyone and reach your market effectively and efficiently. Then, we will move into Why Yahoo!. Yahoo! is focused on combining the power of our vast, engaged audience to reach your audience We offer deep consumer insights and industry-leading targeting tools and we create customized programs to build your business. This is the specific opportunity I’m here to talk about today.
  • Increased competition for consumer attention Increased fragmentation of media Proliferation of niche networks Rapid changes in media consumption patterns Users find it overwhelming and unmanageable Marketers find that interactive tools are more effective than traditional ones More measurable Less expensive Consumers today expect a customized, interactive experience online that goes beyond a 30-second TV spot or 2-dimensional print ad Consumer readership of newspapers and magazines has dropped 17% and 6% respectively, since 2005 Offline publishers have struggled to translate their impression-based ad sales into viable online businesses. Consumers today expect a customized, interactive experience that goes beyond a 30-second TV spot or 2-dimensional print ad Social media is an evolving opportunity 42% of online adults and 55% of online youth want to engage with their favorite brands through social applications
  • Even between 2008 and 2009, the media market has changed with the internet and mobile showing growth in terms of where ad dollars are being spent.
  • TALKING POINTS: Online Advertising Has Huge Online Growth Potential Build 1 : Time spent = > Online 2 nd only to TV Build 2 : Ad spend => Down on print, radio and TV –Up online Ad spend should track audience trends Build 3 : Online Ad Spend is tracking Time Spent Build 4: It’s a $30B opportunity
  • There are specific reasons that the internet has been experiencing growth. The audience is growing online has ability to target better than other media it has the ability to measure success and better reporting mechanisms than other media users are engaged
  • Massive Reach: Yahoo! has an unparalleled reach across more than 160 million users* and 80% of the US online population* Engaging Content: Yahoo! sites provide quality content that is personalized and relevant to each user. Our rich media ad formats are designed to enable users to interact and engage more with your message Industry-Leading targeting Yahoo! offers a variety of ways to reach your key audiences with audience-based behavioral targeting and industry-leading geographic, demographic and day-part targeting Performance and Innovation Yahoo! has the ability to deliver best-in-class search and display campaigns across the PC and Mobile platforms and and pricing optimization technologies to effectively achieve both ROI and branding goals
  • Y! has incredible Reach Reach along with scale Yahoo! provides its advertisers with reach and scale by providing 27 properties filled with content that are 1,2, or 3 (ranked in terms of usage) in the marketplace, allowing you to access the right inventory and to win new users. On a daily basis, Yahoo’s Network reaches each user 3x more than the nearest competitor. It is fair to say you can reach your audience through our O&O. e.g. of leadership and reach in the marketplace: Not to lament on an unfortunate situation, but a recent big news event serves as a great example. When Michael Jackson passed, Yahoo! broke traffic records by providing up to the minute news, photos, blogs and video. 16.4 m people (all unique users) visited Y! News in ONE day. Our front page story was the highest clicking story in Y!’s history. 5 m videos were streamed 21,000 people left comments on a Y! Music Blog post 4,000 photos posted on Flickr Take away from this : When people needed information, they came to Yahoo!. That’s powerful.
  • Yahoo! reaches a variety of audiences – the ones marketers are looking for. Yahoo! can connect you to the consumers that matter to your business
  • We are rolling out a newly and better function Front Page with new ad units giving advertisers new opportunity. We’re giving people easy access to the best of the web. There are 65 applications you can add to your homepage (be it email providers, content sites, social networking sites, etc) among many others. Users are responding positively to the new Homepage and see the My Favorites section as an area of delight Overall page performance is positive with time spent currently up 30% and ad impressions are up 10-15% Full Day Events – 7% average increase in CTR Split Day Events – 11% average increase in CTR Increased Ad Impressions by 10-15% Reanimation in main FPAD increases CTR by 30% My Favorites category targeting demonstrates performance increases
  • Globally the following Yahoo! properties hae the alrgest audience and are #1 in their respective categories. News, shopping, sports, my yahoo, finance, local network, omg, and autos Yahoo! is #1 in Sports, News, Finance, Shopping among others and we reach 85% (~581 m) of the entire internet audience. Yahoo! News is the #1 online news destination and has 44 million US users, 11 million more than the nearest competitor My Yahoo! is the #1 personalized start page in the world with 660 million plus page views per month and 2x the users of iGoogle Yahoo! Finance users are the most engaged online financial audience, averaging 23 minutes per user session Yahoo sports: Experienced audience growth of 28% year-over-year, while the overall category grew just 3%. It has held its position as leader in the Sports category for a full year. Yahoo shopping: Held the top position in its category for 7 months running. Yahoo finance: Receives 3x as many unique visitors as the NY Times homepage, and is larger than Dow Jones, Forbes, and Google Finance combined.
  • Reach + Engagement – The combination is critical, not just one or the other. Wide Reach = maximize the number of unique prospects you can reach Engagement – 2 Key Benefits You want to have frequent opportunities to communicate with (and influence) any given unique prospect; Understand each unique prospect more quickly and timely because of faster user behavioral data accumulation Influcence or tell advertiser the key criteria – when you have reach & engagement you have a good basis for targeting Wide reach and frequent engagement Reach is a big net Engagement – for all the people who have fallen into the net – how many time do they engage with is – need a big net and many opportunitis to touch that person. Ongoing engagement…. Benefits to customer – freq opportunities to show person the ad Freq interactions lead to more data (what are they looking for, what ad did they see, what are they searching for)
  • We create custom advertising solutions to build your business. We pull from a comprehensive portfolio as we do that. I’m talking about engaging and unique creative that extends across the screens of consumers’ lives. Yahoo provides the capability to  reach people where they live.
