May 21st, 2009

Display That Performs Like Search

Yahoo! expands Smart Ads program with new partnerships

What if you had a display ad that could be customized for a target audience with a variety of images, colors or messages? What if that ad could evolve as Yahoo! discovers more about the users looking at it? And what if that ad helped your display campaign perform more like your search campaigns?

That’s what an ad can do when it’s part of our Smart Ads program, which we’re expanding this week. Smart Ads takes different elements of ads and combines them in more ways than you can probably imagine to give customized messages to prospective clients. The program now helps deliver Smart Ads at greater scale by combining Yahoo!’s reach and user knowledge with innovative ad-serving technology from third-party providers. Smart Ads is an open platform, but Yahoo! is initially working with two partners, Teracent and Tumri, to make Smart Ads available to PC and mobile advertisers.

“Other publishers will offer so-called smart ad campaigns, but if it’s not running on the Yahoo! Network, it’s not as smart as it could be,” says David Zinman, vice-president and general manager of display advertising at Yahoo!. “We’re giving marketers the opportunity to reach consumers with customized ads on the PC and mobile Internet, and given the high performance of these campaigns in initial testing, it’s as if we’ve put performance marketing on steroids.”

Get specific
You may have a particular group of advertisers you’re trying to reach. But there are lots of different kinds of people within a demographic group, with different interests and backgrounds —and not every consumer will respond to a message the same way.

For example, you could set up a telecommunications ad campaign targeting 18-to-45-year-old cell phone users in Los Angeles. That demographic could contain everyone from a 28-year-old female hipster to a 43-year-old blue-collar male. And they would all see the same ad, which might look something like this:

Smart Ad image

Yahoo! has 150 million users who spent 43 billion minutes on our site last month—which means we have a lot of data that we can use to break those groups into much smaller behavioral segments. The woman might visit Yahoo! Music to check out The Decemberists, while the man might visit Yahoo! Finance. So we can start figuring out what kinds of messages they might be interested in. (Keeping in mind our privacy policies, of course.)

That’s where Smart Ads’ machine-learning technology comes in. You could prepare a few taglines, offers, images, logos and colors, and Smart Ads technology combines them to create thousands of ads that can be displayed to your potential customers. Our mobile Smart Ads can even take into account things like the local weather.

As people like our hipster and our blue-collar guy click on ads, our systems learn what combinations people like them want to see. Is the hipster more interested in convenience and multimedia? Is the blue-collar guy more interested in cost?

In not too long, the 43-year-old man might see more ads like this:

Smart Ad for male

Meanwhile, the 32-year-old female might see an ad like this:

Smart Ads for female

Display that performs like search
Because these combinations can be finely tuned to match customized messages with users, Smart Ads can help the right ads be displayed to the right users. So far, advertisers testing Smart Ads have seen significantly improved campaign performance based on a variety of metrics, including click performance, conversion and overall return on investment.

For example, after executing several Smart Ad campaigns with Yahoo! and its partners, Hewlett-Packard saw a return on ad spend that was more than 20 times higher than their traditional display campaigns, and on par with their search marketing campaigns.

“The ability to run a display advertising campaign that can match the ROI of my search marketing spend is a potentially game-changing proposition,” says Catherine Paschkewitz, director of demand generation with HP Direct. “The Smart Ad solution has enabled us to increase our ROI by reaching the right set of users with the right message.”

Plus, after you’ve run a Smart Ad campaign, we can give you reporting data all the way down to the conversion that tells you which groups responded to which messages. That can help you even when you’re setting up traditional offline campaigns, and make all of your advertising that much smarter.

—Jeff Sweat, Blog Editor

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29 Comments Add your own

1. Yahoo Trying To Make Disp&hellip | May 22nd, 2009 at 6:29 am

[...] advertising in the minds of many. Yahoo is one of the big practitioners of BT and the company is arguing that it is starting to see search-like performance from some of its display [...]
2. Yahoo! Expands Smart Ads &hellip | May 22nd, 2009 at 10:20 am

[...] expansion of their Smart Ads program. Currently, the Smart Ads is an open platform, but Yahoo! has struck partnerships with Teracent and Tumri to make the program available to PC and mobile [...]
3. Yahoo! Expands Smart Ads &hellip | May 22nd, 2009 at 10:31 am

[...] expansion of their Smart Ads program. Currently, the Smart Ads is an open platform, but Yahoo! has struck partnerships with Teracent and Tumri to make the program available to PC and mobile [...]
4. PPC Blog News Roundup for&hellip | May 22nd, 2009 at 10:58 am

[...] ads because they aren’t targeted enough? Well hold the phone, because Yahoo! is expanding their Smart Ads program. Ads that perform like search… Sounds good to me! Smart Ads is an open platform, but [...]
5. Yahoo! Expands Smart Ads &hellip | May 23rd, 2009 at 4:28 am

[...] expansion of their Smart Ads program. Currently, the Smart Ads is an open platform, but Yahoo! has struck partnerships with Teracent and Tumri to make the program available to PC and mobile [...]
6. Yahoo! Expands Smart Ads &hellip | May 24th, 2009 at 1:29 pm

[...] expansion of their Smart Ads program. Currently, the Smart Ads is an open platform, but Yahoo! has struck partnerships with Teracent and Tumri to make the program available to PC and mobile [...]
7. Yahoo! Expands Smart Ads &hellip | May 24th, 2009 at 1:29 pm

[...] expansion of their Smart Ads program. Currently, the Smart Ads is an open platform, but Yahoo! has struck partnerships with Teracent and Tumri to make the program available to PC and mobile [...]
8. Yahoo! Expands Smart Ads &hellip | May 24th, 2009 at 4:05 pm

