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Yahoo credentials for media planners. Why Yahoo is a great medium for advertisers
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Yahoo story
- 2. Yahoo 2016 Confidential & Proprietary. WHAT IS YAHOO? Yahoo for Consumers Yahoo is where one billion people come every month to engage in content, communicate and search for information.
- 3. Yahoo 2016 Confidential & Proprietary. YAHOO FOR CONSUMERS Growth in Content, Bloggers and Freelancers Social Shares and Referrals Grow Unique and Partner Content Scores in Sport Search Mail Tumblr News Sport Finance Lifestyle THREE CORE PLATFORMS FOUR CORE CONTENT VERTICALS
- 4. Yahoo 2016 Confidential & Proprietary.4 ENGAGED CONSUMERS MONTHLY USERS 300M 1B 50B DAILY ACTIVITES 165B 1B MOBILE DEVICES 2.7B APP USAGE SOCIAL BEHAVIOR CONTENT CONSUMPTION SEARCHEMAIL EMEA / GLOBAL
- 5. DATA The most complete set of signals from sources including mail, search, content, mobile app usage and social. CONTENT Leading news, sports, finance and lifestyle properties for brand building and content marketing. TECHNOLOGY Technology to help you reach audiences at scale both on and off Yahoo.
- 8. LOCATION from registration data PREFERENCES FOR TRAVEL, RETAIL & MORE from email data CROSS-DEVICE IDENTITY from mobile data FAVORITE CONTENT from web data & 720k apps RECENT STORE VISITS from mobile geolocation data ON AND OFFLINE PURCHASES from email data PURCHASE INTENT from search queries PASSIONS & INTERESTS from Tumblr WHAT WE KNOW
- 9. Yahoo 2016 Confidential & Proprietary. CONTENT Beautiful design, expert editors, and engaging content News SportFinance Lifestyle Tumblr Platform for content creation, curation and distribution
- 10. Yahoo 2016 Confidential & Proprietary.10 TECHNOLOGY Delivering results through a unique combination of native and search advertising Innovative ad solutions to meet any marketing objective Connecting agencies, advertisers, and networks with inventory from top publishers Driving programmatic buying for video, display and native advertising
- 11. Yahoo 2016 Confidential & Proprietary. CROSS-DEVICE USER MAPPING Users mapped to multiple devices provide more diversified and deeper signals User identity of all ad calls across Gemini and BrightRoll DSP 89% UK 63%DE FR 80% 650M+ users around the world mapped to more than on device Deep profiles on more than 1 billion users from Yahoo Mail, Flurry Analytics, Tumblr + more
- 12. Yahoo 2016 Confidential & Proprietary. YAHOO FOR YOU Across the web Across devices Across formats Mobile Video Native Social TECHNOLOGY made accessible and actionable CONTENT from engaged users… DATA Actions and intent… Yahoo Brand Audiences Understand. Find. Foster. Extract value. + User-created Brand-created
Editor's Notes
- Today’s consumer is more engaged, more informed and has higher expectations than ever before.
- Address the question right off regarding WHAT IS YAHOO? Yahoo is where one billion people come every month to engage in content, communicate and search for information. Full stop! 300 Million in EMEA Think about that for a minute, 1 Billion people a month engaging in content across leading News, Sports, Finance, Lifestyle and Tumblr, Communicating via Yahoo Mail and Searching for information across devices. Only a couple of other companies can claim to have over 1 Billion users a month. You may not personally use Yahoo extensively, but your advertisers and potential customers do.
- Briefly explain our simple proposition to consumers based on three platforms and four verticals Those 1 billion users interact with Yahoo across three core platforms: Search, Mail and Tumblr focused on tools to Infrom, Communicate and Entertain. Our content verticals of News, Sports, Finance and Lifestyle provide rich and engaging content
- Talk about our Engaged Users and the relationship we have The Yahoo consumer, and your advertisers potential customer, provides us with a wealth of insights on who they are and what they are passionate about, what they purchase, what apps they use, where they travel and shop, what their favorite content is and more. The relationship we have with consumers shows that they are more engaged, more informed and have higher expectations than ever before on how brands communicate with them. We also know that there is no such thing as a search consumer, a mobile consumer, a social consumer. Marketers need to combine insights from multiple signals and platforms to engage consumers across devices and via multiple formats.
- What we are for Advertisers? Yahoo is the one partner where you can combine information and insights from so many sources as well as integrate your own data and third party data. This results in a new combination of Data, Content and Technology working to exceed consumers’ expectations by providing the most relevant and engaging advertising experience.. Advertisers can turn a new understanding of their audience into engaging experiences that result in new and retained customers for their brand. Content – Premium ad inventory, content creation and syndication Data – The most complete set of signals… Technology – Enabling our tech with options to you on how you want to buy
- Let’s step back a moment. What problem are marketers trying to solve? Engaging an audience in a relevant, impactful and helpful way. Marketers try to stay relevant—executing mobile, video, native, or search strategies— all trying to connect with the consumer at the right moment. But what we know from our relationship with a billion consumers is that there is no one moment that matters ... there’s no such thing as a search consumer, a mobile consumer, etc. By marketing to the moment, channel or platform, marketers are missing a huge opportunity.
- Marketers have the unique ability today to combine insight from multiple signals and platforms to become relevant to your consumer wherever they live online.
- Yahoo’s depth and breath of data allows us to provide that holistic view of a consumer to an advertiser. If you look at what we know, where we get our insights it’s easy to see how we provide actionable insights to advertisers. The key data points we see on our consumers include Location from registration and other declared sources from user activity across our content sites Passions and Interests from Tumblr and media consumption across our verticals Purchases made on and offline from email receipts and data partnerships Purchase intent from search queries Cross device identity Favorite content from content consumption on our verticals and activity in over 720K apps Travel and retail preferences from email data
- There are over 1 Billion consumers engage with the multiple content options from Yahoo. But for advertisers, we bring your content marketing efforts to life in several ways: Premium inventory and context for Ads Content syndication via Gemini and Tumblr Content creation via Yahoo Editors and Tumblr Creators Sponsorship on brand relevant content And more
- Advertisers should focus on defining and engaging with their desired audience, not trying to figure out what device to run a campaign on. Yahoo has a rich user identify graph with over 650M users around the world mapped to more than one device. In EMEA, we have 63% coverage in Germany, 80% in France and 89% in the UK.
- To sum it up, You are looking to understand, find and engage with your core audience. Yahoo brings actions and insights from our massive data footprint, derived from relationships with over 1 million users and made accessible and actionable by our data. This allows you to be audience centric, device and format agnostic in maximizing your return on ad spend.