Yahoo! Digital advertising au Maghreb

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Par Karim Jazouani de Yahoo! Maghreb

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  • Different departments involved: ad ops and account managerMediamarkt special client because 2 day turn around >> we can work with templates
  • Advertising impact Understanding the right level of impact to grab the attention Efficient format sizes Benchmarking across verticals and audiences
  • So when we look at advertising online, what have we seen?1994 saw the first banner ad, 1996 the first rich media ad … then we enter the pop up era … an era that for many still defines digital advertising but I see as a definite lag in the evolution. Ironically at the same time, Google come online with their auction based model for search … the rest of that is history. Around 2002 we see the arrival of the 300x250 unit as mainstream unit in the marketplace, an important step to freeing advertising from either a narrow horizontal plane or a vertical plane. With the broadband revolution, soon the discussions are all around rich media and the canvas explodes with potential. By 2007, pre rolls come on stream beginning the VOD conversations. However, by 2008 I would argue we entered a period of stasis … the arrival of the network model, the rise of Facebook and an economic downturn have combined to create the conditions where horizons narrowed somewhat. So what does 2011 bring?
  • The video showcases many big brand campaigns Broadly speaking, display campaigns can be divided into ‘brand’ and ‘ctr’ campaigns brand campaigns tend to be more deliberate – clear objectives, creative, planned CTR campaigns also include campaigns with no or confused objectives because the click through to a landing page is the default purpose of ad banners Yahoo! front page offers prominent real estate, big creative canvas and broad user base
  • Brand exposure strategy> Both ad units open to the screening room.Background and float give high expand rate > Open rate: 1.32%Lots of content, leading to long dwell time > Interaction rate: 12.5% (clicks once open)CTR: 0.04%
  • Video complete: 32%30 sec dwell rate: 40%
  • Digital planning Remove logistic by making it easy to submit creativeMore room for creativityMaking more time for execution
  • Courtesy of the ‘Arab Media Outlook’ document Joanna circulated we really need to bear this in mind when pitching and assessing creative concepts creative vision must take into account the user’s capability !! An ad need to be seen
  • Interdependence is a dynamic of being mutually and physically responsible to, and sharing a common set of principles with others. This concept differs distinctly from "dependence" in that an interdependent relationship implies that all participants are emotionally, economically, ecologically and or morally "interdependent.“ Interdependence recognizes the truth in each position and weaves them together. Two states that cooperate with each other are said to be interdependent. It can also be defined as the interconnectedness and the reliance on one another socially, economically, environmentally and politically.Creative reach (efficiency)We are promoting to you the best formats that we think give win win
  • Yahoo! Digital advertising au Maghreb

    1. 1. Karim Jazouani<br />13 Mai 2011<br />Yahoo!Digital advertising<br />
    2. 2.
    3. 3. Agenda<br />Positionnement<br />Audience<br />Solutions marketing<br />13 May, 2011<br />3<br />
    4. 4. Agenda<br />Positionnement<br />Audience<br />Solutions marketing<br />13 May, 2011<br />4<br />
    5. 5. Positionnement<br />Where ‘My World’ meets ’The World’<br />MON MONDE<br />LE MONDE<br />Famille, amis, enfants, tribu…<br />Actualités, nouveautés…<br />
