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Yahoo Goes the Display Ad Route

Offers Over 800 Display Ad Templates for Advertisers

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Yahoo has launched a new self-serve display advertising solution called Yahoo My Display Ads. The company says the solution is designed to help small and medium-sized businesses easily reach their target audience via Yahoo and its network of partner sites.

"Yahoo! My Display Ads allows small businesses to build on their search marketing with display campaigns that reach a targeted audience on some of the Internet’s most popular websites," says Joanne Bradford, senior vice president North America Revenue and Market Development at Yahoo.  "This new solution provides an affordable and accessible option for businesses to run brand and performance campaigns that reach the local audiences that matter to them most."

The solution comes with over 800 display ad templates. Advertisers can choose between CPM or CPC-based pricing. Yahoo says this caters to both branding and performance marketing goals. Advertisers can also track and manage campaign performance goals with daily reporting.

Yahoo My Display Ads

Yahoo My Display Ads is powered by Seatle-based AdReady. "AdReady’s partnership with Yahoo! will provide advertisers with direct access to high value advertising inventory from the largest provider of display advertising in the world," said Aaron Finn, President and CEO, AdReady.  "With Yahoo! My Display Ads, we hope to make display as easy, effective and accessible as search."

AdReady

Some Yahoo Small Business customers were able to use Yahoo My Display Ads last year within a limited program. Yahoo says this program tested to positive results.

Yahoo Goes the Display Ad Route


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  • Guest

    Hi Chris,

    Thanks again for staying on top of the latest Yahoo! news! This is a great program because it gives everybody a chance to run cost effective display campaigns.

    Any Yahoo! search advertiser should also be aware that if they sign up with Yahoo! My Display Ads, they’ll now have an opportunity to track both their Yahoo! My Display Ads and their Yahoo! Search campaigns under one roof using the Full Analytics solution within their Yahoo! Search Marketing account.

    As you dicussed in one of your previous posts, running display ads along with search has shown to provide a better ROI than running either display or search by themselves:

    http://www.webpronews.com/topnews/2008/11/05/search-ads-vs-display-ads

    There are also recent independent studies that back up this search + display theory:

    Online Publishers Association Study Shows Consumers Exposed to Display Advertising Are More Engaged and Spend More Money Online

    http://64.13.250.16/newsletter.php?newsId=531&newsType=pr

    Search Engine Marketing and Online Display Advertising Integration Study

    http://www.iprospect.com/about/researchstudy_2009_searchanddisplay.htm

    Using Full Analytics, advertisers will be able to take advantage of the Assist metric and measure how well their Yahoo! My Display Ads perform at driving conversions for their other ads, such as search.

    Using Full Analytics, display advertisers no longer have to rely on the direct reponse (last click conversion) method of measuring the success of a display ad. They can now attribute credit to display ads that drive conversions for their other ads (down the conversion funnel) due to their branding power.

    Matt Lillig
    Yahoo! Search Analytics

    • Chris Crum

      Thanks for weighing in Matt. Thanks for reading (and citing) WebProNews as well. The extra info regarding Yahoo My Display Ads is appreciated. I’m about to post another article about them with some questions answered by Yahoo’s Joanne Bradford.

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