2. Yahoo!’s reach is unmatched
478 million people worldwide and
growing.
If Yahoo! were a country, our nearly half a
billion users would make us the 3rd largest
nation in the world. We bridge culture and
language to bring the Web to the world.
&
Population Reference Bureau (prb.org), comScore Media Metrix August 2007
3. Yahoo! reaches 3 out of 4 internet users
Yahoo! v. Other Sites
Yahoo! reaches (Monthly)
nearly 137 million 75% 72%
66% 66%
users each month in
the U.S. – 46%
the equivalent to 75%
of all internet users.
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Source: comScore Media Metrix, June 2007
5. Getting Back to Basics
Maximizing Return on Investment
Advertising has always been about the bottom line.
To deliver an effective return on your advertising dollars, you need to get
your message in front of your target audience!
Stop hoping for the right people to see your message on one of the hundreds
of channels & pages, dozens of stations & signs or thousands of sites &
searches.
Your customers indentify themselves through their daily online
activity. Let Yahoo! Behavioral Targeting put your company only in front
of the people that affect what’s most important…the bottom line.
&
6. Yahoo! Behavioral Targeting
You don’t choose the ad, the ad chooses you
Yahoo! is the number one site
in the Richmond DMA, which is All Richmond
outstanding. DMA Adults
%
But what separates Behavioral All Adults 1,051,300
Targeting from any other Mon. - Fri. (7-9 am) avg. 1/2 hr.
advertising delivery method is NBC 12 (WWBT) 112,200 10.7%
the ability to ensure your ad ABC 8 (WRIC) 37,200 3.5%
reaches your target audience. CBS 6 (WTVR) 18,700 1.8%
Fox 35 (WRLH) 500 0.1%
Primetime avg. 1/2 hr.
NBC 12 (WWBT) 51,500 4.9%
Fox 35 (WRLH) 48,800 4.6%
CBS 6 (WTVR) 45,100 4.3%
ABC 8 (WRIC) 32,900 3.1%
Television certainly can’t
promise you that…
Base: 1,051,300 adults in Richmond DMA &
Source: Scarborough Research, 2008
7. Why Yahoo! Behavioral Targeting?
The Right Message
to the Right Person
at the Right Time
Target a Prequalified audience, ready to
buy TODAY!
&
8. Yahoo! Behavioral Targeting
So how does it work?
Yahoo! possesses an unparalleled
ability to monitor the activity of
Internet users across a vast network
of Yahoo! and Yahoo! Partner sites.
Search terms, ad clicks, and content
interests provide Yahoo! with data to
identify and weigh user behavior.
Based on how recent, relevant and
intense the behavior is, Yahoo! applies
predictive models to deliver your
message only to your pre-qualified
audience.
&
9. Yahoo! Behavioral Targeting
So how does it work? Bill and Jane are in their mid- 50’s, and are
about ready to retire. They are interested in
purchasing an RV and traveling thru America.
Yahoo! learns more about Bill and Jane as they
travel around the Internet…
• Bill starts the day on his My Yahoo! page,
checks email, and checks the finance
pages and the news. Later in the day he
checks for local RV dealers and repair
shops.
• For entertainment, Jane also reads news
articles on Y! News and across an article
about National Parks and Campgrounds.
• That evening Bill uses Y! Search to find
out more about Route 66 and travel.
…and delivers ads from the
appropriate behaviorally targeted
categories:
Travel, Automotive/RV, Life
Stages/Seniors
&
11. Life Stages | Seniors
Behavioral Targeting: Shoppers
+79.8% CTR Lift
1,700,000 looking forward
to retiring.
Example search terms qualified for this target:
Includes users anywhere on the Yahoo! Network who
have demonstrated active interest in planning for their aarp retirement assisted living over 50 elderly
retirement years. Interest is targeted through
searches and clicks, relevant pages viewed and/or Example Yahoo! Pages visited:
advertising clicked during the time horizon defined Senior services pages in Yellow Pages
uniquely for this product category. Aging topic in Health
Seniors Personals and Dating in Directory
11
&
12. Travel
Behavioral Targeting: Shoppers
+79.8% CTR Lift
7,500,000 looking to get
away on a break
Example search terms qualified for this target:
Includes users anywhere on the Yahoo! Network who Travel Expedia.com Orbitz Japan Hawaii
have demonstrated active interest in Travel. Interest
Driving Directions Southwest Airlines AA.com
is targeted through searches and clicks, relevant
pages viewed and/or advertising clicked during the Example Yahoo! Pages visited:
time horizon defined uniquely for this product Travel Guides in Travel
category. Destination Guides in Travel
Flight Search in Travel
12
&
13. Travel | Vacations | Family
Behavioral Targeting: Shoppers
+376.1%
Conv Lift
+73.5%
2,400,000 people CTR Lift
looking to create family
memories.
Includes users anywhere on the Yahoo! Network who
Example search terms qualified for this target:
actively seek family style vacations. Interest is
targeted through searches and clicks and/or Disney Land Sea World Disney Cruise
advertising clicked during the time horizon defined
uniquely for this product category. Grand Canyon Museum Six Flags
13
&
