Yahoo - Dublin Tour May 2014

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Yahoo - Dublin Tour May 2014

  1. 1. # D D M A l l i a n c e 1 5 M a y 2 0 1 4
  2. 2. the numbers 2Yahoo Confidential & Proprietary
  3. 3. % of world online
  4. 4. Ireland & EU Media Consumption Landscape Penetration Online 80% Radio 90% Newspapers 80% Magazines 47% TV 96% EU: 95%, WE:94%, NE:95%, SE:97%, CEE:95% EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% EU: 64%, WE:82%, NE:85%, SE:68%, CEE:48% EU: 62%, WE:70%, NE:82%, SE:59%, CEE:56% EU: 48%, WE:63%, NE:62%, SE:43%, CEE:39% Source: IAB MediaScope 2012 Base: All Irish respondents n=1,003
  5. 5. Online 13.5hrs Radio 14.6hrs Newspapers 5.5hrs Magazines 3.7hrs TV 15.4hrs IE & EU Media Consumption Hours Per Week Hours per week used EU: 16.8 WE:16.0, NE:14.0, SE:16.7, CEE:17.7 EU: 14.8 WE:14.0, NE:14.8, SE:13.8, CEE:16.1 EU: 12.7 WE:13.4, NE:13.5, SE:10.6, CEE:12.9 EU: 4.6 WE:4.8, NE:4.9, SE:4.2, CEE:4.6 EU: 4.0 WE:4.0, NE:3.6, SE:3.5, CEE:4.2 Base: All TV Viewers n=931, All newspaper readers n=674, All magazine readers n=412, All Radio listeners n=764, All internet users n=821
  6. 6. Daily Habits Have Gone Digital Emailing with friends or family Using Search Engines Reading + Watching Sports Content Socializing Shopping + Commerce Reading Finance News + Events Answering + Asking Questions Looking Up Reference Info Reading Local News Weather • Events Listening To Music Playing Games Online Watching Video Programs Reading + Writing Blogs TOP 12 DAILY ONLINE HABITS OF INTERNET USERS
  7. 7. what does success look like? 7Yahoo Confidential & Proprietary
  8. 8. 8 Yahoo Confidential & Proprietary Traditional ad planning model AWARENESS CONSIDERATION PURCHASE INTENT
  9. 9. 9 Yahoo Confidential & Proprietary
  10. 10. 10 Yahoo Confidential & Proprietary
  11. 11. 11 Yahoo Confidential & Proprietary
  12. 12. 12 Yahoo Confidential & Proprietary
  13. 13. 13 In the beginning there was a promise…
  14. 14. 14 The Internet is the ‘most measured and most accountable’ medium
  15. 15. 15
  16. 16. Wither the click
  17. 17. 17 Source: DoubleClick Benchmarks data from Google.com Click Measurement Only Gets You so Far… 0.19% 0.17% 0.15% 0.13% 0.11% 0.11% 0.11% 0.10% 0.09% 0.09% 0.08% 0.08% 0.07% India Greece Netherlands New Zealand Italy France Belgium Ireland USA Spain Canada Australia United Kingdom Click Through Rates …Especially if What You’re Measuring is a 1 in a 1,000 Event!
  18. 18. Multi-screen MassNiche Mobile 20+ - Millennial - Apple 100’s - Facebook - TV 1,000’s - Time Inc. - ESPN 100,000’s - Apps Simplify your approach
  19. 19. Key value props › Who › Logged in users What Premium content How Impactful formats
  20. 20. A Digital Solution for Each Stage of the Purchase Funnel AWARENESS CONSIDERATION CONVERSION Maximise a brand campaign Achieve awareness & equity Launch new products Drive awareness of sale events Consolidate fragmented digital buys Increase favourability Increase purchase intent Make your brand relevant Align with consumer passions Message key audiences Upsell existing customers Enhance a data strategy Drive trials and signups Steal market share from a competitor Sell more units, products and services Homepage Takeovers Login & Yahoo! Mail Roadblocks & Netblocks Original Video Tentpole Events Event Sponsorships Original Video & Content Contextual Targeting Interactive Video Advanced / High Impact Creative Audience Database Match Targeting, Retargeting, Optimisation Direct Response Stream Ads Search Advertiser Needs Cross-Screen Solutions
  21. 21. case study one 22Yahoo Confidential & Proprietary
  22. 22. Isolated incident?
  23. 23. case study two 30Yahoo Confidential & Proprietary
  24. 24. digital doesn’t do it for FMCG ...
