Advertisers tend to separate their digital advertising—they think of search advertising for performance marketing and turn to display for branding. But the reality is that search advertising coupled with display advertising yields better results than when used independently.
Marketers have always valued WOM, but with the proliferation of digital communication channels, WOM has increased in importance over the last eighteen months. While WOM
is influenced by many factors and is often complicated to measure, it is important to note that marketing messages are one of the key drivers of WOM.
Dads seek to enrich their lives with content, tools, and community, and they connect to these experiences through multiple media devices. As the online consumer experience evolves, we see a new storyline emerging. To better understand this story, Yahoo! established a singular global perspective of its audience through segmentation. We assessed needs, attitudes, and behaviors of online consumers by speaking to roughly 8,000 consumers through survey, hundreds through qualitative analysis, and by observing real online panel behavior.
Media Contacts Agency Spotlight: Trends in the Digital Advertising Landscape
Presented by Yahoo!
Date Published: October 2009
Kazi Ahmed, Account Director at Media Contacts, talks with Yahoo! about trends agencies are experiencing in the digital advertising space. Read his perspective on topics such as the shift from offline to online advertising, mobile advertising trends with popularity of the iPhone, and innovative targeting ideas. Media Contacts is an interactive arm of Havas Digital that delivers data-focused marketing solutions across all interactive channels: digital, direct response and relationship based media.
Presented by the Online Video Engagement Consortium
Date Published: August 2009
Within the next year, the statement “streaming video is a growing trend” will become obsolete. That’s because online video has become a pervasive part of our everyday lives, with nearly 80% saturation in the marketplace and well over 12.5 billion streams per month (comScore Video Metrix, March 2009). This voracity of video consumers will only continue to grow, as content owners further digitize their content libraries and publishers better monetize this trend.
This Yahoo! Insights Snapshot explores how advertisers can manage reach and frequency to maximize response rates in online advertising. In both digital and traditional media, much has been written about ad frequency and its impact on response rates. How much is enough? How much is too much, and where is the point of diminishing returns? This paper examines the issue, specifically in the context of targeted online ads.
Search ads are a proven winner, but how can a company inject them with more life, color, and sound to improve user experience and click-through rates? Hewlett-Packard’s Personal Systems Group found the solution to that challenge—and remarkable increases in ad performance—in Yahoo!’s Rich Ads in Search feature.
Leveraging advanced research methods beyond traditional techniques can help advertisers gain a deeper understanding of online ad effectiveness. This Insights Strategy Snapshot highlights the advantages gained when employing advanced research techniques to the study of online ad effectiveness. The subconscious responses of three major audience segments - Gen Y, Gen X, and Baby Boomers - to multiple design variables of display ads (animation, borders and color palettes) were assessed using a variety of methods.
Recognizing the scale of green audiences today requires a different approach to advertising that drives greater relevance. The green audience has gone mainstream, reaching more consumers and growing increasingly fragmented, requiring a segmented approach to motivate them to action. This summary highlights four unique green segments, motivations by product category and optimal locations for finding them as they look for further green information.
Consumers are evolving to become discerning editors and content suppliers. They are early adapters and empowered brand advocates. They are serving as catalysts for some of the most innovative marketing campaigns in recent memory. They are: Passionistas: The New Empowered Consumers, and they are presented here in a definitive portrait.
Social Media: Pharmaceutical Marketing in the Age of Engagement
Presented by Jack Barrette and Bonnie Becker
Date Published: March 2007
We live in a world where consumers are deeply engaged when it comes to their health. As consumers search online to educate themselves about disease states, cures, drug information and support, there’s one common truth: they trust discussions with other consumers when it comes to information on their health. This presents both a challenge and an opportunity for pharmaceutical companies to gain consumer trust and loyalty, especially in this age of multimedia. Industry experts, Jack Barrette and Bonnie Becker, explore this topic in an article written for Yahoo!
Conexión Cultural/Connected Culture: U.S. Hispanics, Media and Technology
Presented by Yahoo! Telemundo and Simmons Research
Date Published: February 2007
The Conexión Cultural/Connected Culture summit series addresses the intersection of media and technology in the daily lives of U.S. Hispanics and highlights the impact of language and ethnicity on U.S. Hispanic media consumption. For marketers, this study not only reveals the way U.S. Hispanics communicate and consume media and entertainment, but also shows how to best position a brand to this audience.