Met de nieuwe tools van Yahoo! worden de adverteerders wel erg enthousiast. Met deze online advertising tools kunnen adverteerders potentiële klanten beter bereiken.
“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,” aldus Michael Walrath, senior vice president, Advertising Marketplaces Group, Yahoo!.
In feite zijn het drie nieuwe tools die Yahoo! lanceert:
Search Retargeting: dit geeft adverteerders de mogelijkheid om beeldadvertenties gericht te tonen gebaseerd op het gedrag van gebruikers;
“For example, if a user searches for the keyword “sandals,” indicating strong purchase intent, an advertiser can target that user with a tailored display ad for footwear.”
Enhanced Retargeting: hiermee kunnen adverteerders dynamisch gegenereerde advertenties over het gehele Yahoo! netwerk vertonen afgestemd op het gedrag van de gebruikers;
“For example, users who visit an airline website to check offers for flights from SFO-JFK can be served a personalized offer for that specific flight when they visit a page within the Yahoo! Network. In a recent trial, a market-leading online travel company saw a 230% increase in total bookings and a 651% increase in click-through rate when comparing Enhanced Retargeting to their traditional retargeting campaign.”
Enhanced Targeting: verbeterde mogelijkheden voor search advertising, zoals tijdgebaseerd vertonen van advertenties, afstemming op basis van demografische gegevens enz.
“Recognizing the need for more focused audience segmentation and improved control, Yahoo! Search Marketing will offer advertisers Enhanced Targeting capabilities for Sponsored Search and Content Match programs (expected to start in March). New features are designed to extend the advertiser’s control over where and when an ad is shown at both the campaign and ad group level, including what time of day and day of the week an advertiser would like campaigns to run (ad scheduling) and what age and gender they’d like to reach (demographic). Advertisers will be able to vary their bids for different segments in order to increase their ability to reach the desired audience.”