    6. 6. Nouveaux partenariats pour + de service et de social media dans l’expérience Yahoo!<br />13 May, 2011<br />6<br />93 millions<br />de visiteurs uniques<br />dans le monde<br />551 millions<br />de visiteurs uniques<br />dans le monde<br />FACEBOOK ET YAHOO!<br />SONT MAINTENANT AMIS<br />@TWITTER ET @YAHOO! TWEETENT EN CHŒUR<br />611 millions<br />de visiteurs uniques<br />dans le monde<br />NOKIA ET YAHOO! <br />SE CONNECTENT<br />(email, messenger, cartographie, localisation GPS)<br />ZYNGA & YAHOO!<br />JOUENT ENSEMBLE<br />230 millions<br />de joueurs actifs par mois<br />dans le monde<br />Premier constructeur<br />de terminaux mobiles dans le monde<br />Source : Comscore, juin 2010<br />Agrégateur de contenu <br />Réseau social et géo localisation<br />
    7. 7. « Science + Art + Scale » <br />13 000 employésdans 25 pays, provinces et territoires !<br />13 May, 2011<br />7<br />
    8. 8. Agenda<br />Positionnement<br />Audience<br />Solutions marketing<br />13 May, 2011<br />8<br />
    9. 9. + de 631Md’utilisateursdans le monde...<br />Soit 49.2% de la population connectée<br />Europe 135M<br />Sweden 1.7<br />Italy 12.5<br />Austria 1.5<br />Belgium 1.8<br />Switzerland 1.8<br />Poland 2.5<br />Yahoo! Market<br />ComScore Region<br />Norway 1.0<br />Denmark 1.0<br />Turkey 4.6<br />Expansion Market<br />Netherlands 3.8<br />Finland 0.9<br />Ukraine NR<br />France 19.4<br />Portugal 1.4<br />UK 29.0<br />Germany 20.2<br />Romania NR<br />NorthAm 182M<br />USA 165<br />Greece NR<br />Russia 3.1<br />APAC 199M<br />Ireland 1.2<br />Spain 11.2<br />Canada 17<br />Australia 7.1<br />Vietnam 6.0<br />China 24.8<br />Malaysia 7.4<br />New Zealand 1.6<br />Hong Kong 4.1<br />India 29.2<br />Philippines 4.6<br />Indonesia 6.5<br />Singapore 2.4<br />Japan 66.2<br />Taiwan 14.0<br />LatAm56M<br />South Korea 11.5<br />Thailand NR<br />Argentina 6.3<br />Brazil 20.6<br />Chile 2.9<br />Colombia 5.6<br />Mexico 10.5<br />Peru 1.8<br />MENA 44M<br />Venezuela 1.2<br />GCC 22.5<br />Egypt 8.6<br />KSA 10.6<br />UAE 7.2<br />Levant 5.7<br />Maghreb 4.6<br />Source: Digits, comScore – January 2011 - NR = No record available<br />Morocco 1.9<br />
    10. 10. L’internaute Marocain<br />+ de 60% des internautesMarocains se connectenttous les joursouquasimenttous les jours<br />Seulement10%d’entreeuxsontmariés - plus de 85%célibataires<br />Source: Moroccan Users - Nielsen SiteCensus Oct. 2010<br />Environ 75%d’entreeuxviventdans un foyercomportantau moins 4 personnes<br />95%des sondésparlentl’Arabequotidiennemenetcontre32% total le Français<br />5/13/2011<br />Yahoo! Presentation, Confidential<br />10<br />
    11. 11. Audience Y! – IP Maroc<br />+ 1.9 M de visiteurs uniques (avril 2011)<br />Source: Yahoo! Digits – Avril 2011<br />5/13/2011<br />Yahoo! Presentation, Confidential<br />11<br />
    12. 12. Audience Y! – IP Maroc<br />+ 140 M de pages vues (avril 2011)<br />Source: Yahoo! Digits – Avril 2011<br />5/13/2011<br />Yahoo! Presentation, Confidential<br />12<br />
    13. 13. <ul><li>www.maktoob.yahoo.com
    14. 14. +1M de visiteurs uniques
    15. 15. 17M de pages vues
    16. 16. www.yahoo.fr
    17. 17. 586 000 visiteurs uniques
    18. 18. 92M de pages vues</li></ul>5/13/2011<br />13<br />Yahoo! Presentation, Confidential<br />Audience Y! – IP Maroc<br />Source: Yahoo! Digits – Avril 2011<br />
    19. 19. InternautesMarocainssur Yahoo! Maktoob - profiling<br />Source: Internal Yahoo! Data – Oct. 2010<br />
    20. 20. InternautesMarocainssur Yahoo! Maktoob - profiling<br />Environ 50% of des internautesMarocains de Yahoo! Maktoobsontâgés entre 20 et 30 ans<br />Source: Internal Yahoo! Data – Oct. 2010<br />
