# D D M A l l i a n c e

1 5 M a y 2 0 1 4

the numbers

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% of world online

Ireland & EU Media Consumption Landscape Penetration

Online 80%

Radio 90%

Newspapers 80%

Magazines 47%

TV 96% EU: 95%,

WE:94%, NE:95%, SE:97%, CEE:95%

EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%

EU: 64%, WE:82%, NE:85%, SE:68%, CEE:48%

EU: 62%, WE:70%, NE:82%, SE:59%, CEE:56%

EU: 48%, WE:63%, NE:62%, SE:43%, CEE:39%

Source: IAB MediaScope 2012 Base: All Irish respondents n=1,003

Online 13.5hrs

Radio 14.6hrs

Newspapers 5.5hrs

Magazines 3.7hrs

TV 15.4hrs

IE & EU Media Consumption Hours Per Week Hours per week used

EU: 16.8 WE:16.0, NE:14.0, SE:16.7, CEE:17.7

EU: 14.8 WE:14.0, NE:14.8, SE:13.8, CEE:16.1

EU: 12.7 WE:13.4, NE:13.5, SE:10.6, CEE:12.9

EU: 4.6 WE:4.8, NE:4.9, SE:4.2, CEE:4.6

EU: 4.0 WE:4.0, NE:3.6, SE:3.5, CEE:4.2

Base: All TV Viewers n=931, All newspaper readers n=674, All

magazine readers n=412, All Radio listeners n=764, All internet users

n=821

Daily Habits

Have Gone Digital

Emailing with

friends or family

Using Search

Engines

Reading + Watching

Sports Content

Socializing

Shopping + Commerce

Reading Finance

News + Events

Answering + Asking

Questions

Looking Up

Reference Info

Reading Local News

Weather • Events

Listening

To Music

Playing Games

Online

Watching

Video Programs

Reading

+ Writing

Blogs

TOP 12 DAILY ONLINE

HABITS

OF INTERNET

USERS

what does success look l ike?

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8 Yahoo Confidential & Proprietary

Traditional ad

planning model

AWARENESS

CONSIDERATION

PURCHASE INTENT

9 Yahoo Confidential & Proprietary

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13

In the beginning

there was a promise…

14

The Internet is the ‘most

measured

and most accountable’

medium

15

Wither the click

17

Source: DoubleClick Benchmarks data from Google.com

Click Measurement Only Gets You so Far…

0.19%

0.17%

0.15%

0.13%

0.11%

0.11%

0.11%

0.10%

0.09%

0.09%

0.08%

0.08%

0.07%

India

Greece

Netherlands

New Zealand

Italy

France

Belgium

Ireland

USA

Spain

Canada

Australia

United Kingdom

Click Through Rates

…Especially if What You’re Measuring is a 1 in a 1,000 Event!

Multi-screen

Mass Niche

Mobile

20+

- Millennial

- Apple

100’s

- Facebook

- TV

1,000’s

- Time Inc.

- ESPN

100,000’s

- Apps

Simplify your approach

Key value props

› Who

› Logged in users

What

Premium content

How

Impactful formats

A Digital Solution for Each Stage of the Purchase Funnel

AWARENESS

CONSIDERATION

CONVERSION

Maximise a brand campaign

Achieve awareness & equity

Launch new products

Drive awareness of sale events

Consolidate fragmented digital buys

Increase favourability

Increase purchase intent

Make your brand relevant

Align with consumer passions

Message key audiences

Upsell existing customers

Enhance a data strategy

Drive trials and signups

Steal market share from a competitor

Sell more units, products and services

Homepage Takeovers

Login & Yahoo! Mail

Roadblocks & Netblocks

Original Video

Tentpole Events

Event Sponsorships

Original Video & Content

Contextual Targeting

Interactive Video

Advanced / High Impact Creative

Audience Database Match

Targeting, Retargeting, Optimisation

Direct Response

Stream Ads

Search

Advertiser Needs Cross-Screen Solutions

case study one

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Isolated incident?

case study two

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digital doesn’t do

it for FMCG ...

