Yahoo 2006 Annual Report Download - page 15

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Please find page 15 of the 2006 Yahoo annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

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OFFERINGS TO BUSINESSES
As part of our strategy to provide the most efficient and effective marketing services for businesses, we are
committed to providing a comprehensive set of Internet marketing solutions for advertisers. There is ongoing
growth in the advertising market and an increasing shift in advertisers’ use of online media as audiences shift toward
the Internet from traditional media. We are committed to capitalizing on this shift and helping our advertisers create
and execute Internet marketing solutions that both engage users to interact with our advertisers’ brands as well as
provide valuable insights into their customer base. We utilize our continuing research of the marketplace and our
understanding of our users and their interests to offer a suite of targeted marketing services for our advertisers to
meet the full range of their needs from brand building to consumer awareness, direct marketing, lead generation and
commerce services. Our offerings enable marketers to display their advertisements in different formats and in
different locations on the Yahoo! Properties and off-network on our affiliates’ websites.
Advertisers can display graphical advertisements on the pages that are viewed by our users across the Yahoo!
Properties and on our affiliates’ websites. Yahoo! offers a broad range of tools available for online display
advertising, including rich media, video and targeting. We work with our advertisers to maximize the effectiveness
of their campaigns by optimizing advertisement formats and placement on the network. We also use our targeting
capabilities to help advertisers reach their desired audiences by placing contextually relevant advertisements on our
pages. For these advertising services, we earn revenue as “impressions” are delivered. An “impression” is delivered
when an advertisement appears in pages viewed by users.
Advertising is also provided through a series of search offerings that enable advertisers to display text based links to
their websites on the Yahoo! Properties, as well as on our affiliates’ websites. These advertisements are displayed in
response to different user actions — when a keyword is used in a search query initiated by a user or when specific
content is being viewed by a user on the Yahoo! Properties or on the websites of our affiliates. For example, if a user
searches using the keyword “television” in the Yahoo! Search box or the search box on the website of one of our
affiliates, two sets of results will appear based upon algorithmic and sponsored search technology. Links to
websites for advertisers selling televisions will appear alongside the algorithmic search results. As another
example, if the user is reading an article about interest rates, he or she may be presented with advertising links to
websites for mortgage-related advertisers. For these advertising services, we earn revenue when “click-throughs”
occur. A “click-through” occurs when a user clicks on an advertiser’s listing. We refer to such advertising services
as “search marketing.”
In addition to offering marketing services to businesses we also provide the following services:
Yahoo! HotJobs is one of the leaders in the online recruiting industry, providing comprehensive solutions for
employers, staffing firms and job seekers. Yahoo! HotJobs’ tools and advice put job seekers in control of their
career search and make it easier and more cost-effective for recruiters and employers to find qualified candidates
compared to traditional methods. Yahoo! HotJobs enables job seekers to create an online resume and to search and
apply for jobs, and provides access to newsletters, online forums and salary research, free of charge. We generate
revenue from employers and staffing firms that pay to access our database of job seekers and use our tools to post,
track and manage job openings.
In late 2006, we formed a strategic partnership with a consortium of newspaper companies that will enable the
newspapers to provide advertisers who list jobs in any of the consortium’s newspapers the ability to also post their
jobs on Yahoo! HotJobs and throughout the Yahoo! network. We believe this arrangement will create a powerful
local and national jobs network, enabling recruitment advertisers to reach a larger, more diverse candidate pool of
both active and passive job seekers. In addition, all of the newspapers’ online career sections will be powered by
Yahoo! HotJobs and co-branded between Yahoo! and the local newspaper.
Yahoo! Small Business provides a comprehensive and integrated suite of fee-based online services including Yahoo!
Domains, Yahoo! Web Hosting, Yahoo! Business Mail and our e-commerce platform called Yahoo! Merchant
Solutions. By integrating one of the leading hosting solutions with business critical services and information,
Yahoo! enables customers to easily get online, sell online, and market and promote online.
Yahoo! Local offers businesses a free service called Yahoo! Local Basic Listing allowing them to post detailed
company information, such as their business hours, contact information, product/services offered and website
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