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The Power of Relevance It’s Time to Get Personal

Ahmed Gamal-Eldien

North Africa and Jordan Head of Sales

Digital Marketing Arts conference and workshop, Cairo, on 10 Sep. 2012

9/13/2012 2 Yahoo! Presentation, Confidential

Yahoo! INC

10.6 million visitors from

Egypt

85% of the users visiting the

portal daily

Reaching 65% of MENA’s

online population

Ranked #1 in MENA in

Entertainment, Women and Sports

and #2 in News

Evolution of Targeting on the Internet

Reality for years

Lots of data, lots of targeting products, often

without good results.

Today

Getting very close to one-to-one marketing (eg, BT

and Dynamic Ads.)

Great?

Early days

We have so much data we can easily tailor every ad.

One-to-one marketing nirvana

Relevancy

Formal Definition:

Pertinence to the matter at hand. (Merriam Webster Dictionary)

What it means for Online Marketing:

› The right message (or content) at the right time to the right person

› Ability to engage a user with information meaningful to them

› Ability for a brand to cultivate awareness and affinity based on a shared set

of interests

› Ability to engage with an audience based on purchase Intent for a product

or service

› Relevancy equals positive performance for advertisers

Topics

Advertising

› Targeting

› Dynamic Ad Generation

Content

› Yahoo! Content Optimization Relevance Engine (CORE)

Social

› Social Content Bundles and Social Conversations

Relevance in Advertising

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Ahmed Gamal-Eldien, 2012

Tom Kelly | COO,Safecount, eMarketer interview,

David Hallerman | Senior Analyst, eMarketer

Relevancy through Targeting and Data

The main unit of currency for online advertising is data.

Whatever kind of targeting – geographic, demographic, behavioural - it’s all smart, it’s all

personal, and it’s all relevant. There’s no downside to any type of targeting, unless it

doesn’t work.

People hold online to a higher standard for measurement but it truly is the most

effective way to reach an audience.

Data for Ad Targeting

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Demographic

Behavioral

Target Audience

Contextual

Social Data

Geographic

Search Data Attitudinal Data

Advertisers spend more and more online as Targeting

capabilities improve

Audience Targeting

Primary Online Targeting Methods

Contextual Targeting

Brokerage ad in Finance Mums

A Fundamental Shift

The Basics

Time-of-day

Geographic

Location data from activity on Yahoo! sites

IP address

Visitor registration data

Increase relevance and performance by targeting

multiple geographic audiences simultaneously with customised

messages for each region

Helpful Tip

Serve up just the right message at the time right

for the right user

Demographic

Target specific audiences based on age, gender

and income.

TARGETING ONLINE INCREASES ACCOUNTABILITY &

EFFICIENCIES

Run of Network

Demographic / Geographic

Behavioral Targeting

Audience-Targeted

Contextual (property-based)

Registered user interest

Time of Day / Week

Attribute based Targeting

User event Triggered

Mass Reach

So

ph

isti

cati

on

of

targ

eti

ng

Direct Response

Behavioural Targeting

Enhanced BT

The ability to account for the intensity and recency of the user’s activity

We can look at more than just past behaviors

› What you’re doing right now is a stronger indicator of real interest

› How often and how recently you searched, clicked or viewed will be taken into account

› Purchase cycles are noted to develop these timeliness, with recent activities carrying more weight

=

Page views Search Search Clicks Ad Views & Clicks Behavioural Targeting

+ + +

Behavioural Targeting allows you to target your ads to consumers whose recent behaviours online indicate that your product category is relevant

to them

Data Inputs

Recency & Intensity

Active now… …and with feeling

While past behaviors factor into long term purchasing plans, what you’re doing right now is a stronger indicator of real interest. So

activities are noted for timeliness, with recent activities carrying more weight.

Audience targeting is about getting your message in front of

a precise audience. It works because it has relevance at its

heart.

Increase your success by:

Reaching your audience in an environment and at a time that is relevant and carefully defined.

Aligning your advertising messages with your audience’s passions and interests.

Consumers will look at personally relevant ads for 25

percent longer than ads that are not personally relevant to them.

Precision and Relevance

Relevance

Finance Automotive Travel FMCG Entertainment Retail Technology

Sports Health Issues Telecoms Small Business Lifestages Miscellaneous

Yahoo! Maktoob 250+ different interest categories

13 vertical groups

Breadth of categories…

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Site retargeting Reminding users who’ve been to your site of your offer and driving them back. You just need to place a Yahoo! pixel on your homepage. Creative retargeting Leverage the investment you make in branding campaigns by retargeting users who’ve seen your ads to continue your dialogue with them. Clicker retargeting Target users who’ve clicked your ad, to draw them back to your key message.

RETARGETING

Continue the conversation

CTAs and Offers

Imag

es

Pro

du

cts

Messages

Right Audience

Right Messages

Right Products

Right Drivers

Personalized Advertising !

Relevance in Content

Personalized Content

CORE Visualizer – Yahoo! Homepage

Social Relevance

Yahoo! Social Bar

9/13/2012 Yahoo! Presentation, Confidential 23

Personal

Social Content Discovery

Conversations around Content

Earned Media

Yahoo! Research on the Power of

Relevancy

Implications for Advertisers

Task Objective Relevance Targeting Type

New

Product

Launch/Fea

tures

Communicate new

products to increase

engagement among

many consumers

Personal Relevancy Behavioral Targeting

Branding Build Brand

Awareness

Contextual Relevancy Contextual targeting

Branding Build Brand Affinity

and Engagement

Personal and

Contextual Relevancy

Behavioral Targeting

+ Contextual

Targeting

Direct

Response

Drive to a specific

conversion or online

action

Personal and

Contextual Relevancy

Behavioral Targeting,

Retargeting +

Contextual Targeting

The Power of Relevance

Today

Getting very close to one-to-one marketing

Great?

Questions

9/13/2012 Yahoo! Presentation, Confidential 34