Yahoo! Reseller Media Planning Training Nov. 2007

1. Yahoo! Reseller Media Planning Training Nov. 2007

2. 1 2 3 4 5 6 Agenda Common Online Terms Campaign Planning Process Campaign Booking Process Material Submission Process Campaign Tracking Process Post Campaign Report

3. Common Online Terms Unique users is the estimated number of people who visited the property in a given time period. Unique Users The number of times that an ad is served to a browser and seen by users Impressions Page View The number of times that HTTP pages viewed it’s advertising weight expressed as a % of a defined market segment in a given time period. SOV Share of Voice

4. Common Online Terms CPM Cost per Thousand Impression it the standard Web advertising cost model. The number of times users click on your ad Clicks The click through rate (CTR) = Total clicks garnered during the campaign divided by the total number of impressions. Click Rate (CTR) %

5. Campaign Planning Process

6. Planning Procedures • Media Brief • Media Planning • Understand campaign objective • Media Plan/Proposal • Standard Ad Unit • Y! Target Opportunity • Targeted Banner Media Planning • Media Plan Lead Time • Others

7. Key Components of Media Brief • Client Name, Brand • Objective – Branding/Tactical/Acquisition (etc) • Target Audience • Markets (Local, SEA, APAC, WW) • Campaign Duration • Campaign Budget (USD) • Other information: • Ad units/sections interested in • Creative concept • Offline activities

8. Online Campaign Brief Client Name: Product: Description of the product: Campaign Period: What is our campaign mission? What is business challenge? What are our specific campaign objectives (eg building brand awareness or generating leads ) What is our target market? Who exactly are we talking to? What do we know about them? Is there any other relevant insights? What messages do you want to communicate? What is the one message we need to get across? Are there any other secondary messages? Why should anyone believe it? Are there any incentives for our target to act? What are the response routes ( eg telephone, SMS or Click-to-action ) Which online media channel should we choose? What online properties does our target consume? Does the property deliver the right audience, context or support the consumer experience we want to achieve (eg. Rich media, audio or video) What metrics should we use to measure our campaign performance? Are our metrics aligned with our campaign objectives? Should we collect other metrics besides those offered by media owner? What other exceptional mandatories should we address? Specifics in terms of terms of technical requirements, creative, legal or branding Date issued: Written by: Budget: Proposal Deadline:

9. Branding vs. Performance Tactical Campaign Branding Campaign Focus & Objectives • Very Generic • Mass exposure • High impact oriented • Product launch • Increase brand or product’s awareness • Very result driven • Drive traffic to websites • Purchasing or sign ups • Promotions coupon • Price points • Leads generation Solution • Front page • Mail & Messenger • Content relevancy • Run of network

10. 3 Steps of Media Planning Identify the target group Step 1 Identify the Property, content relevant to Target Group Step 2 Create media plans using IMS/CPT • Dynamic pricing & inventory • Calculate within fixed budget Step 3

11. Media Plan/Proposal Terms: Impressions SOV% (Share of Voice) CPM (Cost per thousand)

12. Standard Ad Unit (IAB approved) • 300*250 pixels - LREC • 728*90 pixels - SUPER • 160*600 pixels - SKYSCRAPER

13. DEMOGRAPHIC Age Sex Occupation BEHAVIORAL Key Word Search Content Surfed Ads Clicked CONTEXTUAL Search Key Words TIME OF USAGE Time of Day Day of the Week Yahoo! Targeting Opportunity

14. VN Available Target – Y! Mail Yahoo! Mail can be used to reach targeted audience INTEREST Business Computers/Tech Entertainment Finance Health Home/Family Music Shopping Small business Sports/Outdoor Travel DEMOGRAPHIC Gender / Age 13-17 18-20 21-24 25-29 30-34 35-44 45-54 55-65 65 +

