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Yahoo! Behavioural Targeting

Yahoo! Behavioural Targeting. Intelligent User Profiling Comes to the UK. Richard Frankel 17 January 2007. 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

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Yahoo! Behavioural Targeting

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  1. Yahoo! Behavioural Targeting Intelligent User Profiling Comes to the UK Richard Frankel 17 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 Yahoo! Behavioural Targeting Results from a recent client campaign on Yahoo! US Network +626.0% Conv Lift 1,900,000 people looking for mortgage loans. +121.9% CTR Lift Example search terms qualified for this target: 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. Mortgages Home Loans Refinancing Ditech Example Yahoo! Pages visited: Financing section in Real Estate Mortgage Loans area in Finance Real Estate section in Yellow Pages 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 for Client name Date: March 2006

  4. Autos Yahoo! Behavioural Targeting Results from a recent client campaign on Yahoo! US Network +35.8% CTR Lift 3,200,000 people looking for cars. 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 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 for Client name

  5. CPG | Beauty & Personal Care Yahoo! Behavioural Targeting Results from a recent client campaign on Yahoo! US Network +43.2% CTR Lift 3,200,000 people looking for beauty care. Users searched keywords such as: 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. Makeup Lipstick Perfumes Shampoo Users visited pages such as: Makeup section in Shopping Fashion & Beauty in Geocities Women’s Fragrances section in Shopping 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 for Client name

  6. Behavioural Targeting Trends Growing Acceptance Across Advertising Industries 2004 2006 Finance Retail Tech Travel Autos FMCG Entertainment Finance Retail Pharma Tech Telco Travel

  7. How does Yahoo! Behavioural Targeting work?Network + User Behaviours + Modeling

  8. Marketing Exec, Insurance Industry Male, age 37 Lives in the UK Clicked on a Jaguar ad Responds most to ads in Yahoo! News Searched for GPS,DAB, Plasma TV 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 How it works – ‘DNA’ emerges from registration & behaviours 500 million users worldwide … each unique

  9. AUTOS / SEDAN Behavioural Interest Sedan How it works – what behaviors go into the models? Relevant behaviors… Pageviews Ads clicked Search queries Search clicks

  10. Heavier Weight to Recent Behaviors How it works - Recency When the behaviour was done matters NOW

  11. How it works - Activity level is also considered Relative intensity of behaviour helps distinguish user most likely to respond.

  12. Varying Product Purchase Cycles How it works - Network + interests + modeling We analyzed predictive patterns for purchase cycles in each product category.

  13. Matching Users to Models 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.

  14. Target your ads to users who get highest ‘relevance’ scores in the targeting categories you choose How it works - Network + interests + modeling EXAMPLE PRODUCT CATEGORY 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

  15. Many major commercial categories … FMCG Personal Care Other Health Parenting Moving 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 And more …. For even narrower targets, filter each Behavioural interest category with gender, demographic and other targeting solutions.

  16. UK Case Studies

  17. Finance | Bank Accounts Yahoo! Behavioral Targeting Results from a recent client campaign on Yahoo! UK & Ireland +86% CTR Lift 100.000 people looking for Bank Accounts. Users searched keywords such as: Bank Account Savings Account Best Bank Account Providers 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. Users visited pages such as: Banking Section in Yahoo! Finance Compare Banks function in Yahoo! Finance Banking Survey in Yahoo! Groups 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. Cars Yahoo! Behavioral Targeting Results from a recent client campaign on Yahoo! UK & Ireland +30% CTR Lift 1.226.000 people looking for Cars. Users searched keywords such as: Used Car Renault Clio 2007 SUV BMW MINI 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. Users visited pages such as: Yahoo! Cars Section Cars related groups in Yahoo! Groups Cars related news articles in Yahoo! News 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

