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YAHOO ADVERTISING
Aug 2nd, 2016; 8; The State of Native Advertising. By Sundesh Shetty, Operations Strategy Analyst. One of the benefits of Yahoo’s size is our ability to examine trends at huge scales—we can look at the shifting digital advertising landscape and offer insights about worldwide behaviors that you can use to optimize your strategies andcampaigns.
A GUIDE TO CREATIVE BEST PRACTICES FOR VIDEO... A Guide to Creative Best Practices for Video Advertising. Video advertising can be incredibly effective, and applying the right creative strategies can made an even stronger impact on your targetaudience.
HOW TO IMPROVE NATIVE AD QUALITY AND PERFORMANCE How to improve native ad quality and performance. Unlike traditional display ads, native ads appear right in the content stream and mimic the form and function of the content around them. BACK TO VIDEO BASICS: WHAT IS PRE-ROLL? Back to Video Basics: What is Pre-Roll? By Kyle Flick, marketing manager for programmatic ad technologies at Yahoo. This post marks the start of a new series on the BrightRoll blog, Back to Video Basics, where we’ll take the very subject we cut our teeth on in programmatic, video, and break it down from the beginning. A NEW PUBLISHER SOLUTION: YAHOO RECOMMENDS A New Publisher Solution: Yahoo Recommends. By Mike Kerns, Senior Vice President of Homepage and Verticals. At Yahoo, we understand the tools digital publishers need to monetize and develop their business. HOW TO MAKE NATIVE ADS MOBILE FRIENDLY How to make native ads mobile friendly. Mobile has become the channel of choice for digital content. Today, mobile devices play a major role not only in influencing a consumer’s path to purchase. HOW TO CHOOSE NATIVE AD LANDING PAGES THAT CONVERT How to choose native ad landing pages that convert. Remember the tagline, “You never have a second chance to make a first impression”? Well, luckily, this challenge doesn’t apply to nativeadvertising.
IT’S A WRAP: OUR CANNES VIDEO COLLABORATION... It’s a wrap: Our Cannes video collaboration concludes. We’re looking back at the top-of-mind conversations and trends from the 2016 Cannes Lions Festival with a special-edition video series featuring unique insights from some of the industry experts and MEET A MEDIA PLANNER: JOSH BERKLEY OF STARCOM Meet a Media Planner: Josh Berkley of Starcom In our “Meet a Media Planner” series, we get to know the pros behind search and media planning. In this edition, we talk with Josh Berkley, a Human FANTASY FOOTBALL STAT:WANT TO REACH PIZZA LOVERS Fantasy Football stat:Want to reach pizza lovers? 48.1 million 18+ year old Yahoo users ordered/ate restaurant pizza during the average month in the 2013 Fantasy Football season.YAHOO ADVERTISING
Aug 2nd, 2016; 8; The State of Native Advertising. By Sundesh Shetty, Operations Strategy Analyst. One of the benefits of Yahoo’s size is our ability to examine trends at huge scales—we can look at the shifting digital advertising landscape and offer insights about worldwide behaviors that you can use to optimize your strategies andcampaigns.
A GUIDE TO CREATIVE BEST PRACTICES FOR VIDEO... A Guide to Creative Best Practices for Video Advertising. Video advertising can be incredibly effective, and applying the right creative strategies can made an even stronger impact on your targetaudience.
HOW TO IMPROVE NATIVE AD QUALITY AND PERFORMANCE How to improve native ad quality and performance. Unlike traditional display ads, native ads appear right in the content stream and mimic the form and function of the content around them. BACK TO VIDEO BASICS: WHAT IS PRE-ROLL? Back to Video Basics: What is Pre-Roll? By Kyle Flick, marketing manager for programmatic ad technologies at Yahoo. This post marks the start of a new series on the BrightRoll blog, Back to Video Basics, where we’ll take the very subject we cut our teeth on in programmatic, video, and break it down from the beginning. A NEW PUBLISHER SOLUTION: YAHOO RECOMMENDS A New Publisher Solution: Yahoo Recommends. By Mike Kerns, Senior Vice President of Homepage and Verticals. At Yahoo, we understand the tools digital publishers need to monetize and develop their business. HOW TO MAKE NATIVE ADS MOBILE FRIENDLY How to make native ads mobile friendly. Mobile has become the channel of choice for digital content. Today, mobile devices play a major role not only in influencing a consumer’s path to purchase. HOW TO CHOOSE NATIVE AD LANDING PAGES THAT CONVERT How to choose native ad landing pages that convert. Remember the tagline, “You never have a second chance to make a first impression”? Well, luckily, this challenge doesn’t apply to nativeadvertising.
IT’S A WRAP: OUR CANNES VIDEO COLLABORATION... It’s a wrap: Our Cannes video collaboration concludes. We’re looking back at the top-of-mind conversations and trends from the 2016 Cannes Lions Festival with a special-edition video series featuring unique insights from some of the industry experts and MEET A MEDIA PLANNER: JOSH BERKLEY OF STARCOM Meet a Media Planner: Josh Berkley of Starcom In our “Meet a Media Planner” series, we get to know the pros behind search and media planning. In this edition, we talk with Josh Berkley, a Human FANTASY FOOTBALL STAT:WANT TO REACH PIZZA LOVERS Fantasy Football stat:Want to reach pizza lovers? 48.1 million 18+ year old Yahoo users ordered/ate restaurant pizza during the average month in the 2013 Fantasy Football season. NEW E-BOOK: HOW TO MAKE NATIVE WORK FOR YOUR... New e-book: How to make native work for your business. By Lauren Sweeney, Senior Sales Trade Marketing Manager at Yahoo. Native advertising has progressed from a buzzword to a must-have marketing tool thanks to the format’s versatile ability to help advertisers drive action, conversions, and brand storytelling.YAHOO ADVERTISING
Spring Advertising Trends: Consumer Search Checklist. Optimize your search strategy by learning what consumers are looking for, and when. With Mother’s Day’s right around the corner (May 8 this year!) and summer vacations within sight, consumer searches this April are focused on family bonding. BACK TO VIDEO BASICS: WHAT IS PRE-ROLL? Back to Video Basics: What is Pre-Roll? By Kyle Flick, marketing manager for programmatic ad technologies at Yahoo. This post marks the start of a new series on the BrightRoll blog, Back to Video Basics, where we’ll take the very subject we cut our teeth on in programmatic, video, and break it down from the beginning. WHAT MARKETERS SHOULD CONSIDER WITH MULTI-TOUCH... What Marketers Should Consider with Multi-Touch Attribution Editor’s note: Applying data and measurement is an essential part of anymarketing strategy.
MARCH ROUND-UP: TRUTH, LIES, AND NATIVE... March Round-Up: Truth, Lies, and Native Advertising Spring is here, and online marketers everywhere are cleaning up their campaigns to be more efficient and successful. We HOW TO REACH USERS WHO WILL LOVE YOUR APP How to Reach Users Who Will Love Your App. By Chloe Chen, Principal Product Manager Yahoo Gemini. Consumers spend 9 out of every 10 minutes on their smartphones in apps, but boredom, better apps, or lack of interest can make even great apps obsolete or forgotten. VAST VS. VPAID: AS SIMPLE AS VHS VS. DVD VAST vs. VPAID: AS Simple as VHS vs. DVD VAST and VPAID sound complicated, but we can make it easier to understand using a similar situation from the past. It was watching a movie at home. I’m going LIVE STREAMING: THE NEXT BEST THING TO BEING THERE Live Streaming: The Next Best Thing to Being There. By John Piontkowski, industry lead for finance at Yahoo. Billionaire Warren Buffett is known as the “Oracle of Omaha,” reflecting his remarkable ability to predict the success of the companies he choosesto bet on.
