Yahoo's new strategy for advertisers lets them more specifically target potential customers, and offers more value for their ad dollars.
As the entire media world reels due to a contraction in available advertising dollars, Yahoo has launched three new products to help advertisers get more bang for their buck. The first, Search Retargeting, is a customized display-targeting solution that shares a user's search terms with advertisers, who then can retarget the user with specific display ads throughout the Yahoo Network.
Second, Yahoo's Enhanced Retargeting combines standard site retargeting with dynamic ad generation. For instance, browsers searching for airline tickets on various airline sites would be served personalized offers for that specific flight when they visit a Yahoo Network page. According to a statement from Yahoo, in a recent trial, a market-leading online travel company experienced a 230 percent increase in total bookings and a 651 percent increase in click-through rate using Enhanced Retargeting instead of a traditional retargeting campaign.
The third, Enhanced Targeting, is set to debut next month. Advertisers will be able to control where and when an ad is shown, including what time of day and day of the week and what age and gender they'd like to reach.
The moves have come within a very short time of Carol Bartz, Yahoo's chief executive, taking over. Coincidentally, the announcements came on the same day that Steve Ballmer, Microsoft's chief executive, said he wants to join forces with Yahoo to compete more effectively against Google.
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