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iMedia Connection, October 19, 2009 — In this episode of Marketing Obsessions with Kevin Lee, Yahoo SVP Joanne Bradford talks about how top CMOs are moving their assets to digital while maintaining an edge through exclusivity.
Wall Street Journal, February 24, 2009 — Yahoo Inc. is unveiling several tools Tuesday to help marketers better target their online ads, as the Internet company tries to win back business during the recession.
The services include targeting graphical ads to users who have searched for particular terms in Yahoo's search engine and customizing the offers in ads based on what Web sites a consumer has visited and what they have done on those sites. Another service that is expected to go live next month will allow marketers to buy text ads next to search results that are targeted to users during a certain time of day or based on factors such as their age and gender.
MediaPost Publications, December 4, 2008 — In a recent report from Pew Hispanic Center, U.S. Hispanics represented over 50% of the U.S. population growth since 2000. In our current economic climate, one would think that that be the kind of growth that marketers would aggressively seek out. While Hispanic media investment overall has grown considerably, especially television, the online ad segment has under-indexed relative to general market online spending even though the U.S. Hispanic audience is more open to brand suggestions and advertising messages, as shown in a recent eMarketer report.
Wall Street Journal, November 11, 2008 — Despite its surging Internet audience, Facebook Inc. has yet to prove it can wring steady revenue out of advertisers. Now it's trying a new tactic to woo Madison Avenue.
The Palo Alto, Calif., company is rolling out a new ad format called "engagement ads" that further blurs the line between marketing and social networking.
Brandweek, November 4, 2008 — As celebrity slip-ups continue to serve as fodder for a slew of gossip sites and blogs, more mainstream brands are finding their way onto these sites, despite their often-racy content. The big question is whether content of this variety is simply becoming more acceptable for marketers given its popularity, or whether negligent ad networks are placing messages on sites many brands would rather avoid. Both could be the case, said several media executives.
New York Times, October 29, 2008 — “THUMBS up” and “thumbs down” ratings for commercials. Choose-your-own-advertisement options before shows begin. Interactive games during advertising breaks.
In the last year these online advertising innovations have been popularized by Hulu, the online video Web site that will celebrate its first anniversary on Wednesday. For all that has been written about Hulu’s easy-to-use, aesthetically pleasing interface, the advertising experience is equally important.
In the place of the long commercial pods that TV viewers have become accustomed to, only one ad is shown during each segment break on Hulu. Fewer ads make the ones on the site more memorable, Hulu executives say, allowing the site to charge higher prices for the ad units.
New York Times, May 19, 2008 — In the past few years, Web publishers have made a big bet on booming online advertising revenues. But the economic slowdown may be throwing a wrench into those plans.
While search advertising remains strong, there are signs that the growth in online advertising — particularly in more elaborate display ads — is slowing down.
Advertising Age, March 31, 2008 — Yahoo launched its women-focused property today. Coined Shine, the site is helmed by former Jane editor in chief Brandon Holley and includes licensed content as well as original content from many magazine industry refugees, such as Jennifer Romolini (formerly of Lucky), Erin Flaherty (ex-Jane), Valerie Rains (ex-Blueprint) and Anne Ichikawa (ex-Flip.com).
The launch of the site might seem to stray from Yahoo's previously announced strategy to focus on its "starting points," such as Yahoo's e-mail, search and personalized home pages, or established verticals such as Yahoo Finance or Yahoo Sports. But Amy Iorio, general manager of Yahoo Lifestyles, said it supports the starting point strategy because "Yahoo is a starting point for 40 million women." She said... continue reading
New York Times, March 6, 2008 — IT’S an offer you can’t resist: fly to Honolulu for $200 round trip.
Alaska Airlines, which is tailoring online advertising to specific Web users, recently tested ads with and without Mount Rainier. But what you might not know is that the offer was designed especially for you.
Alaska Airlines is introducing a system on the Internet to create unique advertisements for people as they surf the Web.
By Karen Woon, February 8, 2008 — Does Microsoft CEO Steve Ballmer yodel? It’s a fair question to ask as the software giant’s $44.6-billion play for Yahoo, the No. 2 search engine on the Internet, is rejected — for now.
Microsoft’s interest is easily understood. The company wants to move beyond software and into enhanced online services at a time when Yahoo! is struggling against the larger, richer Google for traffic and advertising revenues. Microsoft would bring enormous financial muscle in the battle for eyeballs and ads.
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