Science, Art and Scale
Carol Bartz: What Yahoo! offers advertisers
Yahoo! can bring advertisers a combination of strengths that no one else can, Yahoo! CEO Carol Bartz said in a keynote speech at the 4A’s Transformation 2010 conference today, because only Yahoo! offers them three things: science, art and scale.
Carol, speaking to the advertising industry group in San Francisco, said, “We want Yahoo! to be the partner you turn to for answers and solutions, and most importantly—when you want results.” By providing science, art and scale, Yahoo can help advertisers and agencies master online advertising.
Science
“Science is incredibly important,” Carol said. “Without it, we’re all flying blind.” She said it’s even more important because the Internet is moving so fast that it’s creating chaos for advertisers. In order to help advertisers sort through that information, Yahoo! can advertisers better insights, better data, and better targeting. “This means less wasted impressions and a better ability to reach your audience,” Carol said.
Carol cited a recent study Yahoo! did with a brick-and-mortar retailer that tracked the effect of online ads on more than million consumers. While everyone involved in the study expected that online ads would drive online buying, the study found that 93% of the effect of the ads caused offline purchases. And every ad dollar spent drove $10 in purchases. She added that we’re looking at insights to improve the brand experience online for brands that have traditionally spent money only on television.
Art
Science needs to be coupled with the tools to be as creative as you want to be. “Art in online advertising is about more than a banner ad. It’s about a better canvas,” Carol said. “Our commitment is to create engaging content, and we want to work with you to create engaging ads.”
Yahoo! 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 to be adding more video content. Carol unveiled a new program, called Digital AdVentures, which will let advertisers and agencies work directly with Yahoo! to develop innovative ad formats. “We want to put a bit of Yahoo! purple, a bit of the exclamation point into your advertising,” Carol said.
Scale
Yahoo! can offer advertisers more than 600 million people who visit us every month, but Carol pointed out that it’s not just raw numbers that we offer—it’s our engaged users. “We can find passion groups for you at scale,” Carol said. “We can find audiences for you at scale.” Yahoo! users around the world spend nearly 100 billion minutes a month on the Yahoo! network. While these users are spending all this time on our sites, we are tracking their intent, and can use this data to help advertisers.
To illustrate how advertisers can use Yahoo!’s science, art and scale, Carol described a recent deal with Walmart, the largest retailer in the world. Yahoo! worked with Walmart to deliver its messages across our network. This is Walmart’s single biggest digital advertising initiative with an online publisher, and it was able to reach its target audience at a huge scale. Each month, Yahoo! will help Walmart reach an estimated 23 million moms, an average of 5.6 times. More than 7 out of 10 online moms will see this marketing message in an average month. “We are able to deliver on Walmart’s objectives in a way that few can,” Carol said.
The speech was billed as a no-holds-barred discussion with a notoriously outspoken executive, but Carol said she was trying to be on her best behavior. In fact, she self-bleeped some of her own sentences. “The California Assembly has designated this a no-swear week,” Carol said. “So I don’t want to cuss in case I get arrested!”
—Jeff Sweat, Blog Editor
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[ 21 comments | Categories: Ad Creation, Audiences, Display, Events, Targeting ]
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