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[Insert Company Name]: August 2013

Holiday Retail 2013 Packs Gifts for the Yahoo! Bing Network

Executive Summary

Holiday Spending

• The 2013 Holiday retail season will show a rebound in

consumer spending levels

• Consumer electronics ,with releases of new gaming consoles

and the release of new smartphone models, included a new

rumored iPhone, will drive significant demand

• Spending on gift cards will also continue to grow while

spending on apparel will see a modest increase

• The 2013 holiday season will be shorter than 2012 and will

therefore have different spending patterns

Advertiser Actions

• Key in on device targeting and optimize your message and

offering to your customer behaviors on each device

• Test ad copy early to capture the 20% of consumers who start

their holiday shopping in or before September

• Include promotions within ad copy and promote in-store pick-

up to drive traffic and incremental sales

Contents

Yahoo! Bing

Network Tailors Value

for Retail Industry

Audience Behavior

in Retail category

Vertical Insights and

Digital Trends in

Retail Q&A / Appendix

The Yahoo! Bing Network Audience Snapshot

Source: comScore Explicit Core Search, June 2013 / comScore Explicit Core Search (custom), June 2013

5.6BSEARCHES

163MUNIQUE SEARCHERS

IN THE US

54MUNIQUE SEARCHERS

NOT ON GOOGLE

29%SEARCH

SHARE

TOTAL SEARCHERS ON THE

SPEND

SEARCHERS WHO EXCLUSIVELY USE THE

5.6%MORE THAN

GOOGLE

SPEND 18% MORE THAN GOOGLE

Delivering Results with Bing Ads

On [the Yahoo! Bing Network], advertisers

saw marked improvement in clicks. On a

year-over-year basis, advertisers saw 25%

higher click volumes.“”

Online Advertising Report

Oct–Dec 2012

The Yahoo! Bing Network has

outperformed Google in return on ad

spend, ending Q3 2012 with the largest

gap of the 18-month period at 28%. “”

Platform Updates

+1,000

Increased Efficiency

+21%

More Clicks

+25%

New Markets in 2012

+15

The Yahoo! Bing Network audience spends

23% more than average online population

Total Yahoo! Bing Network audience spends

6% more than US Google searchers

Exclusive Yahoo! Bing Network audience spends

18% more than US Google searchers

Audience Buying Power Index

Reach an Audience that Spends More Than Google

Source: comScore US Core Search (custom), June 2013

100116 123

138

Average Internet User

Google Yahoo! Bing Network

Exclusive Yahoo! Bing Network

(Not reached on Google)

Source: comScore US Search Categories Report (custom), June 2013

Searchers Not Reached on Google Total Retail Paid Clicks

Total Retail Searchers Total Retail Searches

of all Retail paid clicks

Connect with Searchers You Can’t Reach ElsewhereIn June of 2013, the Yahoo! Bing Network delivered:

Source: 1 comScore US Search Categories Report (custom), June 2013 2 comScore US Search Categories Report (custom), comparing March 2013 to June 2013

37% share of paid clicks

Mall

42% share of paid clicks

Retail - Movies

+65% increase in

Books

+46% increase in

Retail - Movies

+8% increase in

Fragrances/Cosmetics

Substantial share of paid clicks across Movies

and Mall sub-categories1

Share of paid clicks on the

rise across sub-categories2

Delivering Substantial Paid Clicks in Retail

AUDIENCE BEHAVIOR

more likely to spend $2,500-$4,999 on consumer electronics

more likely to spend $500-$999 on personal electronics

more likely to spend $1,000-$2,499 on consumer electronics

more likely to spend $200-$499 on consumer electronics

more likely to spend $500-$999 on computer equipment

more likely to buy parental controls software

More Likely to Buy or Search Consumer Electronics Online in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:

