1

Yahoo! VietnamMarketing Solutions Deck

Yahoo! Southeast Asia

February, 2008

AGENDA

Global Internet Epidemic

South East Asia Online

Vietnam Online & Yahoo! Network

Yahoo! Ad Opportunities

Conclusion

1

2

3

4

5

11 Global Internet Epidemic

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A Global Internet Epidemic

Source (left chart): Datamonitor, June 2005

Broadband penetration will fuel international growth and change the online population distribution.

Source (right chart): Jupiter, PWC, i Research, ITU, internal estimatesOthers include E. Europe, L. America, N. Asia (ex. China) and Rest of the World

2005

2010 (est.)

62%

1,169

1,324

1,452

845

1,006

2005 2006 2007 2008 2009

Online Population Growth (millions)

41%

36%

62%

17%

US, Western Europe

SEA, China, India, Japan

5

Rapid increase in online Ad spend both globally and Asia Pac

Source: ZenithOptimedia Global Adspend Forecasts Dec 2006Reproduction or further use of the this data is forbidden without the prior written approval of ZenithOptimedia

0

5

10

15

20

25

30

35

40

45

2002 2003 2004 2005 2006 2007 2008 2009

0

1

2

3

4

5

6

7

8

9

Asia Pacific

Global

Asia Pacific %

Global%

Online Ad Expenditure % Online Ad SpendUSD billions

6

No. 1Most trafficked Internet Destination

649 millionUnique users*

38 World Properties

24 Languages

Yahoo! Global

*Source: Yahoo! Internal data (Jan 2008)

22 South East Asia online

8

500m consumers, 85m are online now, and it’s still growing…

InternetPenetration

(2008)91%91% 63%63% 27%27% 23%23% 8%8% 11%11%

Singapore Malaysia Philippines Thailand Indonesia Vietnam

20032010 (F)

Source: IDC, “Internet User Population, Population Growth, and Penetration (2003-2010)”, ICMM v10.2 (June 2006)

Reproduction or further use of the this data is forbidden without the prior written approval of IDC

2.7 million

16.5 million

9

Yahoo! In South East Asia

55 millionMonthly unique users

25 millionInstant Messenger users

29 millionFront Page Portal users

21 million Mail users

Source: Yahoo! Internal data (Jan 2008)

33 Vietnam Online & Y! Network

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Vietnam PC & Laptop Owners

Source: IntelReproduction or further use of the this data is forbidden without the prior written approval of Intel

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

2005 2006 2007 2008 2009 2010

12

Internet is popular media used by 22% of Vietnam Population

22%18%

13%8%

4%

0

5000000

10000000

15000000

20000000

2003 2004 2005 2006 2007

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Internet Population Penetration rate

Source: Vietnam Network Information Centre (updated on Dec 2007) - http://www.thongkeinternet.vn/jsp/trangchu/index.jsp;

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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 estimatesReproduction or further use of the this data is forbidden without the prior written approval of ZenithOptimedia

Vietnam Ad spend breakdown

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Yahoo! Vietnam

*Population: 85.2mGDP Per Capita: US$3,000GDP 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 67.1%Newspapers 17.8%Magazines 8.60%Radio 6.10%Cinema 0.04%Outdoor 6.10%Internet 0.1%

Vietnam^Unique Users: 17.4 million Page Views: 2.5 billion

Source: *Central Intelligence Agency (updated 07 Feb 2008 – http://www.cia.gov/cia/publications/factbook/index.html); **IDC “internet User Population Growth and Penetration (2003-2010 ICMM v 10.2 (June 2006) forecast of 2008 ; ***Gartner, “Forecast: Mobile connection, 2001-2010” April 2006; ^Yahoo! Internal data, (Jan 08); ^^MindShare ATG, 2005. (Jul 2007) Reproduction or further use of the this data is forbidden without the prior written approval of relevant sources

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At home16%

At work14%

At school or college

2%

Internet services outlets57%

In a web bar, internet cafe or

cyber cafe4% At a library,

information center or public places

2%

At university2%

At friends or relative's homes

3%

Over 60% access the web from cyber cafés or internet services outlets

Source: TNS Wave 2 (2006)

Estimated 4000+ cafes in HCMC currently; doubling from 2000+ in 2004.