15. Targeted Banners Planning Properties that allows targeting filters • Yahoo Mail • Yahoo Run-of-Network CPM charge on banners with filters • 20% loading (compounded) on base CPM for each additional filter • Base CPM is inclusive of one filter by default Example of costing: • Super banner on VN Mail • Targeting Female, Age 13 – 29, Interest in Travel, • CPM cost : US$ 2.00 (inclusive of one filter) + US$0.40 (20% ldg on Age) + US$0.40 (20% on User Interest) • Final CPM cost: US$ 2.80

16. Local Market Only Regional SEA Regional APAC Global Media Plan Lead Time 1-2 Working days 2-3 Working day Please Plan Your Client Campaign As Early As You Can! 3-5 working days 7-10 working days

17. Others • Minimum buy per Insertion Order on Yahoo! Vietnam properties is USD$5,000 gross • Online Resources: • Http://www.iab.net • http://sg.solutions.yahoo.com

18. Campaign Booking Process

19. Working Steps PROPOSAL STAGE Yahoo plans proposal based on brief and revert reseller. Reseller confirms plan with client and advise Yahoo to book Reseller gives Yahoo a Media Brief Proposal revision BOOKING STAGE Yahoo commits booking Yahoo cuts an Insertion Order and send reseller the IO. Reseller endorses IO and send back to Yahoo! Yahoo check banners and get approval to run banners Approved banners are scheduled for campaign to go LIVE! Reseller submits creatives to Yahoo MATERIAL SUBMISSION STAGE Revise creative and send to Yahoo!

20. Booking Lead Time Based on available impression, regional campaign takes longer time than local campaign No booking during weekend First Come FirstServe Campaign with Context Content Need government approval for lucky draw Campaign ie.CID approval Yahoo! legal team approval 1-3 working days. License not required if it’s a “game of skill”, eg. with an open ended question Year End Booking We recommend early planning, 2 months in advance will be in the best interest of your client Please book 2 weeks in advance minimum

21. Good Knowledge-Solution Site SG Solution Site Homepage Creative Gallery Ad Specifications

22. Campaign Tracking Process

23. Post Campaign Measurement Metrics The number of times that an ad is served to a browser and seen by a user Impressions Clicks The number of times users click on your ad The click through rate (CTR) = Total clicks garnered during the campaign divided by the total number of impressions. % Click Rate (CTR)

24. Campaign Tracking - Ad Center Example: Analyzing how campaigns perform and with whom they resonate Measures and reports every Yahoo! campaign in impressions, click-through, conversions, etc. Queries campaigns by a host of variables, including creative unit, date, and targeting

26. Campaign Tracking & Result Measurement Who saw my Ad? Who clicked my Ad? • Uniquely Yahoo! Snapshot • Present to you the profile of those who • Are interested in your Ad • - Age and gender of viewers and clickers • - Where content do they visit in yahoo! • - What are they searching for? What are they interested in? TV, Newspaper, Magazine, Radio can’t answer this!

27. Yahoo! Snapshot Impressions & Clicks from Ad Center Age, Gender & Interests from Consumer Profile Campaign Result & Insights learning/sharing with Y! team Improvement Better strategy & Solution for the next Campaign

28. Post Campaign Report

29. Agenda Samsung Campaign Monitor Report • Snapshot of campaigns • Media Component • Conclusion • Recommendations • Next Steps

30. i330 Campaign A Report Card Target Ad Impressions 15,857,400 Delivered Ad Impressions 15,937,780 Clicks 10,000 Click Through Rate 0.25% Yahoo! over delivered on this campaign by 79,780 impressions

31. Media Component Best Performing Placement by Click Rate -

32. Summary – Local Campaigns • Y! users respond readily to Samsung advertising. CTR ranges from 0.79% to 1.28% (Esp with movie tie in, Superman Returns) • Y! SG Movies provide the highest CTR consistently. in terms of contextual targeting, we can presume that Y! Sg Movies’ users are more incline to associate brand with Entertainment. • Definitely can occupied a leading role in the music/entertainment space online. E.g. Sponsorship, Exclusive placements to reinforce the above.

33. Screen Capture

34. THANK YOU!