Scalable performance advertising: not just about audience, but the right audience

As part of our series of innovative advertising products being introduced to the region, Yahoo! Maktoob unveiled the latest in Science + Art + Scale, with a focus on scalability to bring a new level of effectiveness to campaigns. Scalable performance advertising, also known as Yahoo! Direct Response (DR), is ready to be launched in the MENA market.  

So what is scalable performance advertising? Well in short it is a means of ensuring that a campaign reaches not only a wide enough audience, but more importantly, the right audience. When attracting and influencing both existing and new users with the right profile for the product in question, conversion is the ultimate objective. The beauty of scalable performance advertising is the measurable results it provides, with the success of the campaign determinable by online registrations, sales and the like.

Getting in front of the right audience, in the right environment, at the right time is the secret to achieving those conversions. The first step in this process is to decipher what ‘type’ we are seeking to target through the campaign. A simple Yahoo! pixel on a ‘Thank you’ page provides us information on the type of user who is converting. Once a sufficient amount of data is collated to provide meaningful information on the type most likely to convert, optimization levers can then be utilized to seek out this ‘type’. From demographics to time of day, location to channel, Yahoo! Direct Response brings the ultimate solution for targeted advertising.

The strength of DR lies in the access it holds to exclusive data. Yahoo! has its own inventory as well as its own data from user registration and online behavior, which provide clear and concise information on its users. This is in comparison to other networks who purchase both inventory and data from others, then try to piece the two together to deliver the campaign.

It is important to recognize when best to use DR and for what purpose.   A DR campaign cannot replace a branding activity, short burst activity or activity that a brand is running in order to reach a very specific, niche audience.  DR is instead best for campaigns where the ROI goal is paramount – and the product or service is of interest to a wide range of people.  Yahoo! Maktoob's analysts and system gather information on what performs best for a  campaign, as it runs across our blind network and we optimize towards this to improve the ROI. The more learnings there are, the more optimizations can be applied – and the better performance can be generated for the client.

Yahoo! DR is now live in MENA – if you are interested in finding out more about how it could work for you, please contact us to discuss your requirements.