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Case Studies
August 9th, 2010 08:10 AM
Electronic Arts Shows That Search Has Game
Yahoo! Rich Ads in Search secures victory for “Battlefield: Bad Company 2″
Electronic Arts Inc. (EA) creates cinematic, immersive experiences for its video game users—qualities that don’t come across in a traditional text-based search ad. So when it released Battlefield: Bad Company 2, it used a kind of search marketing campaign with images and video that grab a gamer’s attention: Yahoo! Rich Ads in Search.
The Challenge
EA, which owns high-profile video game brands like Battlefield, The Sims and Madden NFL series, wanted to get maximum exposure for Battlefield: Bad Company 2, the latest title in its video game series. The game embeds players deep into an expansive yet totally destructible combat landscape filled with detailed vehicles and weaponry. It already had a built-in audience of gamers, millions of whom had bought its predecessor, so EA knew it could reach them through its usual mix of display and targeted television ads.
In order to build on the success of the previous titles in the series, EA needed to broaden its target market beyond what it could reach with its usual methods. It considered search marketing, but the company’s proven strategy of using visuals meant it wasn’t convinced that search would be effective.
“Gamers were eagerly anticipating the release, but we knew it had the potential to be an even bigger success than the first one,” says Leslie Shinn, senior marketing manager at EA. “We needed a way for a new audience to see for themselves how amazing the game is.”
The Solution
Search agency iProspect recommended Yahoo! Rich Ads in Search, which allowed EA to use the power of strong imagery while gaining the benefits of search marketing. Since EA already had created the visual assets, there was no additional cost to repurpose them for Rich Ads in Search.
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August 2nd, 2010 08:18 AM
Any Given Hyundai
Yahoo! Rich Ads in Search drives consumers using deep links
Online advertising for Hyundai is complex. Its website serves consumers throughout the purchase cycle. Yahoo! Rich Ads in Search made it easy for the car company to engage with consumers at all stages of the process by offering brand awareness via videos to upper-funnel customers and deep links with lower-funnel activities to customers ready to buy a Hyundai.
The Challenge
It’s a busy time for Hyundai. With several of its models collecting awards for being best in class and as a major partner of the FIFA World Cup, Academy Awards, and sponsor of the 2010 Super Bowl pre-game show, the auto company is increasing its brand reach. These recent marketing initiatives have consumers searching online to learn more about the company. Some want to find information about a specific model while others want to find a dealership, get estimates, customize a vehicle, or simply compare vehicles. Hyundai wanted a better way of serving the wide variety of needs.
That was the challenge that Hyundai brought to search and social media agency Reprise Media. “We automatically put Yahoo! on the media plan because of its reach and audience,” says Emil Panzarino, Reprise Media’s media director for the Hyundai business. “When Yahoo! launched Rich Ads in Search, we knew that it could address a consumer’s needs regardless of where he or she was in the purchase funnel.”
The Solution
“We chose to do Rich Ads because the primary goal is to drive consumer interaction,” says Sean McDonald, account director at Reprise Media. “Rich Ads offers a video component to search results, which immediately grabs consumer attention. It also has deep links that provide more opportunities for the consumer to interact directly with the brand.”
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June 7th, 2010 08:44 AM
Auction Site For10cents.com Exceeds its Reserve
For10cents.com used Yahoo! My Display Ads to lower its CPA by almost 90 percent
The Challenge
As a young auction company that accumulates pennies from transactional bids, for10cents.com needed to capture the attention of new customers who have never heard of its unusual “penny auction” business model while keeping a tight rein on its marketing costs. This type of e-commerce is also known as entertainment shopping, because it combines the thrill of strategically bidding on items with the opportunity to purchase brand new, highly desirable products at extremely discounted prices (often up to 95% off retail). Products range from high-end electronics to designer fashion accessories.
Higher traffic leads to more auction activity, which means more excitement for bidders, more credibility with potential consumers, higher prices for happy sellers, and ultimately more profit for the company. Consumers register with the site and purchase packages of “BIDs,” which cost up to 15¢ each. Each successive BID extends the remaining auction time by 30, 15, 10 or six seconds to give everyone an equal opportunity to outbid the last bidder. The last person to bid on the item before the clock runs out wins the auction.
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May 18th, 2010 06:44 AM
Perking up Dunkin’ Donuts Perks
How Dunkin’ Donuts went online to strengthen the chain’s relationship with its customers
When your reputation depends on providing fresh, tasty, and convenient products, you can’t dawdle when it comes to customer service. Data becomes important in not only knowing what the customer wants, but also for getting them through the door. So Dunkin’ Donuts went online with a national Yahoo! campaign to gather data to drive in store sales; a strategy that franchisees can also use at the local level.
The Challenge
Dunkin’ Donuts uses purchase data to increase sales and target its consumers. The avid Dunkin’ Donuts customer, for example, visits the franchise several times a week and spends twice as much as the average customer. The light customer, on the other hand, spends less than 25% of the average spend.
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May 13th, 2010 07:57 AM
Not One Size Fits All
Shopping site Getprice increases ROI by choosing where its ads appear
Whether it’s picking the right resolution for a LCD TV or the perfect color for a couch, savvy shoppers know that “one size fits all” doesn’t always apply. So it’s no surprise that Getprice, Australia’s leading independent shopping comparison site, uses Yahoo!’s new Network Distribution tools to obtain optimum results by tailoring which Yahoo! sites and Yahoo! partner sites its ads appear on.
To read the rest of this article, switch over to the Yahoo! Search Marketing blog.
