Yahoo!

What’s New at Yahoo! Search Marketing

What’s New at Yahoo! Search Marketing

Agenda:

Search Momentum

New Ad Platform

New Research

Y! Shopping Pick Lists Y! Tech Y! Travel Trip Planner

Y! Autos Customs Y! Local & 360 Reviews Y! News & Blog Search

Yahoo! Search: More Than Web Search

Yahoo Answers – 50 Million Global Users and Growing

Growing By The Question“Y! Answers Reached 9.2 MM Users in May Generated 15 MM+ Answers To Date(ComScore Data)

Source: ComScore

MediaMetrix

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

10,000,000

J an '06 Feb '06 Mar '06 April '06 May '06

Monthly Unique Users

+64%

+84%

+27%

Y! Search Marketing

Sources: Internal logs; comScore Media Metrix.

TM

Yahoo! Search Marketing reaches out to 91% of active Internet users.

eBay Partnership

Yahoo! and eBay announced a strategic partnership in the U.S. including search/graphical advertising, online payments, and a co-branded toolbar.

The goal is to enhance the overall eBay community and user experience.

Yahoo! is excited about partnering with PayPal’s convenient and safe technology.

Testing has begun and will continue through the second half of 2006.

This is a very beneficial opportunity for both companies.

Traffic Quality Initiatives:Interactive Advertising Bureau

Yahoo! is happy to confirm that it has joined the Interactive Advertising Bureau’s Click Measurement Working Group.

Group aims to create a set of Click Measurement Guidelines that will set the standard for what clicks are measured and counted, including invalid and/or fraudulent clicks.

Guidelines will outline an industry-driven auditing/certification for any organization that counts clicks as a part of the media currency.

TM

What’s New at Yahoo! Search Marketing

Agenda:

Search Momentum

New Ad Platform

New Research

Meet Our New Search Ad Platform

From

• Search Listing Focused

• Managing an Auction

• Early Adopter Focused

• Quality through Manual Review

To

• Marketing Focused

• Managing Objectives

• Multiple Segment Focused

• Quality through Technology, Rewards, and Review

Current Experience

• Fixed Account Structure• Minimal Testing• Local Sponsored

Search• Bid Landscape

• Click Index• Search Optimizer

• Manual Editorial

Enhancements

• Dynamic Account Structure

• Ad Testing• Geo-targeting

• Share of Clicks and Forecasting

• Quality Index• Campaign Optimization &

Advanced Analytics• Fast Ad Activation

Enhance the Advertiser Experience

Easy to Use

Simple

Easy to Use

Advanced

What’s New at Yahoo! Search Marketing

Agenda:

Search Momentum

New Ad Platform

New Research

2.50

1.80

1.50

Searchers Are Looking To Be Influenced

# Of Brands Considered Before Purchase (across product categories: Automotive, Finance, Technology, Retail)

Pre-Purchase

Searchers are Considered Shoppers

Average # of brands considered prior to purchase

Searcher Internet User/Non-Searcher Non-Internet User

Being more engaged and investigative shoppers, searchers are the shoppers most open to discovery.

At the beginning of the purchase process, they consider more brands than non-searchers.

Source: Long & Winding Road

Indicates a significant difference at a 90% confidence level

There’s Value Beyond The Conversion Focusing solely on direct response metrics can limit your opportunity with consumers.

Consumers who land on your site via Search will spend more time with your site than via other methods. A positive experience can change perceptions, and increase consideration for a future purchase.

Brand Perception Increases Among Those That Clicked Through To Landing Page

Search Branding Study: Telecom

124%

72% 78%

163%

46%

82%

Top Of MindConsideration

BrandConsideration

(Top 2 Box)

Brand Familiarity(Top 2 Box)

Perceptions ofLeadership

Perceptions ofHaving The Best

Value

Perceptions ofHighest

Customer

+

+

+

+

+

Source: Search Brand Studies

Indicates a significant difference at a 90% confidence level

+

The Value In Controlling The Conversation

Thank You!

Dan Boberg

bobergd@yahoo-inc.com