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BizReport : Advertising archives : May 24, 2010

Two Yahoo ad moves should help advertising engagement

Yahoo is using the new "Shrek Forever After" flick to promote its new mobile ad unit, a unit said to take over the mobile screen to create a full-screened marketing message. The second addition places Yahoo functionality on the Valassis online marketing hub to help marketers better interact with consumers.

by Kristina Knight

First, the ad unit. It begins as a banner but then morphs into a larger, animated full screen affect, allowing consumers to get involved with it from there.

"Allowing the world's most popular ogre to pop in on two of Yahoo!'s most-visited mobile sites is the perfect way to showcase the creativity of our new rich media mobile ad unit. We can't imagine a better poster child than Shrek for demonstrating the mobile canvas' engaging and fun possibilities," said Bobby Figueroa, vice president of consumer ad experiences for Yahoo.

The mobile ad unit opens when the user taps the banner to transform into the full Shrek image. The consumer is then given the call to action: to watch the movie's trailer. The unit uses HTML5, CSS3 and Javascript.

Yahoo has also begun a partnership with Valassis, a leading marketing hub. The deal gives Valassis clients access to Yahoo's display inventory as well as behavioral and geographic targeting options.

"We know consumers are engaging more than ever before with digital offers," said John Lieblang, President of Digital Media, Valassis. "This partnership builds on the strength of our expansive local client base to enhance content that is affordable to small- and medium-sized businesses and provides the unprecedented targeted reach of Yahoo!'s online display advertising."

Tags: mobile ads, mobile advertising, online advertising, Valassis, Yahoo

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