— The Team
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April 1st, 2010 01:18 PM
The Benefits of Yahoo! Retargeting
MediaPost article shows the value of Yahoo! My Display Ads and using search to inform display
Riffing on our case study on Value City Furniture (“Getting Your Offline Online”), MediaPost’s Laurie Sullivan writes:
“Advertisers have finally begun to consider search retargeting as a way to increase accuracy when targeting ads. They’re still not ecstatic about the increase in price, compared with serving up plain old ads, but how can they ignore talk of campaigns that begin with $168 cost per acquisition and fall to $29, and .93 percent conversion rates that rise to 6.93 percent within one month?”
Sullivan interviews David Zinman, vice president and general manager for display advertising at Yahoo!, who notes, “It’s becoming easier for advertisers to take a data set and activate it against all inventory in the company’s target markets.”
And our own Gabe Elliott, the Yahoo! account executive who was essential to Value City Furniture’s success, leaves this comment:
“This is strong evidence that search marketers should not disregard display advertising as a performance solution. With the limited scalability of search, many of my clients here at Yahoo! are looking for additional solutions to efficiently increase revenues, and are finding great success with targeted display ads.”
Read the full article on MediaPost.
— The Team
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March 29th, 2010 09:12 AM
Go Humans Go… to the Web
Quaker Oats gets new life online with Yahoo! Advertising
How do you get across the idea that a century-old brand is even more relevant today than it was 100 years ago, and to an online audience? Quaker Oats worked with Yahoo! to reach consumers with that message, and found that online exposure led to better awareness—and more intent to buy—offline.
The Challenge
Almost everyone has heard of Quaker Oats. It’s one of the most venerable food brands in the United States, having registered its first trademark in 1877. But while Quaker Oats’ “Old Quaker” logo and its iconic oats canisters are easily recognizable symbols (in fact, according to the company, they have about 100 percent household recall), the brand wasn’t always seen as having relevance in today’s culture. “People tended to think of Quaker Oats as their mom’s brand, and we wanted to change that,” says Janice Tennant, Sr. Marketing Manager, Quaker Equity at PepsiCo, Quaker Oats’ parent company. That’s why Quaker hired the firm, Goodby, Silverstein & Partners to create its “Go Humans Go” integrated campaign, designed to show the nutritional value of the Quaker oat to today’s audience and to create new relevance and customer loyalty for the brand. Yahoo! partnered with OMD Worldwide to execute the digital campaign.
The Solution
Quaker and Yahoo! ran a U.S.-targeted campaign across the Yahoo! homepage. The floating ad featured an animated and interactive champion flying a jet pack, fueled by Quaker Oats canisters, across the page. The campaign ran for two half-days, a week apart. To help track the campaign results, Yahoo! partnered with media measurement specialist The Nielsen Company.
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March 22nd, 2010 10:31 AM
A Smarter Mix of TV and Online
Combine TV and online advertising to improve performance without increasing spend
What if you could increase the performance of your next ad campaign without spending an additional dime? Well, you can. Recent Yahoo! analysis of Nielsen data suggests that’s what will happen if you shift part of your television ad budget online. For traditional broadcast TV advertisers, online sometimes remains a mystery. But carefully integrating online into a traditional TV ad campaign can lead to greater returns for no additional cost.
Television is still a great way to reach a large audience. But the cost to reach TV audiences has risen dramatically even as audiences shrink. In 2000, TV cost per thousand (CPM) per household was around $14. In 2008, it was just above $26. Additionally, TV viewing remained flat between 2004 and 2009 while Internet usage among North American households has increased 117 percent over the same period. With numbers like that, it’s no wonder why advertisers are spending more on the Internet. But how should you spend online versus TV?
TV and Internet work together
The answer to that question lies in the synergy of TV and Internet. Academic and market researchers have proven that when TV and online ads are used together, the combined effect is more than the sum of its parts. For instance, a study from Nielsen IAG shows that brand and message recall is twice as effective when using both TV and online advertising.
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March 18th, 2010 10:43 AM
The Dodge Ram Challenge
Chrysler and Yahoo! work together as a well-oiled machine to launch a new Dodge Ram
When Chrysler wanted to promote the complete redesign of the Dodge Ram truck, it looked to Yahoo! to provide the scale and scope to achieve results that were as big and burly as the truck itself.
The Challenge
For a vehicle to operate at maximum efficiency, all of its many parts have to work in unison. Transmission, engine, electrical system, tires, and brakes: when all the pieces are in tip-top shape, the result is pure bliss on the open road.
Similarly, when Chrysler wanted to promote its 2009 Dodge Ram truck, the company looked for a marketing solution that offered many parts, all working in harmony to drive prospective customers to the “Dodge Ram Challenge” website.
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March 16th, 2010 09:00 AM
Getting Your Offline Online
How Value City Furniture drives in-store sales with Yahoo! My Display Ads
Value City Furniture was used to reaching its consumers in a traditional way, through weekly print ad circulars and television. But when Value City used Yahoo! My Display Ads with retargeting, the company was surprised by the success it found in using online advertising to drive customer conversions and in-store sales.
The Challenge
Value City Furniture, owned by parent company American Signature, Inc. is one of the largest furniture retailers in the U.S. with annual sales of $1 billion and 128 stores. The brand wanted to make it easier for prospects to peruse its offerings, register with its website and apply for credit through its online channel. Most of all, it wanted its online activities to drive in-store sales. “Traffic to our website is critical to the success of our business, but what matters most is converting that online customer into an in-store customer,” says Brandon McInnis, Value City Furniture’s Director of Internet Marketing.
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