    21. 21. Rubriques les + consultées par les Marocains<br />Page d’enregistrement Yahoo! Maktoob - 1 517 256 VU<br />Page d’enregistrement Yahoo! France - 594 233 VU<br />Page d’accueil Yahoo! France - 517 933 VU<br />Yahoo! MaktoobBlogs [Ara.] - 341 075 VU<br />Page d’accueil Y! Maktoob - 294 879 VU<br />Yahoo! Mail France - 256 956 VU<br />Yahoo! Questions/Réponses France - 215 963 VU<br />Yahoo! Maktoobmajdah (forum – spécialpoèmes, femmes…) [Ara.] - 198 859 VU<br />Yahoo! France Actualités - 173 665 VU<br />Yahoo! Maktoobabraj (astrologie) [Ara.] - 143 095 VU<br />Yahoo! Maktoob arab3 (forum – spécial vie de couple) [Ara.] - 138 457 VU<br />Flickr - 137 135 VU<br />Yahoo! Maktoobalfrasha (section Féminine – spécialforme, beauté, santé) [Ara.] - 112 838 VU<br />Yahoo! France Pour Elles - 109 892 VU<br />Yahoo! France Sports - 103 949 VU<br />Yahoo! Maktoob sha3bwah (forum – spécialentraideinformatique) [Ara.] - 93 593 VU<br />Yahoo! Maktoobhelwa (section féminine) [Ara.] - 77 793 VU<br />Yahoo Maktoob shams (section jeux) [Ara.] - 67 635 VU<br />Yahoo! Maktoob Islam (section Islam et contenusreligieux) [Ara.] - 66 144 VU<br />Yahoo! MaktoobActualités [Ara.] - 63 959 VU<br />Yahoo! France Messenger - 63 473 VU<br />
    22. 22. Agenda<br />Positionnement<br />Audience<br />Solutions marketing<br />13 May, 2011<br />17<br />
    23. 23. Catalogue publicitaire en ligne<br /><ul><li>Yahoo! France Ad specs: http://adspecs.yahoo.fr/
    24. 24. Yahoo! Maktoob Ad specs : http://en.adspecs.maktoob.com/
    25. 25. Quelques exemples de créas impactantes en page d’accueil de Yahoo! Maktoob :
    26. 26. Le « simple » - spécifications : http://en.adspecs.maktoob.com/frontpage/custom/simple
    27. 27. Le « video wall » - spécifications : http://en.adspecs.maktoob.com/frontpage/videowall
    28. 28. exemples : Nissan / Warner Bros / Samsung
    29. 29. Le « super video wall « – spécifications : http://en.adspecs.maktoob.com/frontpage/supervideowall
    30. 30. exemple : Allianz
    31. 31. Le “custom background” – spécifications : http://en.adspecs.maktoob.com/frontpage/custom/bg
    32. 32. Le “animated background” – spécifications : http://en.adspecs.maktoob.com/frontpage/custom/animatedbg
    33. 33. exemple: Knight and Day
    34. 34. Le “screening room” – spécifications : http://en.adspecs.maktoob.com/frontpage/custom/scroom
    35. 35. exemples: Inception (contient du custom background) / Santander / Dior / Nokia / Nissan / Virgin TV
    36. 36. Le “sliding room” – spécifications : http://en.adspecs.maktoob.com/frontpage/custom/sloom
    37. 37. exemples: Pepsi / Mercedes-Benz E-Klasse (contient du custom background) / The A-Team</li></li></ul><li>Yahoo! advertising front page formats<br /><ul><li> Screening Room
    38. 38. Sliding Room
    39. 39. Animated Background
    40. 40. Video Wall
    41. 41. Super Video Wall
    42. 42. Floating</li></li></ul><li>The team behind the scenes?<br />5/13/2011<br />Yahoo! Presentation Template, Confidential<br />
    43. 43. Campaign Life Cycle<br />5/13/2011<br />21<br />Yahoo! Presentation, Confidential<br />
    44. 44. Impact – intrusion = acceptabilité<br />intrusion<br />High impact,<br />High intrusion<br /><ul><li>Identify areas with less perceived intrusion, make them more relevant, target specific user segments.</li></ul>These formats can get your message across; great for campaigns needing cut through and attention.<br />Small impact,<br />High intrusion<br /><ul><li>Minimize</li></ul>ads can be irritating when the user has no control; formats in this quadrant are best used in entertainment environments or a homepage (before users start their online journey).<br />impact<br />High impact,<br />Small intrusion level<br /><ul><li>Use more often</li></ul>the best quadrant for ad formats; formats are not too intrusive and perceived as part of the online environment. Creative may heighten the effect of the formats impact.<br />Small impact,<br />Small intrusion<br /><ul><li>Develop</li></ul>Creative will need to work harder to get the cut through on the page. Users like these formats when looking at editorial content (news, sports etc...) as they are less disruptive<br />Acceptability<br /><ul><li>An acceptability score was derived by subtracting the intrusion score from the impact score that each format received. If impact was higher than intrusion an overall acceptability score was positive.</li></ul>22<br />
    45. 45. Evolution of the Digital Canvas<br />
    46. 46. Récapitulatif des opportunités<br /><ul><li>Big! Flashy! Cool! C’est top! 
