Yahoo Launches Display Ad Marketplace
Display advertising, once the darling of Internet marketing, fell out of favor as the rise of PPC (pay-per-click) advertising began.
That may soon change as 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 by AdReady, a service profiled in Website Magazine's June issue on e-commerce.
The merits of display advertising are many. Perhaps the most important reason to consider display ads however is that the reach users at a totally different point in the sales cycle than search does (which usually occurs at the beginning of the purchase process). According to the Yahoo! blog post on the announcement, "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 percent more likely to search for that product than those who didn’t. Much like Google, Yahoo! is clearly looking to ramp up the more lucrative display ads, convert some of its search ad business to the more lucrative display ads. Yahoo! has offered display ads across its network since its inception, but the ability to create ads from templates should make it easier for smaller businesses to get into the display ad market.
Advertisers can upload their 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 and choose either CPM-based (cost-per-thousand impressions) or CPC-based (cost-per-click) pricing. Ads can be targeted by geography, channel or audience demographics.
"This new solution provides an affordable and accessible option for businesses to run brand and performance campaigns that reach the local audiences that matter to them most," Joanne Bradford, senior VP of North America revenue and market development at Yahoo, said in a statement.
“AdReady’s partnership with Yahoo! will provide advertisers with direct access to high value advertising inventory from the largest provider of display advertising in the world,” said Aaron Finn, President and CEO, AdReady. “With Yahoo! My Display Ads, we hope to make display as easy, effective and accessible as search.”
As a brief aside, Google has had a Display Ad builder for quite some time (using its own technology). Display Ad Builder is similar in functionality but not nearly as robust (plus, it only works with Google Adwords). Unique about AdReady by the way is that display advertisers (at least in the regular solution) can advertise directly on multiple platforms, including Google and its partner sites, not just Right Media and Yahoo! sites.