How do I know that behavioral targeting works?With this advanced technology, the best means of assessing performance is your monthly APT performance report. Increased traffic will demonstrate that better targeting is delivering better results.

What is the difference between SEO/SEM and Yahoo! APT Behavioral Targeting?Search Engine Optimization and Search Engine Marketing are very different from behavioral targeting.

SEO utilizes key words and phrases so that a •Web site will be positioned at or near the top of a search engine results page. SEM allows an advertiser to purchase •placement either above the organic listings on the search results page or in the right-hand column on the page. BT is display advertising on Yahoo! that is •served up exclusively to the individuals who are in the market for your product/service, and are in your area. It provides an opportunity for you to communicate to all of the people shopping for a specific product.

Google is the #1 search engine, there is no reason for me to advertise on Yahoo! Google is known as a search engine. People go to the site, find what they are looking for, and leave. Advertising on Google is for the consumers who know 100% what they are looking for. Yahoo! is what is called a “Life Engine”, meaning that people not only use it to search, they use it for e-mail, news, sports, shopping, jobs, real estate, autos, and so much more. And because people spend more time (an average of 4.4 hours) on Yahoo! with the different channels and categories, Yahoo! is able to learn more about their site visitors than Google. Yahoo! allows advertisers to have much more in-depth targeting capabilities.

Why is it that when I go on Yahoo! I do not see my ad?We can provide you with a screen shot of your ad. If you are not seeing your ad it is because you do not fit the profile of the behavior you have requested us to target. Yahoo! has a very strong profile, which means even if you think you can try to fake your target; you will probably not be served the ad. Also, there is a huge inventory of impressions available for the advertiser category. So even if you fit your target audience, you may not see your ad.

Frequently Asked Questions

Contact your Southern IllinoisanMarketing Consultant Today!

(618) 529-5454 (618) 997-3356 (800) 228-0429 www.thesouthern.com

Big ad, 300x250,locally and behaviorally

targeted on Yahoo! Finance

Leaderboard ad, 728 x 90, locally and behaviorally

targeted on Yahoo! Finance

Big ad, 300x250,locally and behaviorally

targeted on Yahoo! Finance

Leaderboard ad, 728 x 90, locally and behaviorally

targeted on Yahoo! Finance rIGHT MESSAGErIGHT PErSON

rIGHT TIMEReach your ideal audience when you want

to with Yahoo! Behavioral Targeting

In PArTnErShIP WITh

behavioraltargetingright message - right person - right time

Through a strategic partnership between Yahoo! and The newspaper Consortium, you can deliver your customized message to targeted consumers — locally or nationwide — with unprecedented timing and precision. This is possible because of APT, Yahoo’s new advertising platform for selling online display ads that help you get the right message to the right people at the right time. Yahoo! and its partners reach about 75% of U.S. users, and serve more than 300 billion impressions

a month. The newspaper Consortium spans nearly 800 newspapers across the U.S., representing 32% of all dailies and 42% of all Sunday circulation in the country. Yahoo! is able to harness detailed insights about its

audiences and their shopping behavior and buying decisions. With open

access to massive and quality audiences, Yahoo! APT drives the results you’re looking for — from better yield, to more responsive

audiences to a better way of doing business.

Shopping habits have changed

What are the key features of Yahoo! APT?

Yahoo! is more than just a search engine

Yahoo! is a “life engine”Yahoo! offers search capabilities — plus e-mail, news, sports, shopping, jobs, real estate, autos and so much more. Because 85% of the global online population spends time on Yahoo! with the differ-ent channels and categories, Yahoo! is able to learn more about its site visitors than any other engine site, allowing more in-depth targeting capabilities.

right messageright person • right time

Search•Web•Images•Videos•Local•Shopping•More

Content•News•Travel•

RealEstate•Finance•YellowPages•Weather•More

CommunityConnect with a world of people who share yourpassions.Find

millions of groups at your fingertips.

PersonalizationCreate your own

home page to reflect your interests.

Followyourfavoritecelebrities plus email.

Deep consumer insights

13% of all time spent online is on Yahoo!

Massive reach

75% of U.S. online population is on the Yahoo! network (an average of 4.4 hours per site visitor per month)

Sophisticated predictive modeling technology

Hundreds of targeting segments available at large scale

Deep consumer insights

89% of people regularly/occasionally research online before buying offline1

7% of sales occur online2

Source: comScore Media Metrix, 2008

Sources: 1Forrester State of Retailing, 2007; 2Yahoo! BIG Research, 2007

Source: comScore Media Metrix, Dec. 2008

Types of targeting available

Geographic Targetinguses an array of targeting capabilities to pinpoint where a person lives. This ensures efficient, highly relevant consumer engagement.Geographies you can target:

City•County•Designated Market Area (Paducah-•Cape Girardeau-Harrisburg-Mt. Vernon)

How a user profile is built

USer reGiSTrATion DATAInformation user inputs when registering for Yahoo!

Lives in Herrin, Ill.•Male, age 32•Enjoys country music, fishing •and hunting

CAMPAiGn DATAHow user responds to online promotions:

Clicks on ads for Ford trucks •Signs up to test drive a Ford •Super Duty 450

BeHAviorAl DATAYahoo! tracks the page visits, ad clicks and search topics of each user:

Spends time on Yahoo! Auto•Searches for trucks•Searches for “Hunting & •Fishing Show” Web site

click here for more information!

Granular data is aggregated to create behavioral targets•Individual privacy is secure. No personal identification is needed or used•Engagement data for specific competitive ads is not for sale•

Demographic Targetinguses the massive Yahoo! database of user-submitted information to group consumers by gender and age.Demographics you can target:

Age brackets•Gender•

Behavioral Targeting (BT)based on a site visitor’s interests and online behavior. How does it work?

BT models different products with •different buying cyclesUsers categorized based on •relevant online interactionIntensity and recency of online •activity predict purchase readiness and categorize users as Engagers and Shoppers.

GEOGrAPHIc DEMOGrAPHIc BEHAvIOrAl

Additional ways you can targetTime-of-Day Targeting• presents ads to audiences based on a specific time of day and day of week. This is a great way to respond to your advertisers’ sensitive and timely needs. “Only show my ad from 9:30-11:00 a.m. on weekdays.”

Content Targeting• allows for the placement of advertisements next to relevant content to your desired target audience. “Only run my ad on blog pages in the elections channel.”

Technographic Targeting• is based on the site visitor’s platform (Windows vs. Mac), browser (Internet Explorer vs. Firefox) or connection speed (modem vs. broadband)

Frequency Capping• is the ability to put a limit on how many times a site visitor views a scheduled ad. “Spread my ads around. Only show it once a day to each individual.”