MEET A MEDIA PLANNER: JOSH BERKLEY OF STARCOM Meet a Media Planner: Josh Berkley of Starcom In our “Meet a Media Planner” series, we get to know the pros behind search and media planning. In this edition, we talk with Josh Berkley, a Human FANTASY FOOTBALL STAT:WANT TO REACH PIZZA LOVERS Fantasy Football stat:Want to reach pizza lovers? 48.1 million 18+ year old Yahoo users ordered/ate restaurant pizza during the average month in the 2013 Fantasy Football season.YAHOO ADVERTISING
Aug 2nd, 2016; 8; The State of Native Advertising. By Sundesh Shetty, Operations Strategy Analyst. One of the benefits of Yahoo’s size is our ability to examine trends at huge scales—we can look at the shifting digital advertising landscape and offer insights about worldwide behaviors that you can use to optimize your strategies andcampaigns.
A GUIDE TO CREATIVE BEST PRACTICES FOR VIDEO... A Guide to Creative Best Practices for Video Advertising. Video advertising can be incredibly effective, and applying the right creative strategies can made an even stronger impact on your targetaudience.
HOW TO IMPROVE NATIVE AD QUALITY AND PERFORMANCE How to improve native ad quality and performance. Unlike traditional display ads, native ads appear right in the content stream and mimic the form and function of the content around them. A NEW PUBLISHER SOLUTION: YAHOO RECOMMENDS A New Publisher Solution: Yahoo Recommends. By Mike Kerns, Senior Vice President of Homepage and Verticals. At Yahoo, we understand the tools digital publishers need to monetize and develop their business. HOW TO MAKE NATIVE ADS MOBILE FRIENDLY How to make native ads mobile friendly. Mobile has become the channel of choice for digital content. Today, mobile devices play a major role not only in influencing a consumer’s path to purchase. HOW TO CHOOSE NATIVE AD LANDING PAGES THAT CONVERT How to choose native ad landing pages that convert. Remember the tagline, “You never have a second chance to make a first impression”? Well, luckily, this challenge doesn’t apply to nativeadvertising.
U.S. HISPANICS ONLINE VIDEO CONSUMPTION U.S. Hispanics Online Video Consumption By Christina Choy, Insights Manager, Yahoo Online video consumption is continuing to grow fast, especially among Hispanics in the U.S. In fact, compared to the IT’S A WRAP: OUR CANNES VIDEO COLLABORATION... It’s a wrap: Our Cannes video collaboration concludes. We’re looking back at the top-of-mind conversations and trends from the 2016 Cannes Lions Festival with a special-edition video series featuring unique insights from some of the industry experts and MEET A MEDIA PLANNER: JOSH BERKLEY OF STARCOM Meet a Media Planner: Josh Berkley of Starcom In our “Meet a Media Planner” series, we get to know the pros behind search and media planning. In this edition, we talk with Josh Berkley, a Human FANTASY FOOTBALL STAT:WANT TO REACH PIZZA LOVERS Fantasy Football stat:Want to reach pizza lovers? 48.1 million 18+ year old Yahoo users ordered/ate restaurant pizza during the average month in the 2013 Fantasy Football season.YAHOO ADVERTISING
Aug 2nd, 2016; 8; The State of Native Advertising. By Sundesh Shetty, Operations Strategy Analyst. One of the benefits of Yahoo’s size is our ability to examine trends at huge scales—we can look at the shifting digital advertising landscape and offer insights about worldwide behaviors that you can use to optimize your strategies andcampaigns.
A GUIDE TO CREATIVE BEST PRACTICES FOR VIDEO... A Guide to Creative Best Practices for Video Advertising. Video advertising can be incredibly effective, and applying the right creative strategies can made an even stronger impact on your targetaudience.
HOW TO IMPROVE NATIVE AD QUALITY AND PERFORMANCE How to improve native ad quality and performance. Unlike traditional display ads, native ads appear right in the content stream and mimic the form and function of the content around them. A NEW PUBLISHER SOLUTION: YAHOO RECOMMENDS A New Publisher Solution: Yahoo Recommends. By Mike Kerns, Senior Vice President of Homepage and Verticals. At Yahoo, we understand the tools digital publishers need to monetize and develop their business. HOW TO MAKE NATIVE ADS MOBILE FRIENDLY How to make native ads mobile friendly. Mobile has become the channel of choice for digital content. Today, mobile devices play a major role not only in influencing a consumer’s path to purchase. HOW TO CHOOSE NATIVE AD LANDING PAGES THAT CONVERT How to choose native ad landing pages that convert. Remember the tagline, “You never have a second chance to make a first impression”? Well, luckily, this challenge doesn’t apply to nativeadvertising.
U.S. HISPANICS ONLINE VIDEO CONSUMPTION U.S. Hispanics Online Video Consumption By Christina Choy, Insights Manager, Yahoo Online video consumption is continuing to grow fast, especially among Hispanics in the U.S. In fact, compared to the IT’S A WRAP: OUR CANNES VIDEO COLLABORATION... It’s a wrap: Our Cannes video collaboration concludes. We’re looking back at the top-of-mind conversations and trends from the 2016 Cannes Lions Festival with a special-edition video series featuring unique insights from some of the industry experts and MEET A MEDIA PLANNER: JOSH BERKLEY OF STARCOM Meet a Media Planner: Josh Berkley of Starcom In our “Meet a Media Planner” series, we get to know the pros behind search and media planning. In this edition, we talk with Josh Berkley, a Human FANTASY FOOTBALL STAT:WANT TO REACH PIZZA LOVERS Fantasy Football stat:Want to reach pizza lovers? 48.1 million 18+ year old Yahoo users ordered/ate restaurant pizza during the average month in the 2013 Fantasy Football season. BACK TO VIDEO BASICS: WHAT IS PRE-ROLL? Back to Video Basics: What is Pre-Roll? By Kyle Flick, marketing manager for programmatic ad technologies at Yahoo. This post marks the start of a new series on the BrightRoll blog, Back to Video Basics, where we’ll take the very subject we cut our teeth on in programmatic, video, and break it down from the beginning.YAHOO ADVERTISING
Spring Advertising Trends: Consumer Search Checklist. Optimize your search strategy by learning what consumers are looking for, and when. With Mother’s Day’s right around the corner (May 8 this year!) and summer vacations within sight, consumer searches this April are focused on family bonding. NEW E-BOOK: HOW TO MAKE NATIVE WORK FOR YOUR... New e-book: How to make native work for your business. By Lauren Sweeney, Senior Sales Trade Marketing Manager at Yahoo. Native advertising has progressed from a buzzword to a must-have marketing tool thanks to the format’s versatile ability to help advertisers drive action, conversions, and brand storytelling. MARCH ROUND-UP: TRUTH, LIES, AND NATIVE... March Round-Up: Truth, Lies, and Native Advertising Spring is here, and online marketers everywhere are cleaning up their campaigns to be more efficient and successful. We HOW TO REACH USERS WHO WILL LOVE YOUR APP How to Reach Users Who Will Love Your App. By Chloe Chen, Principal Product Manager Yahoo Gemini. Consumers spend 9 out of every 10 minutes on their smartphones in apps, but boredom, better apps, or lack of interest can make even great apps obsolete or forgotten. VAST VS. VPAID: AS SIMPLE AS VHS VS. DVD VAST vs. VPAID: AS Simple as VHS vs. DVD VAST and VPAID sound complicated, but we can make it easier to understand using a similar situation from the past. It was watching a movie at home. I’m going MEET A MEDIA PLANNER: JOSH BERKLEY OF STARCOM Meet a Media Planner: Josh Berkley of Starcom In our “Meet a Media Planner” series, we get to know the pros behind search and media planning. In this edition, we talk with Josh Berkley, a Human LIVE STREAMING: THE NEXT BEST THING TO BEING THERE Live Streaming: The Next Best Thing to Being There. By John Piontkowski, industry lead for finance at Yahoo. Billionaire Warren Buffett is known as the “Oracle of Omaha,” reflecting his remarkable ability to predict the success of the companies he choosesto bet on.