Source: comScore US Plan Metrix Site Audience Profile, May 2013

20%

18%

17%

11%

11%

7%

more likely to search for information on stereo receivers

more likely to buy web authoring software

more likely to search for information on HD radio receivers

more likely to spend $500-$999 on software

More Likely to Buy or Search Consumer Electronics Online in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:


More Likely to Buy Gift Foods in last 30 daysCompared to Google, the Yahoo! Bing Network Audience is:


13% more likely to spend $50-$99 online on gift foods

12% more likely to spend $25-$49 online on gift foods

16% more likely to spend $500 or more on gourmet cooking equipment

11% more likely to spend $200-$499 on hand tools

5% more likely to search for information on power tools

6% more likely to search for information on gourmet cooking equipment

More Likely to Buy or Search Cooking, Sports Equipment and Tools in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:


more likely to spend $50-$99 on power tools

more likely to spend $100-$199 on hand tools

more likely to search for information on hand tools

more likely to search for information on sports equipment

More Likely to Buy or Search Cooking, Sports Equipment and Tools in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:


9% more likely to buy movie rentals (VHS or DVD)

9% more likely to buy online audio books (MP3 or other electronic format)

6% more likely to spend $200-$499 on books, instructional materials

6% more likely to buy music videos

7% more likely to spend $1,000-$2,499 on books, instructional materials

More Likely to Buy Music/Books/Video Online in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:


More Likely to Buy Music/Books/Video Online in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:


more likely to buy other literary or educational products

more likely to buy TV show rentals (VHS or DVD)

more likely to buy movie purchases (VHS or DVD)

more likely to buy audio books (on tape or CD)

More Likely to Buy Greeting Cards, Flowers and Jewelry in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:


42% more likely to own Kawasaki

14% more likely to spend $100-$199 on greeting cards

8% more likely to spend $100-$199 on flowers

Patty can we use Flower Image (slide 34) from “inspiration deck or a greeting card photo like the mother’s day one in that deck? We can make the bars to the left smaller and make pic bigger.

More Likely to Buy Greeting Cards, Flowers and Jewelry in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:


more likely to search for information on flowers

more likely to spend $200-$499 on jewelry/watches/accessories

13% more likely to buy classical music/ballet/opera tickets

11% more likely to buy live theater - musical/play tickets

7% more likely to buy other events (e.g. dog, boat, auto shows) tickets

More Likely to Buy Event Tickets in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:


more likely to spend $2500 or more online on activity tickets

more likely to buy classical music/ballet/opera tickets

more likely to buy music concert tickets

more likely to buy museum/art gallery tickets

more likely to buy zoo/circus tickets

more likely to spend $100-$199 on activity tickets (e.g. concerts, sports events, museums, etc.)

More Likely to Buy Event Tickets in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:


More Likely to Buy or Search Hobbies in last 30 daysCompared to Google, the Yahoo! Bing Network Audience is:


42% more likely to own Kawasaki

9% more likely to search for information on sports equipment

6% more likely to search for information on pet products /supplies

More Likely to Buy or Search Hobbies in last 30 daysCompared to Google, the Yahoo! Bing Network Audience is:


more likely to search for information on gardening supplies/tools

more likely to search for information on other hobby/personal interest products

more likely to buy pet products/supplies online

11% more likely to search for information on fragrances

9% more likely to search for information on hair care

5% more likely to search for information on skincare (moisturizers, anti-aging, etc.)

5% more likely to search for information any of these beauty products

7% more likely to search for information on cosmetics

8% more likely to search for information on bath and body (shower gel, etc.)

8% more likely to search for information on grooming (razors, etc.)