  • Yahoo! Search is #2 in search.  More than 2.7 billion total searches were conducted on Yahoo! Search in June. Why search matters to yahoo… Search matters to Yahoo! We believe there is great opportunity to improve the search experience and to innovate in ways that help consumers find what they are looking for online.  By deeply integrating great, personally relevant search throughout Yahoo!, we will create a better experience for hundreds of millions of people, which should make them want to search more. Those additional searches create a larger audience and more volume for advertisers. Here is a preview of  what we have in the works: Search Here are some examples of how Yahoo! Search helps people find what they want by creating a search experience just for them: New Search Results Page – The search results page was significantly redesigned to make web search more personally relevant to consumers, helping them more easily find and engage with the things and people that matter to them most. Search That Learns What People Want – Yahoo! Search looks at prior searches to learn what people are looking for and then creates a more personal search experience. Results Filtering – People can quickly home in on the results they want by filtering search results by popular websites, people, or types of content – such as video or discussion groups. Related Concepts – People can find what they’re looking for by exploring similar words and related concepts. Search Pad – Search Pad, a personal notepad, makes it easy for people to organize search information, make decisions, complete tasks, and share their work. Visualizing Search Information – People looking for local businesses can more easily choose the company they want by seeing reviews and photos overlaid on top of a map directly on the search results page.  People searching for travel can visualize the places they want to visit with images in the search results. Customized Searches – Search Monkey is a Yahoo!-specific capability that helps publishers and developers organize search data better.  For example, video searches include video files embedded in the results, and product searches include prices and images.  As a result, search becomes both more relevant and eye-catching to people. Yahoo Search Marketing We are committed to making it easier for our advertisers to find more target customers and improve their search advertising performance.  Some examples of our search marketing investments include: Rich Ads in Search – Rich Ads in Search help advertisers engage users more by bringing deep links, images, video, and data entry into Yahoo! search ads.  Rich Ads in Search can help improve advertisers’ performance while building their brands. Campaign Portability Tool – A tool designed to import and merge campaigns, allowing search advertisers to reuse investments they may have made in other marketplaces. Ongoing relevance improvements – Continual enhancements to ensure that consumers see the most relevant ads, resulting in a better consumer experience and advertiser benefits. Ad Delivery Report – A report that will provide information about where ads were displayed and how traffic partners perform, enabling advertisers to more easily improve cost-per-acquisition by tuning bids or blocking lower performing sources of traffic. Yahoo! is the leader in Display Advertising: Yahoo! sites rank as top display ad publisher with 48 billion U.S annual ad views*
  • When used together, search and display advertising can provide even greater opportunities to: Reach customers at different points in their purchase cycles. Promote specific messages, promotions and products for your business. Increase the frequency in which customers are exposed to your business. New research shows display advertising significantly lifts search activity. Across eight industry categories, there was a 155% average lift on search activity when users were exposed to display advertising. Search and display advertising solutions can help your business attract the right customers. And new research suggests that the benefits become even greater when you use them both. Together, search & display can provide: An increase in online and offline purchasing by customers who are exposed to integrated campaigns. 244% increase in purchases of advertiser’s products online 1 43% increase in In-Store Purchases 2 90% increase in revenue of advertiser’s product offline 2
  • Mobile Yahoo! offers best-in-class advertising opportunities to engage with consumers on their mobile device throughout the day In an average month, Yahoo! mobile US services are used by nearly 10 million more people than live in Texas More than 50% of consumers with mobile phones sent or received text messages. Reliance on the mobile functions will further increase as mobile devices improve, applications proliferate and mobile users become more sophisticated.
  • Video: pre-roll, mid-roll and post-roll ads offer easy entry for brand advertisers familiar with the product and piurchase processs for tv ads
  • Because of our targeting, we are able to segment each of those users who visited and interacted with Yahoo! that day. We meet your objectives be it a Brand or Direct Response advertiser. Because of our reach and engagement we have lots of data and timely insights to provide you the right solutions. We have data on pages displayed, search queries, videos played, advertising displayed…more data events or insights per user than any other major networks or publishers. And with that data we can utilize our targeting products: Demo and geographical targeting Behavioral (450 pre-packaged behavioral targets at a large scale On-the-fly custom segmentation (over 4,000 created to date), Custom Retargeting tools to re-engage with your target audience including new products such as Search Retargeting, Enhanced Retargeting (which in part allow you to enhance the performance of your Search and Display campaigns) and Smart Ad technology. All of these aid in reaching your audience with the most efficiency possible.
  • Data is the NEW Black Yahoo! Buzz Index measures the pulse of the consumer by analyzing search activity on Yahoo!. The Buzz Index empowers clients to get a deeper understanding of engaged consumers and craft more effective marketing campaigns. Yahoo! Performance Marketing Solutions has the ability to only buy impressions predicted to hit campaign goals, analyze reporting and optimize to best meet advertiser’s goals.
