Yahoo

Presentation regarding new Partnership between SF Chronicle and Yahoo

Transcript

1. REACH THE RIGHT AUDIENCE, RIGHT NOW!
2. MARKET GROWTH Only the SAN FRANCISCO CHRONICLE | FATE and YAHOO! can deliver targeted online reach in the San Francisco DMA that’s second to none. Discover how easy and cost-effective it can be to find your most valued customers, eliminate waste and improve return on investment with our unique targeting capabilities. The growing impact of the internet will help grow your business. The internet is the preferred advertising source among shoppers for many goods and services – yours is one of them. Growing Impact of the Internet
3. Connect with a Growing Market MARKET GROWTH Online retail sales are growing rapidly. Sales are expected to hit $204 billion in 2008* - a 17 percent increase form 2007. Over the next five years, they’re expected to increase 50 percent – to $300 billion. Online
Retail
Sales ($
Billions) $174 $204 $300 2007 2008 2013 17% 50%
4. Research Online Source: Forrester State of Retailing Online 2007 of people regularly / occasionally research online prior to making a purchase online. 89% MARKET GROWTH
5. REACH AND DEMOGRAPHICS The Chronicle | SFGate and Yahoo!, the unbeatable combination in the Bay Area, enjoy wide appeal and reach a broad spectrum of readers throughout the 11 county San Francisco marketing area. Together we're the most powerful media buy in Northern California. Capturing New Customers is as easy as 1, 2, 3! REACH READY-TO-SPEND CONSUMERS Bay Area consumers pay attention to the latest trends in fashion, dining and entertainment and are early adopters of the latest high-tech products. With large disposable incomes, they don't mind spending more than $93 billion in consumer retail spending.
6. REACH AND DEMOGRAPHICS The No. 1 Bay Area newspaper is read by more people. each day than any other news source. •  No. 1 media source to reach households with incomes of $1000,000 or more. •  No. 1 choice for making purchasing decisions – readers turn to The Chronicle more often when they are ready to spend their money in the marketplace. 1 The No. 1 local media site and growing every day. • One of the top 10 newspaper sites in the nation. • More than 80 million page views per month. • More than 9 million unique users monthly. • SFGate visitors have a median household income of $113,700 (total Bay Area adults = $81,400. 2 The No. 1 site in unique visitors and reach knows your audience. • No. 1 in time spent – Yahoo users are actively engaged – 12% of all online time is spent on Yahoo! • No. 1 in visits – 28.5 visits on average per person per month. • Reaches three out of four Internet users. • Yahoo reaches the most users across all age groups monthly in the SF DMA. 3 Yahoo! SFGate The Chronicle
7. Source: Clark, Martire & Bartolomeo, Inc. Survey October 2007; n=1002 (US online users ages 18+ who perform a search with a search engine at least one a month) Question: Within the last month, have you done research and/or purchased a product as a result of seeing a newspaper ad? ; n REACH AND DEMOGRAPHICS •  50% are more likely to purchase a product they saw in a newspaper ad if they read about it on the internet •  44% reported they researched at least one product they saw in the newspaper •  67% of these readers conducted their research online •  76% of readers using Yahoo! to search, purchased a product The San Francisco Chronicle, SFGate.com and Yahoo! A powerful combination. Of newspaper readers who use the internet:
8. SFGate and Yahoo! reach more online users in the Bay Area than all local and national competitors. Source: Scarborough, July 2007, conScore Media Metrix, US Data, July 2007; Nielsen/NetRatings MegaView, August 2007; Nielsen/NetRatings@plan, Fall 2007 REACH AND DEMOGRAPHICS •  Reach the largest quality audience possible with one online advertising buy. •  With SFGate and Yahoo!, you can now reach more than 2.6 million quality online adults in the Bay Area.
9. SFGate & Yahoo! reach more online users in the Bay Area than all local and national competitors. Source: Scarborough, July 2007, conScore Media Metrix, US Data, July 2007; Nielsen/NetRatings MegaView, August 2007; Nielsen/NetRatings@plan, Fall 2007 REACH AND DEMOGRAPHICS •  Reach the largest quality audience possible with one online advertising buy. •  With SFGate and Yahoo!, you can now reach more than 2.6 million quality online adults in the Bay Area.
10. Targeting ads to users based on demographics TARGET MARKETING Targeting ads to users based on where they live, what they like and what they’re searching for gives you the unparalleled ability to reach your most valuable, ready-to-buy customers. Find customers searching for your product wherever they are on SFGate and Yahoo!. •  Demographic Targeting •  Geo Targeted Run-of-Network Yahoo! •  Behavioral Targeting
11. Targeting ads to users based on demographics TARGET MARKETING Improve your campaign effectiveness by capturing qualified customers 24/7 who are ready to hear about your product or service. Target the right people, with the right message at the right time.
