Download - Building An Online Strategy
Building an Online Strategy
Matt Thornton, Technical Product Manager Alfredo Tan, Senior Director, Strategic Partnerships
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Some of the Common Challenges?
•Who should we be targeting? What is the market segment that can show the greatest ROI?
•Building an audience and generating traffic with a limited marketing budget.
•Using new technologies, such as mobile, to drive awareness and interest in the business?
•Now that you’ve got the traffic, how can you monetize it?
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Canada: World Leader in Online Penetration & Engagement.
Source: comScore Media Metrix Multi Country July 2008Source: CIA World Fackbook July 2008 Estimates
Onl
ine
Pene
trat
ion
%
Tota
l Uni
que
Visi
tors
(000
s)
65%
0
10
20
30
40
50
60
70
Canada Sweden UnitedKingdom
UnitedStates
France Japan Germany Italy Russia Brazil China Mexico India0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Total 15+ Population
Canadians are also the most engaged online at 45 hours / visitor per month. The U.S. is second at 31.5 hours
Canadians are also the most engaged online at 45 hours / visitor per month. The U.S. is second at 31.5 hours
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The ad spend of TV and online is very different although consumption is only 17% different
2008 Ad Spending vs Median Weekly Time Spent on Each Medium
1 1
3
12
10
$42
$14$19
$77
$24
0
2
4
6
8
10
12
14
Newspapers Magazines Radio TV Online$0
$10
$20
$30
$40
$50
$60
$70
$80
$90Hours Spent per Week2008 Ad Spend
Source: Jupiter Research ‘ Media Consumption Patterns” Oct. 25, 2008
2008
U.S
. Ad
spen
ding
(Bill
ions
)
Med
ian
Num
ber o
f Wee
kly
Hou
rs S
pent
with
Med
ia
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*Source: MediaPost News “Online Will Continue to Expand Amid ’09 Global Ad Recession” December 8, 2008
2009 Online Ad spend according to the experts………
10% increase in online ad spend in 2009 -Group M
• 18% increase in online ad spend 2009 - ZenithOptimedia
• 18% increase in online ad spend 2009 -Interpublic
• 9% increase in online ad spend 2009 - eMarketer
*2009 online ad expenditures:
Other online predictions:“The present economic pressures will forever change how media is planned and measured. It will also change the media mix itself” ** Geoff Ramsey CEO eMarketer
“Mobile is poised for a breakthrough year in 2009 … it will grow between 300% and 500% worldwide this year” *** Duncan Stewart Deloitte Consulting Toronto
**Source: eMarketer “Seven Predictions for 2009” January 5, 2009 & Marketing Magazine “Print in Peril” January 21, 2009***Source: Marketing Magazine “Print in Peril” January 21, 2009
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Selecting the Audience you want to target.
• Who should you be focusing the content of your business towards.
• How can you make the business attractive to the advertising community.
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Boomers 45 to 64Reach 70%Property UU (000)
Autos 227 Finance 741Lifestyle 566News 1,456Travel 346Weather 172
Yahoo! Builds Audience to Match the Advertisers Targets
CHOs 25 to 54(Chief Household Officers)Reach 75%
Property UU (000)
Games 402Music 475News 1,198OMG! 75Travel 359Lifestyle 517
MACHOs 18 to 34(Males)Reach 73%
Property UU (000)
Answers 1,088News 597Sports 351Tech 82Shopping 163Movies 160
comScore Media Metrix All Locations Demo Persons 45-64, Q4 2008
comScore Media Metrix All Locations Demo F25-54, Q4 2008
comScore Media Metrix All Locations Demo M18-34, Q4 2008
BIG $PENDER$
Yahoo! Canada Proprietary and Confidential. ©2007 All Rights Reserved
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102105
Finding the Big Spender Audience
0
200
400
600
800
1000
1200
1400
1600
AOL Canoe MSN Yahoo!
1,448
949
540388
Number of Cdn females in (000)s, 15-19 yrs, who spent $100+ on shoes in the past 12 months and visited these sites
in the past month
Number of Cdn Boomers in (000)s, 45-64 yrs of age with a household income of $75+
and who visited the following sites in the past month
0
500
1000
1500
2000
2500
3000
3500
4000
AOL Canoe MSN Yahoo!
741
1,264
2,290
3,334Number of Cdns in (000)s, 18-64 yrs of
age who have stayed in a hotel/ motel in the past
year and visited the following sites in the past month
0
100
200
300
400
500
600
700
800
AOL Canoe MSN Yahoo!
153230
522
741
Number of Cdns in (000)s, 45 to 64 yrs of age who spend more than $500 on
credit card each month and visited the following sites in the past month
Retail Income
Travel Finance
0
50
100
150
200
250
300
AOL Canoe MSN Yahoo!0
500
1000
1500
2000
2500
3000
3500
4000
AOL Canoe MSN Yahoo!
3,529
2,425
1,497
932
Home
Number of Cdns in (000)s, 18-64 yrs of age, who have a mortgage and visited these
sites in the past month
Weighted Count: The total number of Canadian Adults 18 to 64 as surveyed by PMB and projected by Canadian CensusSource: PMB RTS Canadian Data
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Selecting the Audience you want to target.
• Think about who the “Big Spenders” are in your audience.
• Create content that will engage the “Big Spenders” to develop loyalty with them.
Building Your Audience Search Marketing
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Canadian Internet User Behaviour
Source: 2008 Rogers/Ipsos-Reid report
0
10
20
30
40
50
60
70
80
90
Communicat ing Paying bills Photos Streaming
% 2007 % 2008
Shopping Downloading Music
Games Downloading TV/Movies
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Average Cost per Customer Acquisition
Source: Piper Jaffray, “The New eCommerce Decade: The Age of Micro-Targeting.”, October 2006
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Search Advertising: Reach Beyond the Big Three
Title(unit)
Building Your Audience Content Distribution
Yahoo! Canada News reaches a larger audience each day than the daily circulation of Canada’s Top Weekday Newspaper!
Big media magnet sites attract the large audiences with content aggregated from publishers of all sizes. Local niche content is in high demand.
Source: comScore Media Metrix, Canada Q1 2007 Source: Wikipedia “Newspaper Circulation by Country October 2007 to March 2008 and The Star.CA Media Kiit 2008
16YAHOO!
Data Distribution on Google• Google Maps is using multiple local players to
provide data.
• Links drive traffic back to the Local directory.
Audience Monetization
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There are estimated to be more than 250,000 publishers using Google AdSense alone. The long tail is very long, very crowded, and very poor.
• Ad networks now generate a whopping 27-cent average CPM, while premium publishers rake in a $20.17 average CPM through direct sales.
Canadians generate more than 90 million search queries a day and 55% of those searches are commercially viable search terms
Sources: Cybertrends Pulse of the Internet Report March 2006; comScore qSearch: US & Canada, September 2007
Mediapost “Ad Networks Are For Idiots -- And Here's The Math To Prove It”. April 9, 2009
Beyond the Ad Network Search Drives Monetization
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Every Search should include Search Advertising
Network Results
Organic Results
$16 - $25 eCPM
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Driving Sponsored Search with Breadcrumbs
Sponsored Search Results
Navigational Directory Breadcrumbs
• Yahoo Canada’s Shopping uses the breadcrumb navigation to drive highly relevant Search advertising results onto each page.
$11.50 eCPM
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Guidelines for Success
• Target an Audience that has relevance to Advertisers, the Big Spenders.
• Building content to target the Big Spenders will enable distribution opportunities that can drive the traffic and awareness.
•Once you have the audience engaged creative advertising supported ideas will drive the monetization goals.