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Yahoo! Vietnam Marketing Solutions Deck

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Presentation on theme: "Yahoo! Vietnam Marketing Solutions Deck"— Presentation transcript:

1 Yahoo! Vietnam Marketing Solutions Deck
Yahoo! Southeast Asia February, 2008

2 AGENDA 1 2 3 4 5 Global Internet Epidemic South East Asia Online
Vietnam Online & Yahoo! Network Yahoo! Ad Opportunities Conclusion 2 3 4 5

3 Global Internet Epidemic
1 Global Internet Epidemic

4 A Global Internet Epidemic
Broadband penetration will fuel international growth and change the online population distribution. Online Population Growth (millions) US, Western Europe SEA, China, India, Japan 2005 41% 36% 2010 (est.) 62% 17% 62% Source (left chart): Datamonitor, June 2005 Source (right chart): Jupiter, PWC, i Research, ITU, internal estimates Others include E. Europe, L. America, N. Asia (ex. China) and Rest of the World

5 Rapid increase in online Ad spend both globally and Asia Pac
Online Ad Expenditure % Online Ad Spend USD billions Source: ZenithOptimedia Global Adspend Forecasts Dec 2006 Reproduction or further use of the this data is forbidden without the prior written approval of ZenithOptimedia

6 38 24 No. 1 649 million Yahoo! Global
Most trafficked Internet Destination 649 million Unique users* 38 World Properties 24 Languages *Source: Yahoo! Internal data (Jan 2008)

7 2 South East Asia online

8 500m consumers, 85m are online now, and it’s still growing…
Singapore Malaysia Philippines Thailand Indonesia Vietnam 2003 2010 (F) 16.5 million 2.7 million Internet Penetration (2008) 91% 63% 27% 23% 8% 11% Source: IDC, “Internet User Population, Population Growth, and Penetration ( )”, ICMM v10.2 (June 2006) Reproduction or further use of the this data is forbidden without the prior written approval of IDC

9 Yahoo! In South East Asia
55 million Monthly unique users 25 million Instant Messenger users 29 million Front Page Portal users 21 million Mail users Source: Yahoo! Internal data (Jan 2008)

10 Vietnam Online & Y! Network
3 Vietnam Online & Y! Network

11 Vietnam PC & Laptop Owners
Source: Intel Reproduction or further use of the this data is forbidden without the prior written approval of Intel

12 Internet is popular media used by 22% of Vietnam Population
Source: Vietnam Network Information Centre (updated on Dec 2007) -

13 Vietnam Ad spend breakdown
At under 1% of total adspend currently, online adspend in Vietnam clearly lags other regional markets (> 5%) TV 67.10% Magazines 8.60% Radio 6.10% Cinema 0.04% Outdoor 6.10 Newspapers 17.80% Internet 0.1% Source: ZenithOptimedia Global Adspend Forecasts Dec 2006, Yahoo! internal estimates Reproduction or further use of the this data is forbidden without the prior written approval of ZenithOptimedia

14 Yahoo! Vietnam ^Unique Users: 17.4 million Page Views: 2.5 billion
*Population: 85.2m GDP Per Capita: US$3,000 GDP Growth Rate: 8.4% Value of Ad Market: US$417.8m **Internet Population: 18.5m % Internet Penetration: 22% Internet Adspend: US$0.5m Breakdown of adspend: TV % Newspapers 17.8% Magazines % Radio % Cinema % Outdoor % Internet 0.1% Source: *Central Intelligence Agency (updated 07 Feb 2008 – **IDC “internet User Population Growth and Penetration ( ICMM v 10.2 (June 2006) forecast of 2008 ; ***Gartner, “Forecast: Mobile connection, ” April 2006; ^Yahoo! Internal data, (Jan 08); ^^MindShare ATG, (Jul 2007) Reproduction or further use of the this data is forbidden without the prior written approval of relevant sources

15 Over 60% access the web from cyber cafés or internet services outlets
Where do Vietnamese access to internet? Over 60% access the web from cyber cafés or internet services outlets Estimated cafes in HCMC currently; doubling from in 2004. source: Thanh Nien News, (6 Oct 2006) Source: TNS Wave 2 (2006)

16 Vietnamese internet activities
Popular functional activities – Chat, and Info Search source: Thanh Nien News, (6 Oct 2006) Source: TNS Wave 2 (2006)

17 Yahoo! Reach in Vietnam INDONESIA 234.6 16.9 8% 7.2 43% 1,919 167
(Million) Country *Total Population (Million) **Internet Population (Million) % Penetration ***Y!'s reach (Million) Y!'s reach % Consumption on Y! Network (PVs) Consumption per UV INDONESIA 234.6 16.9 8% 7.2 43% 1,919 167 THAILAND 65.0 14.6 23% 3.9 27% 524 135 SINGAPORE 4.5 4.1 91% 3.6 88% 900 251 MALAYSIA 24.8 17.4 63% 6.4 37% 1,708 269 PHILIPPINES 91.0 23.7 13.8 58% 3,475 252 VIETNAM 85.2 18.5^ 22%^ 19.8 n.m 2,717 149 *Central Intelligence Agency (updated 07 Feb 2008), **IDC ICMM v10.2 (June 2006) - projection for 2008, ***Data.yahoo.com - Internal data - Monthly avg. Jan 2008 ^ Viet Nam Network Information Center (updated Dec 2007) - Reproduction or further use of the this data is forbidden without the prior written approval of relevant sources

