Yahoo 2007 Annual Report Download - page 15

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site), Yahoo! Telemundo (United States Hispanic site), Yahoo! Canada en Français (French Canadian site), and
Yahoo! en Català (part of Yahoo! Spain’s Catalan language offerings).
We own a majority or 100 percent interest in all of these international operations (except in Australia, New Zealand,
China, and Japan where we have joint ventures and/or minority interests). We have established a network of offices
worldwide to facilitate the development of the business globally and we continue to tailor our services and tools
with local content and in local languages to meet the needs of our community of users, advertisers, publishers, and
developers.
Revenue is primarily attributed to individual countries according to the international online property that generated
the revenue.
SALES
We maintain three primary channels for selling our marketing services: direct, online, and telesales. Our direct
advertising sales team focuses on selling our marketing services and solutions to leading advertising agencies and
marketers in the U.S. We have combined our display and search marketing sales teams under common leadership to
better respond to advertisers who are increasingly using both forms of advertising on Yahoo! Properties to achieve
their desired marketing goals. Our online channel operates and is fulfilled by a self-service program that enables
advertisers to place targeted text-based links to their Websites on Yahoo! Properties as well as on our Affiliate sites.
Our telesales channel focuses on sales of marketing services to small-and medium-sized businesses.
We employ sales professionals in locations across the U.S., including Atlanta, Boston, Chicago, Dallas, Detroit,
Hillsboro, Los Angeles, Miami, New York, San Francisco, and Sunnyvale. Our sales organization consults
regularly with agencies and advertisers on design and placement of online advertising, and provides customers with
measurements and analysis of advertising effectiveness as well as effective consumer insights that can be turned
into marketing campaigns. In addition to our geographic sales structure, we have industry focused sales teams for
automotive, consumer packaged goods, entertainment, finance, retail, pharmaceuticals, sports, technology, tele-
communications, and travel. In the international markets, we have either our own internal sales professionals or we
have established sales agency relationships in more than 30 countries.
No individual customer represented more than 10 percent of our revenues in 2005, 2006, or 2007.
MARKETING
The Yahoo! brand is one of the most widely recognized in the world. Maintaining and growing that brand enables us
to attract, retain, and more deeply engage users, advertisers, publishers, and developers. We believe a great brand
begins with a great product, services, and content. Yahoo! marketing engages in each step of product and services
development, deployment, and management and content design to understand our offerings and how best to market
them to our communities of potential and existing users. Our marketing communications’ efforts help accelerate
product momentum, awareness, adoption, and engagement. We use online, television, print, radio, and outdoor
advertising, and we leverage our global online network and our distribution partnerships to market our products and
services to the right people at the right time. With continued investment in global brand and product marketing, we
believe we can continue to attract and engage users, advertisers, publishers, and developers.
COMPETITION
We operate in the Internet products, services, and content markets, which are highly competitive and characterized
by rapid change, converging technologies, and increasing competition from companies offering communication,
information, and entertainment services integrated into other products and media properties.
We compete for users, advertisers, publishers, and developers with many other providers of online services,
including Web businesses where expertise in a particular market segment may provide a competitive advantage and
with social media and networking competitors. Ad networks (such as Google Inc.’s “Google” Ad sense, Ad.com,
and Valueclick), which create specialized marketing solutions for specific advertiser or publishers segments, also
compete with us for a share of marketing budgets.
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