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Transcript of Yahoo Behavioural Targeting2437
Yahoo! Behavioural TargetingIntelligent User Profiling Comes to the UK
Richard Frankel17 January 2007
2
Behavioural Targeting: A Brief History
• 1999: Yahoo! starts content categorization
• 2001: First BT product sold
• 2005: 2.0 Platform started
• 2006: BT 2.0 Ships in the US in May
• 2006: International platform begun
• Q1 2007: First product offered in the UK
• Onward: The rest of the world
3
Finance | Loans | Mortgage
1,900,000 people looking for mortgage loans. Y! Finance Audience Mortgage Loans Target Mortgage Loans Target
+121.9% CTR Lift
Yahoo! Behavioural Targeting
Prepared forClient name
Mortgages Home Loans Refinancing Ditech
Financing section in Real Estate
Mortgage Loans area in Finance
Real Estate section in Yellow Pages
Includes users anywhere on the Yahoo! Network who actively seek Mortgage Loans. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
+626.0% Conv Lift
Example search terms qualified for this target:
Example Yahoo! Pages visited:
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Conversion is the number of qualified leads from clicks over number of impressions served. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer.
Date: March 2006
Results from a recent client campaign on Yahoo! US Network
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Autos
3,200,000 people looking for cars.
Yahoo! Autos Audience Autos Target
+35.8% CTR Lift
Yahoo! Behavioural Targeting
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: March 2006
Prepared forClient name
Category profile is the aggregate of the following subcategories:Includes users anywhere on the Yahoo! Network who have demonstrated active interest in Autos. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
Sedan Truck SUV
US Non US Price Range
Coupe Convertible Sport
Wagon Alternative Fuel Used
Results from a recent client campaign on Yahoo! US Network
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CPG | Beauty & Personal Care
3,200,000 people looking for beauty care. Women 25 - 54 Target Beauty & Personal Care Target
+43.2% CTR Lift
Yahoo! Behavioural Targeting
Prepared forClient name
Makeup Lipstick Perfumes Shampoo
Makeup section in Shopping
Fashion & Beauty in Geocities
Women’s Fragrances section in Shopping
Includes users anywhere on the Yahoo! Network who have demonstrated active interest in beauty products and services. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: March 2006
Results from a recent client campaign on Yahoo! US Network
Users searched keywords such as:
Users visited pages such as:
6
Behavioural Targeting Trends
Growing Acceptance Across Advertising Industries
Autos
FMCG
Entertainment
Finance
Retail
Pharma
Tech
Telco
Travel
Finance
Retail
Tech
Travel
2004 2006
7
How does Yahoo! Behavioural Targeting work?Network + User Behaviours + Modeling
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How it works – ‘DNA’ emerges from registration & behaviours
500 million users worldwide … each unique
Male, age 37
Lives in the UK
Marketing Exec,Insurance Industry
Clicked on a Jaguar ad
Responds most to ads in
Yahoo! News
Visits Yahoo! Finance daily
Looked for flights to Italy on Yahoo!
Travel
Frequent visits Yahoo! games
Added RSS feeds from the BBC and The
Times
Searched for GPS,DAB, Plasma TV
9
How it works – what behaviors go into the models?
Relevant behaviors…
Pageviews
Ads clicked
Search queries
Search clicks AU
TO
S /
SED
AN
Behavio
ura
l In
tere
st
Sedan
10
How it works - Recency
When the behaviour was done matters
Heavier Weight to Recent Behaviors
NOW
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How it works - Activity level is also considered
Relative intensity of behaviour helps distinguish user most likely to respond.
12
How it works - Network + interests + modeling
We analyzed predictive patterns for purchase cycles in each product category.
Varying Product Purchase Cycles
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How it works - Network + interests + modeling
We analyzed predictive patterns for purchase cycles in each product category.
In each category, we built models to describe behaviour most likely to lead to an ad response.
Matching Users to Models
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How it works - Network + interests + modeling
We analyzed predictive patterns for purchase cycles in each product category.
In each category, we built models to describe behaviour most likely to lead to an ad response (i.e. click).
