Yahoo! Media Training

7/30/2019 Yahoo! Media Training

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Yahoo! Reseller

Media Planning Training

Nov. 2007


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Agenda

Common Online Terms

Campaign Planning Process

Campaign Booking Process

Material Submission Process

Campaign Tracking Process

Post Campaign Report

1

2

3

4

5

6


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The number of times that an ad isserved to a browser and seen by

users

Impressions

Common Online Terms

its advertising weight expressed

as a % of a defined market segmentin a given time period.

SOVShare of Voice

The number of times that HTTPpages viewed

Page View

Unique users is the estimatednumber of people who visited the

property in a given time period.

Unique Users


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The number of times users clickon your ad

Click Rate (CTR) %

The click through rate (CTR) =Total clicks garnered during the

campaign divided by the totalnumber of impressions.

Clicks

Common Online Terms

it the standard Webadvertising cost model.

CPMCost per Thousand Impression


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Campaign Planning Process


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Planning Procedures

Media Brief

Media Planning Understand campaign objective

Media Plan/Proposal

Standard Ad Unit

Y! Target Opportunity

Targeted Banner Media Planning

Media Plan Lead Time

Others


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Key Components of Media Brief

Client Name, Brand

Objective Branding/Tactical/Acquisition (etc) Target Audience

Markets (Local, SEA, APAC, WW)

Campaign Duration

Campaign Budget (USD)

Other information: Ad units/sections interested in

Creative concept

Offline activities


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Branding vs. Performance

Very Generic

Mass exposure

High impact oriented

Product launch Increase brand or

products awareness

Tactical CampaignBranding Campaign

Very result driven

Drive traffic to websites

Purchasing or sign ups

Promotions coupon Price points

Leads generationFocus&

Objectiv

es

S

olution

Front page

Mail & Messenger

Content relevancy

Run of network


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3 Steps of Media Planning

Identify the target groupStep 1

Step 2

Step 3

Identify the Property,

content relevant to Target Group

Create media plans using IMS/CPT

Dynamic pricing & inventory

Calculate within fixed budget


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Media Plan/Proposal

Terms:

Impressions

SOV% (Share of Voice)

CPM (Cost per thousand)


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Standard Ad Unit (IAB approved)

300*250 pixels - LREC

728*90 pixels - SUPER

160*600 pixels - SKYSCRAPER


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Yahoo! Targeting Opportunity

BEHAVIORALKey Word SearchContent Surfed

Ads Clicked

TIME OF USAGE

Time of DayDay of the Week

CONTEXTUAL

SearchKey Words

DEMOGRAPHICAgeSex

Occupation


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VN Available Target Y! Mail

Yahoo! Mail can be used to reach targeted

audienceINTERESTBusiness

Computers/Tech

EntertainmentFinanceHealth

Home/FamilyMusic

ShoppingSmall businessSports/Outdoor

Travel

DEMOGRAPHICGender / Age

13-1718-2021-2425-2930-34

35-4445-5455-6565 +


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Targeted Banners Planning

Properties that allows targeting filters

Yahoo Mail

Yahoo Run-of-Network

CPM charge on banners with filters

20% loading (compounded) on base CPM for each additional filter Base CPM is inclusive of one filter by default

Example of costing:

Super banner on VN Mail Targeting Female, Age 13 29, Interest in Travel,

CPM cost : US$ 2.00 (inclusive of one filter) + US$0.40 (20% ldg on Age) +US$0.40 (20% on User Interest)

Final CPM cost: US$ 2.80


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Media Plan Lead Time

Local Market

Only

1-2

Working days

Regional SEA

Regional APAC

2-3Working day

3-5working days

Global 7-10working days

Please PlanYour ClientCampaign AsEarly As YouCan!


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Others

Minimum buy per Insertion Order onYahoo! Vietnam properties is USD$5,000gross

Online Resources:Http://www.iab.net

http://sg.solutions.yahoo.com


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Campaign Booking Process


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Working Steps

Reseller givesYahoo a Media

Brief

Yahoo plans proposalbased on brief and

revert reseller.

Reseller confirms planwith client and advise

Yahoo to book

Proposal revision

Yahoo cuts an InsertionOrder and send reseller

the IO.

Reseller endorses IOand send back to

Yahoo!

Yahoo commitsbooking

Reseller submitscreatives to Yahoo

Yahoo check bannersand get approval to run

banners

Revise creative and

send to Yahoo!

Approved banners arescheduled for

campaign to go LIVE!

PROPOSAL STAGE

BOOKING STAGE

MATERIAL SUBMISSIONSTAGE


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Booking Lead Time

Need government

approval for lucky drawCampaign ie.CID approval

Campaign withContext Content

Yahoo! legal team approval

1-3 working days.

License not required if its a game of skill,eg. with an open ended question

Year End Booking

We recommend early

planning, 2 months in

advance will be in the best

interest of your client

Please book 2 weeks in

advance minimum

First Come First ServeBased on available impression,

regional campaign takes longer

time than local campaignNo booking during weekend


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SG Solution Site Homepage

Creative Gallery

Ad Specifications

Good Knowledge-Solution Site


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Campaign Tracking Process


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Post Campaign Measurement

Metrics

The number of times users clickon your ad

The number of times that an ad

is served to a browser and seenby a user

Click Rate (CTR)

The click through rate (CTR) =Total clicks garnered during the

campaign divided by the totalnumber of impressions.

Impressions

Clicks

%


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Measures and reports every

Yahoo! campaign inimpressions, click-through,conversions, etc.

Queries campaigns by a host

of variables, includingcreative unit, date, andtargeting

Example: Analyzinghow campaigns

perform and withwhom they resonate

Campaign Tracking - Ad Center


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Campaign Tracking & Result

Measurement

TV, Newspaper, Magazine, Radio cant answer this!

Who saw my Ad?Who clicked my Ad?

What are they interested in?

Uniquely Yahoo! Snapshot


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Impressions & Clicks fromAd Center

Campaign Result & Insightslearning/sharing with Y! team

Age, Gender & Interests fromConsumer Profile

Yahoo! Snapshot

Improvement

Better strategy & Solutionfor the next Campaign


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Post Campaign Report


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Agenda

Samsung Campaign Monitor Report

Snapshot of campaigns

Media Component Conclusion

Recommendations

Next Steps


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i330 Campaign

Target Ad Impressions

15,857,400

Clicks

10,000

Delivered

Ad Impressions

15,937,780

Click ThroughRate

0.25%

Yahoo! over delivered on this campaign by 79,780 impressions

AReportCard


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Media Component

0.79%1,110281,570458,540NEntertainment newsSg News

1.28%61147,90960,000NNilSg Movies

1.06%630995,6911,000,000MKTPNilY! Sg

Homepage

0.87%4,321494,015487,930SkyNilSg Movies

0.90%6817,14923,400NEntertainment newsSg News

1.04%8,1361,831,7931,831,793MantleNilY! SgHomepage

Click RateClicksDelivered

ImpressionsTarget

ImpressionsPositionProfileProperty

Best Performing Placement by Click Rate -


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Summary Local Campaigns

Y! users respond readily to Samsung advertising. CTRranges from 0.79% to 1.28% (Esp with movie tie in,

Superman Returns)

Y! SG Movies provide the highest CTR consistently. in

terms of contextual targeting, we can presume that Y!Sg Movies users are more incline to associate brandwith Entertainment.

Definitely can occupied a leading role in themusic/entertainment space online. E.g. Sponsorship,Exclusive placements to reinforce the above.


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Screen Capture


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THANK YOU!

Yahoo! Media Training

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Transcript of Yahoo! Media Training