  • All of this combines itself into one network. The Yahoo! Network consists of guaranteed and remnant opportunities utilizing our products and platforms for advertisers’ campaigns on all Yahoo’s properties and our Partner’s sites (AT&T, Comcast, eBay, Verizon, among others) which allows you as an advertiser to extend your reach across the internet. For performance based marketing an additional way to gain access to Yahoo!’s Network is through our ad exchange. This platform is designed with technology which allows advertisers to win ad space (on numerous price models) within an auction platform all the while giving them the ability to optimize their campaigns in real-time. It is a powerful tool that has helped revolutionize the way direct marketers purchase and sell ad space. The Yahoo! Network, delivers. Scalability for targeting The highest average frequency per user A great opportunity to target the right users on high-quality sites.
  • We want to address the dynamic environment of the Web - and capitalize on the trends We have a commitment to making Yahoo! the first place advertisers think of for their messages.
  • Yahoo! has a broad and deep portfolio of assets, expertise and solutions that we can activate to help you achieve your marketing objectives.
  • Rich Media: Streaming, expanding, floating, surveying, wrapping units and more—we’ll build your creative concepts into attention-grabbing ads. Your imagination is the limit. Smart Ads: With Smart Ads, Yahoo! provides advanced targeting capabilities to identify in-market consumers and individual interests. Yahoo!'s Smart Ad technology provides real-time personalization of offers that match the right creative message to the right customer at the right time. Smart Ads deliver automated optimization without being limited to available creative executions, accelerated testing of ad variables through dynamic ad generation, and maximized impact of every impression, with measurable ROI. Video: Want to leverage the power of online video to amplify your brand—while bypassing the investment of creating original content? Count on Yahoo!'s Clickable Video Ads. These high-performance ad formats outperform “companion ad” formats 3:1. Play as a pre-or post-roll so it doesn't disrupt the viewer's experience. The Format is clickable within the video playback window, creating a single visual experience for users. No companion ads are necessary. Y!MDA: Yahoo! has teamed up with Seattle-based AdReady to bring Yahoo! My Display Ads to small and mid-sized advertisers. This product allows this valuable advertiser segment the ability to build their own banner ads (or upload pre-existing creative) and run them across the Yahoo! network - unlocking the value of our unparalleled audience at an affordable price point - in a matter of days.
  • Rich Media: Streaming, expanding, floating, surveying, wrapping units and more—we’ll build your creative concepts into attention-grabbing ads. Your imagination is the limit.
  • Smart Ads: With Smart Ads, Yahoo! provides advanced targeting capabilities to identify in-market consumers and individual interests. Yahoo!'s Smart Ad technology provides real-time personalization of offers that match the right creative message to the right customer at the right time. Smart Ads deliver automated optimization without being limited to available creative executions, accelerated testing of ad variables through dynamic ad generation, and maximized impact of every impression, with measurable ROI.
  • Video: Want to leverage the power of online video to amplify your brand—while bypassing the investment of creating original content? Count on Yahoo!'s Clickable Video Ads. These high-performance ad formats outperform “companion ad” formats 3:1. Play as a pre-or post-roll so it doesn't disrupt the viewer's experience. The Format is clickable within the video playback window, creating a single visual experience for users. No companion ads are necessary.
  • Y!MDA: Yahoo! has teamed up with Seattle-based AdReady to bring Yahoo! My Display Ads to small and mid-sized advertisers. This product allows this valuable advertiser segment the ability to build their own banner ads (or upload pre-existing creative) and run them across the Yahoo! network - unlocking the value of our unparalleled audience at an affordable price point - in a matter of days.
  • Yahoo! offers a rich, comprehensive set of mobile ad products designed to help advertisers tap into the rapidly growing, lucrative audience of mobile consumers. Mobile Sponsored Search Generate leads using sponsored search links that appear within mobile search results in Yahoo! oneSearch ™ , a robust search experience available on the mobile internet today. Mobile Display Advertising Eye-catching display ads can be targeted using the same wide array of options as traditional web banners. You can also integrate features specific to mobile location and carrier targeting. Mobile Ad Tools Select the mobile call-to-action that works best for your business: click to a promotional site, enable user to find or call a store, offer a coupon, send an SMS message and more.
  • Mobile Display Advertising Eye-catching display ads can be targeted using the same wide array of options as traditional web banners. You can also integrate features specific to mobile location and carrier targeting.
  • Mobile Sponsored Search Generate leads using sponsored search links that appear within mobile search results in Yahoo! oneSearch ™ , a robust search experience available on the mobile internet today.
