Yahoo! Digital advertising au Maghreb
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Par Karim Jazouani de Yahoo! Maghreb
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Yahoo! Digital advertising au Maghreb
- 1. Karim Jazouani 13 Mai 2011 Yahoo!Digital advertising
- 3. Agenda Positionnement Audience Solutions marketing 13 May, 2011 3
- 4. Agenda Positionnement Audience Solutions marketing 13 May, 2011 4
- 5. Positionnement Where ‘My World’ meets ’The World’ MON MONDE LE MONDE Famille, amis, enfants, tribu… Actualités, nouveautés…
- 6. Nouveaux partenariats pour + de service et de social media dans l’expérience Yahoo! 13 May, 2011 6 93 millions de visiteurs uniques dans le monde 551 millions de visiteurs uniques dans le monde FACEBOOK ET YAHOO! SONT MAINTENANT AMIS @TWITTER ET @YAHOO! TWEETENT EN CHŒUR 611 millions de visiteurs uniques dans le monde NOKIA ET YAHOO! SE CONNECTENT (email, messenger, cartographie, localisation GPS) ZYNGA & YAHOO! JOUENT ENSEMBLE 230 millions de joueurs actifs par mois dans le monde Premier constructeur de terminaux mobiles dans le monde Source : Comscore, juin 2010 Agrégateur de contenu Réseau social et géo localisation
- 7. « Science + Art + Scale » 13 000 employésdans 25 pays, provinces et territoires ! 13 May, 2011 7
- 8. Agenda Positionnement Audience Solutions marketing 13 May, 2011 8
- 9. + de 631Md’utilisateursdans le monde... Soit 49.2% de la population connectée Europe 135M Sweden 1.7 Italy 12.5 Austria 1.5 Belgium 1.8 Switzerland 1.8 Poland 2.5 Yahoo! Market ComScore Region Norway 1.0 Denmark 1.0 Turkey 4.6 Expansion Market Netherlands 3.8 Finland 0.9 Ukraine NR France 19.4 Portugal 1.4 UK 29.0 Germany 20.2 Romania NR NorthAm 182M USA 165 Greece NR Russia 3.1 APAC 199M Ireland 1.2 Spain 11.2 Canada 17 Australia 7.1 Vietnam 6.0 China 24.8 Malaysia 7.4 New Zealand 1.6 Hong Kong 4.1 India 29.2 Philippines 4.6 Indonesia 6.5 Singapore 2.4 Japan 66.2 Taiwan 14.0 LatAm56M South Korea 11.5 Thailand NR Argentina 6.3 Brazil 20.6 Chile 2.9 Colombia 5.6 Mexico 10.5 Peru 1.8 MENA 44M Venezuela 1.2 GCC 22.5 Egypt 8.6 KSA 10.6 UAE 7.2 Levant 5.7 Maghreb 4.6 Source: Digits, comScore – January 2011 - NR = No record available Morocco 1.9
- 10. L’internaute Marocain + de 60% des internautesMarocains se connectenttous les joursouquasimenttous les jours Seulement10%d’entreeuxsontmariés - plus de 85%célibataires Source: Moroccan Users - Nielsen SiteCensus Oct. 2010 Environ 75%d’entreeuxviventdans un foyercomportantau moins 4 personnes 95%des sondésparlentl’Arabequotidiennemenetcontre32% total le Français 5/13/2011 Yahoo! Presentation, Confidential 10
- 11. Audience Y! – IP Maroc + 1.9 M de visiteurs uniques (avril 2011) Source: Yahoo! Digits – Avril 2011 5/13/2011 Yahoo! Presentation, Confidential 11
- 12. Audience Y! – IP Maroc + 140 M de pages vues (avril 2011) Source: Yahoo! Digits – Avril 2011 5/13/2011 Yahoo! Presentation, Confidential 12
- 14. +1M de visiteurs uniques
- 15. 17M de pages vues
- 16. www.yahoo.fr
- 17. 586 000 visiteurs uniques
- 18. 92M de pages vues5/13/2011 13 Yahoo! Presentation, Confidential Audience Y! – IP Maroc Source: Yahoo! Digits – Avril 2011
- 19. InternautesMarocainssur Yahoo! Maktoob - profiling Source: Internal Yahoo! Data – Oct. 2010
- 20. InternautesMarocainssur Yahoo! Maktoob - profiling Environ 50% of des internautesMarocains de Yahoo! Maktoobsontâgés entre 20 et 30 ans Source: Internal Yahoo! Data – Oct. 2010
