Yahoo! has launched three new products that will further help their online advertisers to better reach their target audience and get better value for the money they spend on advertising. Two of these new products are meant for display ads while the third is for sponsored search ads.
Yahoo remains incredibly well positioned to meet the growing advertiser demand for performance marketing offerings, and no other company can provide marketers with such scale and expertise across search and display advertising. Yahoo believes that it has an advantage with targeting tools because its massive userbase makes the audiences that can be reached through targeting significant. On some properties, targeting is of minimal value because targeting only reaches audiences on the order of thousands of users. According to Joanne Bradford, Yahoo's senior vice president of U.S. revenue and market development
Search retargeting serves display ads to users based on what they've searched for, regardless of where they are in the Yahoo network. "For example, if a user searches for the keyword 'sandals,' indicating strong purchase intent, an advertiser can target that user with a tailored display ad for footwear," the company explained in a press release.
Enhanced retargeting serves dynamically-generated display ads based on a user's activity on the advertiser's site.
Enhanced targeting is a blanket term used to describe more granular targeting capabilities on search advertising, including ad scheduling and demographic targeting within search.
Yahoo is also expected to launch a search advertising tool that enables users to manage what time and day of the week they wish their ads to run. Demo targeting specifics, including age group and gender, will also be incorporated.
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