  • Online marketers have told us they want a feature set to create and manage Search campaigns online and offline. Introduction of the Search Marketing Desktop from Yahoo! will leverage the speed and power of a desktop application for faster execution of campaign management activities Feature set under consideration: Create campaigns and ad groups en masse Generate new keywords Forecast the cost and performance of new keywords Re-arrange campaigns, ad groups, and keywords easily Perform bulk changes quickly Beta test – 50 clients in US, UK and Japan in December
  • Online targeting capabilities provide much more precise pinpointing and a much greater likelihood that the message is received by the intended audience. Geo: Yahoo! leverages multiple data sources including Universal Location Manager, IP address and user registration data to determine the most accurate user location. A proprietary Yahoo! algorithm validates both IP address and location to ensure highly accurate location-based targeting Demo: With the largest number of registered users and highest average frequency of visits, Yahoo! demographic targeting provides the broadest reach (millions of impressions) of any provider. Unlike other demographic targeting services that try to guess age and gender based on consumer website visits, Yahoo! Demographic Targeting is powered by age and gender information provided by consumers themselves. Behavioral: Our solution is powered by sophisticated modeling technology based on extensive online interactions that includes: searches page-views ad interactions. Behavioral targeting offers more than 1,000 different targeting categories both standard and customized for advertisers to target consumers with expressed interest in a category or specific product. Retargeting: Search Retargeting gives advertisers the ability to target display advertising based on user search activity. Enhanced retargeting allows advertisers to deliver personalized display ads across the Yahoo! network based on user activity at an advertiser’s site. Consumer Direct: Products like Consumer Direct allow us to ultra target consumer product goods customers and attach an off-line, back-end measurement system to track results. Consumer Direct is a targeting and advertising effectiveness service, which enables advertisers to reach their most valuable customers online, helping to drive in-store purchases. Combining Homescan purchase-based insights with Yahoo!’s Behavioral Targeting technologies and one of the largest audiences on the Internet, Consumer Direct enables advertisers to reach highly qualified consumers at scale and measure the impact of their online advertising expenditures.
  • Yahoo2010 Overall Final1 27

    1. 1. Connect to Consumers that Matter Delivering Reach, Insights and Solutions
    2. 2. Contents <ul><li>Overview of the media landscape </li></ul><ul><li>Why Yahoo! </li></ul><ul><ul><li>Yahoo! is innovating for consumers </li></ul></ul><ul><ul><li>Yahoo! delivers for advertisers </li></ul></ul><ul><ul><ul><li>Reach </li></ul></ul></ul><ul><ul><ul><li>Insights </li></ul></ul></ul><ul><ul><ul><li>Targeting Solutions </li></ul></ul></ul><ul><li>Appendix: Product Overviews </li></ul>
    3. 3. Media has proliferated A strategic media mix is critical for reaching the right audience at scale amazon fool.com microsoft peoplemag.com google youtube nytimes.com aol bbc.cm espn.com AP News Bloomberg Business Week New York Times Economist Google Marketwatch.com MSN/Windows Live/Bing Rueters USA Today Wall Street Journal Operator LA Times Weatherbug Alltel amazon fool.com bestbuy.com microsoft peoplemag.com google youtube nytimes.com aol travelocity bbc espn.com AP News Bloomberg Business Week New York Times Economist Google Marketwatch.com MSN/Windows Live/Bing Rueters USA Today Wall Street Journal Operator LA Times Weatherbug Alltel
    4. 4. Ad Spend Mix is Evolving Mobile Internet Cable TV Outdoor Directories Radio Magazines Newspapers Broadcast TV 19% 10% 2% 1% 0 Source: VSS (2009 Mid-Term Update). 2008 vs. 2009E -5% -10% -10% -14% -19%
    5. 5. Online Advertising Has Huge Growth Potential Time spent vs. ad spend for major media types (2009) Time spent Ad spend 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. 28% 13% 26% 39% 9% 13% 12% 16% 31% 28%
    6. 6. Internet has been experiencing growth Contributing factors <ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Targeting </li></ul></ul><ul><ul><li>Measurability, accountability and lower cost </li></ul></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>198 million people are currently online in the US and over 1.1 billion globally </li></ul></ul><ul><ul><li>Online has measurability, accountability and lower cost compared to traditional media </li></ul></ul><ul><ul><li>Internet allows for a higher degree of engagement with prospects and customers </li></ul></ul><ul><ul><li>Internet has better targeting capabilities and reduces media waste </li></ul></ul>Source: US ComScore Media Metrix, September 2009 <ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Targeting </li></ul></ul><ul><ul><li>Measurability, accountability and lower cost </li></ul></ul><ul><ul><li>Audience </li></ul></ul>
    7. 7. Yahoo! Is Innovating For the Consumer <ul><li>Yahoo is… </li></ul><ul><li>Making the web more relevant and personal </li></ul><ul><li>Empowering consumers </li></ul><ul><li>Providing more social features </li></ul><ul><li>Offering new mobile capabilities </li></ul><ul><ul><li>Yahoo! is the center of our consumers digital lives. </li></ul></ul>
    8. 8. Yahoo!’s Unique Position Delivers for Advertisers where advertisers go to execute targeted, creative and unique marketing solutions Yahoo is… A partner that delivers a vast, engaged audience and a connection to consumers Yahoo is…
    9. 9. Yahoo! delivers <ul><ul><li>Yahoo! offers audience-based behavioral targeting and industry-leading geographic, demographic and day-part targeting </li></ul></ul><ul><ul><li>Yahoo! has the ability to deliver best-in-class search and display campaigns across the PC and Mobile platforms </li></ul></ul>Industry-leading targeting Performance & Innovation <ul><ul><li>Yahoo! sites provide quality content that is personalized and relevant to each user </li></ul></ul>Engaging content <ul><ul><li>160 million users* and 80% of the US online population* </li></ul></ul>Yahoo! is where millions of people go everyday to see what is happening with the people and things that matter to them most and where advertisers go for the most compelling marketing solutions. Source: ComScore, September 2009 Massive reach Performance & Innovation Industry-leading targeting Engaging content Massive reach
    10. 10. Yahoo! offers massive reach globally and in the US Source: comScore Media Metrix, September 2009 Yahoo! has unprecedented reach and delivers one of the largest audiences on the web. Our audience is large and deeply engaged. Yahoo! reaches over 595M+ unique users globally Yahoo! Network reaches 160M unique users in the US 12% of all time spent online in the U.S. is on Yahoo!* Yahoo! sites log more than 4.4 billion visits per month in the US
    11. 11. Yahoo! offers the audience you are looking for Who is on Yahoo! 98 million between the ages of 18-49, 82% reach 80 million men and 75 million women 40 million have graduated college TOTAL REACH of 160 MILLION MONTHLY CONSUMERS Reach of 80% of the online audience 35 million with a HHI of $100,000+ Source: comScore Media Metrix, September 2009 Yahoo! connects you with your audience
    12. 12. The most visited web page in the US The new homepage simplifies the Web, making it easier for users to check in as part of their daily routine, and discover more about the people and things that matter most. The new Yahoo! Homepage provides advertisers unique opportunities to access one of the largest audiences on the Web, delivering relevant, customized ad experiences.
