15. 5/6/2011 Yahoo! Presentation, Confidential 11 Monetizing entertainment Can be expanded to image search (high % of celeb queries ) 5/6/2011 Yahoo! Presentation, Confidential 11
Netflix <big pause>You’re probably wondering if I showed up at the wrong sales conference, right? Why the heck is this guy talking about Netflix?? I have been watching Season 1 of Lost, using netflix streaming, for the past couple of weeks. It has been fantastic. I am completely glued to this fascinating experience. Netflix shifted the paradigm of movie watching twice now – first with mailing DVDs to your home, and then streaming movies to your TV, Laptop and other connected devices.<in low tone, with astonishment> Did you know that on the west coast, between 6-10pm, sometimes 30% of the traffic is being consumed by netflix? That is what paradigm shifts do. They change everything around you. Everything!Answers, not links! <pause>You may not understand it right now, but hold on to these 3 words, and I promise you that by the end of the presentation you will remember it <small pause> and imbibe it. We are going to shift the paradigm of search <BIG PREGNANT PAUSE>, you heard me right, we are going to shift the paradigm of search in order to impress and engage our users, and drive them to use our product more often, talk about Yahoo Search with awe and reverence, and once we do that, you (point at crowd), and you (turning to middle, pointing again), and you (turning to other corner) – all of you - will have the opportunity to sell advertising to your customers in ways that was not possible before. I promise you that!
Before we talk about the future, let me tell you quickly about what the Search team was able to accomplish in 2010. It was a pretty good year overall. There were some things we did really well, and there were a few things we could have done better. Since Carol, Jerry, Blake and Ross are in the crowd, I‘m gonna skip the part of what we could have done better. Instead, I am just going to gloat about what we did really well <big smile>. There are 4 things that we did really wel <hold up 4 fingers, with arms up>l: <one finger up> Delivered a higher quality product and some really new and compelling experiences. We have seen as much as 7% lift in volume from the October/November launches. <two fingers up> Arrested and increased search market share, ending the year up 2% in market share <three fingers up> Completed Algo transition in US <four fingers up>Increased Search Media Reputation from 13 – 35% - HUGE!All in all, a great year, considering how grim the situation looked at the start of 2010.
Last year we started a new experience. Remember I talked about Answers not links? Look at this experience: for a broad query like Miley Cyrus, where the user has not even given us much indication about their intent, we have assembled new about her, pictures about her, her albums and songs –which by the way can be played directly from the search results page – her videos, and even her official tweets. If there were a concert of hers close by, that would have appeared too.How is this possible? Well, Yahoo already has all this content. Some of it comes from Yahoo News, some from Yahoo Music, some Yahoo Video, some from our Relationship with Twitter,. But we already have it. Google and Bing do not have this data. Try this query on Google and Bing and see what little information you get, and what a boring experience you get out of it.
A lot of our focus is on creating products that live away from Search Results Pages. Users have information needs everywhere they consume information, and it is our goal to create great products that serve that information need for the user. One such example is a product called Contextual Shortcuts, which allows the user to get instant information for things they are interested in, without leaving the page they are on. In this particular case, there is a conversation about SLR Cameras, and the user can get quick details on the Nikon D3000 Camera. Many products have been created in this new genre of search, and some of them have been very successful – so successful in fact that they have created a brand new industry called Contextual Searches. We are the leaders in this space, and today contextual searches have 3% of the entire Search Marketshare, and all of it belongs to Yahoo! We did this in literally 1 year. Our goal is to get to 10% of the market share by end of 2011.This is the start of the journey for us. This is how we will make the paradigm shift happen. <pause>And this is how you will be able to stand in front of advertisers and marketers and say “our users are loving the new search products, they are deeply engaged, extremely satisfied, and there are new opportunities for you to engage with these users.”
