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Archive for February, 2010
February 27th, 2010 02:44 AM
Talk About A-Plus
Yahoo! at San Francisco’s 4A conference
Did you ever see the 1950 classic “All About Eve?” In it, Bette Davis plies the classic line, “Fasten your seatbelts, it’s going to be a bumpy night!”
Well Sunday, Feb. 28 begins the 4A Conference at the Union Square Hilton in San Francisco. At this fab confab, advertising’s best will appear and show off their newest and most fabulous wares. It promises to be a bumpy but fantastic conference, one full of surprises.
As the 4A the website says, it’s a chance for advertisers and agencies to “Collaborate with and ask questions of one another. Listen to leaders who have first-hand experience in transforming their own businesses to meet the emerging needs of a new era. Be a part of the bigger picture, the solutions to the time-consuming age-old questions of monetization and evolution.” That sounds pretty good. We can’t wait.
Here’s the up-shot on the Yahoo! down-low:
Sunday, Feb. 28
- 6:00 to 7 P.M: Opening Night Reception Sponsored by Yahoo! — Cityscape Room, Hilton
Monday, March 1
- 10 A.M: Carol Bartz, Transforming Yahoo! — Continental Ballroom, 2nd Floor
Noon to 7 P.M: Yahoo! Transformation Lounge — Free custom lattes and live storyboard artist, lobby level
- 5:30 to 7 P.M: Cocktails in 4A’s Transformation Lounge (which includes a special Yahoo! space)
7 P.M to 10 P.M: Dinner in Continental Ballroom sponsored by Microsoft
Tuesday, March 2
- 8 A.M. to 6 P.M Yahoo! Transformation Lounge Open — Free Custom lattes and live storyboard artist
Can’t be there? No problem. We will be, live blogging the events, tweeting and posting to the Yahoo! Advertising Facebook page.
—The Team
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February 26th, 2010 08:29 PM
Yahoos at SMX West
Attending the SMX confab in Santa Clara next week? Check out our line-up of speakers and panelists
It’s no secret that we Yahoos are big fans of Danny Sullivan—the smooth jazz of SEO—and his Search Marketing Expo conference series. Next week, March 2 to 4, SMX West convenes at the Santa Clara Convention Center in (where else?) Santa Clara, Calif. Come check out what Danny has to say, and all the tips and trick that can help you be a better search marketer.
Of course, Yahoo! will be present at booth 216. We’ll also be giving away coffee in Yahoo!-branded mugs, as well as other fun tchotchkes, at our own coffee cart. We’ve also got a fabulous line-up of Yahoo! speakers to answer your questions about such hot-button topics as the Yahoo! and Microsoft Search Alliance.
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February 26th, 2010 06:00 AM
Knowledge Is Power
Publishers and advertisers ask: who owns online data?
Advertisers can learn more about their audience when their message is online than anywhere else, information gathered can be used to target relevant ads to the most relevant audience.
But gathering the data also raises questions, such as the one addressed earlier this week at the Interactive Advertising Bureau (IAB) annual conference Ecosystem 2.0 when four industry leaders asked, “Who owns the data?”
The panel, which included representatives from publishers, advertisers, and agencies, noted that publishers worry that sharing information with advertising platforms will weaken the bond they have with their audience. Yet they also realize that targeted advertising creates a better environment for their content.
After plenty of spirited discourse, a consensus emerged that the industry should work together to proactively address issues of trust, especially among advertisers and publishers but also with consumers.
Part of the problem, the panel determined, is with the mindset that data can be “owned” by anyone. Instead, everyone involved should work to protect and respect data so that it can be used in agreed-upon, mutually beneficial ways.
Ramsey McGrory
Yahoo!’s Ramsey McGrory, Vice President of U.S. Partnerships, said the industry had plenty of reason for optimism. “This is a great marketplace,” he pointed out. “The power of advertising is good. Let’s not lose sight of the benefits of bringing marketers into the conversation.”
Bob Liodice, Association of National Advertisers President and CEO moderated the session that also included: Jeff Hirsch, President and Chief Executive Officer, AudienceScience; Walker Jacobs, Senior Vice President, Turner Sports and Entertainment Digital Ad Sales, Turner Broadcasting System; and John Montgomery, Chief Operating Officer, North America, GroupM Interaction.
Read more about how Yahoo! is shaping the future revenue model for digital media on Mediapost and Ad Exchanger.
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February 24th, 2010 08:09 PM
Yahoolympics scores 17.5 million fans
Yahoo! attracts largest online Olympic audience, Feb. 8 to 14
Whether it’s figure skating, freestyle skiing , snowboarding, hockey, or this year’s big game, curling, Winter Olympics fans are turning online in record numbers. And Yahoo!—the single most visited site for the Winter Olympics—is winning the gold in terms of unique visitors.
Yahoo’s Olympics site attracted 9.3 million unique visitors from February 8 to 14, according to comScore. That’s the largest online Olympics audience for the period, which included the Opening Ceremony and the first three days of competition, while Yahoo! Sports attracted more than 17.5 million unique visitors. Yahoo’s Olympics site surpassed both NBC’s Olympics site (6.5 million unique visitors) and ESPN (8.4 million unique visitors) during the same period.
“The Olympics are one of those events that people aren’t willing to wait until prime yime to find out what happened,” says Kyle Laughlin, Head of Yahoo! Sports and Games. “The team did a fantastic job putting a plan in place to deliver the right content at the right time for our users.”