18 Demographic profile of Vietnam users on Yahoo!
By Gender (all ages) By Age (all gender) Source: Yahoo! Internal Data (Jan 2008)

19 Yahoo! Ad Opportunities
4 Yahoo! Ad Opportunities

20 Yahoo! Vietnam Monthly Usage of Selected Properties
Yahoo! Reach Vehicles Yahoo! Vietnam Monthly Usage of Selected Properties Unique Users Page Views 863, ,866,000 3,100, ,664,000 4,705, ,745,000 13,394,000 5,485, ,673,000 FP VN IP Target Dotcom VN IP Target Source: Yahoo! Internal data (Jan 2008)

21 VN Front Page Standard WAM

22 Mail & Messenger ( VN & dotcom IP target )
LREC LREC Text links SW Textlink Half Banner

23 Search ( VN & dotcom IP target )
Search keyword Sponsored result Editorial results

24 Yahoo! Content Vehicles
Yahoo! Vietnam Monthly Usage of Selected Properties Unique Users Page Views 97, ,000 253, ,440,000 115, ,000 254, ,072,000 389, ,387,000 Source: Yahoo! Internal data (Jan 2008)

25 Games ( VN & dotcom IP target )
Super LREC

26 Movie / Music (IP target VN)
LREC

27 Community Vehicle – VN Answers
4M Unique Users in SEA* Users can… Resolve question Share knowledge Find info from 100s of categories Advertisers can… Find out target audience’s talk Participate in discussion by directly asking or answering questions. Yahoo! Singapore Answers Yahoo! Malaysia Answers Yahoo! Philippines Answers Yahoo! Thailand Answers Yahoo! Vietnam Answers Source: Yahoo! Internal data (Jan 2008)

28 Traffic Drivers Discover Ad Unit REC Ad Unit
Drive traffic using Discover ad unit on Answers homepage and REC on the desired category pages. 28 28

29 Engage Users ANSCT for additional branding SPON (Sponsor question)
Add more value to your brand and get involved in your user’s experience. Post a question and start interacting with your audience. The Yahoo! Answers sponsor question is an excellent opportunity to connect directly with your audience. Category examples: Food & Drink, Computers & Internet, Consumer Electronics, Entertainment & Music etc ANSCT for additional branding SPON (Sponsor question)

30 Sponsorship Package Discover ad + REC + SPON & ANSCT Duration: 1 month
Categories: 4 main categories Questions: 4 questions (1 week each) *banners and questions have to be in local language; **sponsorship on Answers outside of Y! South East Asia Answers will be subject to additional sponsorship cost, irrespective of the language;***Sponsorship cost doesn't include production cost

31 5 Conclusion

32 Yahoo! is, Yahoo! can… Highly effective in targeting both massive population & specific groups Provide various forms of ads to meet your needs Enable you engage your potential customers Measurable result & ROI Support you with a true partnership

33

34 6 Appendix

35 Banner Specifications
For detailed specs please visit Kindly keep in mind the creative and technical guidelines for advertising on Yahoo! The CTR (Click Thru Rates) are average rates experienced and vary mainly based on creative execution.

36 Ad Spend in Asia is rapidly growing and catching up with the more developed markets.
Worldwide Advertising Expenditure (US$’M at current prices) Major Media1 2004 2005 2006 2007 2008 2009 North America 168,927 174,072 183,182 190,828 198,634 205,690 Europe 94,636 98,111 101,544 105,391 109,706 114,442 Asia/Pacific 81,121 85,496 90,542 96,217 103,334 109,441 Latin America 15,467 18,401 19,732 20,568 21,570 22,647 Africa/M. East/ROW 9,009 10,434 12,812 14,188 15,863 17,588 World 389,388 409,849 435,022 458,648 485,101 510,815 Worldwide Advertising Expenditure YoY % Growth (at current prices) Major Media1 2004 2005 2006 2007 2008 2009 North America 6.0 3.0 5.2 4.2 4.1 3.6 Europe 5.5 3.7 3.5 3.8 4.3 Asia/Pacific 6.8 5.4 5.9 6.3 7.4 Latin America 12.7 18.9 7.2 4.9 5.0 Africa/M. East/ROW 20.2 15.8 22.8 10.7 11.8 10.9 World 5.3 6.1 5.8 Source: ZenithOptimedia Global Adspend Forecasts Dec Major Media includes TV, Print, Radio, Cinema, Outdoor and Internet

37 Internet in Vietnam Internet penetration is still low in the market but growing rapidly. Global Internet Policy Initiative Viet Nam (GIPI Viet Nam) estimates the number of internet users at 12.5 million as of June 2006 (Vietnam News, 2 June 2006) There is however, a couple of emerging trend indicates positive changes in the market (albeit unofficially and unmeasured) The rise of Internet cafés/ Internet Service shops in urban Vietnam in the past few years and the increasing patronage of these cafés/shops by the Teens/Young Adult Market The rise of ‘net-based’ addresses amongst Teens/Young Adults

38 More than 1 billion internet users worldwide – Asia contributes 37%
12% Penetration 40% Penetration 69% Penetration 20% Penetration 4% Penetration 10% Penetration 54% Penetration Source:Internet World Stats (http://www.internetworldstats.com/stats.htm), accessed on sept 5, 2007

39 6 local Yahoo! Portals to reach them 1 global network - Yahoo!
South East Asia 500 million Consumers in South East Asia 85 million Are online 55 million Use Yahoo! Monthly* 6 local Yahoo! Portals to reach them 1 global network - Yahoo! Source: Yahoo! Internal data (Jan 2008)


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