russia & yahoo! in the global internet advertising market
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Russia & Yahoo! in the Global Internet Advertising Market:
Marvin LiaoSept 18, 2009
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To connect people to their passions, their communities, and the world’s knowledge.
To be the “Must Buy” and “Partner of Choice” for the Top Advertisers and Agencies in the World.
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CONFIDENTIAL YAHOO! Do not distribute3
Yahoo! reaches 500+ million users everyday in 39 markets and 31 languages
Why Yahoo!??
Source: Yahoo! Internal Data.
Canada
UK
France Germany
Russia
China KoreaJapan
TaiwanHong Kong
Australia
South East Asia
IndiaItaly
Catalan
Spain
Argentina
Brazil
Mexico
USA
#1 Web destination in the World 500+ million users monthly!
#1 Start Page in the world: Yahoo.com
#1 in Personalizationmore online users personalize their Start Page with Yahoo! than with any other portal
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Gaming
EmailDomestic + global?
TVInstant Messaging Podcasts
Blogs
RadioSMS
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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• Broad reach to quality audiences• Unmatched consumer insights• Increased relevance and engagement• Partnership for results
Yahoo! provides:
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DISPLAY:
Rich Media
Geo Targeting
Demo Targeting
Behavioral Targeting
Retargeting
Dynamic Ads
Enhanced Retargeting
Promotions
Custom Solutions
MOBILE:Mobile Display (with targeting, class2 CPC)Mobile Search (OneSearch, run of network)
THE EXC:Class 2 HANGEReverse Look upPixeling
Clickable Video AdsInteractive Video AdsSmart AdsConsumer Direct AD UNIT SIZES:
LRec – 300 x 250North – 728 x 90Monster – 425 x 600Sky – 120 x 600NT1 – 954 x 60
SEARCH:
Sponsored Search
Search Submit Pro
Content Match
Rich ads in Search
Product Submit
Travel Submit
AUDIENCES:BoomersTeensAffluent shoppersCar buyersWomen 25-54MomsYoung men
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Designs selected by Demo
Optimal Messaging selected by Multi-variate Learning
Products automatically selected for best performance
Dynamic Interactive Content pulled from Feeds
A Sample Smart Ad
Yahoo! Proprietary and Confidential. ©2007 All Rights Reserved
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What is a Smart Ad?Dynamic Generation and Optimization of Rich Media Ads
• Dynamic ad generation: A flexible ad unit that can have millions of variations
• Automated optimization: A smart server that will experiment to find the best performing variation for each user
• Highly targeted ad inventory: More targeting data enables better decisions regarding which variation to show – and Yahoo has the most highly targeted inventory in the world
Yahoo! Proprietary and Confidential. ©2007 All Rights Reserved
Smart Ads combine three technologies:
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Smart Ads - an example
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10 images
5 Backgrounds• This simple example has
150,000 possible variations – far more than is possible without Smart Ads
• A particular variation is selected for each impression for maximum performance and geographic accuracy
• Link directly to ticket purchase
• Showtime data provided by studio or from online vendor
• Far more variations possible – variable headlines, fonts, layouts, embedded videos, etc.5 x 10 x 3,000 = 150,000 variations
3000Theaters:
Nearest theatershown by default
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