(more…)
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[ 2 comments | Categories: Audiences, Events, Yahoo! News ]
February 24th, 2010 02:35 PM
Ad News and Views from Around the Web
Yahoo! and Twitter team up; advertising is good; ad groups 101; Yahoo’s head of search on the Microsoft alliance, and more
Yahoo! gets all Twitterpated
Last night we announced a new partnership with Twitter that integrates Twitter’s real-time social experiences with Yahoo’s global network of more than 600 million users. Together with the recently announced Facebook integration, this relationship is a key part of advancing our social strategy, transforming Yahoo! into a highly customizable social experience that lets people unify their activity from their many social experiences across the Web. Good for users. Great for advertisers. For more details, head on over to Yodel Anecdotal.
Affiliates beware: Cali sales tax looming
Many search and display advertiser run affiliate networks, whereby they become the middle-men between consumers and suppliers. It’s a good business and one that provides an essential service. But the State of California is considering imposing a sales tax on affiliate sites that have suppliers in the state. While aimed at the big boys like Amazon.com and Overstock.com, the law could affect any affiliate site with relationships in the Golden State. The San Francisco Chronicle‘s Carolyn Said explains.
Online ads help shoppers save
Advertising is often taken to the pillory for being self-serving. That’s just not fair. Good advertising serves an essential need in society. Without it, how would you know that there’s a better—or cheaper—mousetrap out there? eMarketer explains how online advertising is helping consumers save cash in tough times.
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February 24th, 2010 01:03 AM
Case Study: Buying Time
How Sitewire used the Yahoo! Search Marketing Desktop Tool to cut its workload
Sitewire, a digital media agency whose clients include the Darden Restaurant Group, which runs Olive Garden, Red Lobster, and other popular restaurant chains, wanted to ease its search marketing workload. The company expressed its concern to Yahoo! and became one of the first Sponsored Search clients to try the beta version of the new Yahoo! Search Marketing Desktop, an application that allows users to easily and cost effectively create and manage Yahoo! Search Marketing campaigns.
Learn how the company saved time and effort over at the Yahoo! Search Marketing blog.
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February 23rd, 2010 06:57 PM
Demystifying Mobile, Part III
Mobile marketing measurement is important, but don’t panic
In the third of our three-part series, Paul Cushman, Director of Mobile Sales Strategy at Yahoo!, outlines the importance of measurement in any mobile strategy and offers a simple formula for doing it right. For Part I, click here. For Part II, click here.
I’m shocked by the number of clients who start a mobile campaign with no idea how they are going to measure success. I’m not talking necessarily about goals, as this is a new channel to many brands and setting benchmarks is a legitimate and relevant approach at the start.
But make sure you are measuring and that you talk to your mobile advertising vendors about this. There are good in-house and third-party solutions out there that can improve the data a campaign generates.
Why is this important? Say the client comes in and says “I want an iPhone app!” (Let’s ignore the fact that this is akin to walking into the agency and saying “I want to do radio ads” without first asking whether or not you should even be doing radio).
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February 23rd, 2010 04:21 PM
What Do I Do With All This Data?
Yahoo’s Scott Burke answers your questions
It’s a pretty common question among online advertisers: How do I use all the marketing metrics I’m inundated with? In an article posted yesterday on Ad Age, Scott Burke, our VP of engineering, user data and analytics, tackles that question with some pretty detailed answers, and talks about what’s important now—whether it’s clicks, time spent, the delta between search and display analytics, and much more. Click over to Ad Age for all the details.
—The Team
(Image by Pink Sherbet Photography via Flickr CC 2.0)
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February 22nd, 2010 06:17 PM
Audiences on Demand, Part I
Demand-side platforms and why they evolved
In the first of a multi-part series, Marc Grabowski, Yahoo’s head of mid-market display for the North American Region, explores demand-side platforms, or DSPs, one of the most important current trends in the digital ad display market. DSPs aggregate advertising demand and place media buys for audience-targeted inventory across multiple supply channels—such as exchanges and publishers—while controlling exposure of a message to the audience. Below, Marc uncovers the origins of DSPs and discusses why they have evolved.
Not too long ago, advertisers and agencies figured out that they could buy advertising by audiences—not just by editorial source or, for that matter, by their relationships. That change in buying has created ripple effects that have arguably helped display advertising become more complex than search.
As a result, today we live in a place where networks aggregate publishers. Exchanges aggregate networks and data informs the buy instead of simply justifying it. And the lines between agencies, publishers, and ad networks are blurring as each one shoulders additional burdens to earn greater share of ad dollars spent online.
Display advertising has arguably become more complex than search.
A brief history lesson
Four or five years ago, agencies came to the realization that they should buy beyond editorial adjacency and invest in audiences—so, instead of buying advertising from one group of online sites, they buy impressions among, say, 18-to-35-year-old males, regardless of publisher. Soon after that, the volume of impressions across the Internet spiked due to a proliferation of user generated content. Ad networks created one solution to this problem by aggregating many sites into a single buy. Agencies eventually began buying from multiple ad networks and publishers—up to 800 sites in some cases.
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February 19th, 2010 10:58 PM
Where the Kids Are
Today’s teens are more engaged than ever in social media and online games
This is the last of a three-part series on teen behavior online. For Part One, click here. For Part Two, click here.
We already know that teens—boys and girls aged 12 to 17—are online in massive numbers, with 97 percent of the U.S.’s nearly 25 million teens spending an average of 18.5 hours a month on the Internet.
But what do teens do with all that time online? Well, for one thing, they love their games. According to one eMarketer report, 78 percent of online teens in the U.S. play games online—all kinds of them, from massive multi-player fantasies like World of Warcraft to simple racing games and shoot ’em ups. Teens also love instant messaging, with 68 percent swapping stories in quick soundbites. And they are highly engaged by social media: According to eMarketer, 58 percent of teens have a social network profile (though 66 percent of teen girls have a profile vs. 50 percent for boys).
(more…)
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