    13. 13. The Most Powerful Homepage on the Web 61% of the entire US online audience uses the Yahoo! Homepage each month Top Homepage Sites (Unique domestic daily audience in millions) <ul><li>Yahoo! has experienced significant year-over-year growth of 31% </li></ul><ul><li>MSN has grown 15% </li></ul><ul><li>AOL year-over-year growth is flat </li></ul><ul><li>MySpace has experienced -9% decline year-over-year </li></ul>Source: Comscore Media Metrix September 2009 41MM UUs Yahoo! US Homepage 19MM UUs MSN Homepage 14MMUUs AOL Homepage 11MM UUs MySpace Homepage
    14. 14. Yahoo! attracts users with engaging content Yahoo! as several leading properties that outperform the competition and hold the #1 position including: comScore - August 2009
    15. 15. E-mail 1. Yahoo! Mail 2. Win. Live Hotmail 3. MySpace Mail Y! UVs: 106,621 Finance 1. Yahoo! Finance 2. AOL Money & Finance 3. MSN Money Y! UVs: 23,542 News 1. Yahoo! News 2. CNN 3. MSNBC Y! UVs: 47,260 Photos 1. Facebook.com Photos 2. Photobucket 3. FLICKR.COM Y! UVs: 23,665 Sports 1. Yahoo! Sports 2. ESPN 3. NFL Internet Group Y! UVs: 29,168 Source: comScore Media Metrix, August 2009 Base: P2+ U.S. data, Note: Homepages is not a traditional category in comScore’s service *Not Shown: Yahoo! Green ranks #2 in Environment, Yahoo! Small Business ranks #3 in Small Business Monthly figures unless otherwise indicated Yahoo! is ranked among the top 3 sites in 26 key categories Autos 1. eBay Motors U.S. 2. Yahoo! Autos 3. AutoTrader Y! UVs: 7,957 TV 1. AOL TV 2. Yahoo! TV 3. MSN TV Y! UVs: 12,171 Games 1. EA Online 2. WildTangent 3. Yahoo! Games Y! UVs: 17,553 Search 1. Google Search 2. Yahoo! Search 3. ASK Network Y! UVs: 89,668 Local/Maps 1. Google Maps 2. Mapquest 3. Yahoo! Maps Y! UVs: 12,680 IM 1. Yahoo! Messenger 2. AIM.com/AIM App 3. MSN Msngr Y! UVs: 36,393 Groups 1. Facebook Groups 2. Yahoo! Groups 3. Google Groups Y! UVs: 8,316 Home Pages 1. Yahoo! HP 2. Google HP 3. Facebook HP Y! UVs: 117,913 Movies 1. IMDB.com 2. Yahoo! Movies 3. Moviefone Y! UVs: 15,594 Travel 1. TravelAd Network 2. Yahoo! Travel 3. Tripadvisor Y! UVs: 9,945 My ( Custom)* 1. My Yahoo! 2. iGoogle 3. My MSN Y! UVs: 25,296 Careers 1. Monster 2. CareerBuilder 3. Yahoo! HotJobs Y! UVs: 17,615 Reference 1. Wikimedia 2. Answers.com 3. Yahoo! Answers Y! UVs: 44,294 Personals 1. SinglesNet 2. Yahoo! Personals 3. Match.com Y! UVs: 3,132 Portals 1. Yahoo! Sites 2. Microsoft Sites 3. AOL LLC Y! UVs: 158,043 Music 1. AOL Music 2. MySpace Music 3. Yahoo! Music Y! UVs: 17,115 Shopping (Comparison) 1. Yahoo! Shopping 2. Shopzilla.com 3. Shopping.com Y! UVs: 20,875 Entertainment News 1. omg! 2. TMZ 3. People Y! UVs: 19,149 Real Estate 1. Move Network 2. Yahoo! Real Estate 3. AOL Real Estate Y! UVs: 6,664 Yahoo! is a Leader Yahoo! Monthly Unique Visitors (000) Noted in Yellow
    16. 16. Yahoo! meets your objectives with industry-leading solutions Brand Campaigns Performance Campaigns Yahoo! Marketing Solutions are Designed to Meet Your Objectives ROI BRAND AWARENESS BRAND FAVORABILITY BRAND PREFERENCE BRAND LOYALTY BRAND ADVOCACY EFFECTIVE REACH ROI BEST PROSPECTS PROMOTIONS STORE TRAFFIC ACQUISITION REACH MORE QUALIFIED LEADS LEAD GENERATION
    17. 17. Yahoo!’s Extensive Product Portfolio Can Deliver the Solution You Need <ul><li>Yahoo! has a variety of ways to deliver your message </li></ul><ul><li>Unique, creative ad formats on a variety of platforms </li></ul><ul><ul><li>search, display, video, mobile </li></ul></ul><ul><li>Targeting Capabilities </li></ul><ul><ul><li>A Breadth of targeting options </li></ul></ul><ul><li>Custom solutions </li></ul><ul><ul><li>microsites, cool front page takeovers </li></ul></ul>
    18. 18. Yahoo! is the Ideal Partner to Help Marketers Create Integrated Digital Campaigns <ul><ul><li>With more than 2.6 BILLION searches conducted on Yahoo! monthly, Yahoo! offers a search experience that help consumers find what they are looking for online. </li></ul></ul><ul><ul><li>As the leader in display advertising, Yahoo! can offer you high quality ad inventory and access to an extremely loyal, engaged audience. </li></ul></ul>* Source: ComScore Ad Metrix Publisher, August 2009 The combined power of search & display deliver results Search Display <ul><ul><li>Search </li></ul></ul><ul><ul><li>Display </li></ul></ul>
