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The Future Is Relevance
Why Is This Important?
onsumer Connect, Linking Online Behaviour
o Offline Sales
TEP 1                         STEPS 2-3                    STEP 4
egment consumers to           Develop purchase-based       Conduct Sales Impact
dentify meaningful target     model; Serve ads to target   Analysis focusing on offline
roup(s) with purchase         consumers as they travel     purchase behavior
 ehavior                      through Yahoo!


                 LOW LOYAL
                                                                    4.32
                COMPETITIVE
                                                                                3.80
                   BUYERS




                                                                    Advertised Brand

                                                                 Exposed         Unexposed
VY CATEGORY
 BUYERS
                                                           Difference                  $0.52
                                                           Percent Difference          +14%
                                                           Significance Level          97%***
Over 400 programs run to date

Average short-term sales uplift
thus far: 31%

Average ROI: $2-$5 in retail sales
for every media dollar spent

Biggest driver of incremental
sales is targeted reach

No correlation between click thru
rates and sales
The Future Is Relevance
Relevance At Scale
Yahoo! UK.  Paul Thompson - Head of Planning & Strategy

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Yahoo! UK. Paul Thompson - Head of Planning & Strategy

  • 1. The Future Is Relevance
  • 2. Why Is This Important?
  • 3.
  • 4. onsumer Connect, Linking Online Behaviour o Offline Sales
  • 5. TEP 1 STEPS 2-3 STEP 4 egment consumers to Develop purchase-based Conduct Sales Impact dentify meaningful target model; Serve ads to target Analysis focusing on offline roup(s) with purchase consumers as they travel purchase behavior ehavior through Yahoo! LOW LOYAL 4.32 COMPETITIVE 3.80 BUYERS Advertised Brand Exposed Unexposed VY CATEGORY BUYERS Difference $0.52 Percent Difference +14% Significance Level 97%***
  • 6. Over 400 programs run to date Average short-term sales uplift thus far: 31% Average ROI: $2-$5 in retail sales for every media dollar spent Biggest driver of incremental sales is targeted reach No correlation between click thru rates and sales
  • 7. The Future Is Relevance