  19. FMCG | Beauty & Personal Care Yahoo! Behavioral Targeting Results from a recent client campaign on Yahoo! UK & Ireland +53% CTR Lift 428.000 people looking for Beauty Care. 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. Users searched keywords such as: Makeup Lipstick Perfumes Shampoo Users visited pages such as: Hair & Makeover section in Yahoo! Groups ‘What’s the best shampoo?’ in Yahoo Answers! Women’s Fragrances section in Yahoo! Shopping 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

  20. How could Yahoo! Behavioural Targeting help drive your brands?

  21. Thank-you for your time today.

  22. Additional UK Case Studies

  23. Telecommunications Yahoo! Behavioral Targeting Results from a recent client campaign on Yahoo! UK & Ireland +136% CTR Lift 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. Users searched keywords such as: Ring tone Sony Ericsson 700i Mobile Deals Users visited pages such as: Yahoo! Mobile Mobiles on Yahoo! Shopping Mobile Phone in Yahoo! Groups 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

  24. Entertainment | Television Yahoo! Behavioral Targeting Results from a recent client campaign on Yahoo! UK & Ireland +54% CTR Lift 2.000.000 people looking for television entertainment. Users searched keywords such as Desperate Housewives News Programme TV Listings Sports 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. Users visited pages such as: Soap News in Yahoo! TV Gossip section TV Listings in Yahoo! TV Entertainment News in Yahoo! News 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

  25. U.S. Case Studies

  26. Telecommunications | Cell & Wireless Services Yahoo! Behavioural Targeting Results from a recent client campaign on Yahoo! Network +475.8% CTR Lift +291.5% Conv Lift 2,800,000 people looking for cell & wireless services. Example search terms qualified for this target: 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. Ring Tones Cell Phones Cingular T-Mobile Example Yahoo! Pages visited: Yahoo! Mobile Wireless section in Yellow Pages Mobile Phones & Plans in Shopping 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 for Client name Date: March 2006

  27. Finance | Insurance | Autos Yahoo! Behavioural Targeting Results from a recent client campaign on Yahoo! Network +376.1% Conv Lift +73.5% CTR Lift 1,600,000 people looking for car insurance. Example search terms qualified for this target: 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. AAA Geico Progressive Auto Insurance Example Yahoo! Pages visited: Insurance section in Autos Auto Insurance area in Finance Auto Insurance section in Yellow Pages 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 for Client name Date: March 2006

  28. Autos | Sedan Yahoo! Behavioural Targeting Results from a recent client campaign on Yahoo! Network +302.9% CTR Lift 396,000 people looking for sedans. Users searched keywords such as: 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. Ford Focus Alero Honda Accord Lexus Sedan Users visited pages such as: Nissan Maxima page in Groups Audi A4 Make & Model page in Autos Honda Accord Kelley Blue Book Page in Autos 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 for Client name

  29. Technology | Consumer Electronics Yahoo! Behavioural Targeting Results from a recent client campaign on Yahoo! Network +164.2% CTR Lift 4,300,000 people looking for consumer electronics. Example search terms qualified for this target: 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. DVD Digital Cameras Best Buy iPod Example Yahoo! Pages visited: Yahoo! Mobile Consumer Electronics section in Shopping Mobile Phones in Clubs 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 for Client name

  30. Technology | Computer Hardware Yahoo! Behavioural Targeting Results from a recent client campaign on Yahoo! Network +64.1% CTR Lift 3,800,000 people looking for computer hardware. Example search terms qualified for this target: 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. Computer Webcam Router Dell Example Yahoo! Pages visited: Computers in Shopping Semiconductors section in Message Boards Computer Hardware section in Clubs 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 for Client name

  31. Telecommunications Yahoo! Behavioural Targeting Results from a recent client campaign on Yahoo! Network +250.1% CTR Lift 1,100,000 people looking for telco products & services. +30.4% Conv Lift Category profile is the aggregate of the following subcategories: 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. Cable Cell & Wireless Services Internet Access Local Service Long Distance Satellite 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 for Client name Date: March 2006

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