Max Tremblay - CPG Success Makers conference Yahoo
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Max Tremblay Director Marketing - Yahoo! Canada
Transcript of Max Tremblay - CPG Success Makers conference Yahoo
Max Tremblay Director Marketing - Yahoo! Canada
Canada UK France US Germany Japan Italy
3128
33
22 20 19
69% 69%65%
62%
55%
36%
Avg Hours/visitor % Reach
Source: comScore Media Metrix, November 2009; CIA World Facts Book 2009
Online Reach & Time Spent
73
42
2001 2007
33 30
35 27
19 338 6
5 4
2001 2007
35 33
36 33
14 2210 8
5 4
2001 2007
43 42
31 28
5 11
15 14
6 5
2001 2007
33 29
31 23
24 40 7 5
5 3
Media
TV
Radio
Internet
Newspaper
Magazine
18-24 Share 25-34 Share 35-54 Share 55+ Share
Source: NADbank 2007 Total Canada
% Share of Weekly Minutes Per Capita/Age Group (18+)
Media Consumption
Online Advertising Has Huge Growth Potential
Time spent vs. ad spend for major media types (2009)
Time spent
Ad spend
Print Radio TV Online
26%
39%
9%
13%12%
16%
31%28%
Sources: Time spent is per NA Technographics (2009); Ad spend is per VSS (2009 Mid-Term Update); Opportunity is Yahoo! estimate.
28%
13%
Social Networking
89% reach13 usage days/ visitor6 hrs/ visitor
77% reach10 usage days/ visitor4 hrs/ visitor
80% reach10 usage days/ visitor4.5 hrs/ visitor
80% reach10 usage days/ visitor4.5 hrs/ visitor
80% reach10 usage days/ visitor4.5 hrs/ visitor
Source: comScore, Inc. WW, Ages 15+, All Locations, May 09
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Brand Campaigns Performance Campaigns
ROI
BRAND AWARENES
S
BRAND FAVORABILITY
BRAND PREFERENCE
BRAND LOYALTY
BRAND ADVOCAC
Y
ROIPROMOTION
S
Store/Site
Traffic
Increase
Frequency
Drive ACV
Pricing
Advantage
Gain Market
Share
Pantry Load
Your Objectives Profitably Maximize Retail Shipments/Sell through
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Smart Ads: Awareness & Engagement at Scale
Smart Ads Engine
Display the most relevant product or message to each customer
The Target Audience…
Ad shows…
Y! Smart Ads Know That…
Creative 1 is the most effective
Creative 2 is the most effective
SA will use Y! user data (Demo, Geo, BT) to make decisions about which offer/message to use
35 year old man living in
Toronto
55 year old woman living in
Vancouver
3rd Party Data (e.g. ShopLocal)
Y! User Data
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With Smart Ads you can promote your products by store location directly to your consumer, effortlessly.
• Dynamic ad generation: A flexible ad template that is updated automatically with hundreds of variations.
• Robust user data: Yahoo’s extensive data about each user is utilized to show the most relevant variation.
• Automated optimization: A smart server that experiments to find the best performing variation for each user
Yahoo! Proprietary and Confidential. ©2007 All Rights Reserved
With Smart Ads, a user in British Columbia is directed to a Real Canadian Superstore in Vancouver and a user in Ontario is directed to a different Loblaws store in Toronto.
Smart Ads does this by combining three powerful components….
Smart Ads: Awareness & Engagement at Scale
You can leverage the power of Smart Ads in multiple ways.
Vary your message depending on the weather in the user’s
location.
Display different products based on the demo and
interests of the user.
Display different message depending on the demo and
interests of the user.
Vary Message by User Vary Product by User Vary Message by Weather
Smart Ads: Awareness & Engagement at Scale
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Display Solutions: Smart Ads
123 X = 2,4796,800 ads6 X 8 X 42
123Brand
Headlines
6 PricePoints
42Images
8 Background
Layouts
Smart Ads Combine Three Technologies:• Dynamic ad generation• Automated performance
optimization (click / interaction / conversion)
• Targeted online advertising inventory
GOAL: Use data to construct the best creative for each user
100retail
locations
X 100
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Smart Ads: Supports all Advertising Objectives
Different ads (features) shown to different users based on demo, geo
and BT profiles
Results:• 55% increase in Upper Funnel
Activities• 31% increase in Lower Funnel
Activities• Thousands of hours saved in
creative
Brand Objectives
Objective: Improve brand awareness and response with
more relevant targeting of feature messaging
Objective: Improve in-store sales via geo/demo/behavioral
delivery of relevant product offers
Online circular constructed on the fly to be relevant to individual
users with national/local buy
Results:• 2-3x CTR• 50-100% increase in interaction
rate• 2 times increase in interaction
times
Sales Promotion Objectives
Objective: Drive sales to site visitors via re-targeting
Relevant ads with specific offersconstructed and re-targeted on-the-fly
Results:• 651% increase in CTR• 133% increase in profits• 230% increase in conversions
Direct Sales Objectives
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Ad Units: 300x250, Voken (Floating) and Wallpaper
Performance: CTR 4.1% - Interaction Rate 7.2% - 992 replay ad
Rich Media – Y! Canada Front Page Takeover
Live Demo
Our Unique Role
+MY WORLD
FRIENDSFAMILYTASKS
INTERESTS LOCALE
THE WORLDKNOWLEDGE INFORMATION
NEWS ENTERTAINMENT
EDITORIAL
INTRODUCINGTHE NEW YAHOO!
HOMEPAGE
MAKE IT YOUR
OWN
How Yahoo! Canada uses Social Media
