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Il presentation v3 1



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  • 1. Global Web Trends Yahoo! Inc. July 16th, 2009 CONFIDENTIAL YAHOO! Do not distribute 1
  • 2. To be your Home on the Internet. To be the “Must Buy” and “Partner of Choice” for the Top Advertisers and Agencies in the World. CONFIDENTIAL YAHOO! Do not distribute 2
  • 3. Yahoo! ??? Yahoo! reaches 500 million users everyday in 38 markets and 30 languages • #1 Start Page in the world : • #1 in Personalization: more online users personalize their Start Page with Yahoo! than with any other portal (Canada) (UK) (Germany) (US) (France) (Korea) (China) (en Espanol) (Spain) (Italy) (India) (Japan) (Vietnam) (Taiwan) (Mexico) (Thailand) (Philippines) (Hong Kong) (Brazil) (Malaysia) (Indonesia) (Singapore) (Argentina) (Australia) CONFIDENTIAL YAHOO! Do not distribute 3
  • 4. “If you don't like change, you're going to like irrelevance even less” –Eric Shinseki CONFIDENTIAL YAHOO! Do not distribute 4
  • 5. Planetary Trend #1: Global Online Audience/Growth Millions of Internet Users Worldwide 1,500 1,421 1,328 1,229 1,135 1,038 Source: 5 (August 2005) and US Census Bureau, International Data Base 2005 2006 2007 2008 2009 2010 CONFIDENTIAL YAHOO! Do not distribute 5 Source (left chart): eMarketer, May 2007
  • 6. Stock Market vs Global Internet Audience NASDQ March 10, 2000 - 5,048.62 1500 1.4 Billion + Internet Users 1000 750 500 250 CONFIDENTIAL YAHOO! Do not distribute 6 6
  • 7. Massive Online Audience in Asia CONFIDENTIAL YAHOO! Do not distribute 7 7
  • 8. Planetary Trend #2: BB Penetration 25% Global Internet Usage % Weekly Media Consumption 20% China 15% South Korea Japan US Canada 10% Brazil Mexico France Germany UK Russia 5% India 0% 0% 20% 40% 60% 80% 100% % Internet Users Broadband Ipsos “The Face of the Web” 2005 & Population Reference Bureau 2006 data CONFIDENTIAL YAHOO! Do not distribute 8 Size of circle represents total audience
  • 9. Major Shift In Media Consumption Media Expected Growth Rates from 2005 to 2009 (U.S.) 15% 10% 10% 5% 1% Newspapers Magazines 0% 0% 0% Broadcast Box Office Cable/Satellite Internet -3% -5% -10% -10% -15% Source: Veronis Suhler Stevenson Communications Industry Forecast (2006) CONFIDENTIAL YAHOO! Do not distribute 9 9
  • 10. CONFIDENTIAL YAHOO! Do not distribute 10 10
  • 11. Yahoo! Selling Strategy focuses on: • Broad reach to quality audiences • Unmatched consumer insights • Increased relevance and engagement • Partnership for results CONFIDENTIAL YAHOO! Do not distribute 11
  • 12. Overview of Advertising Products and Platforms CONFIDENTIAL YAHOO! Do not distribute 12
  • 13. Two Types of Registration Paths Branded Campaigns DR or Performance Call to action takes place Clear and defined call to offline action Brand exposure Easy registration path Should be CPM deal Can test metrics to optimize performance Lead generation ROI Focused, should be performance deal (CPC or CPA) CONFIDENTIAL YAHOO! Do not distribute 13
  • 14. CPT vs. CPM vs. CPC vs. CPA CPT (cost-per-time): CPT • Payment for placement by time (1 day, Publisher week, month) Preference CPM (cost per 1000 impressions): • Payment for each impression served by publisher CPM CPC (cost-per-click): • Payment based on user clicking ad, several impressions required to get 1 click • Click dependent on appeal of specific ad presented to a given user • Algorithm to match ad “library” to user and inventory characteristics CPC CPA (cost-per-action): • Click required on ad (same factors as per CPC) Advertiser • Payment also dependent on effectiveness of Preference advertiser experience to get user to complete action CPA • Advertiser must be able trace action to initial ad to correctly attribute payment CONFIDENTIAL YAHOO! Do not distribute 14
  • 15. Advertising Products •CPM Guaranteed placement (class 1) • Placement is priority: context, audience, ad spot, views per time period/user etc. can be defined by advertiser • Metrics: Share of voice, impressions, ad placement and audience characteristics •CPM Non-Guaranteed placement (class 2) • Run of Network: Specific placement not critical - vertical, context and # of views may not be specified by advertiser • Metrics: Actual impressions delivered for invoicing •CPC/CPA: Performance pay per action • Billing not based on number of impressions served • Payment occurs when user clicks on ad or action is taken – Revenue maximized when publisher learns optimal placement to maximize click-through-rate (context, geo and audience) for a given advertiser creative CONFIDENTIAL YAHOO! Do not distribute 15
  • 16. The Performance Buying Challenge Direct response advertisers have traditionally relied on performance-based or affiliate networks as a primary online acquisition channel. > Limits the risk of a campaign failing by paying only for customer leads or acquisitions > Provides access to an aggregate population of publishers > Minimizes workflow The model has limitations: control, visibility into true acquisition costs, and optimization ( ensuring value > cost) 16
  • 17. Qualifying advertisers for CPL/CPA Key criteria for qualifying advertisers: >Budget minimum: > $25K USD per month >Detailed understanding of current campaign performance metrics >Current purchaser of Y! Non-Guaranteed inventory >Extensive creative / offer catalog >“Action” pixel <4 pages deep, high user engagement, and clear calls to action en-route. CONFIDENTIAL YAHOO! Do not distribute 17
  • 18. CPL/A - How does it work? > Phase 1: Learn your metrics (if necessary) Advertiser invests to understand metrics and best placements on Y! > Phase 2: Launch performance campaign Advertiser launches performance campaign utilizing invested learning. > Phase 3: Optimize your performance campaign Y! Account Executive works with advertiser to optimize around key metrics. 18
  • 19. KEY TAKEAWAY: CPM is the next logical step in the evolution of internet advertising growth CONFIDENTIAL YAHOO! Do not distribute 19
  • 20. CONFIDENTIAL YAHOO! Do not distribute 20