yahoo! uk. paul thompson - head of planning & strategy

The Future Is Relevance The Future Is Relevance

Why Is This Important?

Consumer Connect, Linking Online Behaviour

To Offline Sales

Consumer Connect, Linking Online Behaviour

STEPS 2-3Develop purchase-based

model; Serve ads to target

consumers as they travel

through Yahoo!

STEP 1Segment consumers to

identify meaningful target

group(s) with purchase

behavior

LOW LOYAL COMPETITIVE

BUYERS

HEAVY CATEGORY BUYERS

model; Serve ads to target

STEP 4Conduct Sales Impact

Analysis focusing on offline

purchase behavior

4.323.80

Difference $0.52

Percent Difference +14%

Significance Level 97%***

Advertised Brand

Exposed Unexposed

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

The Future Is RelevanceThe Future Is Relevance

Relevance At ScaleRelevance At ScaleRelevance At ScaleRelevance At Scale