June 22nd, 2009

Display for the Rest of Us

Yahoo! My Display Ads offers self-serve display ads

my display ads interface Display ads have not always been the friendliest form of online advertising for the little guy—you had to have hefty advertising budgets, and you had to have agencies or other creative types around to build your ads in the first place. But our new Yahoo! My Display Ads, with a lower spending minimum and do-it-yourself graphic ads, just made display advertising a lot friendlier.

Yahoo! My Display Ads, a pilot program being launched this week, puts display advertising within reach of advertisers who were previously limited to search marketing. Advertisers can upload existing ads, or build their own from more than 700 templates. And, unlike traditional display, you can get started with as little as $30 a day.

Display for people who like search
If you’re a search advertiser, why would you want to run display ads, even if you can build them? Some search advertisers are under the impression that display doesn’t perform as well as search. But that’s not quite true—display can make your search campaigns more powerful.

Display can reach users at a different point in your sales cycle than search does—at the beginning of the purchase process, when they’re still open to multiple products, rather than further along when they’re looking for a particular product. Getting in front of someone with display ads when they’re in an open mindset can influence whether people search for you or not when they are ready to buy. According to a 2008 Specific Media study, people who saw a display ad for a product were 155% more likely to search for that product than those who didn’t.

If you want to tie your display campaign to specific performance goals, though, Yahoo! My Display Ads lets you choose from two pricing models: cost per impression (CPM), the traditional display model, or cost per click (CPC), which is more like search marketing. With a cost per click model, you’re not paying for people to look at your ad—you only pay when your ad is clicked.

Creatives for the non-creative types
Even if you don’t have a creative bone in your body, you should be able to build an ad with Yahoo! My Display Ads. You pick a display ad template for your type of business—education, consumer products, travel, and so on. If you don’t know what will work, you can get a sense of which templates are working well for other advertisers. Then you can customize the template with your logo, headlines, copy, colors, even other images. The Ad Customizer tool will show you what your ad will look like in multiple display ad sizes.

Once you build your ad, you can run it on the Yahoo! network as a non-guaranteed display ad. (Advertisers who are managed by a Yahoo! account team can also run their ads on other sites through the Right Media Exchange.) You can also select the demographic, geographic and content segments you want to target. (Keep in mind, though, that the more you target, the less potential traffic you may receive. We recommend starting broad and working your way smaller.) Our managed model also allows for additional targeting features such as behavioral targeting and ad scheduling.

Not sure if this is for you? The best way to figure that out is to go to our demonstration site and check Yahoo! My Display Ads out for yourself. You can play with the ads and customize them any way you want before you sign up. If you want more information or are ready to get started, visit the Yahoo! My Display Ads home page or contact your account manager.

Time to get creative!

—Jeff Sweat, Blog Editor

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15 Comments Add your own

1. Yahoo rolling out DIY dis&hellip | June 22nd, 2009 at 10:05 am

[...] The company rolled out Yahoo My Display Ads Monday, which it described as “self-serve display ads” for advertisers that can’t necessarily justify a creative department or consulting firm to design display ads for their business. The program, which Yahoo is calling a “pilot,” only requires those companies to spend $30 a day and lets them pick display ad templates from over 700 models. [...]
2. Yahoo Launches Display Ad&hellip | June 22nd, 2009 at 12:23 pm

[...] as the rise of PPC (pay-per-click) advertising began. That may soon change as the Yahoo! today launched Yahoo! My Display Ads, a self-serve display ad marketplace for ads on Yahoo and its partner sites. The service is powered [...]
3. Yahoo Launches Display Ad&hellip | June 22nd, 2009 at 12:30 pm

[...] may soon change as the Yahoo! today launched Yahoo! My Display Ads, a self-serve display ad marketplace for ads on Yahoo and its partner sites. The service is powered [...]
4. Freetracking.org » &hellip | June 23rd, 2009 at 4:04 am

[...] to make it easier for small companies enamored with search advertising to consider display ads. The company rolled out Yahoo My Display Ads Monday, which it described as “self-serve display ads” for advertisers that can’t [...]
5. Yahoo Brings Custom Displ&hellip | June 23rd, 2009 at 6:15 am

[...] Interested in learning more? Head over to the Yahoo Search Marketing Blog. [...]
6. Links I Posted On Twitter&hellip | June 23rd, 2009 at 9:12 am

[...] Yahoo launches self-serve display advertising pilot: http://www.ysmblog.com/blog/2009/06/22/display-for-the-rest-of-us/ [...]
7. Yahoo Brings Custom Displ&hellip | June 23rd, 2009 at 5:07 pm

[...] Interested in learning more? Head over to the Yahoo Search Marketing Blog. [...]
8. Yahoo Brings Custom Displ&hellip | June 23rd, 2009 at 5:25 pm

[...] Interested in learning more? Head over to the Yahoo Search Marketing Blog. [...]
9. PPC News Roundup for Frid&hellip | June 26th, 2009 at 9:09 am

[...] money, expertise: that’s okay! Yahoo is piloting a program that provides templates to help you in creating display ads and displaying them for a minimum of $30/day. Read Yahoo’s take on why you would want to run [...]
10. PPC News Roundup for Frid&hellip | July 7th, 2009 at 1:06 am

[...] money, expertise: that’s okay! Yahoo is piloting a program that provides templates to help you in creating display ads and displaying them for a minimum of $30/day. Read Yahoo’s take on why you would want to run [...]
11. Yahoo! Web Analytics: doe&hellip | August 4th, 2009 at 3:32 pm

[...] display advertising. That is the de-facto min for an advertiser to get started with Yahoo’s MyDisplayAds product. If they are that large, Yahoo! wants to service the account; if not, adCenter can have [...]
12. AccuraCast Search Daily N&hellip | September 8th, 2009 at 12:35 am

Yahoo! Display Ad Builder…

Yahoo! recently announced a tie-up with Ad-Ready, a Seattle based Start-up Company to provide ready made custom built display ads to their marketers and advertisers.
The service will be called Yahoo! My Display Ads, and will initially be launched as a …
13. unlimited | October 7th, 2009 at 11:54 am

We hope we’d be able to target visitors outside USA in the future! Keep up the good work!
14. Charles brooks | December 14th, 2009 at 8:26 pm

How To Make money with affiliate programs Today. Affiliate marketing is the easier and probably the most effective method to make money from the internet. It is basically, a kind of selling technique where potential buyers from your website are directed to the websites of sellers. For every click, the website owner gets a small commission.

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15. Niki | December 15th, 2009 at 5:36 pm

Yahoo My Display Ads bankrupted my company. Yahoo Advertising has separate websites and logins for every service regardless of the fact that every dashboard is identical. It is impossible to differentiate and yet they all have different billing terms, and must be accessed separately to pause or delete campaigns. Yahoo needs to get it together, these separate sites and sign-ins are misleading and counter productive.

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