YAHOO!’S NEW ”SMARTADS” MELD BRAND AND DIRECT RESPONSE ADVERTISING
Innovative, Patent-Pending Ad Delivery Platform Allows Marketers to Present Highly Targeted Online Display Ads in Real Time to Match a User’s Distinctive, Expressed Interests
SUNNYVALE, Calif.,(rushprnews) Jul 02, 2007 — Yahoo! Inc. (Nasdaq:YHOO), a leading global Internet company, today announced the launch of Yahoo! SmartAds, a new, innovative advertising platform that allows marketers to deliver powerful, tailored display ads to highly targeted audiences.
SmartAds combines Yahoo!’s leading consumer insights and rich media capabilities with new ad serving technology that automatically converts marketers’ creative campaign elements and targeted offerings into highly-customized and relevant display ads.
“Yahoo!’s SmartAds gives marketers what they want from online advertising: the ability to deliver customized marketing messages to consumers, and still engage very large audiences with their brand,” said Todd Teresi, Yahoo!’s senior vice president of display marketplaces. “By enabling marketers to reach consumers on a more tailored basis and helping creative agencies support those customized campaigns, we can provide an even more en gaging, relevant online experience to the more than 500 million users of Yahoo! branded products and services.”
Yahoo! SmartAds is powered by Yahoo!’s leading behavioral, demographic and geographic targeting capabilities and aim to connect users with what they are looking for based on their distinctive, expressed interests. For example, if a user is browsing for hybrid cars in Yahoo! Autos and has selected San Francisco as their default location in Yahoo! Weather, Yahoo!’s SmartAds platform can assemble and deliver a display ad in real time that showcases a hybrid vehicle from a major auto brand, as well as local dealer information and current lease rates. This provides a relevant experience to the user and allows the marketer to reach a user who is likely to become a customer.
In addition, Yahoo!’s patent-pending SmartAds platform allows advertisers and agencies to design a single set of individual creative components, provide Yahoo! with that artwork and a fe ed to their entire database of offers, then allow Yahoo!’s SmartAds technology to automatically generate the hundreds – if not thousands – of unique ad combinations based on those components. This helps advertisers and agencies scale to take full advantage of all of Yahoo!’s audience targeting capabilities while maintaining control over how their brand is presented.
“Yahoo!’s SmartAds is the breakthrough marriage of brand and direct marketing that advertisers have been waiting for,” said David Kenny, Chairman, Digitas and Publicis Groupe Digital. “By combining its huge audience, dynamic ad creation capabilities and deep knowledge of user interests, Yahoo! has developed a true innovation that will benefit agencies and its clients, especially companies with a large number of offers to present to many audience segments.”
Yahoo! is taking a phased approach to the SmartAds platform, making it available first on its owned and operated properties to travel industry ad vertisers in the U.S. The company has plans to expand it to additional vertical industries over the coming months and, in the future, deliver Smart Ads on its broader network of sites. In testing conducted on Yahoo! FareChase, SmartAds generally resulted in click through rates of two to three times higher than static, non-customized display ads using the same targeting and placement.
Yahoo! SmartAds furthers the company’s long-term advertising and publishing vision: To build the industry’s leading advertising and publishing ecosystem – both on and off Yahoo!’s network – and transform how advertisers connect to and engage with their customers. For more information about SmartAds or to view an online demonstration, visit: http://advertising.yahoo.com/smartads .
Yahoo! Inc. is a leading global Internet brand and one of the most trafficked Internet destinations worldwide. Yahoo!’s mission is to connect people to their passions, their communities, and the world’s knowledge. Yahoo! is headquartered in Sunnyvale, California.
Yahoo! and the Yahoo! logo are trademarks and/or registered trademarks of Yahoo! Inc. All other names are trademarks and/or registered trademarks of their respective owners.
This press release contains forward-looking statements that involve risks and uncertainties concerning Yahoo! SmartAds (including without limitation the statements contained in the quotations from management in this press release), as well as Yahoo!’s strategic and operational plans. Actual events or results may differ materially from those described in this press release due to a number of risks and uncertainties. The potential risks and uncertainties include, among others, competition from similar competing services or competitors, and the possibility that the performance, acceptance of or response to Yahoo! SmartAds may not occur as anticipated or described. More information about potential factors that could a ffect Company’s business and financial results is included under the captions, “Risk Factors” and “Management’s Discussion and Analysis of Financial Condition and Results of Operations,” in Yahoo!’s Annual Report on Form 10-K for the fiscal year ended December 31, 2006 and Quarterly Report on Form 10-Q for the period ended March 31, 2007 which are on file with the SEC and available at the SEC’s website at www.sec.gov.
SOURCE: Yahoo! Inc.
Gaude Lydia Paez, 818-524-4580
Cathy LaRocca, 408-349-5188 (Investor Relations)
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Anne Howard www.annehowardpublicist.com writer and publicist