Yahoo! Display Advertising

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    Yahoo! Display Advertising - Presentation Transcript

    1. DIGITAL ADVERTISING & YAHOO DISPLAY Sunaina Abdul Salah Tepper 2010 04/07/09
    2. 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
    3. 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
    4. A whopping 500 M unique users every month at Yahoo! itself
    5. 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
    6. 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
    7. 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
    8. 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
    9. 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
    10. 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
    11. 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
    12. Thank You!

    + Sunaina  Abdul SalahSunaina Abdul Salah, 7 months ago

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