Now lets talk about the future! We are going to change the landscape of search. We are going to do it by a few tacticsWe are going to focus on creating a search engine that provides Answers, not links. Our goal is to meet the users needs 50% of the time, by giving them an answer to their question, right at the top of the page. You saw some of the things that we did last year – they are a precursor to some very exciting things we will be doing in 2011. You will see some examples of that soon.- We are going to make our users lives better by helping them go from an information need to getting the job done. Find the movie that you want to watch and buy the tickets right then and there. Find that restaurant and book a table for two. Add that DVD to your Netflix queue……….and 100s of things like that.- This new genre of search is also about both finding information, but also discovering new fact, information and content, and what might have started as a search, might end up browsing, and what might have started as a browse activity, may result in a information need, that can be fulfilled within that context, without the user leaving that page- That brings me to the next point. Remember that Nikon D3000 Camera example I gave you in Yahoo Answers? We want to continue building that new genre of search, become the clear leaders in that space, and grab first mover advantage- Mobile is where the world is gonna be in the next 3-5 years. I fully anticipate that as prices decline for smart phones that everybody will have one, and they will all be connected. I also fully expect that in the next 5 years, mobile search will be bigger than web search, and it will not look anything like web search. In fact – in fact – mobile search will most likely take the shape of Apps that solve niche user needs. It wont look like search, but it sure will use the same data and backend as search does today.- Last, but not the least, all these things create new revenue opportunities. All these things start bringing search and display advertising closer together and we intend to be the 800 Lb Gorilla in this space.
Enough talking, now let me show you what we are working on. This is a ground breaking product <pause>. Watch this carefully.
A lot of our focus is on creating products that live away from Search Results Pages. Users have information needs everywhere they consume information, and it is our goal to create great products that serve that information need for the user. One such example is a product called Contextual Shortcuts, which allows the user to get instant information for things they are interested in, without leaving the page they are on. In this particular case, there is a conversation about SLR Cameras, and the user can get quick details on the Nikon D3000 Camera. Many products have been created in this new genre of search, and some of them have been very successful – so successful in fact that they have created a brand new industry called Contextual Searches. We are the leaders in this space, and today contextual searches have 3% of the entire Search Marketshare, and all of it belongs to Yahoo! We did this in literally 1 year. Our goal is to get to 10% of the market share by end of 2011.This is the start of the journey for us. This is how we will make the paradigm shift happen. <pause>And this is how you will be able to stand in front of advertisers and marketers and say “our users are loving the new search products, they are deeply engaged, extremely satisfied, and there are new opportunities for you to engage with these users.”
Netflix shifted the paradigm of movie watching twice now – first with mailing DVDs to your home, and then streaming movies to your TV, Laptop and other connected devices. Now if you worked for Netflix, you have an amazing opportunity to sell marketing and advertising in completely new ways. At Yahoo, we were the innovators and paradigm creators when it came to the internet! For crying out loud, we created the internet! <dramatic pause>. We created the internet! Think of products like Directory and Search, mail, photo sharing, groups, media properties, maps, Answers, and so many things. Ladies and gentlement: This is our chance to change the world once again. Much like Netflix, we will change the paradigm – we will create a new world. These products are going to redefine and re- imagine a new world of search - you and your customers stand at the cusp of this new world, and together we will walk tall and proud! We are going to kick some major butt and take names.ARE YOU WITH ME?How many of you are going to walk back to your rooms and change that fricking Google Search box to Yahoo Search?How many of you will go home and change your home computers the same way?And when these products launch, How many of you will tell your family and friends proudly about these fantastic products and convince them to switch?Thank you ladies and gentlemen! Its always a pleasure to be here.
![2016Predictions for Search Out with Web Index, In with Content Index Answers, not links Search Paragigm will get extended Out with the old, in with the new Pre-Search & Post-Search are coming Search will look, act and provide different functionality Text Search will play a minor role in monetization of Search Mobile Search will be larger than Web Search ,[object Object],Next Gen Search will utilize lots of new ways to monetize 2 For Internal Purposes Only](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)