[...] expansion of their Smart Ads program. Currently, the Smart Ads is an open platform, but Yahoo! has struck partnerships with Teracent and Tumri to make the program available to PC and mobile [...]
9. Реклама Yahoo ст&hellip | May 31st, 2009 at 10:33 pm

[...] и Tumri. В блоге Yahoo!, посвященном поисковому маркетингу, отмечается, что платформа SmartAds открыта для других потенциальных [...]
10. PPC Blog News Roundup for&hellip | June 6th, 2009 at 11:32 am

[...] ads because they aren’t targeted enough? Well hold the phone, because Yahoo! is expanding their Smart Ads program. Ads that perform like search… Sounds good to me! Smart Ads is an open platform, but [...]
11. Affiliate Tomorrow »&hellip | June 8th, 2009 at 5:37 am

[...] ads because they aren’t targeted enough? Well hold the phone, because Yahoo! is expanding their Smart Ads program. Ads that perform like search… Sounds good to me! Smart Ads is an open platform, but [...]
12. Yahoo! Expands Smart Ads &hellip | June 14th, 2009 at 6:48 pm

[...] expansion of their Smart Ads program. Currently, the Smart Ads is an open platform, but Yahoo! has struck partnerships with Teracent and Tumri to make the program available to PC and mobile [...]
13. PPC Blog News Roundup for&hellip | June 14th, 2009 at 10:13 pm

[...] ads because they aren’t targeted enough? Well hold the phone, because Yahoo! is expanding their Smart Ads program. Ads that perform like search… Sounds good to me! Smart Ads is an open platform, but [...]
14. Right Media Blog » &hellip | July 24th, 2009 at 2:12 pm

[...] Solutions. Holly Bowyer, director of marketing, will talk about two of our new display solutions, Smart Ads and Search Retargeting. Both of them bring increased relevance, and may change your conception of [...]
15. rightmediablog.com Blog &&hellip | July 24th, 2009 at 2:26 pm

[...] Solutions. Holly Bowyer, director of marketing, will talk about two of our new display solutions, Smart Ads and Search Retargeting. Both of them bring increased relevance, and may change your conception of [...]
16. unlimited | October 7th, 2009 at 11:56 am

We hope we’d be able to target non-us visitors in a near future. Keep up the good work!
17. Webcast: The Next Generat&hellip | October 26th, 2009 at 5:28 pm

[...] may have heard of Yahoo! Search Retargeting and Smart Ads, which can make your display ads more relevant to users—but you may not know yet how these [...]
18. Google Acquires Teracent &hellip | November 23rd, 2009 at 10:17 am

[...] in Google’s Content Network and to DoubleClick clients. Earlier this year, Yahoo announced a partnership with Teracent as part of its “Smart Ads” program for PC and mobile advertisers. With [...]
19. Online Business Managemen&hellip | November 23rd, 2009 at 11:41 am

[...] with Teracent about a possible acquisition a few weeks ago. Earlier this year, Yahoo announced a partnership with Teracent as part of its “Smart Ads” program for PC and mobile advertisers. With [...]
20. Goolge、Teracentを買�&hellip | November 23rd, 2009 at 5:04 pm

[...] これまでTeracentは、$5.8M（580万ドル）しか資金を調達してこなかった。Googleによると、Teracentのテクノロジーは、今後Googleのコンテンツネットワークでキャンペーンを実施しているディスプレイクライアントおよびDoubleClickのクライアントに対して提供するという。Googleは、数週間前にTeracentと買収交渉しているのではと噂されていた。Yahooは今年、同社のPCおよびモバイル広告主に対して「スマートアド」プログラムの一環として、Teracentとのパートナー契約を発表した。TeracentのGoogleによる買収と共に、このパートナー契約は破棄されたものと思われる。 CrunchBase Information Teracent Information provided by CrunchBase [...]
21. Google Acquires Teracent &hellip | November 23rd, 2009 at 8:36 pm

[...] about Google’s talk with Teracent about a possible acquisition a few weeks ago. Yahoo had a partnership with Teracent for its “Smart Ads” program for PC and mobile advertisers. [...]
22. Inside Google’s Adv&hellip | November 24th, 2009 at 9:33 am

[...] to advertisers using Google’s Content Network and DoubleClick program. Yahoo, incidentally, announced an advertising partnership with Teracent earlier this year. There’s no word yet how the Google acquisition could affect [...]
23. جوجل تستحوذ ع�&hellip | November 24th, 2009 at 10:10 am

[...] بالذكر ان مؤخرا وخلال أحداث هذا العام أعلنت شركة “ياهو” عن قيامها بأتفاق شراكة بينها وبين [...]
24. قوقل تستحوذ ع�&hellip | November 24th, 2009 at 10:21 am

[...] بالذكر ان مؤخرا وخلال أحداث هذا العام أعلنت شركة “ياهو” عن قيامها بأتفاق شراكة بينها وبين شركة [...]
25. Google Acquires Teracent &hellip | November 24th, 2009 at 7:43 pm

[...] with Teracent about a possible acquisition a few weeks ago. Earlier this year, Yahoo announced a partnership with Teracent as part of its “Smart Ads” program for PC and mobile advertisers. With [...]
26. جوجل تستحوذ ع�&hellip | November 25th, 2009 at 2:24 am

[...] بالذكر أن مؤخرا وخلال أحداث هذا العام أعلنت شركة “ياهو” عن قيامها باتفاق شراكة بينها وبين شركة “Teracent” [...]
27. “It’s You,” Part De&hellip | May 5th, 2010 at 8:56 pm

[...] of course, we’ll be using the best digital advertising tools in our arsenal: Smart Ads, Rich Ads in Search, and innovative display [...]
28. Kevin | August 1st, 2010 at 6:20 am

thanks for bro
29. sss | August 8th, 2010 at 10:05 am

thanks for share

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