1.
e-Academy: Travel & Online Ad Trends
October 2010

2.
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Yahoo! Global Reach
10/25/2010
comScore Media Metrix, August 2010
Core Capabilities
• Display
• Performance Display
• Search
• Behavioral Targeting
Top Properties
• Home Pages
• Communications
• Sports
• News
• Entertainment
630 Million (a month)630 Million (a month)
More than half of all internet usersMore than half of all internet users
174174 UVsUVs
North AmericaNorth America4444 UVsUVs
Middle East/ AfricaMiddle East/ Africa
227227 UVsUVs
Asia PacificAsia Pacific
121121 UVsUVs
EuropeEurope
5050 UVsUVs
LATAMLATAM

3.
Online Advertising & Share-shift
Global Trends
10/25/2010Yahoo! Presentation Template, Confidential

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Global Internet Audience

5.
Internet Penetration by Region
10/25/2010Source: Internet World Stats 10-15-2009 5

6.
Worldwide Internet Growth
10/25/2010Comscore 2009 6
The Global Internet Population is expected to grow by 50% from 1.5 B users to 2.1B users by 2013.
Internet Users in Millions
& Growth %

7.
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Source: (1) U.S. Historical Internet penetration calculated based on Internet users & population as per UN Data
Internet User Behaviour Curve
Most of EM in
this range today
Most of EU in
this range today
Most of APAC in
this range today
Broadband Penetration Drives Adoption
Broadband
Narrowband
Communications (Mail, IM)
Browsing, Info, Jobs
Community & Entertainment
Searching
Commerce
Deep Verticals
Rich Media
U.S. Historical Internet Penetration1

8.
Online Advertising & Share-shift
Advertising Trends
10/25/2010Yahoo! Presentation Template, Confidential

9.
Gaming
Email
Domestic + global?
TVInstant Messaging Podcasts
Blogs
Radio
SMS
TiVo/DVR
Groups
Mobile
Magazines
Social networksFacebook
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
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?”

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What are Consumers Doing Online?
Research & Compare
• Vacation Destinations
• Air Fares + Hotels
• Weather Forecast
Explore & Uncover
• Entertainment / Nightlife
• History and Culture
• Best of: Beaches to Slopes
Reflect & Dream
• Read Traveler Reviews
• Join Chat for quick tips
• Join Groups for “must see”
Consumers Recognize the Internet’s
Strengths For Travel Planning
Share & Inspire
• Update Blog+Upload photos
• Email family + friends
• Write reviews

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• Sponsorships
-Destination Guides
-Travel Lifestyle
-Trip Planner
-Today’s Picks
-Newsletter
• Travel Guides
-Travel Main
-Destination Guides
-Travel Maps
• Targeting
-Demographic
-Geographic
-Behavioral
• Booking Paths
-Travelocity
-Search
User Intent
INSPIRATION STAGE
NARROWING
DECISION
SET
DECISION
MODE
What Why
• Pure branding play, competes with
print and TV
• Appeal to travel interest
- e.g. What is must see attractions in
St. Petersburg?
• Appeal to undecided & decided
•Promote offers for users who know
where they want to go
• Provides a clear call to action for
users who are ready to book
Opportunity Overview

12.
Different Types of Media Advertising
• Bought Media • Branding display
• Direct Response
• Owned Media
• Earned Media
• Brand content
• Social media

13.
Online Advertising & Share-shift
Examples of Tourism Clients
10/25/2010Yahoo! Presentation Template, Confidential

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Six Key Post Recession Trends
•Value takes center stage. Amid the economic rubble, travelers have adopted
a back-to-basics mentality, seeking quality at the right price.
•Social media gives rise to new ways of sharing. Online reviews and user-
generated content are being combined with social networking, increasing their
influence on travel-buying decisions.
•Mobile takes travel on the go. A growing number of travelers now use mobile
devices to plan and book trips and access location-specific content.
•Personalized micro-niche travel takes off. Growing dissatisfaction with one-
size-fits-all travel is driving demand for customized offerings.
•Online travel spans new horizons. Growth in online booking is shifting
overseas, while US travelers who book online are looking for more international
options.
•Sustainable is becoming attainable. Suppliers who deploy green practices
are enjoying favored status among acutely aware consumers.

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Greek National Tourism
Organization
Flickr
Yahoo! Video
(VYC)
Trip Planner
Yahoo! News
(Weather)
Yahoo! Answers
Yahoo! Maps
Yahoo! Travel

16.
India Tourism Board
“Incredible India”
•Reach out potential domestic and
int’l travelers
• Y!.Com IP Targeting
• Target IP Market: US & Canada,
Australia & New Zealand, Japan,
China, Korea, UK, France, Germany,
Italy, Spain and Netherlands
• Rich Media to FP, Travel, Email
(BT), Lifestyle, Entertainment
•Result: 1.4 million users visited
to India.org during campaign
period

17.
Malaysia Tourism Board
“Truly Asia”
•Malaysia – Truly Asia Campaign
•Travel Destination Guide
Sponsorship
•Rich Media (Expandable) Ad
Promotion on Yahoo! US and
Asia Contents Integration
•Market: US, JP, SEA
•Malaysia Tourism committed to
spend 230% YOY growth

18.
Case - Tourism Board New
Zealand
“100% Pure NZ”
• New Zealand Tourism’s
“100% Pure” Campaign
in Europe
• Travel Guide
Sponsorship in Yahoo!
Europe

19.
Case - AU Tourism Board
“Great Aussie Holidays”
•Contents Integration campaign:
AU Tourism Board Tailor-made
page sit under Yahoo Travel
• Y! Map
• Y! Answers run by AU
Celebrities
• Market: Australia

20.
Contact:
marvin@yahoo-inc.com
+1 408 368 5359