More Likely to Search for Beauty Products Online in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:


128% more likely to spend $500 or more on grooming

35% more likely to spend $200-$499 on hair care

8% more likely to spend $500 or more on hair care

8% more likely to spend $50-$99 on skincare

6% more likely to spend $50-$99 on grooming

13% more likely to spend $100-$199 on cosmetics

17% more likely to spend $200-$499 on fragrances

27% more likely to spend $200-$499 on bath and body

6% more likely to spend $500 or more on fragrances

6% more likely to spend $100-$199 on bath and body

More Likely to Buy Beauty Products in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:


36%more likely to spend $200-$499 on teen clothing for girls

27%more likely to spend $200-$499 on baby clothing

7%more likely to spend $100-$199 on teen clothing for boys

12%more likely to buy male teen clothing/shoes online

15%more likely to spend $500 or more on teen clothing for girls

More Likely to Purchase Apparel in last 6 months Compared to Google, the Yahoo! Bing Network Audience is:


More Likely to Search for Apparel Online in last 6 monthsCompared to Google, the Yahoo! Bing Network Audience is:


42% more likely to own Kawasakimore likely to search for teen clothing for girls

more likely to search for kids' 2-12 clothing

DIGITAL PLAYS KEY ROLEIN RETAIL INDUSTRY

Digital Ad Spend Forecasts Show Momentum

SHARE OF PAID CLICKS ON THE RISE

Notes

• The year 2013 is expected to spend $9.35B for Digital Ad Spending in Retail Industry.

• This growth trend is projected to continue well into 2017 with a CAGR of 10.2%

Source: eMarketer, June 2013

E-commerce and M-commerce Projections

Source: eMarketer, April 2013

Notes

• In 2013, US retail ecommerce sales will total $259 billion, a 14.8% annual increase.

• The longer-term outlook is also bright, with digital sales expected to increase at a 14% compound annual growth rate (CAGR) from 2012 to 2017.

• Mobile already accounts for 11% of ecommerce sales, and its share will jump to 25% by 2017

Reach Receptive Audiences Along Their Complex Shopping Journey

AWARENESS FOR SEASONAL

EVENTS/NEW PRODUCTS ONLINE

OR IN-STORE SALES

BOOST COMPETITIVE

CONQUESTING

INCREASE TRAFFIC AND BASKET SIZE

OUR VISITORS

PURCHASE 24% MORE APPAREL

AND ACCESSORIES

OUR VISITORS

PURCHASE 23% MORE HOME

AND GARDEN PRODUCTS

OUR VISITORS

PURCHASE 22% MORE JEWELRY

AND WATCHES

OUR VISITORS

PURCHASE 15% MORE

FURNITURE, APPLIANCES AND

EQUIPMENT

Retail Industry – Shopping Season – YoY Trends/Day

Source: The Search Agents, 2012


Notes

Click and impression volume on Thanksgiving Day increased by 2.5% and 2.2% respectively between 2011 and 2012. The

segment of impression volume on Black Friday saw a steep decrease of 12.5% from 36.1% in 2011 to 24.7% in 2012

however, clicks increased by 1.5%.

On Cyber Monday, share of impressions increased by 4.6% from 19.1% in 2011 to 23.7% in 2012, while click volume stayed

about the same. Changes in click and impression patterns imply that consumers are likely spending more of their

Thanksgiving Day either shopping or preparing for Black Friday and Cyber Monday by finding better deals in advance.

.

Retail Industry – Shopping Season – Device

Source: The Search Agents, 2012


Notes

On Thanksgiving Day, impressions from mobile devices more than tripled from 5.8% in 2011 to 18.1% in 2012. Mobile

devices share of clicks doubled from 15.5% in 2011 to 31.1% in 2012.

Cyber Monday impression volume from mobile devices more than tripled from 3.8% in 2011 to 14.2% in 2012 while click

share more than doubled from 8.6% in 2011 to 20.5% in 2012.

Retail Industry – Shopping Season

Source: Hitwise, 2010-2012


Notes

Christmas Day 2012 saw a 27% increase in online traffic to the top 500 retail sites compared to 2011.

Thanksgiving Day showed the highest spend with 32% growth YoY.