Where do Vietnamese access to internet?

source: Thanh Nien News, (6 Oct 2006)

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TOTAL 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60+

Forum discussion

Make internet phone call

Play game online

Read news

Search information

Listen to music/watchfilm/TV onlineEmail

Chat

Source: TNS Wave 2 (2006)

Vietnamese internet activities

Popular functional activities – Chat, Email and Info Search

source: Thanh Nien News, (6 Oct 2006)

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Yahoo! Reach in Vietnam

*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) - http://www.thongkeinternet.vn/jsp/trangchu/index.jspReproduction or further use of the this data is forbidden without the prior written approval of relevant sources

(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 27% 13.8 58% 3,475 252

VIETNAM 85.2 18.5^ 22%^ 19.8 n.m 2,717 149

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Demographic profile of Vietnam users on Yahoo!

Source: Yahoo! Internal Data (Jan 2008)

By Gender (all ages) By Age (all gender)

Female

Male

0%

5%

10%

15%

20%

25%

30%

Under13

13-17 18-20 21-24 25-29 30-34 35-44 45-54 55-64 65 andover

44 Yahoo! Ad Opportunities

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Yahoo! Reach Vehicles

Source: Yahoo! Internal data (Jan 2008)

FP VN IP Target

Dotcom VN IP Target

Unique Users Page Views

863,000 7,866,000

3,100,000 38,664,000

4,705,000 249,745,000

13,394,000

5,485,000 48,673,000

Yahoo! Vietnam Monthly Usage of Selected Properties

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VN Front Page

Standard WAM

22

Mail & Messenger ( VN & dotcom IP target )

SW Textlink

LRECLREC

Text links

Half Banner

23

Search ( VN & dotcom IP target )

Search keyword

Editorial results

Sponsored result

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Yahoo! Content Vehicles

Unique Users Page Views

97,000 484,000

253,000 1,440,000

115,000 369,000

254,000 4,072,000

389,000 2,387,000

Yahoo! Vietnam Monthly Usage of Selected Properties

Source: Yahoo! Internal data (Jan 2008)

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Games ( VN & dotcom IP target )

Super

LREC

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Movie / Music (IP target VN)

LREC

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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 http://sg.answers.yahoo.com/Yahoo! Malaysia Answers http://my.answers.yahoo.comYahoo! Philippines Answers http://ph.answers.yahoo.comYahoo! Thailand Answers http://th.answers.yahoo.comYahoo! Vietnam Answers http://vn.answers.yahoo.com

4M Unique Users in SEA*

Community Vehicle – VN Answers

Source: Yahoo! Internal data (Jan 2008)

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Discover Ad Unit

REC Ad Unit

Drive traffic using Discover ad unit on Answers homepage and REC on the desired category pages.

Traffic Drivers

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Engage Users

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

SPON (Sponsor question)

ANSCT for additional branding

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Sponsorship Package

Duration: 1 monthCategories: 4 main categoriesQuestions: 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

Discover ad + REC + SPON & ANSCT

55 Conclusion

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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

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66 Appendix

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Banner Specifications

• For detailed specs please visit http://solutions.yahoo.com

• 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.

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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

Ad Spend in Asia is rapidly growing and catching up with the more developed markets.

Source: ZenithOptimedia Global Adspend Forecasts Dec 20061 Major Media includes TV, Print, Radio, Cinema, Outdoor and Internet

Worldwide Advertising Expenditure (US$’M 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 4.1 4.3

Asia/Pacific 6.8 5.4 5.9 6.3 7.4 5.9

Latin America 12.7 18.9 7.2 4.2 4.9 5.0

Africa/M. East/ROW 20.2 15.8 22.8 10.7 11.8 10.9

World 7.4 5.3 6.1 5.4 5.8 5.3

Worldwide Advertising Expenditure YoY % Growth (at current prices)

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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’ email addresses amongst Teens/Young Adults

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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

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South East Asia

500 millionConsumers in South East Asia

85 millionAre online

55 millionUse Yahoo! Monthly*

6 local Yahoo! Portals to reach them

1 global network - Yahoo!

Source: Yahoo! Internal data (Jan 2008)