HOW TO LOVE YOUR PAID SEARCH RESULTS THIS... How to Love Your Paid Search Results this Valentine’s Day In 2014, consumers spent $17 billion on Valentine’s Day-related purchases,demonstrating that
FANTASY FOOTBALL STAT:WANT TO REACH PIZZA LOVERS Fantasy Football stat:Want to reach pizza lovers? 48.1 million 18+ year old Yahoo users ordered/ate restaurant pizza during the average month in the 2013 Fantasy Football season.YAHOO ADVERTISING
Aug 2nd, 2016; 8; The State of Native Advertising. By Sundesh Shetty, Operations Strategy Analyst. One of the benefits of Yahoo’s size is our ability to examine trends at huge scales—we can look at the shifting digital advertising landscape and offer insights about worldwide behaviors that you can use to optimize your strategies andcampaigns.
A GUIDE TO CREATIVE BEST PRACTICES FOR VIDEO... A Guide to Creative Best Practices for Video Advertising. Video advertising can be incredibly effective, and applying the right creative strategies can made an even stronger impact on your targetaudience.
HOW TO IMPROVE NATIVE AD QUALITY AND PERFORMANCE How to improve native ad quality and performance. Unlike traditional display ads, native ads appear right in the content stream and mimic the form and function of the content around them. A NEW PUBLISHER SOLUTION: YAHOO RECOMMENDS A New Publisher Solution: Yahoo Recommends. By Mike Kerns, Senior Vice President of Homepage and Verticals. At Yahoo, we understand the tools digital publishers need to monetize and develop their business. HOW TO MAKE NATIVE ADS MOBILE FRIENDLY How to make native ads mobile friendly. Mobile has become the channel of choice for digital content. Today, mobile devices play a major role not only in influencing a consumer’s path to purchase. HOW TO CHOOSE NATIVE AD LANDING PAGES THAT CONVERT How to choose native ad landing pages that convert. Remember the tagline, “You never have a second chance to make a first impression”? Well, luckily, this challenge doesn’t apply to nativeadvertising.
U.S. HISPANICS ONLINE VIDEO CONSUMPTION U.S. Hispanics Online Video Consumption By Christina Choy, Insights Manager, Yahoo Online video consumption is continuing to grow fast, especially among Hispanics in the U.S. In fact, compared to the IT’S A WRAP: OUR CANNES VIDEO COLLABORATION... It’s a wrap: Our Cannes video collaboration concludes. We’re looking back at the top-of-mind conversations and trends from the 2016 Cannes Lions Festival with a special-edition video series featuring unique insights from some of the industry experts and MEET A MEDIA PLANNER: JOSH BERKLEY OF STARCOM Meet a Media Planner: Josh Berkley of Starcom In our “Meet a Media Planner” series, we get to know the pros behind search and media planning. In this edition, we talk with Josh Berkley, a Human FANTASY FOOTBALL STAT:WANT TO REACH PIZZA LOVERS Fantasy Football stat:Want to reach pizza lovers? 48.1 million 18+ year old Yahoo users ordered/ate restaurant pizza during the average month in the 2013 Fantasy Football season.YAHOO ADVERTISING
Aug 2nd, 2016; 8; The State of Native Advertising. By Sundesh Shetty, Operations Strategy Analyst. One of the benefits of Yahoo’s size is our ability to examine trends at huge scales—we can look at the shifting digital advertising landscape and offer insights about worldwide behaviors that you can use to optimize your strategies andcampaigns.
A GUIDE TO CREATIVE BEST PRACTICES FOR VIDEO... A Guide to Creative Best Practices for Video Advertising. Video advertising can be incredibly effective, and applying the right creative strategies can made an even stronger impact on your targetaudience.
HOW TO IMPROVE NATIVE AD QUALITY AND PERFORMANCE How to improve native ad quality and performance. Unlike traditional display ads, native ads appear right in the content stream and mimic the form and function of the content around them. A NEW PUBLISHER SOLUTION: YAHOO RECOMMENDS A New Publisher Solution: Yahoo Recommends. By Mike Kerns, Senior Vice President of Homepage and Verticals. At Yahoo, we understand the tools digital publishers need to monetize and develop their business. HOW TO MAKE NATIVE ADS MOBILE FRIENDLY How to make native ads mobile friendly. Mobile has become the channel of choice for digital content. Today, mobile devices play a major role not only in influencing a consumer’s path to purchase. HOW TO CHOOSE NATIVE AD LANDING PAGES THAT CONVERT How to choose native ad landing pages that convert. Remember the tagline, “You never have a second chance to make a first impression”? Well, luckily, this challenge doesn’t apply to nativeadvertising.
U.S. HISPANICS ONLINE VIDEO CONSUMPTION U.S. Hispanics Online Video Consumption By Christina Choy, Insights Manager, Yahoo Online video consumption is continuing to grow fast, especially among Hispanics in the U.S. In fact, compared to the IT’S A WRAP: OUR CANNES VIDEO COLLABORATION... It’s a wrap: Our Cannes video collaboration concludes. We’re looking back at the top-of-mind conversations and trends from the 2016 Cannes Lions Festival with a special-edition video series featuring unique insights from some of the industry experts and MEET A MEDIA PLANNER: JOSH BERKLEY OF STARCOM Meet a Media Planner: Josh Berkley of Starcom In our “Meet a Media Planner” series, we get to know the pros behind search and media planning. In this edition, we talk with Josh Berkley, a Human FANTASY FOOTBALL STAT:WANT TO REACH PIZZA LOVERS Fantasy Football stat:Want to reach pizza lovers? 48.1 million 18+ year old Yahoo users ordered/ate restaurant pizza during the average month in the 2013 Fantasy Football season. BACK TO VIDEO BASICS: WHAT IS PRE-ROLL? Back to Video Basics: What is Pre-Roll? By Kyle Flick, marketing manager for programmatic ad technologies at Yahoo. This post marks the start of a new series on the BrightRoll blog, Back to Video Basics, where we’ll take the very subject we cut our teeth on in programmatic, video, and break it down from the beginning.YAHOO ADVERTISING
Spring Advertising Trends: Consumer Search Checklist. Optimize your search strategy by learning what consumers are looking for, and when. With Mother’s Day’s right around the corner (May 8 this year!) and summer vacations within sight, consumer searches this April are focused on family bonding. NEW E-BOOK: HOW TO MAKE NATIVE WORK FOR YOUR... New e-book: How to make native work for your business. By Lauren Sweeney, Senior Sales Trade Marketing Manager at Yahoo. Native advertising has progressed from a buzzword to a must-have marketing tool thanks to the format’s versatile ability to help advertisers drive action, conversions, and brand storytelling. MARCH ROUND-UP: TRUTH, LIES, AND NATIVE... March Round-Up: Truth, Lies, and Native Advertising Spring is here, and online marketers everywhere are cleaning up their campaigns to be more efficient and successful. We HOW TO REACH USERS WHO WILL LOVE YOUR APP How to Reach Users Who Will Love Your App. By Chloe Chen, Principal Product Manager Yahoo Gemini. Consumers spend 9 out of every 10 minutes on their smartphones in apps, but boredom, better apps, or lack of interest can make even great apps obsolete or forgotten. VAST VS. VPAID: AS SIMPLE AS VHS VS. DVD VAST vs. VPAID: AS Simple as VHS vs. DVD VAST and VPAID sound complicated, but we can make it easier to understand using a similar situation from the past. It was watching a movie at home. I’m going MEET A MEDIA PLANNER: JOSH BERKLEY OF STARCOM Meet a Media Planner: Josh Berkley of Starcom In our “Meet a Media Planner” series, we get to know the pros behind search and media planning. In this edition, we talk with Josh Berkley, a Human LIVE STREAMING: THE NEXT BEST THING TO BEING THERE Live Streaming: The Next Best Thing to Being There. By John Piontkowski, industry lead for finance at Yahoo. Billionaire Warren Buffett is known as the “Oracle of Omaha,” reflecting his remarkable ability to predict the success of the companies he choosesto bet on.