    19. 19. Search & Display together can provide an increase in online and offline purchasing Across eight industry categories, 1. August 2008. Specific Media: study leverages 12 months of proprietary Specific Media Ad Effectiveness data backed by comScore, tracking more than 60+ Specific Media campaigns to draw averages demonstrating the direct correlation between display advertising and search. Research reveals that consumers across industry categories who were exposed to display advertising were more likely to search for brand and segment terms than unexposed consumers. 1 when users were exposed to display advertising. there was a average lift on search activity 100% 101% 102% 109% 123% 155%
    20. 20. Yahoo! is the Ideal Partner to Help Marketers Create Integrated Digital Campaigns <ul><ul><li>Yahoo! reaches 35.4 MILLION monthly unique mobile internet users </li></ul></ul>Source: U.S. comScore Media Metrix data, September 2009 Reliance on the mobile functions will further increase as mobile devices improve, applications proliferate and mobile users become more sophisticated Mobile <ul><ul><li>Mobile </li></ul></ul>
    21. 21. Yahoo! is the Ideal Partner to Help Marketers Create Integrated Digital Campaigns Source: U.S. comScore Media Metrix data, March 2009 Online video has become a pervasive part of our everyday lives, with well over 12.5 billion streams per month <ul><ul><li>Yahoo! streams billions of videos each year, ranging from professionally-produced TV programs to original Web-exclusive content to user-created and user-submitted clips </li></ul></ul><ul><ul><li>Video </li></ul></ul>
    22. 22. Yahoo! meets your objectives with industry-leading targeting solutions Yahoo’s data and insights are the foundation of a comprehensive suite of targeting tools. Our advanced targeting options help you reach the right customers at the right time. Robust targeting tools help you connect to the customers that matter to you most
    23. 23. Targeting, Performance & Measurement <ul><li>The combination of Yahoo!’s data and the ability to leverage and utilize outside data sources, enrich and extend our targeting capabilities to reach the audience you are looking for </li></ul><ul><li>We have resources to help & optimize </li></ul><ul><ul><li>Proprietary in-house research team </li></ul></ul><ul><li>We have measurement tools and vehicles </li></ul><ul><ul><li>Yahoo! Web Analytics tool to track user behavior </li></ul></ul><ul><li>Nielsen partnership to measure impact of Yahoo! advertising to offline sales (Consumer Direct) </li></ul>Yahoo! provides deep insights into the audiences you want to reach
    24. 24. The Yahoo! Ad Network provides reach and frequency <ul><li>The Yahoo! Ad Network delivers: </li></ul><ul><ul><li>Unmatched consumer insights and user engagement with the ability to aggregate audience insights from our own data </li></ul></ul><ul><ul><li>Ability to select and scale the best performing audiences and provide opportunities for more advanced marketing strategies </li></ul></ul><ul><li>The network reaches 88% of the US internet Audience and tops the chart in user engagement </li></ul><ul><li>The Yahoo! Ad Network has the highest frequency of any comscore ranked property of network– we outrank our closes competitor by 40+% </li></ul>Source: U.S. comScore Ad Network Report, September 2009
    25. 25. What Differentiates Yahoo! <ul><li>Yahoo! is capitalizing on trends and insights into the media landscape and capturing online engagement and understanding behaviors of consumers </li></ul><ul><li>Yahoo! has a commitment to making Yahoo! the first place advertisers think of for their marketing messages </li></ul><ul><li>Yahoo! continues to focus on our core strengths to deliver the right solutions for you </li></ul><ul><ul><ul><li>Our vast audience </li></ul></ul></ul><ul><ul><ul><li>Engaging and relevant content </li></ul></ul></ul><ul><ul><ul><li>Targeting and consumer insights </li></ul></ul></ul><ul><ul><ul><li>Delivery of creative solutions </li></ul></ul></ul>
    26. 26. One stop shopping with Yahoo! Unparallel reach Measurability ROI Scalable Results Pioneers of Behavior Targeting Unmatched Targeting Capabilities Branding and DR campaigns Search and Display
    27. 27. Yahoo! is … Providing YOU with the opportunity to connect with your consumers and deliver a unique and creative online advertising experience