  25. 25. 32 Yahoo Confidential & Proprietary we beg to differ...
  26. 26. considerations 33Yahoo Confidential & Proprietary
  27. 27. 58% of Irish are online whilst watching TV EU: 48% WE:58% NE:59% SE:39% CEE:44% Base: All TV Viewers n=931
  28. 28. Online plays a key function in the purchase funnel €187,990 millionwas spent online in September 11 – February 12 Source : IAB MediaScope 2012 Base: All who use social media n=913
  29. 29. 36 Yahoo Confidential & Proprietary Digital TV Press OOH PR CRM CR make digital the epicentre
  30. 30. the sales pitch 37Yahoo Confidential & Proprietary
  31. 31. 5/19/201438 Truly global scale Yahoo! Market ComScore Region USA 185 Canada 17 North Am 202M LatAm 98M Argentina 11.7 Brazil 38.6 Chile 5.3 Colombia 5.7 Mexico 19.8 Venezuela 2.4 Peru 4.1 Poland 2.7 Spain 12.4 Switzerland 1.8UK 25.4 Europe 146M Austria 1.6 Finland 1.1 France 21.3 Germany 19.9 Ireland 1.9 Italy 18.6 Belgium 2.3 Netherlands 3.9 Romania 6.5 Portugal 1.8 Sweden 1.9 Norway 1.2 Denmark 1.2 Turkey 4.6 Russia 2.6 Greece 1.8 MENA 68.5 South Africa 2.4 Maktoob 27.1 APAC 242 Australia 9 Hong Kong 4.4 India 39.5 Japan 65.4 Indonesia 8.4 Malaysia 9 New Zealand 2.4 Singapore 2.4Taiwan 11.4 Philippines 5.1 South Korea 8.7 Vietnam 14.4 China 45.3 Source: Digits, comScore (age 15+) – May 2013 *EU 5 markets **not including CN or JP 49%* 51% 83% 62% 75%
  32. 32. Personalized. Relevant. Beautiful. Across screens, at scale. Why Do They Come To Yahoo!?
  33. 33. User Data Powers Personalized Experiences • User registration data • Online behavioral data • Search data • Social graph signals • Purchase data • Lifestyle and lifestage data Data from Yahoo! and across the web powers personalized experiences like never before
  34. 34. Yahoo’s place in the market Reaching more than 70-80% of the online population in one go, with significant, high-performance, proprietary & exclusive inventory (from multiple publishers) at optimal frequencies. Reach Yahoo! open technology works dynamically to maximise your campaign efficiency. Technology ~40highly-trainedanalystsoptimising allcampaignsto maximiseperformancefor the advertiser Yahoo fuels your campaign with the deepest customer insights. Yahoo! data + your data + insight from over 100 data partners drives results. Data Yahoo open technology works dynamically to maximise your campaign efficiency. CAMPAIGNOPTIMISATION  Leadingaudiencesolutions
  35. 35. Audience Solution Set Consumer Connect Audience Targeting Audience Modeling Audience Match  Datadriven across display,mobileandvideo BUILD RUN MATCH MEASURETo provide the right message to the right audience at scale Behavioural Targeting Audience Netblocks Demo Targeting Mail Insights Targeting Search Retargeting YWA Audience Definition & Retargeting
  36. 36.  Yahoo!canhelp you architect anadvanced datastrategytodeliver superior results …can supercharge your data strategy • Learn more about the behaviors and habits of your existing customers • Use granular data to find new audiences who are similar to your best customers and reach them across the web • Discover, target and optimize campaigns for the most responsive audiences for your brands • Unlock the value of your own customer data to reach your customers online and measure the offline sales impact • Reach consumers who have purchased your products or competitive products with targeted campaigns online and on mobile A Data Partnership with Yahoo! Can Drive Superior Returns on Media Investment INTEREST & INTENT B2B PURCHASE- BASED SEARCH DEMOGRAPHIC LIFESTYLE SOCIAL YOUR DATA YAHOO! DATA 3RD PARTY DATA FACEBOOK TWITTER
  37. 37. http://whathappensinmediaplanning.tumblr.com
  38. 38. thank you gilleran@yahoo- inc.com Mark Gilleran

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