HOW TO LOVE YOUR PAID SEARCH RESULTS THIS... How to Love Your Paid Search Results this Valentine’s Day In 2014, consumers spent $17 billion on Valentine’s Day-related purchases,demonstrating that
FANTASY FOOTBALL STAT:WANT TO REACH PIZZA LOVERS Fantasy Football stat:Want to reach pizza lovers? 48.1 million 18+ year old Yahoo users ordered/ate restaurant pizza during the average month in the 2013 Fantasy Football season.YAHOO ADVERTISING
Aug 2nd, 2016; 8; The State of Native Advertising. By Sundesh Shetty, Operations Strategy Analyst. One of the benefits of Yahoo’s size is our ability to examine trends at huge scales—we can look at the shifting digital advertising landscape and offer insights about worldwide behaviors that you can use to optimize your strategies andcampaigns.
A GUIDE TO CREATIVE BEST PRACTICES FOR VIDEO... A Guide to Creative Best Practices for Video Advertising. Video advertising can be incredibly effective, and applying the right creative strategies can made an even stronger impact on your targetaudience.
A NEW PUBLISHER SOLUTION: YAHOO RECOMMENDS A New Publisher Solution: Yahoo Recommends. By Mike Kerns, Senior Vice President of Homepage and Verticals. At Yahoo, we understand the tools digital publishers need to monetize and develop their business. SUMMERTIME CHEATS: AN INFOGRAPHIC FOR... Summertime Cheats: An Infographic for Back-to-School Marketers. By Courtney McKlveen, VP of Sales, Retail, Travel & QSR, Yahoo. School’s out for summer, but we’re busy planning marketing strategies with our partners around the $68 billion back-to-school shopping season. No longer just school supplies, this shopping season involves every vertical—from clothing/apparel to consumer 70% OF MOBILE SEARCHES OCCUR WHEN THERE’S A PC OR 70% of mobile searches occur when there’s a PC or laptop nearby. This infographic shares insights from our latest study on mobile searchers’ shopping habits. Some highlights: • VAST VS. VPAID: AS SIMPLE AS VHS VS. DVD VAST vs. VPAID: AS Simple as VHS vs. DVD VAST and VPAID sound complicated, but we can make it easier to understand using a similar situation from the past. It was watching a movie at home. I’m going A RECENT ADWEEK ARTICLE REPORTED THAT MILLENNIALS High-res. A recent Adweek article reported that millennials think brands don’t take them seriously enough. That’s a mistake because the nation’s 74.3 million millennials wield $170 billion in purchasing power, and that’s forecast to reach $1.4 trillion by2020.
‘TIS THE SEASON… ‘Tis the Season..for marketers to prep their campaigns for the holidays! The holiday season is a more than $600 billion business, and some retailers generate over WE CAN ALL AGREE THAT PROGRAMMATIC AD BUYING IS A We can all agree that Programmatic ad buying is a hot topic, but how do you define Programmatic? Here’s our attempt: “Programmatic isthe ability to
FANTASY FOOTBALL STAT:WANT TO REACH PIZZA LOVERS Fantasy Football stat:Want to reach pizza lovers? 48.1 million 18+ year old Yahoo users ordered/ate restaurant pizza during the average month in the 2013 Fantasy Football season.YAHOO ADVERTISING
Aug 2nd, 2016; 8; The State of Native Advertising. By Sundesh Shetty, Operations Strategy Analyst. One of the benefits of Yahoo’s size is our ability to examine trends at huge scales—we can look at the shifting digital advertising landscape and offer insights about worldwide behaviors that you can use to optimize your strategies andcampaigns.
A GUIDE TO CREATIVE BEST PRACTICES FOR VIDEO... A Guide to Creative Best Practices for Video Advertising. Video advertising can be incredibly effective, and applying the right creative strategies can made an even stronger impact on your targetaudience.
A NEW PUBLISHER SOLUTION: YAHOO RECOMMENDS A New Publisher Solution: Yahoo Recommends. By Mike Kerns, Senior Vice President of Homepage and Verticals. At Yahoo, we understand the tools digital publishers need to monetize and develop their business. SUMMERTIME CHEATS: AN INFOGRAPHIC FOR... Summertime Cheats: An Infographic for Back-to-School Marketers. By Courtney McKlveen, VP of Sales, Retail, Travel & QSR, Yahoo. School’s out for summer, but we’re busy planning marketing strategies with our partners around the $68 billion back-to-school shopping season. No longer just school supplies, this shopping season involves every vertical—from clothing/apparel to consumer 70% OF MOBILE SEARCHES OCCUR WHEN THERE’S A PC OR 70% of mobile searches occur when there’s a PC or laptop nearby. This infographic shares insights from our latest study on mobile searchers’ shopping habits. Some highlights: • VAST VS. VPAID: AS SIMPLE AS VHS VS. DVD VAST vs. VPAID: AS Simple as VHS vs. DVD VAST and VPAID sound complicated, but we can make it easier to understand using a similar situation from the past. It was watching a movie at home. I’m going A RECENT ADWEEK ARTICLE REPORTED THAT MILLENNIALS High-res. A recent Adweek article reported that millennials think brands don’t take them seriously enough. That’s a mistake because the nation’s 74.3 million millennials wield $170 billion in purchasing power, and that’s forecast to reach $1.4 trillion by2020.
‘TIS THE SEASON… ‘Tis the Season..for marketers to prep their campaigns for the holidays! The holiday season is a more than $600 billion business, and some retailers generate over WE CAN ALL AGREE THAT PROGRAMMATIC AD BUYING IS A We can all agree that Programmatic ad buying is a hot topic, but how do you define Programmatic? Here’s our attempt: “Programmatic isthe ability to
FANTASY FOOTBALL STAT:WANT TO REACH PIZZA LOVERS Fantasy Football stat:Want to reach pizza lovers? 48.1 million 18+ year old Yahoo users ordered/ate restaurant pizza during the average month in the 2013 Fantasy Football season.YAHOO ADVERTISING
Yahoo Expands Content Marketing and Mobile Advertising Offerings. yahoo:. By Lisa Utzschneider, Chief Revenue Officer. Today, as we kick off Cannes, we’re excited to announce two new opportunities for our advertisers to enhance their content marketing and mobile advertising efforts: Yahoo Storytellers and Yahoo Tiles.. We are launching Yahoo Storytellers, a full service content marketing NEW E-BOOK: HOW TO MAKE NATIVE WORK FOR YOUR... New e-book: How to make native work for your business. By Lauren Sweeney, Senior Sales Trade Marketing Manager at Yahoo. Native advertising has progressed from a buzzword to a must-have marketing tool thanks to the format’s versatile ability to help advertisers drive action, conversions, and brand storytelling. WHAT MARKETERS SHOULD CONSIDER WITH MULTI-TOUCH... What Marketers Should Consider with Multi-Touch Attribution Editor’s note: Applying data and measurement is an essential part of anymarketing strategy.