    47. 47. Brand ≈ Impact ≈ Engagement
    48. 48. CTR ≈ Result ≈ Conversion
    49. 49. “Yahoo! front page can do both … extremely well”</li></ul>5/13/2011<br />Yahoo! Presentation Template, Confidential<br />
    50. 50. 5/13/2011<br />25<br />Yahoo! Presentation, Confidential<br />
    51. 51. 5/13/2011<br />26<br />Yahoo! Presentation, Confidential<br />
    52. 52. 5/13/2011<br />27<br />Yahoo! Presentation, Confidential<br />
    53. 53. 5/13/2011<br />28<br />Yahoo! Presentation, Confidential<br />
    54. 54. 5/13/2011<br />29<br />Yahoo! Presentation, Confidential<br />
    55. 55. 5/13/2011<br />30<br />Yahoo! Presentation, Confidential<br />
    56. 56. 5/13/2011<br />31<br />Yahoo! Presentation, Confidential<br />
    57. 57. 5/13/2011<br />32<br />Yahoo! Presentation, Confidential<br />
    58. 58. 5/13/2011<br />33<br />Yahoo! Presentation, Confidential<br />
    59. 59. 5/13/2011<br />34<br />Yahoo! Presentation, Confidential<br />
    60. 60. 5/13/2011<br />35<br />Yahoo! Presentation, Confidential<br />
    61. 61. 5/13/2011<br />36<br />Screening Room<br />
    62. 62. 5/13/2011<br />37<br />Yahoo! Presentation, Confidential<br />Sliding Room<br />
    63. 63. 5/13/2011<br />38<br />Screening Room<br />
    64. 64. Arabic and English version sites<br />
    65. 65. Broadband penetration<br />
    66. 66. Yahoo! Mobile<br />Yahoo! Confidential<br />
    67. 67. Le monde, son monde… toujours avec soi!<br />Page d’accueil<br />Moteur de recherche et principales actualités du jour<br />« Mes favoris »<br />Mes emails, mes réseaux sociaux, mes services personnalisés<br />« Sites Yahoo! »<br />Trouver, communiquer, <br />rester informé<br />Yahoo! Confidential<br />
    68. 68. EXEMPLE DE CAMPAGNES<br />Yahoo! Confidential<br />
    69. 69. PUISSANCE ET CAPACITE DE CIBLAGE<br />Les bannières sont positionnées sur l’ensemble du portail Yahoo! Mobile, elles peuvent être ciblées en fonction de nombreux critères disponibles:<br /><ul><li>Démographique (âge, genre)
    70. 70. Jour/heure
    71. 71. Géographique (pays)
    72. 72. Opérateur
    73. 73. Téléphone
    74. 74. OS</li></ul>Yahoo! Confidential<br />M:Metrics, avril 2010<br />
    75. 75. 5/13/2011<br />interdependent<br />brand<br />creative<br />media<br />ad<br />ad format<br />Yahoo! Presentation Template, Confidential<br />45<br />
    76. 76. Merci de votre attention !<br />Karim Jazouani<br />North Africa Head Of Sales<br />karimjaz@yahoo-inc.com<br />+212 (0)6 692 967 66<br />
    77. 77. Vos questions ?<br />Si si n’ayez pas peur!… « Liam » est votre ami <br />

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