12. Method of defining your prime audience DEMOGRAPHIC TARGETING The most time-tested method of defining your prime audience allows us to deliver ads to a particular age group, gender or combination of these and other statistics. • Scale - Reach demographic segments on a massive scale. • Accuracy - User-declared information delivers greater accuracy vs. other solutions. • Efficiency - Deliver demographically relevant marketing messages to qualified audiences. • Customize your message to match your preferred audience and then target that message to reach only those prospects. • Create different messages geared to different types of people and use demographic targeting to get the right message to the right prospects. • Maximize ad efficiency: reach the audience that is most likely to buy your product or service.
13. Defines your prime audience DEMOGRAPHIC TARGETING Our demographic targeting allows you to define your audience based upon: • Gender • Age • Household Income • ZIP code • Chronicle Zones • County • Job Title • Industry • And more
14. Location-specific advertising GEOGRAPHIC TARGETING Geo targeting - location specific advertising that’s efficient and more accurate than other programs. • More accurate: DMA targeting is 90% accurate. • Quantifiable and qualifiable data: We use the user’s location cookie, registration and Location Manager - more data than any other media site. • Better architecture, better data: By comparing user location data from multiple vectors, we can optimize with high confidence. Offering massive search in specific cities, Zip code, county and state.
15. The most advanced Registration and Location Information available today. GEOGRAPHIC TARGETING • ULM: Yahoo’s! Universal Location Manager is a cookie that captures a user location. It’s extremely accurate and leverages the network-wide location data for geogrpahic location of Yahoo’s! traffic (for things like movies, weather, etc.) • REG: Registration Location determines where users are located when they sign up at registration points. • IP: Computer-identified geographic location uses an individual’s IP address to determine the sender’s location, identity or affiliation. Offering massive search in specific cities, Zip code, county and state.
16. The most advanced Registration and Location Information available today. GEOGRAPHIC TARGETING
17. Capturing users based on their activity BEHAVIORAL TARGETING Behavioral targeting, capturing users based on their activity on the Yahoo! and SFGate networks is the cornerstone of audience-based advertising. •  Life Cycles: The more your prospects use Yahoo! and SFGate, the more we learn about their interests and behavior. •  And the quality of our insights gets richer each time a prospect clicks on any item and drills down further in the buying cycle. •  We can predict where customers are currently in the Life Cycle and help maximize ROI by targeting customers most likely to buy, trying to reclaim customers who are losing interest and not waste money on customers unlikely to do business with you. •  We deliver the audiences you want to reach, allowing you to put the right ad, in front of the right person, at the right time.
18. Shoppers BEHAVIORAL TARGETING Reach consumers whose level of recent behavior indicates they are more actively in the market - and probably are close to making a purchase - right now. Targeting Segments Categories are extensive and include Finance, Autos, Real Estate, Health, Technology, Telecommunications, Small Business, Lifestage, Consumer Packaged Goods and more!
19. Engagers BEHAVIORAL TARGETING Allows for a deepening of the attention-generating process in order to build brand preference leading up to a purchase. Targeting Segments Literally hundreds of categories: Entertainment, Travel, Retail, Education & Schools, Sports, Travel, Issues & Causes, Weather, Astrology, Religion, Law, Personals and more!
20. Success in the SF Bay Area market starts with SFGate - the pulse of the Bay Area. NO. 1 LOCAL MEDIA SITE San Francisco DMA loves SFGate: •  No. 1 local media site in the Bay Area. •  Attracts more than 9 million unique visitors each month, accounting for more than 80 million page views. •  62% of SFGate visitors are not daily Chronicle readers, adding valuable reach. Among the nation’s top 10 newspaper sites in the wealthiest market. Source: Scarborough Research, July 2007. Nelsen/NetRatings, July 2008, Audience-FAX as reported in March 2008 AGC. Publisher’s statement; Claritas 2008
21. Success in the SF Bay Area market starts with SFGate - the pulse of the Bay Area. NO. 1 LOCAL MEDIA SITE Advertisers love SFGate users: •  56% have household income of $100,000 or higher. •  64% have college degrees •  73% have white-collar jobs •  Have a median household income of $113,700 (total Bay Area = $81,400) Among the nation’s top 10 newspaper sites in the wealthiest market. Source: Scarborough Research, July 2007. Nelsen/NetRatings, July 2008, Audience-FAX as reported in March 2008 AGC. Publisher’s statement; Claritas 2008