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Yahoo Launches Ad Products For Better Targeting
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msg:3856683
 3:08 pm on Feb 24, 2009 (gmt 0)

Yahoo Launches Ad Products For Better Targeting [yhoo.client.shareholder.com]
Yahoo! Inc. today announced the launch of three new targeting products for brand and performance marketers that are designed to help them reach the audiences that matter most when advertising online.

"As the economy continues to put pressure on advertising budgets, marketers are looking for increased accountability for every dollar they spend. Yahoo!'s new targeting products significantly improve the ability for search and display advertisers to reach their target audience, providing increased efficiency and accountability," said Michael Walrath, senior vice president, Advertising Marketplaces Group, Yahoo!. "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."

The new products include:

  • Search Retargeting, which gives advertisers the ability to target display advertising based on user search activities;
  • Enhanced Retargeting, which allows advertisers to deliver dynamically generated display ads across the Yahoo! network based on user activity on an advertiser's site; and
  • Enhanced Targeting capabilities for search advertising, including ad scheduling and demographic targeting within search.

  •  

    skibum




    msg:3856708
     3:51 pm on Feb 24, 2009 (gmt 0)

    Search Retargeting, which gives advertisers the ability to target display advertising based on user search activities;

    Could work very well. Will be interesting to see how important the time factor is in there. How fast does the users' interest fade after the search?

    Enhanced Retargeting, which allows advertisers to deliver dynamically generated display ads across the Yahoo! network based on user activity on an advertiser's site; and

    Advertising.com and others have had this type of targeting for years and it seems an advertiser will still spend $10 in media fees for every $1 dollar generated in sales from banner click-throughs even with this targeting.

    When view-through impressions are given credit for sales (basically - a consumer goes to an advertisers site, then Yahoo! drops a cookie in the browser, when that person goes to a site in the Yahoo! network, that person gets served ads for the site they visited previously. Even if the person doesn't click on the ad but merely "views" it [could be below the fold and not even be seen by the person by Y! may do that differently] the sale is credited back to the ad campaign) and the performance of the campaign looks great - as if you are generating $10 in sales for every dollar spent on media.

    This kind of technology can give David Copperfield a run for the money! It is debatable as to whether the banners that "generate" view-through conversions actually do anything or if they are just taking credit for sales that would have happened anyway. It is basically a way to justify spending on banner media buys that don't really work IMHO.

    Enhanced Targeting capabilities for search advertising, including ad scheduling and demographic targeting within search.

    Goos start but Google match types would be more powerful for advertisers IMHO.

    Nice to see them taking some positive steps in any case.

    weeks




    msg:3856712
     3:56 pm on Feb 24, 2009 (gmt 0)

    This effort from Yahoo is springing from, in part, of their ongoing relationship with newspaper web sites, the Yahoo ACT effort.

    Some of the smaller newspaper groups have reported worthwhile earnings from Yahoo ads--over a million dollars in a year in some cases. A lot of this, I suspect, is from their relationship wih Hotjobs, but Y and the newspapers are hoping to grow this.

    What is interesting is that that the Yahoo ACT effort has convinced newspapers to send out their sales force to selling ads into Yahoo. That is impressive to me. Newspapers who are savvy enough to make money selling into another network have a chance.

    eWhisper




    msg:3856966
     8:39 pm on Feb 24, 2009 (gmt 0)

    I love these new offering from yahoo.

    Yahoo has had some of the best behavioral targeting results for display ads of anyone out there. I've seen interstitials combined with behavioral targeting break double digit CTRs on Y.

    If they can take that same targeting to search, and make a search/banner connection - they will have a great product.

    I'm hoping they combine this with attribution management to show when banner are display/clicked how it affects your search CTR and eventual conversions.

    Looking forward to exploring this one.

    arinick




    msg:3857127
     12:33 am on Feb 25, 2009 (gmt 0)

    Have they specified what the display inventory consists of for the search retargeting feature?

    I can't find it anywhere in the release. Is this the first tie between YSM and Right Media? Or, will this only be available to contract display advertisers?

    shri




    msg:3857183
     2:32 am on Feb 25, 2009 (gmt 0)

    And all I've been waiting for is half decent Geo-Targeting. So many of us internationally located business owners would like to target Yahoo for high volume generic e-commerce words for our specific geographical regions.

    It works so well for us on Google where we do not have to compete with US based advertisers who do not operate internationally.

    One of these days I tell myself, one of these days.

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