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BizReport : Email Marketing : May 28, 2010

Yahoo launches pull-over ad for holiday weekend

There is another new ad-unit on the hunt for consumers this holiday weekend. Macy's department stores have signed up to utilize Yahoo's new Smart Ad for a Memorial Day weekend campaign. In the US, Memorial Day is the kick-off to summer, although calendar doesn't reflect the summer season until June. Consumers flock to local beaches and ball games in droves, but many will also hit the mall for last minute essentials or to stock up on pre-summer deals.

by Kristina Knight

The Smart Ad Macy's will use is a pull-over unit which has been created specifically for retail clients. The pullover ad becomes visible after a mail client logs in to check email. The consumer only has to roll over the ad for it to become live; the sales flyer can then be paged through, much like a typical mailed flyer. The ad has been referred to as 'direct mail for the digital age'.

The ad will be delivered to Yahoo Mail consumers; it flashes onto the computer screen before settling in an upper corner with a personalized message. For the campaign, Macy's is delivering geographically targeted ads, referring consumers to the nearest Macy's store according to the consumer's Yahoo Mail location. The ads display information on swimwear, home or Memorial Day savings.

This is the second new unit released by Yahoo in recent weeks and will become part of the revamped Yahoo Digital AdVentures Program. The other unit, a morphing banner ad, was used to help launch the movie release of "Shrek Forever After". That ad begins as a typical banner ad but then morphs into an animated full-screen ad to engage the consumer.

Tags: direct mail, email marketing, Macy's, Memorial Day, online advertising, online sales flyer, roll-over ad, Smart Ads, Yahoo

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