- 21. Rubriques les + consultées par les Marocains Page d’enregistrement Yahoo! Maktoob - 1 517 256 VU Page d’enregistrement Yahoo! France - 594 233 VU Page d’accueil Yahoo! France - 517 933 VU Yahoo! MaktoobBlogs [Ara.] - 341 075 VU Page d’accueil Y! Maktoob - 294 879 VU Yahoo! Mail France - 256 956 VU Yahoo! Questions/Réponses France - 215 963 VU Yahoo! Maktoobmajdah (forum – spécialpoèmes, femmes…) [Ara.] - 198 859 VU Yahoo! France Actualités - 173 665 VU Yahoo! Maktoobabraj (astrologie) [Ara.] - 143 095 VU Yahoo! Maktoob arab3 (forum – spécial vie de couple) [Ara.] - 138 457 VU Flickr - 137 135 VU Yahoo! Maktoobalfrasha (section Féminine – spécialforme, beauté, santé) [Ara.] - 112 838 VU Yahoo! France Pour Elles - 109 892 VU Yahoo! France Sports - 103 949 VU Yahoo! Maktoob sha3bwah (forum – spécialentraideinformatique) [Ara.] - 93 593 VU Yahoo! Maktoobhelwa (section féminine) [Ara.] - 77 793 VU Yahoo Maktoob shams (section jeux) [Ara.] - 67 635 VU Yahoo! Maktoob Islam (section Islam et contenusreligieux) [Ara.] - 66 144 VU Yahoo! MaktoobActualités [Ara.] - 63 959 VU Yahoo! France Messenger - 63 473 VU
- 22. Agenda Positionnement Audience Solutions marketing 13 May, 2011 17
- 24. Yahoo! Maktoob Ad specs : http://en.adspecs.maktoob.com/
- 25. Quelques exemples de créas impactantes en page d’accueil de Yahoo! Maktoob :
- 26. Le « simple » - spécifications : http://en.adspecs.maktoob.com/frontpage/custom/simple
- 27. Le « video wall » - spécifications : http://en.adspecs.maktoob.com/frontpage/videowall
- 28. exemples : Nissan / Warner Bros / Samsung
- 29. Le « super video wall « – spécifications : http://en.adspecs.maktoob.com/frontpage/supervideowall
- 31. Le “custom background” – spécifications : http://en.adspecs.maktoob.com/frontpage/custom/bg
- 32. Le “animated background” – spécifications : http://en.adspecs.maktoob.com/frontpage/custom/animatedbg
- 33. exemple: Knight and Day
- 34. Le “screening room” – spécifications : http://en.adspecs.maktoob.com/frontpage/custom/scroom
- 35. exemples: Inception (contient du custom background) / Santander / Dior / Nokia / Nissan / Virgin TV
- 36. Le “sliding room” – spécifications : http://en.adspecs.maktoob.com/frontpage/custom/sloom
- 38. Sliding Room
- 40. Video Wall
- 41. Super Video Wall
- 43. Campaign Life Cycle 5/13/2011 21 Yahoo! Presentation, Confidential
- 45. Evolution of the Digital Canvas
- 47. Brand ≈ Impact ≈ Engagement
- 48. CTR ≈ Result ≈ Conversion
- 49. “Yahoo! front page can do both … extremely well”5/13/2011 Yahoo! Presentation Template, Confidential
- 50. 5/13/2011 25 Yahoo! Presentation, Confidential
- 51. 5/13/2011 26 Yahoo! Presentation, Confidential
- 52. 5/13/2011 27 Yahoo! Presentation, Confidential
- 53. 5/13/2011 28 Yahoo! Presentation, Confidential
- 54. 5/13/2011 29 Yahoo! Presentation, Confidential
- 55. 5/13/2011 30 Yahoo! Presentation, Confidential
- 56. 5/13/2011 31 Yahoo! Presentation, Confidential
- 57. 5/13/2011 32 Yahoo! Presentation, Confidential
- 58. 5/13/2011 33 Yahoo! Presentation, Confidential
- 59. 5/13/2011 34 Yahoo! Presentation, Confidential
- 60. 5/13/2011 35 Yahoo! Presentation, Confidential
- 61. 5/13/2011 36 Screening Room
- 62. 5/13/2011 37 Yahoo! Presentation, Confidential Sliding Room
- 63. 5/13/2011 38 Screening Room
- 64. Arabic and English version sites
- 66. Yahoo! Mobile Yahoo! Confidential
- 67. Le monde, son monde… toujours avec soi! Page d’accueil Moteur de recherche et principales actualités du jour « Mes favoris » Mes emails, mes réseaux sociaux, mes services personnalisés « Sites Yahoo! » Trouver, communiquer, rester informé Yahoo! Confidential