BACK TO VIDEO BASICS: WHAT IS PRE-ROLL? Back to Video Basics: What is Pre-Roll? By Kyle Flick, marketing manager for programmatic ad technologies at Yahoo. This post marks the start of a new series on the BrightRoll blog, Back to Video Basics, where we’ll take the very subject we cut our teeth on in programmatic, video, and break it down from the beginning. NEW YAHOO GEMINI FEATURES SIMPLIFY YOUR CAMPAIGNS New Yahoo Gemini Features Simplify Your Campaigns. By EJ Liao, Yahoo Gemini Director, Product Management. With around 80M searches* coming through Yahoo each day, search advertisers face the challenge of ensuring their brand message is present for every relevant search. USE CRM DATA TO TARGET CUSTOMERS WITH EXPANDED... Use CRM Data to Target Customers with Expanded Custom Audience capabilities. By Deng-Kai Chen, Yahoo Gemini Director, Product Management. Advertisers are often looking for new ways to put data to work on their campaigns. U.S. HISPANICS ONLINE VIDEO CONSUMPTION U.S. Hispanics Online Video Consumption By Christina Choy, Insights Manager, Yahoo Online video consumption is continuing to grow fast, especially among Hispanics in the U.S. In fact, compared to the HOW TO REACH USERS WHO WILL LOVE YOUR APP How to Reach Users Who Will Love Your App. By Chloe Chen, Principal Product Manager Yahoo Gemini. Consumers spend 9 out of every 10 minutes on their smartphones in apps, but boredom, better apps, or lack of interest can make even great apps obsolete or forgotten. IT’S A WRAP: OUR CANNES VIDEO COLLABORATION... It’s a wrap: Our Cannes video collaboration concludes. We’re looking back at the top-of-mind conversations and trends from the 2016 Cannes Lions Festival with a special-edition video series featuring unique insights from some of the industry experts and INAUGURAL LIVE STREAM OF BERKSHIRE HATHAWAY ANNUAL Inaugural Live Stream of Berkshire Hathaway Annual Shareholders Meeting Reaches More Than 1.8 Million Streams on Yahoo Finance yahoo: “ By Andy Serwer, Editor-in-Chief of Yahoo Finance This past YAHOO ADVERTISINGYAHOO ADVERTISING COSTYAHOO ADVERTISING FREEYAHOO ADVERTISING RATESYAHOO BUSINESS ADVERTISINGFREE ONLINE ADVERTISINGYAHOO
Aug 2nd, 2016; 8; The State of Native Advertising. By Sundesh Shetty, Operations Strategy Analyst. One of the benefits of Yahoo’s size is our ability to examine trends at huge scales—we can look at the shifting digital advertising landscape and offer insights about worldwide behaviors that you can use to optimize your strategies andcampaigns.
A GUIDE TO CREATIVE BEST PRACTICES FOR VIDEO... A Guide to Creative Best Practices for Video Advertising. Video advertising can be incredibly effective, and applying the right creative strategies can made an even stronger impact on your targetaudience.
A NEW PUBLISHER SOLUTION: YAHOO RECOMMENDS A New Publisher Solution: Yahoo Recommends. By Mike Kerns, Senior Vice President of Homepage and Verticals. At Yahoo, we understand the tools digital publishers need to monetize and develop their business. SUMMERTIME CHEATS: AN INFOGRAPHIC FOR... Summertime Cheats: An Infographic for Back-to-School Marketers. By Courtney McKlveen, VP of Sales, Retail, Travel & QSR, Yahoo. School’s out for summer, but we’re busy planning marketing strategies with our partners around the $68 billion back-to-school shopping season. No longer just school supplies, this shopping season involves every vertical—from clothing/apparel to consumer 70% OF MOBILE SEARCHES OCCUR WHEN THERE’S A PC OR 70% of mobile searches occur when there’s a PC or laptop nearby. This infographic shares insights from our latest study on mobile searchers’ shopping habits. Some highlights: • VAST VS. VPAID: AS SIMPLE AS VHS VS. DVD VAST vs. VPAID: AS Simple as VHS vs. DVD VAST and VPAID sound complicated, but we can make it easier to understand using a similar situation from the past. It was watching a movie at home. I’m going A RECENT ADWEEK ARTICLE REPORTED THAT MILLENNIALS High-res. A recent Adweek article reported that millennials think brands don’t take them seriously enough. That’s a mistake because the nation’s 74.3 million millennials wield $170 billion in purchasing power, and that’s forecast to reach $1.4 trillion by2020.
‘TIS THE SEASON… ‘Tis the Season..for marketers to prep their campaigns for the holidays! The holiday season is a more than $600 billion business, and some retailers generate over WE CAN ALL AGREE THAT PROGRAMMATIC AD BUYING IS A We can all agree that Programmatic ad buying is a hot topic, but how do you define Programmatic? Here’s our attempt: “Programmatic isthe ability to
FANTASY FOOTBALL STAT:WANT TO REACH PIZZA LOVERS Fantasy Football stat:Want to reach pizza lovers? 48.1 million 18+ year old Yahoo users ordered/ate restaurant pizza during the average month in the 2013 Fantasy Football season. YAHOO ADVERTISINGYAHOO ADVERTISING COSTYAHOO ADVERTISING FREEYAHOO ADVERTISING RATESYAHOO BUSINESS ADVERTISINGFREE ONLINE ADVERTISINGYAHOO
Aug 2nd, 2016; 8; The State of Native Advertising. By Sundesh Shetty, Operations Strategy Analyst. One of the benefits of Yahoo’s size is our ability to examine trends at huge scales—we can look at the shifting digital advertising landscape and offer insights about worldwide behaviors that you can use to optimize your strategies andcampaigns.
A GUIDE TO CREATIVE BEST PRACTICES FOR VIDEO... A Guide to Creative Best Practices for Video Advertising. Video advertising can be incredibly effective, and applying the right creative strategies can made an even stronger impact on your targetaudience.
A NEW PUBLISHER SOLUTION: YAHOO RECOMMENDS A New Publisher Solution: Yahoo Recommends. By Mike Kerns, Senior Vice President of Homepage and Verticals. At Yahoo, we understand the tools digital publishers need to monetize and develop their business. SUMMERTIME CHEATS: AN INFOGRAPHIC FOR... Summertime Cheats: An Infographic for Back-to-School Marketers. By Courtney McKlveen, VP of Sales, Retail, Travel & QSR, Yahoo. School’s out for summer, but we’re busy planning marketing strategies with our partners around the $68 billion back-to-school shopping season. No longer just school supplies, this shopping season involves every vertical—from clothing/apparel to consumer 70% OF MOBILE SEARCHES OCCUR WHEN THERE’S A PC OR 70% of mobile searches occur when there’s a PC or laptop nearby. This infographic shares insights from our latest study on mobile searchers’ shopping habits. Some highlights: •YAHOO ADVERTISING
Yahoo Expands Content Marketing and Mobile Advertising Offerings. yahoo:. By Lisa Utzschneider, Chief Revenue Officer. Today, as we kick off Cannes, we’re excited to announce two new opportunities for our advertisers to enhance their content marketing and mobile advertising efforts: Yahoo Storytellers and Yahoo Tiles.. We are launching Yahoo Storytellers, a full service content marketing NEW E-BOOK: HOW TO MAKE NATIVE WORK FOR YOUR... New e-book: How to make native work for your business. By Lauren Sweeney, Senior Sales Trade Marketing Manager at Yahoo. Native advertising has progressed from a buzzword to a must-have marketing tool thanks to the format’s versatile ability to help advertisers drive action, conversions, and brand storytelling. WHAT MARKETERS SHOULD CONSIDER WITH MULTI-TOUCH... What Marketers Should Consider with Multi-Touch Attribution Editor’s note: Applying data and measurement is an essential part of anymarketing strategy.