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we beg to

differ...

considerat ions

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58% of Irish are online whilst watching TV

EU: 48% WE:58% NE:59% SE:39% CEE:44%

Base: All TV Viewers n=931

Online plays a key function in the purchase funnel

€187,990 million was spent online in September 11 – February 12

Source : IAB MediaScope 2012 Base: All who use social media n=913

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Digital

TV

Press

OOH

PR

CRM

CR

make digital the

epicentre

the sales pi tch

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5/19/2014 38

Truly global scale

Yahoo! Market

ComScore Region

USA 185

Canada 17

North Am 202M

LatAm 98M

Argentina 11.7

Brazil 38.6

Chile 5.3

Colombia 5.7

Mexico 19.8

Venezuela 2.4

Peru 4.1

Poland 2.7

Spain 12.4

Switzerland 1.8 UK 25.4

Europe 146M

Austria 1.6

Finland 1.1

France 21.3

Germany 19.9

Ireland 1.9

Italy 18.6 Belgium 2.3

Netherlands 3.9

Romania 6.5

Portugal 1.8

Sweden 1.9

Norway 1.2

Denmark 1.2

Turkey 4.6

Russia 2.6

Greece 1.8

MENA 68.5

South Africa 2.4

Maktoob 27.1

APAC 242

Australia 9

Hong Kong 4.4

India 39.5

Japan 65.4

Indonesia 8.4

Malaysia 9

New Zealand 2.4

Singapore 2.4 Taiwan 11.4

Philippines 5.1

South Korea 8.7

Vietnam 14.4

China 45.3

Source: Digits, comScore (age 15+) – May 2013

*EU 5 markets **not including CN or JP

49%*

51%

83%

62%

75%

Personalized.

Relevant.

Beautiful.

Across screens, at scale.

Why Do

They

Come To

Yahoo!?

User Data Powers Personalized Experiences

• User registration data

• Online behavioral data

• Search data

• Social graph signals

• Purchase data

• Lifestyle and lifestage

data

• And more…

Data from Yahoo! and

across the web powers

personalized experiences

like never before

Yahoo’s place in the market

Reaching more than 70-80% of the online population in one go,

with significant, high-performance, proprietary & exclusive

inventory (from multiple publishers) at optimal frequencies.

Reach

Yahoo! open technology works dynamically to maximise your campaign efficiency.

Technology

~40 highly-trained analysts optimising all campaigns to maximise performance for the advertiser

Yahoo fuels your campaign with the deepest customer insights.

Yahoo! data + your data + insight from over 100 data partners

drives results.

Data

Yahoo open technology works dynamically to maximise your

campaign efficiency.

CA

MP

AIG

N O

PT

IMIS

AT

ION

Leading audience solutions

Audience Solution Set

Consumer

Connect

Audience

Targeting

Audience

Modeling

Audience

Match

Data driven across display, mobile and video

BUILD

RUN

MA

TC

H

ME

AS

UR

E

To provide the right message to

the right audience at scale

Behavioural

Targeting

Audience

Netblocks

Demo

Targeting

Mail Insights

Targeting

Search

Retargeting

YWA

Audience

Definition &

Retargeting

Yahoo! can help you architect an advanced data strategy to deliver superior results

…can supercharge your data strategy

• Learn more about the behaviors and habits of your

existing customers

• Use granular data to find new audiences who are

similar to your best customers and reach them across

the web

• Discover, target and optimize campaigns for the most

responsive audiences for your brands

• Unlock the value of your own customer data to reach

your customers online and measure the offline sales

impact

• Reach consumers who have purchased your products

or competitive products with targeted campaigns online

and on mobile

A Data Partnership with Yahoo! Can

Drive Superior Returns on Media

Investment

INTEREST

& INTENT

B2B

PURCHASE-

BASED

SEARCH

DEMOGRAPHIC

LIFESTYLE

SOCIAL

YOUR

DATA

YAHOO!

DATA

3RD PARTY

DATA

FACEBOOK

TWITTER

http://whathappensinmediaplanning.tumblr.com

thank you

gilleran@yahoo-

inc.com

Mark Gilleran