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![Rubriques les + consultées par les MarocainsPage d’enregistrement Yahoo! Maktoob - 1 517 256 VUPage d’enregistrement Yahoo! France - 594 233 VUPage d’accueil Yahoo! France - 517 933 VUYahoo! MaktoobBlogs [Ara.] - 341 075 VUPage d’accueil Y! Maktoob - 294 879 VUYahoo! Mail France - 256 956 VUYahoo! Questions/Réponses France - 215 963 VUYahoo! Maktoobmajdah (forum – spécialpoèmes, femmes…) [Ara.] - 198 859 VUYahoo! France Actualités - 173 665 VUYahoo! Maktoobabraj (astrologie) [Ara.] - 143 095 VUYahoo! Maktoob arab3 (forum – spécial vie de couple) [Ara.] - 138 457 VUFlickr - 137 135 VUYahoo! Maktoobalfrasha (section Féminine – spécialforme, beauté, santé) [Ara.] - 112 838 VUYahoo! France Pour Elles - 109 892 VUYahoo! France Sports - 103 949 VUYahoo! Maktoob sha3bwah (forum – spécialentraideinformatique) [Ara.] - 93 593 VUYahoo! Maktoobhelwa (section féminine) [Ara.] - 77 793 VUYahoo Maktoob shams (section jeux) [Ara.] - 67 635 VUYahoo! Maktoob Islam (section Islam et contenusreligieux) [Ara.] - 66 144 VUYahoo! MaktoobActualités [Ara.] - 63 959 VUYahoo! France Messenger - 63 473 VU](https://image.slidesharecdn.com/yahoo-webdays-13052011-110519064304-phpapp02/85/Yahoo-Digital-advertising-au-Maghreb-21-320.jpg)
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Yahoo! Digital advertising au Maghreb
Le document présente une analyse du positionnement et des audiences de Yahoo! Digital Advertising, mettant en avant des statistiques clés sur l'engagement des utilisateurs et les solutions marketing proposées. Il mentionne également les partenariats avec des entreprises telles que Facebook et Nokia, ainsi que des données spécifiques sur les internautes marocains utilisant Yahoo! Maktoob. En outre, il aborde les différents formats publicitaires et leur acceptabilité en fonction de leur impact et intrusivité.
Yahoo! Digital advertising au Maghreb
- 1. Karim Jazouani13 Mai2011Yahoo!Digital advertising
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- 5. PositionnementWhere ‘My World’meets ’The World’MON MONDELE MONDEFamille, amis, enfants, tribu…Actualités, nouveautés…
- 6. Nouveaux partenariats pour+ de service et de social media dans l’expérience Yahoo!13 May, 2011693 millionsde visiteurs uniquesdans le monde551 millionsde visiteurs uniquesdans le mondeFACEBOOK ET YAHOO!SONT MAINTENANT AMIS@TWITTER ET @YAHOO! TWEETENT EN CHŒUR611 millionsde visiteurs uniquesdans le mondeNOKIA ET YAHOO! SE CONNECTENT(email, messenger, cartographie, localisation GPS)ZYNGA & YAHOO!JOUENT ENSEMBLE230 millionsde joueurs actifs par moisdans le mondePremier constructeurde terminaux mobiles dans le mondeSource : Comscore, juin 2010Agrégateur de contenu Réseau social et géo localisation
- 7. « Science + Art+ Scale » 13 000 employésdans 25 pays, provinces et territoires !13 May, 20117
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- 9. + de 631Md’utilisateursdansle monde...Soit 49.2% de la population connectéeEurope 135MSweden 1.7Italy 12.5Austria 1.5Belgium 1.8Switzerland 1.8Poland 2.5Yahoo! MarketComScore RegionNorway 1.0Denmark 1.0Turkey 4.6Expansion MarketNetherlands 3.8Finland 0.9Ukraine NRFrance 19.4Portugal 1.4UK 29.0Germany 20.2Romania NRNorthAm 182MUSA 165Greece NRRussia 3.1APAC 199MIreland 1.2Spain 11.2Canada 17Australia 7.1Vietnam 6.0China 24.8Malaysia 7.4New Zealand 1.6Hong Kong 4.1India 29.2Philippines 4.6Indonesia 6.5Singapore 2.4Japan 66.2Taiwan 14.0LatAm56MSouth Korea 11.5Thailand NRArgentina 6.3Brazil 20.6Chile 2.9Colombia 5.6Mexico 10.5Peru 1.8MENA 44MVenezuela 1.2GCC 22.5Egypt 8.6KSA 10.6UAE 7.2Levant 5.7Maghreb 4.6Source: Digits, comScore – January 2011 - NR = No record availableMorocco 1.9
- 10. L’internaute Marocain+ de60% des internautesMarocains se connectenttous les joursouquasimenttous les joursSeulement10%d’entreeuxsontmariés - plus de 85%célibatairesSource: Moroccan Users - Nielsen SiteCensus Oct. 2010Environ 75%d’entreeuxviventdans un foyercomportantau moins 4 personnes95%des sondésparlentl’Arabequotidiennemenetcontre32% total le Français5/13/2011Yahoo! Presentation, Confidential10
