DIGITAL ADVERTISING &
YAHOO DISPLAY
Sunaina Abdul Salah
Tepper 2010
04/07/09

Today’s audience is on the web and in
control
• To catch his attention
– Find out where he is and who he is
– Sell him a relevant story
– See how he reacts

Worldwide advertisement industry
revenues around 653.9 B
• Losses of at least $112 B a year in America!
Problem: Measurement
“Half the money I spend on advertising is wasted. The
trouble is, I don't know which half.”
Pay for exposure
A consumer with no choice
Solution: Go digital
Number of internet users growing by 12.3 % every year
Pay for real and measurable actions by consumers
Voluntary interaction
Online advertising revenues:
$50 B in revenue

A whopping 500 M unique users every
month at Yahoo! itself

Digital ad channels and Pay structures
• Considerations for
10.5%
Branding & awareness
advertisers
Revenue is through click streams
–
Relevant ads+ right time = more Impressions
clicks
DISPLAY – Click through
– Inventory
19.4 %
– Audience source
Sponsored
Contextual Targeting
– Search rates
Results in more purchases
– Mouse over
SEARCH
– Time Spent on
Ad/Page/Video
Social networking sites
– Purchases
Virtual worlds
Review sites
– attitudinal shifts
– offline sales lift
OTHER

It’s not all Search
• Long road to conversion
• Brand & Awareness
• Funnels people to
search sites & target
sites
• 63% of banner ads
invisible
• Best way to increase
ROI : through creative
engagement
*Microsoft Atlas Institute

Great products with continuous innovation
in Display Advertising
Tailored Ads for different customers
Smart
Ads Increases branding impact of
search advertising
Rich
Ads
APT
Acquired
Right Media
Targeting
244% purchase increase online
Enhanced
89% purchase increase offline
Retargeting
Merge with
Search
Study with Comscore

YAHOO! APT
One efficient whole.
• Facilitating the next level network of digital ad players
– Advertisers
– Publishers
– Ad networks
– Users
• Simple, Fast, Open, Flexible
• Targeting like never before  relevant user experience
• First rollout to Newspaper Consortium

Yahoo! shifts style from implementation to
strategy
TO KEEP IN MIND
Publisher
•Bundling inventory
Monitoring and
•Delivering relevance effective controls
•Premium rates Quick launches
for quality inventory
and innovation
•Understand the market place
•More Transparency & Liquidity Training force for
Pricing for adopters
Advertiser various publishers Build
commitment and
•Wider reach of quality audience
trust within the
•Insights into their customers APT network
•Time and Cost Savings
•Streamlined process Growth strategies
Constant Analysis
•Targeted and relevant ads to increase the
incorporation to
•Concentrate on their core network base for a
understand &
relevant
competency
target the
advertiser/publish
customer
er/user
experience

There are others out there..
Company Strengths Weaknesses Opportunities Threats
Yahoo! -Display advertising -Wall Street - Expand markets -Double Click
-APT perception - Social experience -SelfServe platforms
-Strong portal brand -Skepticism about - Brand budgets - New AdSense - Twitter
-Constant management migrating online format of Google
innovation - Less user friendly -- Emerging markets
Google - Brand name - -Been slow to catch -Double Click -Privacy advocates
innovative, user up in display -Display Ad builder -Yahoo!’s APT
friendly and -Did not allow third -Youtube viewership - Social Ads
unstoppable party tags
Microsoft -Resources & Strong -More focused on -Windows mobile -Innovation among
developer network search market competitors who are
-Ad center and Ad -Concentrate on ad ahead
delivery software
AOL - Platform A -Buying constraints - BidPlace -APT
-Not enough -Absence of innovation
targeting
Fox N/W & -High viewership - Weak rates -Large user base - Low ad prices+
MySpace -Interest based -Unique social automated system => ad
groups characteristics fraud

YAHOO’s possible display roadmap!
Future
- Increased
- Drive to
consolidation of
bring in
search and display s
different
- Increased
categories of - Greater focus on
interaction
publishers and fraud management
with Yahoo!
ad networks and an enhanced
properties
experience to users
- Unified - Explore
- Engaging
Yahoo! feel – - Work with other
Today desktop
brand building and creative ad media companies for
advertising
placement
- Innovation long term ad revenues
- Metric
- Grow Online
enabling
10.5% - Emerging markets
on user
actions – click video
market share experience
targeting to
to call, print front
- Thorough
coupon, give a niche markets
analysis of
- New features
gift, review,
pain points
to APT
for display

Thank You!