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Yahoo! UK. Paul Thompson - Head of Planning & Strategy

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Yahoo! UK. Paul Thompson - Head of Planning & Strategy

  1. 1. The Future Is Relevance
  2. 2. Why Is This Important?
  3. 3. onsumer Connect, Linking Online Behaviour o Offline Sales
  4. 4. TEP 1 STEPS 2-3 STEP 4 egment consumers to Develop purchase-based Conduct Sales Impact dentify meaningful target model; Serve ads to target Analysis focusing on offline roup(s) with purchase consumers as they travel purchase behavior ehavior through Yahoo! LOW LOYAL 4.32 COMPETITIVE 3.80 BUYERS Advertised Brand Exposed Unexposed VY CATEGORY BUYERS Difference $0.52 Percent Difference +14% Significance Level 97%***
  5. 5. Over 400 programs run to date Average short-term sales uplift thus far: 31% Average ROI: $2-$5 in retail sales for every media dollar spent Biggest driver of incremental sales is targeted reach No correlation between click thru rates and sales
  6. 6. The Future Is Relevance
  7. 7. Relevance At Scale

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