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Опыт Yahoo! по выходу из кризиса - презентация Марвина Ляо для RMA


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Yahoo намерен стать ведущим контент-провайдером, а также учится на примере противостояния MacOS/iOS и Android. Компании интересны стартапы, и она по-прежнему – как и другие лидеры мирового рынка – рассчитывает на успех в России. Об этом на открытой лекции, организованной факультетом «Менеджмент в сфере интернет-технологий», рассказал коммерческий Yahoo Марвин Ляо, отвечающий за работу интернет-гиганта на развивающихся рынках Европы, Ближнего Востока и Африки.

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Опыт Yahoo! по выходу из кризиса - презентация Марвина Ляо для RMA

  1. 1. Yahoo! 2011<br />Growing in Times of Massive Competition & Change<br />May 25th 2011<br />
  2. 2. 5/25/2011<br />2<br />Scale | We have the audience (639m+ users)<br />Yahoo! Market<br />ComScore Region<br />Europe 135M<br />Expansion Market<br />Sweden 1.7<br />Italy 12.5<br />Austria 1.5<br />Belgium 1.8<br />Switzerland 1.8<br />Poland 2.5<br />Norway 1.0<br />Denmark 1.0<br />Turkey 4.6<br />Netherlands 3.8<br />Finland 0.9<br />Ukraine NR<br />France 19.4<br />Portugal 1.4<br />UK 29.0<br />Germany 20.2<br />Romania NR<br />NorthAm 182M<br />USA 165<br />Greece NR<br />Russia 3.1<br />APAC 199M <br />Ireland 1.2<br />Spain 11.2<br />Canada 17<br />Australia 7.1<br />Vietnam 6.0<br />China 24.8<br />Malaysia 7.4<br />New Zealand 1.6<br />Hong Kong 4.1<br />MENA 67M – 59%<br />India 29.2<br />Philippines 4.6<br />Nigeria* NR<br />Indonesia 6.5<br />Singapore 2.4<br />South Africa* NR<br />Japan 66.2<br />Taiwan 14.0<br />LatAm 56M<br />South Korea 11.5<br />Thailand NR<br />Argentina 6.3<br />Brazil 20.6<br />Chile 2.9<br />Colombia 5.6<br />Mexico 10.5<br />Maktoob 26.8<br />Peru 1.8<br />Venezuela 1.2<br />Source: Digits, comScore – January 2011<br />NR = No record available<br />Yahoo! Presentation, Confidential<br />
  3. 3. Consumer & Advertiser Changes<br />
  4. 4. Crazy Competition in Online Ad Market<br />
  5. 5. Determining and Focusing on Core Business<br />
  6. 6. What is Yahoo!?<br />5/25/2011<br />6<br />Yahoo! Presentation, Confidential<br />Yahoo! is the global premier <br />digital media company<br />Yahoo! delivers amazing personalized digital content and experiences, across devices and around the globe, to vast audiences. We are able to provide clients with engaging and innovative canvases for them to connect with their target audiences using our unique blend of Science + Art + Scale.<br />
  7. 7.
  8. 8. 5/25/2011<br />8<br />Yahoo! Presentation, Confidential<br />Scale | Content is key<br />#1<br />omg!<br />#1<br />Sport<br />#1<br />News<br />#1<br />Finance<br />#1<br />Autos<br />#1<br />TV<br />
  9. 9. 5/25/2011<br />9<br />Yahoo! Presentation, Confidential<br />Scale | A truly global platform<br />
  10. 10. Personalised & Innovative<br />5/25/2011<br />10<br />Yahoo! Presentation, Confidential<br />Yahoo! serve 45,000 variations of our homepage every five minutes – that’s 13 million different versions every day<br />
  11. 11. Across multiple devices<br />5/25/2011<br />11<br />Yahoo! Presentation, Confidential<br />
  12. 12. Active Users<br />Worldwide<br />EMEA<br />US<br />PC<br />+600 Million<br />100 Million<br />120 Million<br />Template Rich Media Ads<br />Location based advertising<br />Mobile<br />+95 Million<br />15 Million<br />50 Million<br />5/25/2011<br />12<br />Yahoo! Presentation, Confidential<br />Mobile | 95,000,000+ global users<br />Smart Ads for Mobile<br />Y! Custom Rich Media Ads<br />Rich Media Ads for Tablets<br />(browser & App)<br />
  13. 13. 5/25/2011<br />13<br />Yahoo! Presentation, Confidential<br />Art| High impact placements<br />Nissan<br />Video Superwall<br />Renault<br />Floating Takeover<br />Nissan<br />Custom Solution<br />SURPRISING<br />BOLD<br />CREATIVE<br />
  14. 14. 5/25/2011<br />14<br />Yahoo! Presentation, Confidential<br />Art| Brand recall: Mail Login<br />GM needed a unique, attention-grabbing canvas to show consumers the story of its cars. <br /><ul><li>Yahoo! was able to deliver the car maker an exclusive, blank canvas with 100% share of voice.
  15. 15. The Login Page takeover included a button that could send a user to a landing page
  16. 16. A flash experience with a video
  17. 17. And a navigable 360-degree
  18. 18. Requests for Chevrolet price quotes on Yahoo! Autos increased by 22%</li></li></ul><li>What is the Outcome of All this? <br />