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.

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.

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.

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!