- 11. Audience Y! –IP Maroc+ 1.9 M de visiteurs uniques (avril 2011)Source: Yahoo! Digits – Avril 20115/13/2011Yahoo! Presentation, Confidential11
- 12. Audience Y! –IP Maroc+ 140 M de pages vues (avril 2011)Source: Yahoo! Digits – Avril 20115/13/2011Yahoo! Presentation, Confidential12
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- 14. +1M de visiteursuniques
- 15. 17M de pagesvues
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- 17. 586 000 visiteursuniques
- 18. 92M de pagesvues5/13/201113Yahoo! Presentation, ConfidentialAudience Y! – IP MarocSource: Yahoo! Digits – Avril 2011
- 19. InternautesMarocainssur Yahoo! Maktoob- profilingSource: Internal Yahoo! Data – Oct. 2010
- 20. InternautesMarocainssur Yahoo! Maktoob- profilingEnviron 50% of des internautesMarocains de Yahoo! Maktoobsontâgés entre 20 et 30 ansSource: Internal Yahoo! Data – Oct. 2010
- 21. Rubriques les +consultées par les MarocainsPage d’enregistrement Yahoo! Maktoob - 1 517 256 VUPage d’enregistrement Yahoo! France - 594 233 VUPage d’accueil Yahoo! France - 517 933 VUYahoo! MaktoobBlogs [Ara.] - 341 075 VUPage d’accueil Y! Maktoob - 294 879 VUYahoo! Mail France - 256 956 VUYahoo! Questions/Réponses France - 215 963 VUYahoo! Maktoobmajdah (forum – spécialpoèmes, femmes…) [Ara.] - 198 859 VUYahoo! France Actualités - 173 665 VUYahoo! Maktoobabraj (astrologie) [Ara.] - 143 095 VUYahoo! Maktoob arab3 (forum – spécial vie de couple) [Ara.] - 138 457 VUFlickr - 137 135 VUYahoo! Maktoobalfrasha (section Féminine – spécialforme, beauté, santé) [Ara.] - 112 838 VUYahoo! France Pour Elles - 109 892 VUYahoo! France Sports - 103 949 VUYahoo! Maktoob sha3bwah (forum – spécialentraideinformatique) [Ara.] - 93 593 VUYahoo! Maktoobhelwa (section féminine) [Ara.] - 77 793 VUYahoo Maktoob shams (section jeux) [Ara.] - 67 635 VUYahoo! Maktoob Islam (section Islam et contenusreligieux) [Ara.] - 66 144 VUYahoo! MaktoobActualités [Ara.] - 63 959 VUYahoo! France Messenger - 63 473 VU
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- 23. Catalogue publicitaire enligneYahoo! France Ad specs: http://adspecs.yahoo.fr/
- 24. Yahoo! Maktoob Adspecs : http://en.adspecs.maktoob.com/
- 25. Quelques exemples decréas impactantes en page d’accueil de Yahoo! Maktoob :
- 26. Le « simple » -spécifications : http://en.adspecs.maktoob.com/frontpage/custom/simple
- 27. Le « video wall »- spécifications : http://en.adspecs.maktoob.com/frontpage/videowall
- 28. exemples : Nissan/ Warner Bros / Samsung
- 29. Le « super videowall « – spécifications : http://en.adspecs.maktoob.com/frontpage/supervideowall
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- 31. Le “custom background”– spécifications : http://en.adspecs.maktoob.com/frontpage/custom/bg
- 32. Le “animated background”– spécifications : http://en.adspecs.maktoob.com/frontpage/custom/animatedbg
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- 34. Le “screening room”– spécifications : http://en.adspecs.maktoob.com/frontpage/custom/scroom
- 35. exemples: Inception (contientdu custom background) / Santander / Dior / Nokia / Nissan / Virgin TV
- 36. Le “sliding room”– spécifications : http://en.adspecs.maktoob.com/frontpage/custom/sloom
- 37. exemples: Pepsi /Mercedes-Benz E-Klasse (contient du custom background) / The A-TeamYahoo! advertising front page formats Screening Room
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- 41. Super VideoWall
- 42. FloatingThe teambehind the scenes?5/13/2011Yahoo! Presentation Template, Confidential
- 43. Campaign Life Cycle5/13/201121Yahoo!Presentation, Confidential
