Transcript Yahoo!

Yahoo! Confidential
Extend your audience on Yahoo!
through
BlueRidgeNow.com
Yahoo! Confidential
Yahoo! is in the top 3 position
in 24 vertical categories.*
E-mail
Groups (Custom)*
1. Yahoo! Mail
1. Facebook Groups
2. Win. Live Hotmail
2. Yahoo! Groups
3. AOL Mail
3. Google Groups
Games
Personals
Entertainment News
Web Hosting
1. omg!
1. Yahoo! Geocities
1. Yahoo! Frontpage
2. People
2. True.com
2. Lycos Tripod
2. Google Homepage
3. TMZ
3. Yahoo! Personals
3. FREEWEBS.COM
3. MSN Homepage
TV
News
Finance
Search
1. Google Search
1. Yahoo! Finance
2. EA Online
2. Yahoo! Search
2. AOL Money & Finance
2. MSN TV
2. Yahoo! News
3. WildTangent Network
3. MSN-Win. Live Search
3. MSN Money
3. Yahoo! TV
3. CNN
1. Yahoo! Games
1. AOLTV
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Travel
Movies
1. IMDB.com
1. TravelAd Network
2. Moviefone
3. Yahoo! Movies
Music
My (Custom)*
1. AOL Music
1. My Yahoo!
2. Yahoo! Travel
2. MTV Network Music
2. iGoogle
3. Tripadvisor sites
3. Yahoo! Music
3. My MSN
Shopping (Comparison)
Home Pages
1. Singlesnet.com
Careers
Reference
Weather
1. MSNBC
Sports
IM
1. AIM.COM/AIM App
2. Yahoo! Messenger
3. MSN-Win. Live Messenger
Local/Maps
1. Yahoo! Sports
1. Mapquest
2. NBC Sports
2. Google Maps
3. ESPN
3. Yahoo! Local
Photos
Real Estate
1. Facebook.com Photos
1. Move Network
1. Shopzilla.com
1. Careerbuilder
1. Wikipedia
1. Weather Channel
2. Yahoo! Shopping
2. Yahoo! HotJobs
2. Yahoo! Answers
2. Weatherbug Property
2. Photobucket.com LLC
2. AOL Real Estate
3. Answers.com
3. Yahoo! Weather
3. FLICKR.COM
3. Yahoo! Real Estate
3. Shopping.com
3. Monster
Source: comScore Media Metrix, August 2008
Base: P2+ U.S. data, Note: Homepages is not a traditional category in comScore’s service
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Competitive Overview
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Yahoo! Confidential
Unmatched Reach
Newspaper sites + Yahoo! typically = 8 of 10 adults online
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Newspapers can now reach more Internet users in their
market than any other local media outlet…hands down!
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Delivering Relevance Across the Web
Yahoo! Confidential
Yahoo! reaches 85% of the Internet users in the US
On Yahoo! alone, we reach over 500 million users worldwide
Highly engaged audiences that visit daily, and spend 4.5 hours/month
Yahoo! Confidential
Across all age groups, more users visit Yahoo! every month
74%
79%
81%
78%
78%
66%
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P13-17
P18-34
P18-49
P65+
US Hispanic
Mobile
Prof essionals*
Yahoo!
Google
Source: comScore May 2007, comScore Plan Metrix Winter 2007
*Mobile Professionals: P25+ who have accessed the internet on their cell phone or PDA in
the past 3 months and who have a laptop at work
AOL
MSN
Yahoo! Confidential
Yahoo! Daily Reach:
More people Than Top Prime Time TV Programs
Yahoo! v. Prime Time TV Programs
(Daily | Millions)
Yahoo! Reaches
33.6
Double the Audience
of American Idol
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16.3
11.8
Yahoo! reaches 33.6 million U.S.
users age 18-49, everyday.
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Source for TV: Nielsen Nielsen Media Research, 9/18/06 through 3/4/07
Source for Yahoo!: comScore Media Metrix, June 2007
Yahoo! Confidential
Yahoo! Users Are Actively Engaged
13% of all time online is
spent on Yahoo!
13%
•It’s true. We have the highest share of
Yahoo! Confidential
time spent online in the U.S. Why do
people spend so much of their day on
Yahoo!? Our products have become
essential to their daily lives.
An average of 313 minutes are spent on Yahoo! per person per month!
Source: Yahoo! Internal Data
Yahoo! Confidential
Consumers: Research Online Buy Offline
89%
of people regularly / occasionally
research online before buying offline*
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yet only…
7%
of retail sales occur online**
*Forrester State of Retailing Online 2007
**Yahoo! BIG Research 2007
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Yahoo! Confidential
Reach, Engagement & Targeting
•Yahoo! offers tremendous reach and
unique targeting capabilities to find your
most valued customers, eliminate
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waste and improve return on
investment.
The Right Message
to the Right Person
at the Right Time
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Yahoo! Confidential
Yahoo! Geographic Targeting
The PowerYahoo!
of Knowing
Confidential‘Where’…
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Yahoo! Confidential
Geo Targeting
Why It Works: ULM, Reg and IP Capabilities
ULM = Universal Location Manager
Best of breed terrestrial
targeting.
Yahoo! Confidential
Today marketers have a greater need for
location based advertising, and Yahoo can offer
this ability in a more efficient and less
expensive way. Do you need massive reach in
a specific zip code or state? When you
Zip Code
DMA
State
ULM / Registration Data
geographically target on Yahoo, your Zip Code,
DMA and State targeting all utilize the most
Country
advanced registration information and location
IP Data
information available today.
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Yahoo! Confidential
Geo Targeting
Best of breed terrestrial targeting.
ULM
• Universal Location Manager:
User identified default location
Yahoo! Confidential • Registration Location: User
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REG
defined location at registration
IP
• IP: Computer identified
geographic location based on
Internet Conn.
Yahoo! Confidential
Yahoo! Behavioral Targeting
The Power
of Knowing
Yahoo!
Confidential ‘Who’…
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Yahoo! Confidential
Audiences vs. Section
Yahoo! Confidential
Your ad will be delivered to only those Yahoo!
users who are in the Asheville-GreenvilleSpartanburg DMA. With BT, your ad will be
delivered directly to Yahoo! users in this DMA
who are specifically in the market for your
product or service.
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An ad that is placed on a specific
section could be seen by Yahoo! users
who may or may not be in the market
for your product or service.
Yahoo! Confidential
Methodology Is Best Of Breed
Search
Content
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Search Clicks
Ad Clicks
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Yahoo! Confidential
Into the BT Engine: Depth
Each category has its
own defined purchase
cycle.
Purchase Life Cycles Factored In
Heavier Weight to Recent Behaviors
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Intense Activity Counts Most
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We weigh how recent
and relevant the
behavior is, as well as
the intensity of
behavior.
Yahoo! tracks this
information daily and
applies predictive
models.
Yahoo! Confidential
How it Works
Jane is 35-years old, lives in your area, and
makes $95K per year… she is looking to buy a
new car…
Yahoo! learns more about her as she travels
around the Internet….
She spends hours on Yahoo! and
Yahoo! partner sites where…
Yahoo! Confidential
• She starts the day on her My Yahoo! page, checks email,
and visits a few auto sites including Y! Autos and eBay
Motors.
• She researches auto financing articles on Y! Finance.
• She checks movie listings on her mobile device.
• She reads news articles on Y! News and runs across an
article by JD Powers on best new cars in initial quality. She
uses Y! Search to find out more about each car.
• She uses Y! Local Maps to find dealers in her area.
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Behavioral Targeting Categories
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Yahoo! Confidential