02 July 2007
Despite currently undergoing a transitory period as they try to reverse a slowdown in revenue growth, Yahoo! have announced new tools for online advertising that could give the company an edge in the race for "behavioural targeting", whereby online advertisements are tailored to the people most likely to buy.
The product - to be called "Yahoo! SmartAds" - will help marketers create custom advertisements 'as it happens', using information on individual buyers as well as localised information relevant to the individual. For example, a person who may have recently searched for a particular make and model of car might see an ad from a local car dealership along with prices and stock levels.
This new product comes just after the company merged its display and web advertising, and while such one-to-one advertising has long been promised, it has often been difficult for advertisers to customise display advertisements on such a large scale. Todd Teresi, senior vice-president of display marketplaces, said:
"Ad agencies have been really struggling with how to scale the value proposition of the Internet... We now can get scaleable one-to-one marketing."
Yahoo! SmartAds works by allowing advertisers to provide the search engine with creative assets, such as logos, images and tag lines, while retailers will provide information from their inventory databases that track the items available in each of its stores. Yahoo! will combine the data with the information it holds on users' demographics and actions online to create a product-specific advertisement.
SmartAds is currently being tested on Yahoo!'s network of sites, including local newspapers and its own internet portal by two major airlines as Yahoo! undertake a phased approach to the product rollout. Although currently only available within the travel vertical, Yahoo! intends to offer the system to other industries, including the retail and automotive sectors.
Furthermore, once Yahoo!'s $680 million purchase of online ad provider Right Media is completed, the companies will work to display SmartAds on sites across Right Media's advertising network.
In recent months, Yahoo! has fallen behind rival Google in the search advertising market with SmartAds being seen as one attempt by the company to close the gap. Although the technology is complex, the goal of SmartAds is simple: show the right advertisement to the right person at just the moment that he or she is about to make a purchase.
Yahoo! launches new customisable ad tool
Despite currently undergoing a transitory period as they try to reverse a slowdown in revenue growth, Yahoo! have announced new tools for online advertising that could give the company an edge in the race for "behavioural targeting", whereby online advertisements are tailored to the people most likely to buy.The product - to be called "Yahoo! SmartAds" - will help marketers create custom advertisements 'as it happens', using information on individual buyers as well as localised information relevant to the individual. For example, a person who may have recently searched for a particular make and model of car might see an ad from a local car dealership along with prices and stock levels.
This new product comes just after the company merged its display and web advertising, and while such one-to-one advertising has long been promised, it has often been difficult for advertisers to customise display advertisements on such a large scale. Todd Teresi, senior vice-president of display marketplaces, said:
"Ad agencies have been really struggling with how to scale the value proposition of the Internet... We now can get scaleable one-to-one marketing."
Yahoo! SmartAds works by allowing advertisers to provide the search engine with creative assets, such as logos, images and tag lines, while retailers will provide information from their inventory databases that track the items available in each of its stores. Yahoo! will combine the data with the information it holds on users' demographics and actions online to create a product-specific advertisement.
SmartAds is currently being tested on Yahoo!'s network of sites, including local newspapers and its own internet portal by two major airlines as Yahoo! undertake a phased approach to the product rollout. Although currently only available within the travel vertical, Yahoo! intends to offer the system to other industries, including the retail and automotive sectors.
Furthermore, once Yahoo!'s $680 million purchase of online ad provider Right Media is completed, the companies will work to display SmartAds on sites across Right Media's advertising network.
In recent months, Yahoo! has fallen behind rival Google in the search advertising market with SmartAds being seen as one attempt by the company to close the gap. Although the technology is complex, the goal of SmartAds is simple: show the right advertisement to the right person at just the moment that he or she is about to make a purchase.
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