Assume you have your table in D1:F9 with headers in D1:F1.

Select E2:E9
Press Conditional Formatting (on the Ribbon - Home tab)
Press New Rule
Select 'Use a formula to determine which cell to format'
In the 'Format values where this formula is true' field, enter the following:
=$E2 ="Yes"
Format as you want
OK
OK.