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Опыт Yahoo! по выходу из кризиса - презентация Марвина Ляо для RMA
- 1. Yahoo! 2011 Growing in Times of Massive Competition & Change May 25th 2011
- 2. 5/25/2011 2 Scale | We have the audience (639m+ users) Yahoo! Market ComScore Region Europe 135M Expansion Market Sweden 1.7 Italy 12.5 Austria 1.5 Belgium 1.8 Switzerland 1.8 Poland 2.5 Norway 1.0 Denmark 1.0 Turkey 4.6 Netherlands 3.8 Finland 0.9 Ukraine NR France 19.4 Portugal 1.4 UK 29.0 Germany 20.2 Romania NR NorthAm 182M USA 165 Greece NR Russia 3.1 APAC 199M Ireland 1.2 Spain 11.2 Canada 17 Australia 7.1 Vietnam 6.0 China 24.8 Malaysia 7.4 New Zealand 1.6 Hong Kong 4.1 MENA 67M – 59% India 29.2 Philippines 4.6 Nigeria* NR Indonesia 6.5 Singapore 2.4 South Africa* NR Japan 66.2 Taiwan 14.0 LatAm 56M South Korea 11.5 Thailand NR Argentina 6.3 Brazil 20.6 Chile 2.9 Colombia 5.6 Mexico 10.5 Maktoob 26.8 Peru 1.8 Venezuela 1.2 Source: Digits, comScore – January 2011 NR = No record available Yahoo! Presentation, Confidential
- 3. Consumer & Advertiser Changes
- 4. Crazy Competition in Online Ad Market
- 5. Determining and Focusing on Core Business
- 6. What is Yahoo!? 5/25/2011 6 Yahoo! Presentation, Confidential Yahoo! is the global premier digital media company Yahoo! delivers amazing personalized digital content and experiences, across devices and around the globe, to vast audiences. We are able to provide clients with engaging and innovative canvases for them to connect with their target audiences using our unique blend of Science + Art + Scale.
- 8. 5/25/2011 8 Yahoo! Presentation, Confidential Scale | Content is key #1 omg! #1 Sport #1 News #1 Finance #1 Autos #1 TV
- 9. 5/25/2011 9 Yahoo! Presentation, Confidential Scale | A truly global platform
- 10. Personalised & Innovative 5/25/2011 10 Yahoo! Presentation, Confidential Yahoo! serve 45,000 variations of our homepage every five minutes – that’s 13 million different versions every day
- 11. Across multiple devices 5/25/2011 11 Yahoo! Presentation, Confidential
- 12. Active Users Worldwide EMEA US PC +600 Million 100 Million 120 Million Template Rich Media Ads Location based advertising Mobile +95 Million 15 Million 50 Million 5/25/2011 12 Yahoo! Presentation, Confidential Mobile | 95,000,000+ global users Smart Ads for Mobile Y! Custom Rich Media Ads Rich Media Ads for Tablets (browser & App)
- 13. 5/25/2011 13 Yahoo! Presentation, Confidential Art| High impact placements Nissan Video Superwall Renault Floating Takeover Nissan Custom Solution SURPRISING BOLD CREATIVE
- 15. The Login Page takeover included a button that could send a user to a landing page
- 16. A flash experience with a video
- 17. And a navigable 360-degree
Editor's Notes
- 639million users visit Yahoo! sites on a monthly basis, with a further 391million users visiting our strategic partner sites.Our Partners in each market:UK: Yahoo! UK & IREurosportKelkoo.CO.UKWe7.COMFrance: Yahoo! FR La Poste kelkoo.fr paruvendu.fr musicme.com aol.fr sport24.comItaly: Yahoo! ITKelkoo.itComingsoon.It EurosportNetlog.ComLastfm.ItDonnaD.itGermany: Yahoo! DESoftonic.DeSueddeutsche.DeAol.De Eurosport networkOnlineWelten.Com De.Netlog.comKelkoo.DeSpain: Yahoo! Es EurosportQype.ComLastfm.EsKelkoo.Es Dailymotion.esUS: Yahoo! US Comcast.net AT&T Yahoo! MLB.com GrindTV.com Yahoo! VerizonLATAM:AutocosmosAstrocenterBuscapeDridcoFox LatinAmerican ChannelWest World MediaASIA: Yahoo! INJagran Tata Indicom Yahoo! KR 11st GS Car Net Ins Valley
- The definition of premier is 'first in rank' and our content properties rank #1 in twelve categories in the US. Globally, we rank #1 in 8 categories. We’re in the top three in 20 categories. Nobody else comes close.Vision:To deliver your world your wayMission:We want to do this by creating deeply personal digital experiences
- Yahoo! is the leading global premier digital media company with 8 #1 ranked categories globally including, News, Sport, Finance, Auto’s and Entertainment with a further 20 categories in the top three. This expertise in content and our ability to identify target audiences, engage with them and get them interacting with one another whilst at the same time providing them with a truly personalised experience gives ACT an ideal platform to communicate their strategy on a mass scale.Categories we are number 1 in:General NewsSportsFinanceEntertainment News (omg!)TelevisionAutoAVARAGE MINUTES PER VISIT 8.1 vs MSN 3
- Based on your interests, the time of day, your location etc… CORE will work out what content you prefer looking at and deliver only those things that matter most to you. You might not be aware of it but the Yahoo! Frontpage on your computer will be completely different to mine, in fact we actually serve 45,000 variations of our homepage every five minutes – that’s 13 million different versions every day.
- The aren't many media owners that are capable of providing reach through TV, Tablets, Smartphones and Online but this is one of Yahoo!’s strengths. We are also not restricted by the software that these devices utilise, for example, with over 54.7 million tablets likely to be sold in 2011, the fact that 68% of these will be iPad (Goldman Sachs, Dec 2010) doesn’t matter to Yahoo! are we can reach users through both Android and iOS.
- With the popularity of apps within the market, Yahoo! has responded with the release of a number of apps of our popular services, including Yahoo! Mail, Yahoo! Messenger, Flickr, Yahoo! Finance and Yahoo! Search. These apps attract users to various parts of the Yahoo! Mobile network.Uncluttered ad positions as well as expandable ads (iPhone & Android) enable impactful messages to be conveyed with strong engagement and, in addition, sophisticated targeting capabilities enable you to reach your customers with a highly relevant message.Users can pull in not only Yahoo! properties but also Twitter and Facebook and updates from the BBC, meaning that users are more likely to use Yahoo! Mobile as it has everything in one simple solution. Ad Opportunities in 2011:Full Screen Ads: Pre-stitial or interstitial ad Partner: Crisp Wireless (Q1)Location Based Advertising: Click to Map Search Partner: Crisp Wireless (Q1)Smart Ads: Geo, Demo, Behavioural Targeting Optimised CreativeDynamically GeneratedCustomer InsightsQ2Video Ads:Pre-roll videoQ2Tablet Rich Media Solutions:AdInteraxAdhension Banner, Click to Full screen/ VideoQ2Rich Media Template Ads:Yahoo! inhouse solutionClick to ExpandQ3Next Generation Dynamic Ads:Ads dynamically served based on user behaviourMultiple ad formatsPULL based Ads Vs Ads being pushed by serverWill provide Ad Optimization based on user behaviour NOT user targeting
- GM needed a unique, attention-grabbing canvas to show—not just tell—consumers the story of its cars. With standard methods of online marketing, it was competing for space and mindshare on a crowded page so it wantedto create something innovative and exclusive.