Retail Industry – Thanksgiving – Real Time Sales

Source: IBM Core Metrics, 2012

Notes

Online sales for Thanksgiving hit record numbers in 2012 with sales growing 17.4% over 2011.

Retail Industry – Thanksgiving Vs. Black Friday – Real Time Sales


Notes

While Thanksgiving has become a marquee day for online shopping, Black Friday still delivers considerably higher sales.

Retail Industry – Thanksgiving Vs. Black Friday – Real Time Sales


Notes

Online sales for Black Friday peaked at 8:45AM PST with sales increasing 20.7% over 2011.

Retail Industry – Black Friday Vs. Cyber Monday – Real Time Sales



Notes

While online sales Black Friday peaked and then declined, Cyber Monday peaked at 8:25AM PST and maintained strong

momentum. Online sales were up by 36.71% over Black Friday.

Retail Industry – Cyber Monday – Real Time Sales


Notes

Cyber Monday online sales grew significantly, increasing by 30.25% over 2011.

Retail Industry – Cyber Monday & Black Friday – Mobile


Notes

• On Black Friday 2012, online sales and traffic from mobile devices increased by 65.2% and 67.8% over 2011, respectively.

• On Cyber Monday 2012, online sales and traffic from mobile devices increased by 96.2% and 71.4% over 2011, respectively.

Nearly One-Quarter of Consumers Buy Six or More Gift Cards Per Year

Source: GiftCard.com by CardLab Gift Card Spending Report 2012

Among consumers who buy at least one gift

card per year, 24% purchase six or more

3% typically purchase over 50 gift cards per year

13% purchase gift cards online

Women 35+ tend to purchase gift cards from

a display in a grocery store or pharmacy more

frequently than men under age 34

Older Consumers 55-64 Spend the Most on Gift Cards


Nearly 50% of respondents plan to purchase

at least one gift card this holiday season

$26.40 is the average amount spent on a

single gift card, regardless of gender, income,

location in the U.S. and age

55-64 year olds tend to spend more on gift

cards, with the average consumer in this age

bracket spending $32.60 per gift card

On average, age 18-24 spend $21.50;

age 25-34 spend $20.00;

age 35-44 spend $29.80

Gift Cards Purchases Are Generally Planned in Advance


72% of consumers always/almost always plan their

gift card purchases

28% always plan their gift card purchases

40% who always plan their gift card purchases have

an annual household income of $100K+

Price is the Most Important Gift Card Feature Among Consumers


Pricewas cited by 48%

Selectionwas cited by 24%

Personalizationwas cited by 14%

Card Design was cited by 11%

Card Packaging was cited by 2%

Gift Cards Are for Bought for Many Occasions, Especially Birthdays


Birthdayscited by 45% of consumers as a gift card occasion

Christmas cited by 42%

Graduations cited by 18%

Weddingscited by 15%

Coach or Teacher Gift cited by 7%

Gift Cards Are Typically Spent Within 1 Month

Source: American Express Spending & Saving Tracker Holiday Shopping (research conducted by Echo Research between 11/29/12 and 12/2/12)

44% consumers expect to spend the holiday gift cards they

receive within 1 month

22% expect to spend within 2 to 5 months

10% expect spend within 6 months

8% expect to spend within > 6 months

Gift Cards Are Mainly Spent at Grocery Stores/Supermarkets


21% of consumers spend their gift card at grocery stores/supermarkets

10% spend at eating places/restaurants

8% spend at department stores

7% spend at discount stores

7% spend at automotive parts and accessories stores

6% spend at fast food restaurants

5%spend at electronics stores

Holiday Shoppers 18+ Plan to Shop Online

Source: 2012 BIGinsight – Black Friday Weekend

80% had or will take advantage of online and in-store promotions to buy non-gift

items during the Thanksgiving holiday weekend

48% indicated they shopped online on Black Friday compared with

27% on Thanksgiving Day

37% did not shop on either Thanksgiving or Black Friday

30% said they intend to search online for information on Black Friday weekend

sales, discounts and promotions

59% of Adults 18+ Went or Will Go Holiday Shopping Thursday, Friday, Saturday or Sunday