BACK TO VIDEO BASICS: WHAT IS PRE-ROLL? Back to Video Basics: What is Pre-Roll? By Kyle Flick, marketing manager for programmatic ad technologies at Yahoo. This post marks the start of a new series on the BrightRoll blog, Back to Video Basics, where we’ll take the very subject we cut our teeth on in programmatic, video, and break it down from the beginning. NEW YAHOO GEMINI FEATURES SIMPLIFY YOUR CAMPAIGNS New Yahoo Gemini Features Simplify Your Campaigns. By EJ Liao, Yahoo Gemini Director, Product Management. With around 80M searches* coming through Yahoo each day, search advertisers face the challenge of ensuring their brand message is present for every relevant search. USE CRM DATA TO TARGET CUSTOMERS WITH EXPANDED... Use CRM Data to Target Customers with Expanded Custom Audience capabilities. By Deng-Kai Chen, Yahoo Gemini Director, Product Management. Advertisers are often looking for new ways to put data to work on their campaigns. U.S. HISPANICS ONLINE VIDEO CONSUMPTION U.S. Hispanics Online Video Consumption By Christina Choy, Insights Manager, Yahoo Online video consumption is continuing to grow fast, especially among Hispanics in the U.S. In fact, compared to the HOW TO REACH USERS WHO WILL LOVE YOUR APP How to Reach Users Who Will Love Your App. By Chloe Chen, Principal Product Manager Yahoo Gemini. Consumers spend 9 out of every 10 minutes on their smartphones in apps, but boredom, better apps, or lack of interest can make even great apps obsolete or forgotten. IT’S A WRAP: OUR CANNES VIDEO COLLABORATION... It’s a wrap: Our Cannes video collaboration concludes. We’re looking back at the top-of-mind conversations and trends from the 2016 Cannes Lions Festival with a special-edition video series featuring unique insights from some of the industry experts and INAUGURAL LIVE STREAM OF BERKSHIRE HATHAWAY ANNUAL Inaugural Live Stream of Berkshire Hathaway Annual Shareholders Meeting Reaches More Than 1.8 Million Streams on Yahoo Finance yahoo: “ By Andy Serwer, Editor-in-Chief of Yahoo Finance This past* Advertising Home
* Solutions
* Technology
* Content
* Insights
* Contact Sales
* Yahoo Ads
* Yahoo Gemini
* BrightRoll DSP
* BrightRoll ExchangeAD SOLUTIONS
* Yahoo Ads
* Yahoo Gemini
* BrightRoll DSP
* BrightRoll Exchange GETTING SMARTER ABOUT SMART DEVICES: WHAT IT MEANS FOR TECH MARKETERS _This post also published as a guest column on Adotas.com._
It wasn’t long ago that the ability to drive to your local video store to rent a movie changed entertainment. Watch any movie you want, whenever you want?! Awesome! But smartphones have changed that even further: now it’s watch what you want, when you want, where you want. And smartphones can do much more, ultimately acting as a remote control for all your entertainment programming, much of your real-world wants and desires, and connecting to all kinds of otherdevices.
This shift has not only raised consumer expectations, but it has changed the game for tech marketers as well who need to inform consumers about these fast-changing products. In a recent study,
only 24% of people claimed to own a connected device, when two out of three people actually own one—they just didn’t know it! Tech advertisers have a huge opportunity right now to better engage (and educate) consumers to influence their upcoming purchases this year.LET’S FACE IT.
Connected devices are everywhere, accomplishing more than people ever imagined—and this is only the beginning. There are tons of products to choose from (TVs, refrigerators, lightbulbs, and washers to name a few), decent interoperability (with plenty of room for improvement), and a wide variety of price points. But marketers face a big challenge: how do they show consumers all that their new devices can do, while making sure it’s simple enough to drive adoption? In many cases, people are not associating their smart entertainment devices with being a connected device—because why wouldn’t you be able to watch a program on your TV through the internet? This lack of awareness about the connected device market provides an opportunity for tech advertisers to educate consumers. WHAT’S A TECH MARKETER TO DO? Get better at storytelling. In fact, content marketing is one of the biggest areas of opportunity for these brands today. Consumers are eager for information, and tech advertisers have a chance to create compelling content that alerts potential customers to the wide range of connected device offerings and what this can mean for their everyday lives. In some cases, smart devices have become second nature, but content marketing is a great way to dive deeper and show what sets one product apart the others. Plus, 32% of consumers cited online advertising as the top way they learn about connected devices. BUT GREAT CONTENT MEANS NOTHING IF CONSUMERS DON’T SEE IT. With native ads, tech brands can seamlessly distribute their content marketing to the places their customers are most likely to see it. Combine this with the abundance of data and powerful targeting now available, and advertisers have the insights needed to successfully reach their customers with the products and messages they’re most likely to relate to. AND DON’T FORGET ABOUT MEASUREMENT. Measurement tools can lead to even greater knowledge of who is most interested your products. These insights can help inform your future content marketing or other advertising efforts. Connected devices are becoming more prevalent, so it’s essential for tech brands to step up their efforts and find creative ways to educate consumers on the available offerings. Because, while video stores might be a thing of the past, we’re only at the beginning of the story when it comes to connected devices and consumer adoption.* yahoo
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PARENTS’ WANDERLUST LEADS TO NEW JOURNEYS FOR TRAVEL MARKETERS _By Courtney McKlveen, Vice President and Industry Lead, Retail, Travel & QSR, Yahoo_ Summer is winding down, and families across the country are enjoying their final summer vacations before the kids head back to school, but that doesn’t mean that parents stop thinking about their next familytrip.
According to Yahoo’s Family Traveler Study, parents are always in family vacation planning mode: 76% say it’s time to start thinking about their next family vacation, and 56% are actively planning their next trip. Our research shows that marketers have a big opportunity to help parents with their travel planning and to improve their strategies to influence these decisions. Here are a few tips for marketers ahead of the holiday travel craze: Parents spend a significant amount of time in the research and planning phase, giving marketers a lengthy window to influence and inspire them. Therefore, it’s important for marketers to drive impactful evergreen marketing strategies to stay top-of-mind with parents as they plan family travel, not just when they’re ready tobook.
_Parents rely on online travel content 88% more than TV content to aid them in their travel research._ Travel marketers need to think beyond TV when it comes to their content strategy. With online travel content becoming a critical tool for so many parents during family vacation planning, investing in a solid digital content marketing strategy is top of mind for many marketers as they look to engage and influence their audience. _For parents, online ads are 82% more influential than TV ads in their family travel decisions. They also find mobile ads more influential than radio, outdoor and newspaper ads._ In fact, many travel marketers recognize the growing need to shift their dollars into channels where parents are truly being influenced. _Hispanic parents are as equally influenced by mobile ads as they are with print magazine ads when it comes to family vacationdecision-making._
We found that parents across demographics are influenced by many different factors when it comes to family vacation planning. That means data and targeting is more important than ever for marketers. Today’s travel marketers can work with partners who provide deep insights across audiences and have the data to help them refine messaging and inform nuanced targeting strategies. As travel marketers head into this holiday season, we hope these insights help them prioritize and execute their strategies to inspire travelers and drive results. You can bet that the Clark W. Griswolds across the U.S. are already busy planning their family holidayvacations!
