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 Epidemic1
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! Network3
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 Opportunities4
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

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 ( 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)