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Russia & Yahoo! in the Global Internet Advertising Market


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Russia & Yahoo! in the Global Internet Advertising Market

  1. 1. Russia & Yahoo! in the Global Internet Advertising Market: Marvin Liao Sept 18, 2009
  2. 2. <ul><li>To connect people to their passions, their communities, and the world’s knowledge. </li></ul><ul><li>To be the “ Must Buy ” and “Partner of Choice ” for the Top Advertisers and Agencies in the World. </li></ul>
  3. 3. CONFIDENTIAL YAHOO! Do not distribute Yahoo! reaches 500+ million users everyday in 39 markets and 31 languages Why Yahoo!?? #1 Web destination in the World 500+ million users monthly! #1 Start Page in the world: #1 in Personalization more online users personalize their Start Page with Yahoo! than with any other portal Source: Yahoo! Internal Data. Canada UK France Germany Russia China Korea Japan Taiwan Hong Kong Australia South East Asia India Italy Catalan Spain Argentina Brazil Mexico USA
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  5. 5. Gaming Email Domestic + global? Questions we’re hearing from marketers: • “ How do I get my audience’s attention?” • “How do I participate in their conversations?” • “What’s the right balance of investment to reach my consumers?” TV Instant Messaging Podcasts Blogs Radio SMS TiVo/DVR Groups Mobile Magazines Social networks Facebook YouTube iTunes Peer-to-peer Time-shifting Surfing Billboards Social media + programmed content? Mix of traditional + online? Buy direct + use an ad network? Mobile devices Video + search + display + mobile? Context + behavioral targeting? Online
  6. 6. • Broad reach to quality audiences • Unmatched consumer insights • Increased relevance and engagement • Partnership for results Yahoo! provides:
  7. 7. DISPLAY: Rich Media Geo Targeting Demo Targeting Behavioral Targeting Retargeting Dynamic Ads Enhanced Retargeting Promotions Custom Solutions MOBILE: Mobile Display (with targeting, class2 CPC) Mobile Search (OneSearch, run of network) THE EXC: Class 2 HANGE Reverse Look up Pixeling Clickable Video Ads Interactive Video Ads Smart Ads Consumer Direct AD UNIT SIZES: LRec – 300 x 250 North – 728 x 90 Monster – 425 x 600 Sky – 120 x 600 NT1 – 954 x 60 SEARCH: Sponsored Search Search Submit Pro Content Match Rich ads in Search Product Submit Travel Submit AUDIENCES: Boomers Teens Affluent shoppers Car buyers Women 25-54 Moms Young men 3
  8. 8. Designs selected by Demo Optimal Messaging selected by Multi-variate Learning Products automatically selected for best performance Dynamic Interactive Content pulled from Feeds A Sample Smart Ad Yahoo! Proprietary and Confidential. ©2007 All Rights Reserved
  9. 9. What is a Smart Ad? Dynamic Generation and Optimization of Rich Media Ads <ul><li>Dynamic ad generation : A flexible ad unit that can have millions of variations </li></ul><ul><li>Automated optimization : A smart server that will experiment to find the best performing variation for each user </li></ul><ul><li>Highly targeted ad inventory : More targeting data enables better decisions regarding which variation to show – and Yahoo has the most highly targeted inventory in the world </li></ul>Yahoo! Proprietary and Confidential. ©2007 All Rights Reserved Smart Ads combine three technologies:
  10. 10. Smart Ads - an example 10 images 5 Backgrounds <ul><li>This simple example has 150,000 possible variations – far more than is possible without Smart Ads </li></ul><ul><li>A particular variation is selected for each impression for maximum performance and geographic accuracy </li></ul><ul><li>Link directly to ticket purchase </li></ul><ul><li>Showtime data provided by studio or from online vendor </li></ul><ul><li>Far more variations possible – variable headlines, fonts, layouts, embedded videos, etc. </li></ul>5 x 10 x 3,000 = 150,000 variations 3000 Theaters: Nearest theater shown by default