Changing the Creative Canvas on Yahoo!
Your creative palette at Yahoo! just got a whole lot better
If you know me, you know that I’m not the tallest person around. I’m 5’6” (and a half!) and I like my height…but even I’ll admit that there are times when I wouldn’t mind being a bit taller.
The online advertising canvas is similar. You can do great things online now, but chances are if you’re in advertising, you wouldn’t mind a little more room to get creative, and more space to grab your customers’ attention. That’s why we’re rolling out several new display advertising options to give you a larger canvas for your creativity.
Built for telling stories
You may recognize some of these new formats – they were introduced by the Online Publisher’s Association (OPA) last year. We believe we are one of the first, if not the first, portals to adopt more than one of these formats. Why are we adopting them? Because advertising is about telling stories, and these formats allow brand advertisers to do just that. We want to promote innovation, creativity, and imagination in online advertising.
The first of these, the OPA Pushdown, will display on the front pages of several properties, including Yahoo! News, Sports, TV, OMG, Games, Movies, and Autos. The ad begins at the top of the page, expands for seven seconds automatically, and then returns to its original size. These are obviously rich media executions, so anything you can do with rich media (Smart Ads, video, games, audio, multiple panels, mobile integration, etc.) can be done with the Pushdown. Users can engage with the ad to open and close, but the auto-expand is capped at 1 per day.
The OPA XXL, true to its name, gets big. It starts out as a half-page ad, then fills the entire page upon user interaction. It also can contain any interactive content or video, making it more likely that users will engage with your message. It’s available on the new Yahoo! Mail, and will let users open or close as needed.
We’re also rolling out our own custom ad format, built with our partner, PointRoll. The Pullover ad can help you reach the 100 million users of Yahoo! Mail. The ad has a three-second intro to grab the viewer’s attention, but when the viewer mouses over the ad to engage with it, the ad expands to fill your entire mail window – more than quadruple the original size. Get creative.
Better, not just bigger
If the only thing we gave advertisers was a bigger ad, they might succeed only in annoying their would-be customers. We’re not just giving you a bigger place for your ads, we’re also giving you more tools to engage your users in a meaningful way via rich media. We’re changing the advertising canvas to help you tell stories. Great advertising is content.
For too long, your advertising may have been limited by the space you had to work with… but with a new canvas and better brushes on Yahoo!, we expect to start seeing some masterpieces.
—Mitch Spolan, Yahoo! vice-president of North American field sales
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[...] can offer engaging ad formats, including new display ads and branded video content. Yahoo! is currently monetizing 85% of its video, Carol said, and looks [...]
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