Max Tremblay presentation - CPG Workshop - SuccessMakers, Feb. 11, 2010, Eglinton Grand Theatre

1. Max Tremblay Director Marketing - Yahoo! Canada

2. Online Reach & Time Spent 73 42 Source: comScore Media Metrix, November 2009; CIA World Facts Book 2009

3. Media Consumption % Share of Weekly Minutes Per Capita/Age Group (18+) 18-24 Share 25-34 Share 35-54 Share 55+ Share Source: NADbank2007 Total Canada

4. Online Advertising Has Huge Growth Potential Time spent vs. ad spend for major media types (2009) Time spent 39% Ad spend 26% 31% 28% 28% 13% 9% 16% 12% 13% Print Radio TV Online Sources: Time spent is per NA Technographics (2009); Ad spend is per VSS (2009 Mid-Term Update); Opportunity is Yahoo! estimate.

5. Social Networking 89% reach 13 usage days/ visitor 6 hrs/ visitor 80% reach 10 usage days/ visitor 4.5 hrs/ visitor 80% reach 10 usage days/ visitor 4.5 hrs/ visitor 77% reach 10 usage days/ visitor 4 hrs/ visitor 80% reach 10 usage days/ visitor 4.5 hrs/ visitor Source: comScore, Inc. WW, Ages 15+, All Locations, May 09

8. Drive ACV Pricing Advantage Gain Market Share Pantry Load BRAND AWARENESS BRAND FAVORABILITY BRAND PREFERENCE PROMOTIONS Store/Site Traffic Increase Frequency BRAND LOYALTY BRAND ADVOCACY ROI ROI Your Objectives Profitably Maximize Retail Shipments/Sell through Brand Campaigns Performance Campaigns 8

9. Smart Ads: Awareness & Engagement at Scale Display the most relevant product or message to each customer 35 year old man living in Toronto 55 year old woman living in Vancouver The Target Audience… Smart Ads Engine Creative 1 is the most effective Creative 2 is the most effective Y! Smart Ads Know That… 3rd Party Data (e.g. ShopLocal) Y! User Data Ad shows… SA will use Y! user data (Demo, Geo, BT) to make decisions about which offer/message to use 9

11. Robust user data: Yahoo’s extensive data about each user is utilized to show the most relevant variation.

12. Automated optimization: A smart server that experiments to find the best performing variation for each user10 Yahoo! Proprietary and Confidential. ©2007 All Rights Reserved

13. Smart Ads: Awareness & Engagement at Scale You can leverage the power of Smart Ads in multiple ways. Vary Message by User Vary Product by User Vary Message by Weather Vary your message depending on the weather in the user’s location. Display different products based on the demo and interests of the user. Display different message depending on the demo and interests of the user.

15. Automated performance optimization (click / interaction / conversion)

16. Targeted online advertising inventory123Brand Headlines 42Images 6 PricePoints 100retail locations 2,4796,800 ads 100 42 8 123 6 X = X X X GOAL: Use data to construct the best creative for each user 12

18. 133% increase in profits

20. 50-100% increase in interaction rate

22. 31% increase in Lower Funnel Activities

23. Thousands of hours saved in creative13

24. Rich Media – Y! Canada Front Page Takeover Ad Units: 300x250, Voken (Floating) and Wallpaper Performance: CTR 4.1% - Interaction Rate 7.2% - 992 replay ad Live Demo 14

25. Our Unique Role My World FriendsFamilyTasksInterests Locale The World Knowledge Information News Entertainment Editorial +

26. Our Unique Role

27. INTRODUCINGTHENEW YAHOO!HOMEPAGE

28. MAKE IT YOUROWN

30. How Yahoo! Canada uses Social Media

31. Thank You! Questions or comments Email : maxt@yahoo-inc.com Twitter: @maxtremblay100