Yahoo, they have been testing a new service called Rich Ads that lets advertisers add video, images and custom search boxes to Yahoo search ads (view example). The results appear as “Promotional Results” that can combine the relevance of search with the impact of rich media. A small group of advertisers tested it in the fourth quarter of 2008 and saw click-through rates (CTRs) rise by as much as 25%. Yahoo further states that these advertisers have also seen improved brand exposure and conversion rates.
Post images and video, which can increase the branding impact of search advertising. Pedigree has added video to its campaigns, for instance. Create deep links to relevant pages, which can help drive conversions directly from the Yahoo! search results page. Include boxes within the listing that lets users search for their desired product or a store location directly without additional navigation. Esurance’s listing lets users enter their ZIP codes from the results page for insurance quotes. Show their logo, which enhances user trust.
Yahoo is charging a monthly fee for the service, versus the auction-based pricing of search advertising, which Mr. Mayer said Yahoo might use in the future. For now, it is allowing only certain large, brand-focused advertisers — which have existing commercials or logos — to participate in the program. SoBe, Pepsi and Home Depot were all part of the pilot program.
Yahoo updates its search capabilities, it has been under pressure from Wall Street analysts to consider selling its search business to Microsoft. Recently, Microsoft’s chief executive, Steven A. Ballmer, has repeatedly expressed interest in such a deal.
Showing posts with label yahoo. Show all posts
Showing posts with label yahoo. Show all posts
Wednesday, March 18, 2009
Yahoo Launches New Ad Targeting Products
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.
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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