We scored each Y! user for his fit with every category. Re-score daily
Varying User Scores
EXAMPLE PRODUCT CATEGORY
Target your ads to users who get highest ‘relevance’ scores in the targeting categories you choose
15
Many major commercial categories …
And more ….For even narrower targets, filter each Behavioural interest category with gender, demographic and other targeting solutions.
Finance Bank Accounts Credit Cards Investment Insurance Loans Real Estate
Services Local Wireless Gas & Electric
Entertainment Games Movies Television Gambling
Travel Europe Americas Air Lodging Rail
Autos Econ/Mid/Luxury Saloon/Coupe/SUV
Tech Hardware Software Consumer Mobile
Retail Apparel Gifts Home
FMCG Personal Care
Other Health Parenting Moving
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UK Case Studies
17
Yahoo! Finance Finance/Deposits Target
Users searched keywords such as:
Bank Account Savings Account
Best Bank Account Providers
Finance | Bank Accounts
100.000 people looking for Bank Accounts.
Banking Section in Yahoo! Finance
Compare Banks function in Yahoo! Finance
Banking Survey in Yahoo! Groups
Includes users anywhere on the Yahoo! Network who actively seek Bank Accounts. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
+86% CTR Lift
Results from a recent client campaign on Yahoo! UK & Ireland
Users visited pages such as:
Yahoo! Behavioral Targeting
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this behavioral interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: Jan 2007
18
Yahoo! Cars Cars Target
Cars
1.226.000 people looking for Cars.
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this behavioral interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: Jan 2007
Includes users anywhere on the Yahoo! Network who have demonstrated active interest in Autos. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
Results from a recent client campaign on Yahoo! UK & Ireland
+30% CTR Lift
Users searched keywords such as:
Used Car Renault Clio 2007
SUV BMW MINI
Users visited pages such as:
Yahoo! Behavioral Targeting
Yahoo! Cars SectionCars related groups in Yahoo! Groups Cars related news articles in Yahoo! News
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Yahoo! RON Beauty & Personal Care Target
FMCG | Beauty & Personal Care
428.000 people looking for Beauty Care.
+53% CTR Lift
Makeup Lipstick Perfumes Shampoo
Hair & Makeover section in Yahoo! Groups
‘What’s the best shampoo?’ in Yahoo Answers!
Women’s Fragrances section in Yahoo! Shopping
Includes users anywhere on the Yahoo! Network who have demonstrated active interest in beauty products and services. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this behavioral interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: Jan 2007
Results from a recent client campaign on Yahoo! UK & Ireland
Users searched keywords such as:
Users visited pages such as:
Yahoo! Behavioral Targeting
20
How could Yahoo! Behavioural Targeting help drive your brands?
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Thank-you for your time today.
22
Additional UK Case Studies
23
Yahoo! Mail Telco Target
Telecommunications
4.500.000 people looking for Telco products & services.Includes users anywhere on the Yahoo! Network who actively research products and services related to Telecommunications. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
Results from a recent client campaign on Yahoo! UK & Ireland
+136% CTR Lift
Users searched keywords such as:
Ring tone Sony Ericsson 700i Mobile Deals
Users visited pages such as:
Yahoo! Behavioral Targeting
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this behavioral interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: Jan 2007
Yahoo! Mobile
Mobiles on Yahoo! ShoppingMobile Phone in Yahoo! Groups
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2.000.000 people looking for television entertainment.
