WebProNews

Gannett’s PointRoll announced today it has joined the Yahoo Smart Ads program to help marketers focus on creating rich media ads and improve campaign performance.

 As a member of Yahoo’s Smart Ads program, PointRoll will use Yahoo’s reach and targeting capabilities to provide more customized, relevant and scalable rich media campaigns. PointRoll will also use its ShopLocal retail ad program to offer improved Smart Ads for retail advertisers.

Jason Tafler
CEO of PointRoll

"By partnering with Yahoo, PointRoll can offer marketers new opportunities to quickly and efficiently deliver behaviorally targeted rich media ads to the right audiences," said Jason Tafler, CEO of PointRoll. "

"As recent Dynamic Logic data illustrates, rich media outperforms standard Flash and gif ads. With Yahoo's Smart Ads program, PointRoll helps brands auto-optimize creative and targeting to greatly improve the relevance of their campaigns and get the most out of every impression."

Smart Ads can be used in any vertical industry, but Yahoo says it has seen success within the retail industry, where many advertisers are looking for new ways to reach consumers.

Testing Smart Ads with ShopLocal retail ad content has shown improved campaign performance for retail advertisers such as CVS and Kohl’s. These advertisers saw gains in click performance, conversion and overall return on investment.

Yahoo sites attracted 154 million unique visitors in June, each spending an average of 4.6 hours on the properties, according to comScore.