This document provides data on media consumption habits in Ireland and the EU. It shows statistics on the penetration and hours spent with various media like online, radio, newspapers, magazines and TV. Online habits have become more daily with activities like emailing, searching, shopping, reading news and socializing now happening digitally. The document discusses evolving approaches to advertising, focusing on personalized, cross-screen solutions using data to target audiences. It presents Yahoo as able to help advertisers architect advanced data strategies to find new audiences and unlock customer data value.

1. # D D M A l l i a n c e
1 5 M a y 2 0 1 4

2. the numbers
2Yahoo Confidential & Proprietary

3. % of world online

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. 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. 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. what does success look like?
7Yahoo Confidential & Proprietary

8. 8 Yahoo Confidential & Proprietary
Traditional ad
planning model
AWARENESS
CONSIDERATION
PURCHASE
INTENT

9. 9 Yahoo Confidential & Proprietary

10. 10 Yahoo Confidential & Proprietary

11. 11 Yahoo Confidential & Proprietary

12. 12 Yahoo Confidential & Proprietary

13. 13
In the beginning
there was a promise…

14. 14
The Internet is the ‘most
measured
and most accountable’
medium

15. 15

16. Wither the click

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!

19. Multi-screen
MassNiche
Mobile
20+
- Millennial
- Apple
100’s
- Facebook
- TV
1,000’s
- Time Inc.
- ESPN
100,000’s
- Apps
Simplify your approach

20. Key value props
› Who
› Logged in users
What
Premium content
How
Impactful formats

21. 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

22. case study one
22Yahoo Confidential & Proprietary

29. Isolated incident?

30. case study two
30Yahoo Confidential & Proprietary

31. digital doesn’t do
it for FMCG ...

32. 32 Yahoo Confidential & Proprietary
we beg to
differ...

33. considerations
33Yahoo Confidential & Proprietary

34. 58%
of Irish are online whilst
watching TV
EU: 48% WE:58% NE:59% SE:39% CEE:44%
Base: All TV Viewers n=931

35. 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

36. 36 Yahoo Confidential & Proprietary
Digital
TV
Press
OOH
PR
CRM
CR
make digital the
epicentre

37. the sales pitch
37Yahoo Confidential & Proprietary

38. 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%

39. Personalized.
Relevant.
Beautiful.
Across screens, at scale.
Why Do
They
Come To
Yahoo!?

40. 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

41. 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

42. 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

43.  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

44. http://whathappensinmediaplanning.tumblr.com

45. thank you
gilleran@yahoo-
inc.com
Mark Gilleran