    28. 28. Engage with Yahoo! Thank You! Jean Pappalardo [email_address] 8185246144
    29. 29. Appendix
    30. 30. Learn More Reach a vast, engaged audience with display advertising solutions, complemented by deep consumer insights and industry-leading targeting to help you drive better results. Innovative Display Advertising Solutions
    31. 31. Display Solutions: Rich Media <ul><li>Next-Generation Ad Formats Streaming, expanding, floating, surveying, wrapping units and more – creative concepts in attention-grabbing ads. Your imagination is the limit. Integrated Dynamic Data-Driven Smart Advertising Present a personalized message to your best customers by combining the power of our targeting and promotional opportunities with your creative concept. Tap into the Internet’s potential by using interactive ads that enable your customers to tell you what they want. Measured Engagement Benefit from deep reporting that goes way beyond the click. Track time spent watching video, mouse-over interactions, poll results, average number of panels interacted with and much more. If you design it, we can track it. </li></ul>
    32. 32. Display Solutions: Smart Ads 123 X = 247,968 ads 6 X 8 X 42 123 Routes 6 Price Points Per Route 42 Images 8 Background Layouts <ul><li>Smart Ads Combine Three Technologies: </li></ul><ul><ul><li>Dynamic ad generation </li></ul></ul><ul><ul><li>Automated performance optimization (click / interaction / conversion) </li></ul></ul><ul><ul><li>Targeted online advertising inventory </li></ul></ul>GOAL: Use data to construct the best creative for each user
    33. 33. <ul><li>Ad Play </li></ul><ul><li>User Cue </li></ul><ul><li>Clickable </li></ul><ul><li>Call – to – Action </li></ul>AMERICA’S BEST TRUCK www.chevy.com Our advanced video ad formats are designed to enable users to truly interact and engage with your message. Display Solutions: Video Ads
    34. 34. Here’s how it works: Create an Ad – No designer needed and no additional development costs. Simply customize banner ads using our design tools, or upload your own creative. Target Your Campaign – Specify the geographic locations and site-content categories you want to target. Specify a budget based on a maximum bid for cost-per-impression (CPM) and your cost-per-click (CPC) or cost-per-acquisition (CPA) goal. Track Performance – Get daily reporting on clicks, impressions and conversions, then use our tools to maximize the performance of your ads. If you have advanced targeting needs, our Yahoo! team can work with you on additional options such as demographic, behavioral, retargeting and more ! Display Solutions: Yahoo! My Display Ads Yahoo! My Display Ads give you everything you need to create display ads and run them across the Yahoo! network in just days, no additional development cost or graphic designer needed!
    35. 35. Yahoo! offers a rich, comprehensive set of mobile ad products designed to help advertisers tap into the rapidly growing, lucrative audience of mobile consumers. Innovative Mobile Ad Products
    36. 36. (1) Banner : 300 x 50 Eye-catching display ads can be targeted using the same wide array of options as traditional web banners. You can also integrate features specific to mobile location and carrier targeting. (3) Banner: 168 x 28 (4) Banner: 120 x 20 Yahoo! Mobile Display Advertising
    37. 37. The Many Opportunities to Reach your Customers with Yahoo! Mobile Sponsored Search. Yahoo! Mobile Sponsored Search Ad Network Mobile Sponsored Search Category Marketplaces Category-Specific Advertising Opportunities for: Mobile Consumables Travel & Accommodations Chat /Social Networking Yahoo! Run of Network Extended Reach on Yahoo! Owned and Operated Properties iPhone & Blackberry Run of Network Device-Specific Run of Network for iPhone and Blackberry Carrier Search Access to the Top Carriers in the US Mobile Sponsored Search Traditional Search Marketing on Yahoo! One Search
    38. 38. Yahoo! has and is delivering a series of Search enhancements that benefit consumers, advertisers and publishers. Innovative Search Marketing Solutions
    39. 39. Rich Ads in Search are designed to deeply engage your target audience through images, videos and multiple direct links to your site. Search: Innovation with Rich Ads in Search Can help boost CTR by as much as 25%!