Includes users anywhere on the Yahoo! Network who actively research products and services related to Television Entertainment. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
Results from a recent client campaign on Yahoo! UK & Ireland
Users searched keywords such as
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this behavioral interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: Jan 2007
Entertainment | Television
Yahoo! Behavioral Targeting
Soap News in Yahoo! TV Gossip sectionTV Listings in Yahoo! TV Entertainment News in Yahoo! News
Desperate HousewivesNews ProgrammeTV Listings Sports
18+ Age Target Entertainment/Television Target
+54% CTR Lift
Users visited pages such as:
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U.S. Case Studies
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Telecommunications | Cell & Wireless Services
2,800,000 people looking for cell & wireless services. Age 18+ Target Cell & Wireless
Services TargetCell & WirelessServices Target
+475.8% CTR Lift
Yahoo! Behavioural Targeting
Prepared forClient name
Ring Tones Cell Phones Cingular T-
Mobile
Yahoo! Mobile
Wireless section in Yellow Pages
Mobile Phones & Plans in Shopping
Includes users anywhere on the Yahoo! Network who actively research products and services related to Cell & Wireless Services. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
+291.5% Conv Lift
Example search terms qualified for this target:
Example Yahoo! Pages visited:
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Conversion is the number of qualified leads from clicks over number of impressions served. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer.
Date: March 2006
Results from a recent client campaign on Yahoo! Network
27
Finance | Insurance | Autos
1,600,000 people looking for car insurance.
Yahoo! Behavioural Targeting
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Conversion is the number of qualified leads from clicks over number of impressions served. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer.
Prepared forClient name
AAA Geico Progressive Auto Insurance
Insurance section in Autos
Auto Insurance area in Finance
Auto Insurance section in Yellow Pages
Includes users anywhere on the Yahoo! Network who actively seek Auto Insurance. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
Y! Finance Audience Auto Insurance Target Auto Insurance Target
+73.5% CTR Lift
+376.1% Conv Lift
Example search terms qualified for this target:
Example Yahoo! Pages visited:
Date: March 2006
Results from a recent client campaign on Yahoo! Network
28
Autos | Sedan
396,000 people looking for sedans. Yahoo! Autos Audience Autos Sedan Target
+302.9% CTR Lift
Yahoo! Behavioural Targeting
Prepared forClient name
Ford Focus Alero Honda Accord Lexus Sedan
Nissan Maxima page in Groups
Audi A4 Make & Model page in Autos
Honda Accord Kelley Blue Book Page in Autos
Includes users anywhere on the Yahoo! Network who have demonstrated active interest in Sedan. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: March 2006
Results from a recent client campaign on Yahoo! Network
Users searched keywords such as:
Users visited pages such as:
29
Technology | Consumer Electronics
4,300,000 people looking for consumer electronics. Age 18 - 54 Target Consumer Electronics Target
+164.2% CTR Lift
Yahoo! Behavioural Targeting
Prepared forClient name
DVD Digital Cameras Best Buy iPod
Yahoo! Mobile
Consumer Electronics section in Shopping
Mobile Phones in Clubs
Includes users anywhere on the Yahoo! Network who actively research Consumer Electronics related products. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
Example search terms qualified for this target:
Example Yahoo! Pages visited:
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: March 2006
Results from a recent client campaign on Yahoo! Network
30
Technology | Computer Hardware
3,800,000 people looking for computer hardware. Age 18 - 54 Target Computer Hardware Products Target
+64.1% CTR Lift
Yahoo! Behavioural Targeting
Prepared forClient name
Computer Webcam Router Dell
Computers in Shopping
Semiconductors section in Message Boards
Computer Hardware section in Clubs
Includes users anywhere on the Yahoo! Network who have demonstrated active interest in Computer Hardware. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
Example search terms qualified for this target:
Example Yahoo! Pages visited:
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer. Date: March 2006
Results from a recent client campaign on Yahoo! Network
31
Telecommunications
1,100,000 people looking for telco products & services.
Age 18+ Target Telco Target Telco Target
+250.1% CTR Lift
Yahoo! Behavioural Targeting
Prepared forClient name
Includes users anywhere on the Yahoo! Network who actively research products and services related to Telecommunications. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category.
Category profile is the aggregate of the following subcategories:
Cable Cell & Wireless Services
Internet Access Local Service
Long Distance Satellite
+30.4% Conv Lift
Source: Campaign Click thru Rate lift is determined by Yahoo! Internal research. Conversion is the number of qualified leads from clicks over number of impressions served. Audience size represents the audience within this Behavioural interest category that has the highest propensity to engage with a brand or product and to click on an offer.
Date: March 2006
Results from a recent client campaign on Yahoo! Network