- 44. Impact – intrusion= acceptabilitéintrusionHigh impact,High intrusionIdentify areas with less perceived intrusion, make them more relevant, target specific user segments.These formats can get your message across; great for campaigns needing cut through and attention.Small impact,High intrusionMinimizeads can be irritating when the user has no control; formats in this quadrant are best used in entertainment environments or a homepage (before users start their online journey).impactHigh impact,Small intrusion levelUse more oftenthe best quadrant for ad formats; formats are not too intrusive and perceived as part of the online environment. Creative may heighten the effect of the formats impact.Small impact,Small intrusionDevelopCreative will need to work harder to get the cut through on the page. Users like these formats when looking at editorial content (news, sports etc...) as they are less disruptiveAcceptabilityAn acceptability score was derived by subtracting the intrusion score from the impact score that each format received. If impact was higher than intrusion an overall acceptability score was positive.22
- 45. Evolution of theDigital Canvas
- 46. Récapitulatif des opportunitésBig!Flashy! Cool! C’est top!
- 47. Brand ≈ Impact≈ Engagement
- 48. CTR ≈ Result≈ Conversion
Notes de l'éditeur
- #22 Different departments involved: ad ops and account managerMediamarkt special client because 2 day turn around >> we can work with templates
- #23 Advertising impact Understanding the right level of impact to grab the attention Efficient format sizes Benchmarking across verticals and audiences
- #24 So when we look at advertising online, what have we seen?1994 saw the first banner ad, 1996 the first rich media ad … then we enter the pop up era … an era that for many still defines digital advertising but I see as a definite lag in the evolution. Ironically at the same time, Google come online with their auction based model for search … the rest of that is history. Around 2002 we see the arrival of the 300x250 unit as mainstream unit in the marketplace, an important step to freeing advertising from either a narrow horizontal plane or a vertical plane. With the broadband revolution, soon the discussions are all around rich media and the canvas explodes with potential. By 2007, pre rolls come on stream beginning the VOD conversations. However, by 2008 I would argue we entered a period of stasis … the arrival of the network model, the rise of Facebook and an economic downturn have combined to create the conditions where horizons narrowed somewhat. So what does 2011 bring?
- #25 The video showcases many big brand campaigns Broadly speaking, display campaigns can be divided into ‘brand’ and ‘ctr’ campaigns brand campaigns tend to be more deliberate – clear objectives, creative, planned CTR campaigns also include campaigns with no or confused objectives because the click through to a landing page is the default purpose of ad banners Yahoo! front page offers prominent real estate, big creative canvas and broad user base
- #37 Brand exposure strategy> Both ad units open to the screening room.Background and float give high expand rate > Open rate: 1.32%Lots of content, leading to long dwell time > Interaction rate: 12.5% (clicks once open)CTR: 0.04%
- #39 Video complete: 32%30 sec dwell rate: 40%
- #40 Digital planning Remove logistic by making it easy to submit creativeMore room for creativityMaking more time for execution
- #41 Courtesy of the ‘Arab Media Outlook’ document Joanna circulated we really need to bear this in mind when pitching and assessing creative concepts creative vision must take into account the user’s capability !! An ad need to be seen
- #46 Interdependence is a dynamic of being mutually and physically responsible to, and sharing a common set of principles with others. This concept differs distinctly from "dependence" in that an interdependent relationship implies that all participants are emotionally, economically, ecologically and or morally "interdependent.“ Interdependence recognizes the truth in each position and weaves them together. Two states that cooperate with each other are said to be interdependent. It can also be defined as the interconnectedness and the reliance on one another socially, economically, environmentally and politically.Creative reach (efficiency)We are promoting to you the best formats that we think give win win