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Display ads have not always been the friendliest form of online advertising for the little guy—you had to have hefty advertising budgets, and you had to have agencies or other creative types around to build your ads in the first place. But our new Yahoo! My Display Ads, with a lower spending minimum and do-it-yourself graphic ads, just made display advertising a lot friendlier.
Yahoo! My Display Ads, a pilot program being launched this week, puts display advertising within reach of advertisers who were previously limited to search marketing. Advertisers can upload existing ads, or build their own from more than 700 templates. And, unlike traditional display, you can get started with as little as $30 a day.
The UI is not clear. (I downloaded my own ads.) And, you run on the Yahoo network instead of specific publication channels. I would like it more flexible, with more details. Someday, I'm sure this will happen.
Mostly, however, I was really impressed with how impressed they were with themselves with their prices for these display ads. Woo! 5x for what we have budgeted for Google text ads. For this campaign, it's not going to fly.
Local is where there is a lot of potential for growth and no one has it wrapped up yet. Last year I talked with one newspaper executive about them getting into bed with Y and she admitted that it was a high risk. After a while, the local clients might well bypass their newspapers in terms of sales and go directly to Y.
And, of course, it's a risk for Y as well, since the newspapers could build up relationships using the U network and then tell Y goodbye. And THAT is why you're seeing this--it is Y trying to establish a direct link with the local ad buyers. Of course, they will be running their ads on the newspapers, right? (Not all are like Scripps. Some newspapers are doing an awful job of selling this.)
No doubt Y built this thinking that, some day, they can use this ad system to link into anyone and everyone--even Google. I mean, why not? Create an ad and then place it where you want it. Of course, there will be a free handy-dandy program that makes recommendations to you about where your ad might be most effective. And, if you're Y, that's going to naturally point to you.
(At least, we can hope it will be naturally. Y shouldn't lie because plenty of WW members and their ilk will be A/B testing anyway and the flames will alight on boards across the web if their recommendations stray too far from reality.)