_Source for all stats referenced above: Yahoo Family Traveler Study,2015_
* yahoo
* yahoo advertising
* yahoo travel
* travel
* parenting
* travel plans
* digital marketing
* digital advertising*
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* Aug 18th, 2016
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YAHOO HOMEPAGE AD DRIVES TV TUNE-IN _By Melissa Bahadur, Senior Manager, Strategic Research & Insights_ Here at Yahoo we regularly develop research for our clients to help them better understand how their campaigns are performing. We recently ran a study on an ad for the premiere of a new television show. Some visitors to the Yahoo.com homepage saw the ad while others didn’t.And the results?
Those exposed to the Yahoo homepage ad for the new show were more likely to tune in to the show’s premiere, compared to those not exposed to the campaign. As you plan your campaigns, it’s valuable to keep premium placements like the Yahoo homepage in your media mix to drive results. _Source behind the graphics above: the Nielsen Cross-Platform Panel Single Source Base: Homes with Internet Access | Show’s PremiereDay_
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HOW TO REACH USERS WHO WILL LOVE YOUR APP _By Chloe Chen, Principal Product Manager Yahoo Gemini_
Consumers spend 9 out of every 10 minutes on their smartphones in apps, but boredom, better apps, or lack of interest can make even great apps obsolete or forgotten. According to our study,
people clean out their apps eighteen times per year—that’s morethan once a month!
App developers must stay competitive by constantly reaching new users and re-engaging existing ones. That’s where Yahoo Gemini can help. Over the past 6 months, we’ve supercharged our offering to drive even greater value for app marketers by: * INCREASING REACH: Besides Yahoo’s own mobile reach to over 600M mobile users each month, we’ve built up the partnerships with several large news, social and game app publishers. Mobile inventory for app marketers has grown 157% in the past year (July 2015 vs. July 2016), making it easier to reach a vast audience across Yahoo, Tumblr, and our third-party publishers. * IMPROVING PERFORMANCE: By leveraging more mobile user data, including usage insights from more than 800,000 mobile apps to inform our ad serving technology, app marketers have seen up to 4x better CPI performance. We have seen particular success from the Entertainment, e-Commerce, Travel and Online Service verticals. * ENHANCING FUNCTIONALITY: App marketers have explicit needs, and we’ve added key features to make reaching new and existing customers more efficient, including pricing optimized for installs and the ability to target by mobile-ad ID and in-app action. Tracking a campaign’s impact is also easier thanks to closer integration with the Flurry SDK and third-party tracking vendors like Adjust, Appsflyer, Kochava, Tune, and others. Watch how to get started with native and video ads. Ready to start engaging with users who will love your app? Create a Yahoo Gemini campaign or contact your Yahoo account manager for moredetails!
* yahoo
* yahoo gemini
* app marketing
* app advertising
* apps
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* Aug 3rd, 2016
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NEW YAHOO GEMINI FEATURES SIMPLIFY YOUR CAMPAIGNS _By EJ Liao, Yahoo Gemini Director, Product Management_ With around 80M searches* coming through Yahoo each day, search advertisers face the challenge of ensuring their brand message is present for every relevant search. As a result, campaigns can have thousands of keywords and ads. In the last year we’ve focused on refreshing the user interface to make managing big campaigns simpler. Today we’re adding shared libraries and bid recommendations to help you optimize campaigns atscale.
SHARED LIBRARY
Negative keywords and ad extensions are easy to manage when you have a small number of campaigns. We’ve also streamlined management for larger advertisers as well. With a shared library, you can easily add or update negative keywords or ad extensions across different ad groups to improve performance. Instead of managing similar components one ad group at a time, updates can be applied across hundreds of ad groups with a few clicks. Promoting a new product line with a sitelink extension or blocking recent low-performing search query has neverbeen easier.
You’ll see the new Shared library tab at the top of the user interface when you log in. We also created helpful guides where you can learn more about negative keywordsand ad extensions.
BID RECOMMENDATIONS & FORECASTING Deciding how much to bid for a keyword can be a process of trial and error. We’re taking the guesswork out by adding keyword recommendations into the user interface. Now, you can see a recommended bid for each of your keywords based on targeting settings, budget, and marketplace conditions. You can also see an estimate of the impact each bid change will have on its performance by reviewing the forecasted clicks and spend for upcoming time periods. We’re planning to extend this functionality to native campaigns soon, but in the meantime search advertisers can spend less time testing bidding strategies, and more time serving in a better position on the results page, maximizing their campaign performance and improving volume. To try out these new tools, dig into your Yahoo Gemini campaigns or contact your Yahoo account manager for more details! *comScore, US Search Multi Platform Report, May 2016* yahoo
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WAYFAIR IS AT HOME WITH SEARCH ADS ON YAHOO _Case study shows value of using optimized search ads to ensure high-quality clicks_ _By Danny Spyra, B2B Marketing, Trade Marketing Manager_ Search is often the first place consumers turn when considering a purchase. A top online retailer for home furnishings in the U.S., Wayfair wanted to make its search ads work harder to attract and convert customers online, and ultimately achieve its KPIs. “We wanted to increase our click-through rates over time, and make sure that our search ads were truly bringing high-quality, high-value traffic to the site,” said Dan Wulin, Associate Director, DataScience at Wayfair.
In our latest case study with Wayfair, we uncover how engaging searchers and optimizing search ads can lead to some amazing success. “People who use Yahoo Search tend to be more heavily engaged and generate more conversions on our site than the average visitor. We also saw the large investment in and growth of Yahoo Gemini as a platform, so we knew we would see more traffic and customers through search advertising on Yahoo,” said Wulin. Read our case study to learn: * How Wayfair used search advertising to achieve a CTR 240% higher than the retail industry benchmark. * How search advertising through Yahoo Gemini can deliver improved conversion rates and boost online sales. “Wayfair has continuously enhanced its search advertising and optimization through Yahoo Gemini as part of its customer acquisition strategy and it’s delivering results,” said Courtney McKlveen, Vice President & Industry Lead, Retail at Yahoo. “In addition to Yahoo Gemini search ads driving traffic to the Wayfair site, what’s really powerful is that consumers who engage with them tend to generate more conversions and have a higher order value than the average visitor to the Wayfair site. So with back to school and college season ahead, when search is the top online source for consumers, we look forward to continued successes with brands likeWayfair.”
Read the full case study as a PDF here.
* yahoo
* yahoo advertising
* Yahoo Search
* digtal advertising* digital marketing
* digital advertising* wayfair
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THE STATE OF NATIVE ADVERTISING _By Sundesh Shetty, Operations Strategy Analyst_ One of the benefits of Yahoo’s size is our ability to examine trends at huge scales—we can look at the shifting digital advertising landscape and offer insights about worldwide behaviors that you can use to optimize your strategies and campaigns. Building on the knowledge we gained in the first quarter from a similar study, our data scientists examined global data about the state of native advertising in the first half of 2016. This time, we looked at buying trends for advertisers as well as monetization opportunities for publishers. Here’s what we learned, in the form of a beautifulinfographic.
