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BizReport : Advertising : June 23, 2009
AdReady powers Yahoo's self-serve ad solution
Yahoo's MyDisplay Ads platform launched this week and with it comes word that online ad firm AdReady will power the platform. Yahoo's MyDisplay Ads is a self-serve display ad platform created to help smaller businesses create targeted ads on Yahoo's various hubs.
"Yahoo My Display Ads allows small businesses to build on their search marketing with display campaigns that reach a targeted audience on some of the Internet's most popular websites," said Joanne Bradford, senior vice president North America Revenue and Market Development, Yahoo.
Marketers can use geographic, demographic and channel targeting methods to reach consumers throughout Yahoo's network of sites. First, marketers choose a template and from there determine is CPM or CPC based pricing is the right option. Next the ad is launched and marketers can track and manage the campaign from a single dashboard.
"AdReady's partnership with Yahoo will provide advertisers with direct access to high value advertising inventory from the largest provider of display advertising in the world," said Aaron Finn, President and CEO, AdReady. "With Yahoo My Display Ads, we hope to make display as easy, effective and accessible as search."
The full launch is an offshoot of a pilot program launched by AdReady and Yahoo last year in which several small or local business were able to test the platform. The initial launch was only available to Yahoo Small Business customers. One business, Greensboro, North Carolina based Klaussnerhome, reported record sales and traffic after the campaign began.
Tags: AdReady, display ad campaign, display ads, online ads, online advertising, self-serve ads, Yahoo
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Comments
It's interesting to compare Yahoo's new offering with the most similar self-service display product already out there, AOL's BidPlace SB (full disclosure: I work for this product). Both Yahoo and BidPlace SB allow advertisers to reach the majority of US Web visitors (SB's reach is higher, at 91%). Both offer advanced targeting options and, within the next couple of weeks, both will offer the ability to build banners on-site. (BidPlace SB will offer both templates and the ability to build banners from scratch.) However, the similarities end when it comes to pricing. Here are the recommended CPC bids for the same targeting on both products: Run of Network, Geo = Florida Yahoo: $1.30 BidPlace SB: $0.74 Auto Content Channel Yahoo: $4.93 BidPlace SB: $2.45 I'm curious how Yahoo can justify charging 75-100% more than BidPlace SB for the same types of inventory and targeting? Especially when BidPlace SB offers a full budget guarantee to protect advertisers from over-billing for excess delivery, while Yahoo does not.
Posted by: Div Bhansali on June 23, 2009 19:35