Yahoo! Australia & NZ Relaunches to Trade,
Equipping Marketers with New Online and Offline Planning Tools including the New Yahoo! Solutions Site
SYDNEY, June, 17 2002 -
Yahoo! Australia & NZ has launched a number of new initiatives to help Australian advertisers make the most of online marketing. One of the initiatives is the launch of the new Yahoo! Marketing Solutions Centre, an interactive site that showcases the diverse range of solutions and tools available to Australian marketers through the Yahoo! network.
The development of the site and other offline planning tools including a "tool selector wheel", respond directly to research that shows clients want to hear more from their agencies about online. Remarkably, even though 75% of Australia's blue chip advertisers who have used online believe it is an effective medium for reaching their target audience - the Internet continues to attract less than 1% of Australian media spend.
Having worked with thousands of marketers worldwide, Yahoo! has found that the bulk of marketers' needs fall into four main categories:
- Brand: awareness, preference and loyalty
- Customers: acquisition, reactivation, deeper relationships
- Research: consumer trend insights, targeted audiences, consumer behaviour
- Transactions: increase frequency, increase sales value, reduce cost of selling
For each of these needs, Yahoo! Australia & NZ has developed an online marketing solution including consumer promotions and microsites, targeted banner advertising, ecommerce solutions, brand integration with Yahoo! content, home page stunts and roadblocks, online research, Yahoo! polls, permission marketing etc. Each of these tools is explained and situations where they might be useful are explained at: solutions.yahoo.com.au."We're committed to taking a leadership position in equipping agencies with tools and solutions to address the gap between consumer consumption and enthusiasm for the Internet and marketing spend online," said Leanne Sheraton, Marketing & Sales Director, Yahoo! Australia & NZ. "Research has shown us that 70% of blue chip advertisers who are "occasionally" advertising online want more information about online opportunities from their agencies, so we're committed to making that happen.
"We're also in a unique position to help marketers given we're an independent Internet specialist," she said. "We offer advertisers a real alternative to the local media cartels, our strengths are definitely our sole focus on online marketing solutions and our sophisticated back-end targeting and inventory management systems, hidden assets that marketers are using to their advantage."
Yahoo! also continues to invest in developing sophisticated back-end proprietary data mining and advertising inventory management software and tools.
"It's definitely paid off," said Sheraton. "We're now able to offer marketers better targeting of specific audiences, better understanding of consumer behavior and better management of sold and unsold inventoryall of which lead to better, more efficient campaigns. These sophisticated targeting tools help deliver marketing messages to any consumer segment."
Some Interesting Statistics
Audience size and diversity means Yahoo! can reach any marketers target:
- According to Roy Morgan Dec 01 Yahoo! reaches from 41 to 73% of all age groups online. Eg: 41% of 60-64 year olds have used Yahoo! in the past 3 months, right through to 73% of 14-15 year olds.
- Nielsen//NetRatings April 2002 data shows that Yahoo! actually reaches over 600,000 more Australians who describe their occupation as "Executive, Managerial, Professional, Specialty" than the f2 network.
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| Nielsen//NetRatings April 2002
Audience loyalty and engagement mean Yahoo! (and marketers on Yahoo!) has/have their attention:
- Australians spend more time on Yahoo! than any other portal Nielsen//NetRatings - April 2002
- The number of registered Yahoo! users increased by 30% in the year to March 2002 (Yahoo! Datamining)
- Roy Morgan (Dec 2001) questioned respondents about the search engines/search facilities they use and found that Yahoo! is well in the lead with 59% of all monthly Internet users saying they use Yahoo! for Search. The next closest was Alta Vista at 37.5%
Advertisers:
- 70% of blue chip advertisers (sample selected from Australia's top 100 advertisers) use online advertising and 25% of non-users intend to advertise online in the next 6 months
- 75% of blue chip advertisers who have advertised online believe online is an effective medium for reaching their target audience
- Amongst blue chip advertisers, 70% of occasional online advertisers want more information about online opportunities from their agencies
*Taylor Nelson Sofres January 2002
More About The Yahoo! Marketing Solutions Centre
The Yahoo! Marketing Solutions Centre has been built to provide marketers with a wide range of Marketing Solutions and Tools to help leverage the Yahoo! Network to meet theirs and their clients' marketing objectives. The site can be accessed at solutions.yahoo.com.au and is organised in three sections:
-Campaign Tools: Information about Marketing Solutions, Case Studies, Targeting, Tracking & Optimisation
-Advertising Tools: Guidelines, Advertising Specs, Glossary and Advertising Details
-Yahoo! Tools: Information about Yahoo! Tools, Sites and Industry & Yahoo! Research
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About Yahoo! Australia & NZ
Yahoo! Australia & NZ is one of the most recognised Internet brands in the
region. www.yahoo.com.au and the online auction site SOLD.com.au are part of
the global network of Yahoo! sites. By working with leading local companies,
Yahoo! Australia & NZ provides comprehensive online products and services to
over four million Australians and New Zealand consumers and businesses each
month. For marketers, government and businesses, the company offers
intelligent, innovative and integrated marketing, selling and Internet
broadcast solutions for maximum impact. Yahoo! Australia & NZ has offices in
Sydney and Melbourne and can be found on the Web at www.yahoo.com.au and
www.yahoo.co.nz.
About Yahoo! Inc
Yahoo! Inc. is a leading provider of comprehensive online products and
services to consumers and businesses worldwide. Yahoo! reaches more than 219
million individuals worldwide each month, and is the No. 1 Internet brand
globally. Headquartered in Sunnyvale, Calif., Yahoo!'s global network
includes 25 World properties and is available in 13 languages.
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Yahoo!, Yahoo! Australia & NZ, and the Yahoo! logo are trademarks of Yahoo! Inc. All other names are trademarks and/or registered
trademarks of their respective owners.
For further information, photos or interviews, please contact:
Anna Featherstone Yahoo! Australia & NZ
Tel: 02 8925 0100
or email: pr@au.yahoo-inc.com
Copyright © 1994-2001 Yahoo! Inc. All Rights Reserved.
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