    40. 40. Search: Transparency & Control with Ad Delivery Report Allows our advertisers to see how their ads are performing on various partner sites. *Analytics need to be installed to view conversion data
    41. 41. Gives advertisers the ability to adjust bids, budget, messaging and traffic on Yahoo! vs. Partner sites (Coming Soon). Search: Transparency & Control with Network Distribution <ul><li>Launched in Australia, September 2009 </li></ul><ul><li>Analytics need to be installed to view conversion data </li></ul>
    42. 42. Desktop application designed to help advertisers manage their campaigns more easily and efficiently. Search: Transparency & Control with Yahoo! Search Marketing Desktop “ Desktop helps save time and it takes less effort to manage Yahoo! accounts. ” Agency client - Red Ventures
    43. 43. Search: Enhancing Consumer Relevance with New Search Results <ul><li>New Search Results Page </li></ul><ul><li>Designed to make Search more personally relevant for our consumers – helping them find & explore the things that matter to them most </li></ul><ul><li>Enhanced Results/Search Monkey </li></ul><ul><li>Enhanced search results provide quicker access to what people are looking for from sites they trust </li></ul><ul><li>Search Monkey enables publishers and site owners to enhance their Yahoo! Search results by adding more detail, photos, flash video and games directly in the search results page </li></ul>
    44. 44. <ul><li>Designed to help people get things done in one search by better understanding their intent and delivering the best results/most complete information </li></ul><ul><li>Suggests additional search terms based on what is typed </li></ul>Search: Enhancing Consumer Relevance with Search Assist
    45. 45. Yahoo’s data and insights are founded on a comprehensive suite of targeting tools and our advanced targeting options help you reach the right customers at the right time. Industry Leading Targeting Capabilities Behavioral Consumer Direct Retargeting Demographic 70 29 34 17 30 25 45 13 44 35 50 20 39 21 12 Geographic
    46. 46. To Meet Your Marketing Objectives Objectives Targeting Solution Examples Brand Awareness Demo, Y! Front Page, Y! Properties Brand Favorability Demo, BT, Y! Properties Brand Preference BT, Y! Properties Brand Loyalty BT, Retargeting, Custom Segmentation Brand Advocacy BT, Custom Segmentation Promotions Geo, BT, Retargeting Store Traffic Geo, Demo, BT, Consumer Direct Lead Generation Demo, BT, Retargeting Acquisition Demo, BT, Retargeting Direct Response Brand
    47. 47. Behavioral Targeting Yahoo! Behavioral Targeting enables advertisers to target customers with expressed interests in a category or specific product. We go beyond the more common rules-based segmentation or clustering of users by sites visited. <ul><li>Our solution is powered by sophisticated modeling technology based on extensive online interactions that includes: </li></ul><ul><ul><li>Searches </li></ul></ul><ul><ul><li>Page-views </li></ul></ul><ul><ul><li>Ad interactions </li></ul></ul>Learn More With these models, Yahoo! identifies what consumers are interested in and predicts where they sit in the Awareness-Consideration-Purchase funnel.
    48. 48. Demographic Targeting Unlike other demographic targeting services that try to guess age and gender based on consumer website visits, Yahoo! Demographic Targeting is powered by age and gender information provided by consumers themselves. Learn More <ul><li>Use Demographic Targeting When You: </li></ul><ul><ul><li>Want to target specific brand messages to key audiences to increase relevance </li></ul></ul><ul><ul><li>Need to create mass engagement with key audiences that are more likely to respond to a message to increase performance </li></ul></ul>
    49. 49. Geographic Targeting <ul><li>A proprietary Yahoo! algorithm validates both IP address and location to ensure accurate location-based targeting. </li></ul><ul><li>Use Geographic Targeting When You: </li></ul><ul><ul><li>Offer services in a specific geographic area </li></ul></ul><ul><ul><li>Sell products online and ship only within a specific geographic area </li></ul></ul><ul><ul><li>Have an offline storefront where customers purchase products </li></ul></ul><ul><ul><li>Want to drive targeted visitors to different local sites of your national company </li></ul></ul><ul><ul><li>Need to test a specific location for market potential </li></ul></ul><ul><ul><li>Are legally restricted to advertising within a specific geographic region </li></ul></ul>Learn More Yahoo! leverages multiple data sources including Universal Location Manager, IP address and user registration data to determine the most accurate user location.
    50. 50. Search Retargeting is a customized display targeting solution that enables advertisers to retarget users that have searched using a specific set of keywords. Search Retargeting * User is qualified for 30 days Consumer conducts a search using one of the targeting keywords* 1 Results page is served with advertiser search ad in paid listings 2 In as quickly as 15 minutes, a display ad is served across the Yahoo! Network 3
    51. 51. <ul><li>Enhanced Retargeting </li></ul><ul><li>Plug the leaks in the lower funnel </li></ul><ul><li>Convert more users </li></ul><ul><li>Maximize efficiency and ROI </li></ul><ul><li>Smart Ads </li></ul><ul><li>Broad buy to push volume into an efficient funnel </li></ul><ul><li>Dynamic creative chooses best products, messages, and creative elements for maximum performance </li></ul>Enhanced Retargeting 19
    52. 52. Consumer Direct <ul><li>Reach your most valuable customers online and drive them to retail stores. </li></ul><ul><li>Why Yahoo! </li></ul><ul><li>Target consumers by purchase behaviors </li></ul><ul><li>Massive Reach across the Yahoo! Network </li></ul><ul><li>5+ years experience and over 300 documented campaign results </li></ul><ul><li>Benefits </li></ul><ul><li>Drive 50% greater short-term sales per impression, according to Nielsen* </li></ul><ul><li>Improve your digital ROI in offline sales </li></ul><ul><li>Measure online impact on offline sales to meet accountability </li></ul>* Nielsen statement on campaign results for January 2004 through May 2009. In a comparison of nearly 250 Consumer Direct and 50 non-Consumer Direct campaigns executed from 2004 to 2009, Nielsen reports the average Yahoo! Consumer Direct campaign generated 50% greater short term sales per impression than the average non-Yahoo! campaign measured by Nielsen. Consumer Direct combines Yahoo!’s massive reach and targeting technology with Nielsen’s opt-in Homescan purchasing data and insights to make your online marketing work harder to drive offline sales.

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