Consider the new tools coming to us in the future.
Advertisers will tailor online ads to the people most likely to buy.
SmartAds help marketers create custom ads on the fly, use current data on individual buyers and data on real prices and available inventory from the vendors.
So, if I search for data about blenders then I see an ad from a Target store closest to my home giving me the prices for the blenders on the shelves.
The Internet promise one-to-one marketing. But, advertisers cannot customize the display of their ads with a broad reach.
Ad agencies struggle with how to scale the value proposition of the Internet The goal is to get scaleable one-to-one marketing via SmartAds.
The goal is simple: show the right ad to the right person at the moment before a purchase.
Tests on Yahoo’s network of sites — include local newspapers as well as its own portal — by two major airlines. Other industries will follow in coming months, including automobile companies and retailers in the fall.
The advertiser (or its agency) gives Yahoo the parts of its display ads — including the logos, tag lines and images. The retailer captures the number of items on the shelves in each store and stores the numbers in an inventory DB. Next, Yahoo combines that data with the viewers’ data on (demographics and actions online) to create a product-specific ad.
For airlines, SmartAds uses Yahoo’s data about its Web surfers to create display ads for each person that feature ticket offers with actual prices listed. In time, Yahoo plans to offer rich media ads where viewers can buy the ticket at the quoted price within the online ad. This avoids a click through to another Web site.
Work directly with creative agencies will design their online ads. Large advertisers can buy entire sites and Yahoo will create the right ad for an individual consumers.
The tools will support real-time creative assembly of ads to leverage what is known about our viewers. So, assume we buy the entire Wall Street Journal site. When a viewer is a female then a different set of ads are shown than when a male viewer reads the 'online WSJ'.
Display ads lag behind search and text ads in the ability to send a specific product message to a buyer. Instead, much of display ad online has been brand messaging. Yahoo’s new product may help ad agencies think of display ads differently.
Some (not all) advertisers need to personalize display ads. SmartAds use data from a large number of involved viewers. Deep display of ads, improving search capacity, and new tools work to satisfy demand instead of just selling inventory.
1 comment:
Consider the new tools coming to us in the future.
Advertisers will tailor online ads to the people most likely to buy.
SmartAds help marketers create custom ads on the fly, use current data on individual buyers and data on real prices and available inventory from the vendors.
So, if I search for data about blenders
then I see an ad from a Target store closest to my home
giving me the prices for the blenders on the shelves.
The Internet promise one-to-one marketing.
But, advertisers cannot customize the display of their ads with a broad reach.
Ad agencies struggle with how to scale the value proposition of the Internet
The goal is to get scaleable one-to-one marketing via SmartAds.
The goal is simple: show the right ad to the right person at the moment before a purchase.
Tests on Yahoo’s network of sites — include local newspapers as well as its own portal — by two major airlines. Other industries will follow in coming months, including automobile companies and retailers in the fall.
The advertiser (or its agency) gives Yahoo the parts of its display ads — including the logos, tag lines and images. The retailer captures the number of items on the shelves in each store and stores the numbers in an inventory DB. Next, Yahoo combines that data with the viewers’ data on (demographics and actions online) to create a product-specific ad.
For airlines, SmartAds uses Yahoo’s data about its Web surfers to create display ads for each person that feature ticket offers with actual prices listed. In time, Yahoo plans to offer rich media ads where viewers can buy the ticket at the quoted price within the online ad. This avoids a click through to another Web site.
Work directly with creative agencies will design their online ads. Large advertisers can buy entire sites and Yahoo will create the right ad for an individual consumers.
The tools will support real-time creative assembly of ads to leverage what is known about our viewers. So, assume we buy the entire Wall Street Journal site. When a viewer is a female then a different set of ads are shown than when a male viewer reads the 'online WSJ'.
Display ads lag behind search and text ads in the ability to send a specific product message to a buyer. Instead, much of display ad online has been brand messaging. Yahoo’s new product may help ad agencies think of display ads differently.
Some (not all) advertisers need to personalize display ads. SmartAds use data from a large number of involved viewers. Deep display of ads, improving search capacity, and new tools work to satisfy demand instead of just selling inventory.
Lou
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