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Yahoo! Reseller
Media Planning Training
Nov. 2007
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Agenda
Common Online Terms
Campaign Planning Process
Campaign Booking Process
Material Submission Process
Campaign Tracking Process
Post Campaign Report
1
2
3
4
5
6
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The number of times that an ad isserved to a browser and seen by
users
Impressions
Common Online Terms
its advertising weight expressed
as a % of a defined market segmentin a given time period.
SOVShare of Voice
The number of times that HTTPpages viewed
Page View
Unique users is the estimatednumber of people who visited the
property in a given time period.
Unique Users
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The number of times users clickon your ad
Click Rate (CTR) %
The click through rate (CTR) =Total clicks garnered during the
campaign divided by the totalnumber of impressions.
Clicks
Common Online Terms
it the standard Webadvertising cost model.
CPMCost per Thousand Impression
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Campaign Planning Process
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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
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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
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Branding vs. Performance
Very Generic
Mass exposure
High impact oriented
Product launch Increase brand or
products awareness
Tactical CampaignBranding Campaign
Very result driven
Drive traffic to websites
Purchasing or sign ups
Promotions coupon Price points
Leads generationFocus&
Objectiv
es
S
olution
Front page
Mail & Messenger
Content relevancy
Run of network
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3 Steps of Media Planning
Identify the target groupStep 1
Step 2
Step 3
Identify the Property,
content relevant to Target Group
Create media plans using IMS/CPT
Dynamic pricing & inventory
Calculate within fixed budget
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Media Plan/Proposal
Terms:
Impressions
SOV% (Share of Voice)
CPM (Cost per thousand)
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Standard Ad Unit (IAB approved)
300*250 pixels - LREC
728*90 pixels - SUPER
160*600 pixels - SKYSCRAPER
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Yahoo! Targeting Opportunity
BEHAVIORALKey Word SearchContent Surfed
Ads Clicked
TIME OF USAGE
Time of DayDay of the Week
CONTEXTUAL
SearchKey Words
DEMOGRAPHICAgeSex
Occupation
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VN Available Target Y! Mail
Yahoo! Mail can be used to reach targeted
audienceINTERESTBusiness
Computers/Tech
EntertainmentFinanceHealth
Home/FamilyMusic
ShoppingSmall businessSports/Outdoor
Travel
DEMOGRAPHICGender / Age
13-1718-2021-2425-2930-34
35-4445-5455-6565 +
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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
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Media Plan Lead Time
Local Market
Only
1-2
Working days
Regional SEA
Regional APAC
2-3Working day
3-5working days
Global 7-10working days
Please PlanYour ClientCampaign AsEarly As YouCan!
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Others
Minimum buy per Insertion Order onYahoo! Vietnam properties is USD$5,000gross
Online Resources:Http://www.iab.net
http://sg.solutions.yahoo.com
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Campaign Booking Process
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Working Steps
Reseller givesYahoo a Media
Brief
Yahoo plans proposalbased on brief and
revert reseller.
Reseller confirms planwith client and advise
Yahoo to book
Proposal revision
Yahoo cuts an InsertionOrder and send reseller
the IO.
Reseller endorses IOand send back to
Yahoo!
Yahoo commitsbooking
Reseller submitscreatives to Yahoo
Yahoo check bannersand get approval to run
banners
Revise creative and
send to Yahoo!
Approved banners arescheduled for
campaign to go LIVE!
PROPOSAL STAGE
BOOKING STAGE
MATERIAL SUBMISSIONSTAGE
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Booking Lead Time
Need government
approval for lucky drawCampaign ie.CID approval
Campaign withContext Content
Yahoo! legal team approval
1-3 working days.
License not required if its 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
First Come First ServeBased on available impression,
regional campaign takes longer
time than local campaignNo booking during weekend
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SG Solution Site Homepage
Creative Gallery
Ad Specifications
Good Knowledge-Solution Site
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Campaign Tracking Process
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Post Campaign Measurement
Metrics
The number of times users clickon your ad
The number of times that an ad
is served to a browser and seenby a user
Click Rate (CTR)
The click through rate (CTR) =Total clicks garnered during the
campaign divided by the totalnumber of impressions.
Impressions
Clicks
%
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Measures and reports every
Yahoo! campaign inimpressions, click-through,conversions, etc.
Queries campaigns by a host
of variables, includingcreative unit, date, andtargeting
Example: Analyzinghow campaigns
perform and withwhom they resonate
Campaign Tracking - Ad Center
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Campaign Tracking & Result
Measurement
TV, Newspaper, Magazine, Radio cant answer this!
Who saw my Ad?Who clicked my Ad?
What are they interested in?
Uniquely Yahoo! Snapshot
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Impressions & Clicks fromAd Center
Campaign Result & Insightslearning/sharing with Y! team
Age, Gender & Interests fromConsumer Profile
Yahoo! Snapshot
Improvement
Better strategy & Solutionfor the next Campaign
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Post Campaign Report
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Agenda
Samsung Campaign Monitor Report
Snapshot of campaigns
Media Component Conclusion
Recommendations
Next Steps
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i330 Campaign
Target Ad Impressions
15,857,400
Clicks
10,000
Delivered
Ad Impressions
15,937,780
Click ThroughRate
0.25%
Yahoo! over delivered on this campaign by 79,780 impressions
AReportCard
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Media Component
0.79%1,110281,570458,540NEntertainment newsSg News
1.28%61147,90960,000NNilSg Movies
1.06%630995,6911,000,000MKTPNilY! Sg
Homepage
0.87%4,321494,015487,930SkyNilSg Movies
0.90%6817,14923,400NEntertainment newsSg News
1.04%8,1361,831,7931,831,793MantleNilY! SgHomepage
Click RateClicksDelivered
ImpressionsTarget
ImpressionsPositionProfileProperty
Best Performing Placement by Click Rate -
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Summary Local Campaigns
Y! users respond readily to Samsung advertising. CTRranges 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 brandwith Entertainment.
Definitely can occupied a leading role in themusic/entertainment space online. E.g. Sponsorship,Exclusive placements to reinforce the above.
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Screen Capture
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THANK YOU!