- 68. EXEMPLE DE CAMPAGNES Yahoo! Confidential
- 70. Jour/heure
- 72. Opérateur
- 73. Téléphone
- 74. OSYahoo! Confidential M:Metrics, avril 2010
- 75. 5/13/2011 interdependent brand creative media ad ad format Yahoo! Presentation Template, Confidential 45
- 76. Merci de votre attention ! Karim Jazouani North Africa Head Of Sales karimjaz@yahoo-inc.com +212 (0)6 692 967 66
- 77. Vos questions ? Si si n’ayez pas peur!… « Liam » est votre ami
Notas do Editor
- Different departments involved: ad ops and account managerMediamarkt special client because 2 day turn around >> we can work with templates
- Advertising impact Understanding the right level of impact to grab the attention Efficient format sizes Benchmarking across verticals and audiences
- So when we look at advertising online, what have we seen?1994 saw the first banner ad, 1996 the first rich media ad … then we enter the pop up era … an era that for many still defines digital advertising but I see as a definite lag in the evolution. Ironically at the same time, Google come online with their auction based model for search … the rest of that is history. Around 2002 we see the arrival of the 300x250 unit as mainstream unit in the marketplace, an important step to freeing advertising from either a narrow horizontal plane or a vertical plane. With the broadband revolution, soon the discussions are all around rich media and the canvas explodes with potential. By 2007, pre rolls come on stream beginning the VOD conversations. However, by 2008 I would argue we entered a period of stasis … the arrival of the network model, the rise of Facebook and an economic downturn have combined to create the conditions where horizons narrowed somewhat. So what does 2011 bring?
- The video showcases many big brand campaigns Broadly speaking, display campaigns can be divided into ‘brand’ and ‘ctr’ campaigns brand campaigns tend to be more deliberate – clear objectives, creative, planned CTR campaigns also include campaigns with no or confused objectives because the click through to a landing page is the default purpose of ad banners Yahoo! front page offers prominent real estate, big creative canvas and broad user base
- Brand exposure strategy> Both ad units open to the screening room.Background and float give high expand rate > Open rate: 1.32%Lots of content, leading to long dwell time > Interaction rate: 12.5% (clicks once open)CTR: 0.04%
- Video complete: 32%30 sec dwell rate: 40%
- Digital planning Remove logistic by making it easy to submit creativeMore room for creativityMaking more time for execution
- Courtesy of the ‘Arab Media Outlook’ document Joanna circulated we really need to bear this in mind when pitching and assessing creative concepts creative vision must take into account the user’s capability !! An ad need to be seen
- Interdependence is a dynamic of being mutually and physically responsible to, and sharing a common set of principles with others. This concept differs distinctly from "dependence" in that an interdependent relationship implies that all participants are emotionally, economically, ecologically and or morally "interdependent.“ Interdependence recognizes the truth in each position and weaves them together. Two states that cooperate with each other are said to be interdependent. It can also be defined as the interconnectedness and the reliance on one another socially, economically, environmentally and politically.Creative reach (efficiency)We are promoting to you the best formats that we think give win win