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The Power of Yahoo!

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 Yahoo! As A Life Engine

 Users start their day on Yahoo!

– Yahoo! Home Page
– Yahoo! Mail
– Yahoo! Finance
– Yahoo! Sports
– Yahoo! Weather
– OMG

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Google Is A Search Engine

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Yahoo! has a Search Engine
(Search Marketing)…

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Yahoo! has Search + Content
(Search Marketing and Display Advertising)

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Yahoo! Search & Display:
A Winning Combination for Advertisers

Both search marketing and graphical ads

are effective at increasing onsite
engagement as well as online and in-store
sales.

When search and graphical ads are used

in an integrated campaign, the impact is
significantly stronger than when either
channel is used in isolation:

• 68% lift in pages viewed (per user)

• 63% lift in time spent online (per user)
• 91% lift in online incremental revenue
• 90% lift in offline/in-store incremental revenue

Source: Research Online, Buy Offline: The Impact of Online Pre-Shopping on

Consumer Shopping Behavior, Yahoo! and comScore, 2007

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Yahoo! is the industry leader in capturing and
understanding the online audience

86% of the U.S. online population

visits Yahoo! every month.

 Yahoo! is #1 in…
• unique visitors (182MM / month)
• reach (86% monthly reach of internet universe)
• time spent (12% of all online U.S.
duration/month)
• visits (29 visits on average per person/month)
• content (4.9 properties on average per
person/month)
• Homepage visits (57.8% of all Internet
users/month)
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Yahoo! Has Deep Consumer Insights
CONSUMERS USE A FULL SPECTRUM OF
SERVICES ACROSS THE YAHOO! NETWORK
Data Events per visitor per month

DATA EVENTS:
• Pages displayed
• Search queries
• Video played
• Advertising displayed

YAHOO! CONFIDENTIAL Source: comScore April 2008 US Data

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 Yahoo! Users Are Actively Engaged

12% of all time online

is spent on Yahoo!
It’s true. We have the highest share
12% of 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 299 minutes are spent on Yahoo! per person per month!

Source: ComScore MediaMetrix October 2007

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Internet as a Medium: No Longer an “If”
U.S. Internet Households | Millions
92.3 95.5
87.8
82.9
78.6
72.1 74.5
In 2011, 74%
of U.S.
households
will be online

2005 2006 2007 2008 2009 2010 2011

11 Source: eMarketer, March 2007

New Shopping Paradigm

89%
of people regularly/ occasionally
research online

before buying offline*

yet only…

7%
of retail sales occur online**

*Forrester State of Retailing Online 2007 **BIG Research

2007

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The Internet Is Accessed 24/7 By All Ages
Online Monthly (000)
35,000

30,000

25,000

20,000
18-24
15,000
25-34
10,000 35-44
45-54
5,000
55+
0
2000 2001 2002 2003 2004 2005 2006

Source: comScore Media Metrix, May 2007

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Why Online Over Broadcast/ Radio?

 Flexible: Easy to update, swap, and rotate creative.

 Trackable: Get reports on performance. Optimize your campaign real-

time.

 Targetable: Choose the audience and attributes you want to target.

Your ad will only appear to those people who fit your customer
profile. We guarantee it.

 Affordable: CPM-based model. How many eyeballs do you want to get

in front of? We can build a package for you. Plus, with targeting
capabilities, you stand to achieve a high ROI by focusing your
advertising dollars on your core customer base.

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Yahoo! Offers Reach, Engagement & the Ability to Target the Right People
for Each Advertiser’s Unique Message

The Right Message to the

Right User at the Right Time

Yahoo! offers many unique

targeting capabilities to find an
advertiser’s most valued
customers, eliminate waste and
improve return on investment.

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 Selling Audiences Vs. Section

VS.
Your ad will be delivered to only those Yahoo!
users who are in Philly DMA. With BT, your ad
will be delivered directly to Yahoo! users in the
Philly DMA who are specifically in the market
for an automobile or a mortgage
An ad is placed on the Finance
Section. It could be seen by Yahoo!
users who may or may not be in the
market for a mortgage.

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Y! Behavioral Targeting Segments

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Behavioral Targeting Categories

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NEWEST Behavioral Targeting Categories

Technology Telecommunications
(Shoppers) (Shoppers)

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Behavioral Targeting: Breadth

Search

Content

Search Clicks

Ad Clicks

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 Shoppers vs. Engagers

Introducing two new

exciting ways to target…
Yahoo! Engagers™
Yahoo! Shoppers™
Nothing moves people closer to purchase than getting
the right information at the ideal moment. Target your
customer segment accordingly with Engagers—if your
goal is to build brand awareness and engagement. Or
with Shoppers —to generate clicks and leads.

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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…

• 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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Hartford/New Haven DMA, reaching 2 million
Adults 18+

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BT Pricing Package

12 Month Commitment:
 138,888, impressions targeting Yahoo RON or BT Category for Shoppers, plus
100,000 ad impressions on local newspaper site, a value of over $1350 per month.
 Total Monthly Spend: $2500
 eCPM $10.46

6 Month Commitment:
 119,047 Impressions targeting Yahoo RON or BT Category for Shoppers, plus
50,000 ad impressions on local newspaper site, a value of $900 per month.
 Total Monthly Spend $2500
 eCPM $14.78

3 Month Commitment: Minimum commitment Level

 100,000 impressions targeting Yahoo RON or BT Category for Shoppers, plus
25,000 ad impression on local newspaper site, a value of $625 per month
 Total Monthly Spend: $2500
 eCPM $20.00

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