(To download the full-size pdf, click here.)* yahoo
* yahoo gemini
* native advertising * Publisher Solutions* digital marketing
* digital advertising * publisher monetization*
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USE CRM DATA TO TARGET CUSTOMERS WITH EXPANDED CUSTOM AUDIENCECAPABILITIES
_By Deng-Kai Chen, Yahoo Gemini Director, Product Management_ Advertisers are often looking for new ways to put data to work on their campaigns. Whether this is Yahoo data or their own, we’re constantly developing new ways to help. Through Yahoo Gemini, we’ve created a suite of custom audience targetingsolutions
that enable marketers to take action on their own data for retargeting or prospecting purposes. Building on this suite, we have added new capabilities to expand the kind of data that advertisers can leverage, and improve effectiveness of search or native ad spend: * Target their customer base using CRM data * Discover new customers with lookalike modeling based on mobileadvertising IDs
* Quickly view and take action on custom audience insightsEMAIL TARGETING
Custom audiences from email addresses allow advertisers to use their encrypted CRM data to target, or exclude their existing users with their search or native campaigns. We support any email address domain, and are able to trigger an ad regardless of whether the user is logged in. To protect personal data, encryption is automatically applied by the platform or the advertiser.
LOOKALIKE MODELING
Leveraging new signals from Flurry, app developers can now discover and target new potential customers with lookalike modeling from mobile advertising IDs such as IDFAs or Android Advertisng IDs. This new capability has unlocked efficiency and reach, and we have seen CPIs reduced by 20% (up to 50%!) across our test advertisers compared to run of network campaigns. Yahoo’s massive data set, which includes signals from Tumblr and the Flurry network, as well as collaboration between teams, has enabled us to make these new features available at a global scale. Plus, thanks to our identity graph users can be effectively targeted across alldevices.
NEW INSIGHTS
Creating new audiences is easy within the user interface,
which now exposes historical trends on user counts for each custom audience, helping advertisers plan and optimize. We’ve seen native campaigns using custom audiences delivering on average 115% higher conversion rate, at around 170% lower cost per conversion*- and similar results with search campaigns.
To take advantage of this efficiency, dig into your Yahoo Gemini campaigns and try these new tools or contact your Yahoo account manager for more details! _* Based on Yahoo Internal data Q2 2016. Average lift for native only. Includes all CA types within campaigns with “visit my website” objective. Lift compared to same campaign types not using CA._* yahoo
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IT’S A WRAP: OUR CANNES VIDEO COLLABORATION CONCLUDES We’re looking back at the top-of-mind conversations and trends from the 2016 Cannes Lions Festival with a special-edition video series featuring unique insights from some of the industry experts and brands shaping the future of media and advertising. We shared some of the videos below throughout the festival week, but the complete series lives on over at the Transformation Conversations Tumblr.
* In Cannes Conversations experts including Starcom Global Brand President Lisa Donohue and Yahoo Chief Revenue Officer Lisa Utzschneider discuss why the festival is a must-attend event and how they plan to apply learnings to strategize for the year to come. * Transformation is always happening; it just changes shape and form. Steve King, Global CEO of Publicis Media; Michael Kassan, Chairman and CEO of MediaLink; and Sue Zerk, Marketing Director at 20th Century Fox, among others, discuss how to take advantage of the latest technologies to transform the way we work as an industry inTransformation
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* Having the right talent is critical to creating a strong culture, meeting new business challenges, and embracing new marketing opportunities in today’s rapidly transitioning world. In Talent Hunt industry leaders including Séverine Charbon, Global Chief Talent Officer at Publicis Media, and Kavita Vazirani, Senior Vice President, Media Strategy & Sciences at Comcast, describe the keys to finding the right talent for today’s data-driven world. * There are arguably two kinds of “great” work at Cannes: the ultimate standard-bearers for the current state of the industry and campaigns that herald the next era of creativity. In Best Work Optimedia | Blue 449 Global Managing Director James Shoreland, Zenith Global Strategic Planning Director Guy Abrahams, and Mediavest | Spark EVP / Head of Strategy Claudine Cheever dive into the themes behind this year’s best work at the festival. * As brands look to create more meaningful experiences for consumers,Brand Storytelling
has become more important than ever. Lou Paskalis, SVP/Enterprise Media Executive at Bank of America; Kathy Kayse, VP/Sales Strategy and Solutions at Yahoo; Ralf Rau, Global Director of Marketing Communication at SCA, and others discuss how content and native advertising will be key to creating transformational brand stories. * In Future-Focused Tech Gets Real,
experts including Samsung Electronics America VP of Media and Partnerships Jay Altschuler, Verve Mobile CEO Nada Stirratt and Publicis Media Global Performance Lead Michael Kahn discuss the opportunities and promise advanced technology can provide. * It’s no secret: our business is being revolutionized by data and technology. In Speed of Data & Tech,
Vittorio Bonori, Global Brand President at Zenith; Stephan Beringer, Global Data, Technology & Innovation Lead at Publicis Media; and Matt Spiegel, SVP/GM, Marketing and Technology Solutions at MediaLink talk about the implications data and technology’s fast pace. * Festivalgoers describe what Creativity truly means to them, including musician, composer and President of Heads Technology Wyclef Jean; multi-platinum, Grammy-nominated singer and songwriter Carly Rae Jepsen; Publicis Media Global CEO Steve King; Publicis Media Global Business Transformation Lead Richard Hartell andmany others.
That’s a wrap. It may be a year away, but we’re already looking forward to returning to the South of France for Cannes 2017.* yahoo
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SUMMERTIME CHEATS: AN INFOGRAPHIC FOR BACK-TO-SCHOOL MARKETERS _By Courtney McKlveen, VP of Sales, Retail, Travel & QSR, Yahoo_ School’s out for summer, but we’re busy planning marketing strategies with our partners around the $68 billion back-to-school shopping season. No longer just school supplies, this shopping season involves every vertical—from clothing/apparel to consumer technology to entertainment—and also encompasses back-to-college, an increasingly important part of savvy marketers’ communication strategies. To help marketers achieve success, we created a Back-to-School cheatsheet
summarizing top trends from a new study we conducted in partnership with Ipsos Connect, “Back-to-School/Back-to-College shoppers, April2016”.
We’ve included some highlights below, but you can also view the fullinfogra
phic
including highlights from the study. * The average back-to-school and back-to-college shopper plans to spend 37% more in 2016 compared to 2015 (the average shopper spent$343 in 2015).
* Back-to-school shopping doesn’t necessarily stop when school starts. Over 2/3 of shoppers plan to take advantage of back-to school promotions after school begins. * Online is key for back-to-school shoppers with search as the top online research source. Online articles are used by more than 50%—and online videos by 30%—of back-to-school shoppers while researching their next purchase. * Over 50% of back-to-school shoppers use a mobile device during the process and over 90% find the mobile internet helpful in making theirshopping decisions.
Based on our study results, we also learned that the back-to-school shopping season starts early. 46% of our survey participants began researching more than two months prior to the start of the school year, and most of their purchases took place one to two months prior to the first day of class. RESEARCH ALSO SHOWS THAT OUR USERS ARE MORE OPEN TO MOBILE AND ONLINE OFFERS AND PROMOTIONS FROM RETAILERS AND ARE MORE LIKELY TO RELY ON ONLINE SOURCES FOR BACK-TO-SCHOOL RESEARCHING AND SHOPPING THAN CONSUMERS WHO DON’T USE YAHOO. The growing importance of digital and mobile have changed the traditional path to purchase. It’s so important for marketers to take an integrated approach across the channels and devices shoppers are turning to for back-to-school shopping this season—and to be where your consumers are along their journey. For additional tools, read our Cross Device ebook and learn about custom audience targeting for search advertising. Happy shopping, summer, and share your winning back-to-school strategies with me at @clmcklveen and@YahooAds .
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* Jun 23rd, 2016
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