59% of these shoppers are females

65% have incomes of $50K+

77% are 18-34 year olds

60% are 35-54 year olds

Black Friday is the Most Popular Holiday Shopping Day


37% plan to shop on Friday

34% plan to shop on Saturday

18% plan to shop on Sunday

15% plan to shop on Thursday

(Thanksgiving)

$432.55 Average Spend During Black Friday Weekend, up 6% from 2011Of this spend, the following was spent online…


$172.42 for adults 18+

(about 41% of spend was online representing a

15% increase from 2011)

Men averaged

$201.12 (about 42% of spend was online)

Women averaged


Incomes $50K+ averaged


Clothing is the Top Gift Bought During Black Friday Weekend


58% will buy Clothing (increased from 2011)

35% will buy Toys (increased from 2011)

21% will buy Home décor or home related furnishings (decreased from 2011)

15% will buy Jewelry or precious metal accessories (increased from 2011)

14% will buy Sporting goods or leisure items (increased from 2011)

38% will buy Consumer electronics or computer related accessories (decreased from 2011)

40% will buy Books, CDs, DVDs videos or video games (increased from 2011)

25% will buy Food/candy (increased from 2011)

6% will buy Flowers/plants (increased from 2011)

23% will buy Personal care or beauty items (increased from 2011)

33% will buy Gift cards/certificates (up from 21% in 2011)

More than 50% of Consumers Plan to Shop on Cyber Monday


54% adults 18+ said yes (5% increase from 2011)

61% with incomes $50K+

68% 18-34 year olds

68% 35-54 year olds

More Cyber Monday Shoppers Will be Early Birds


44% of adults 18+ will shop early morning

37% will shop late morning

17% will shop over lunch hour

32% will shop early afternoon

27% will shop late afternoon

29% will shop early evening

19% will shop late evening

2% will shop at another time

25% of Adults 18+ Intend to Spend More This Holiday Season

Source: BIGinsight Monthly Consumer Survey, December 2012

30% of men intend to spend more

27%with income $50K+ intend to spend more

41% of 18-24 year olds intend to spend more



Over 50% Already Bought Clothing as Holiday Gifts


53% Clothing or clothing accessories

43% Books, CDs, DVDs, videos or video games

27% Food/candy

22% Personal care or beauty items

28% Consumer electronics or computer related accessories

39% Gift cards/certificates

42% Toys

15% Sporting goods or leisure items

5% Flowers/plants

21% Jewelry or precious metal accessories

20% Home décor or home related furnishings

Online is the Top Destination for the Remainder of Holiday Shopping


46% Online

45% Department store

14% Grocery store or supermarket

13% Outlet store

23% Clothing or accessory store

23% Electronics store

35% Discount store

7% Thrift store/retail shop

6% Catalog

7% Crafts or fabric store

10% Other specialty store

5% Other

APPENDIX

Yahoo! Bing Network Share of Paid Clicks Across Retail

Source: Yahoo! Insights – Daily Habits US Survey, January 2013

Automotive

Business & Finance

Education

Telecom

Travel

Retail

$3.3BPER MONTH SPEND

32% BROWSE & SHOP FOR FUN AS

A DAILY HABIT

39% READ MESSAGE BLOGS &

ARTICLES ON Y!

64% READ NEWS &

ENTERTAINMENT ARTICLES

ON Y!

32%USE SEARCH ENGINE YAHOO!

More Mobile Usage to Access Retail InformationCompared to Google, the Yahoo! Bing Network Audience is:


5% more likely to use their mobile device almost every day to access food/recipes/cooking tips

7% more likely to use their mobile device 1-3 times a month to access beauty/fashion/style information

12% more likely to use SMS on their mobile device to access beauty/fashion/style information

Thank you!

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