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BizReport : Advertising archives : April 08, 2009

Report: Yahoo portal ads may lead to more conversions

There is an interesting report out from Compete that indicates Yahoo's portal may give marketers the best bang for their (marketing) buck. According to the report consumers who saw a homepage ad on were twice as likely to make a same day purchase than those seeing an ad on other portal homepages.

by Kristina Knight

Compete conducted the study during the Valentine's Day shopping season and found that, when it comes to flowers at least, consumers viewing ads on Yahoo's homepage were more likely to make a flower purchase. Researchers found that 21% of shoppers overall viewed a Valentine's Day homepage ad and that 19% of purchasing shoppers viewed a homepage ad. These consumers were more than twice as likely to run a search query for the advertiser and more than five times as likely to search using generic flower terms.

Although this study was conducted specifically for flower buyers over the Valentine's Day holiday, correlations can be made for similar holidays and retailers. If, for instance, a floral homepage ad was viewed around Mother's Day it would seem likely that shoppers would convert; the same could be said for aftershave or baseball tickets on Father's Day.

What marketers should not do is ignore one homepage portal for another. Simply because Yahoo's portal was responsible for more sales you shouldn't avoid advertising on portals such as MSN or AOL. Instead, marketers could take advantage of the Yahoo lead by spending a bit more of the budget on Yahoo and placing smaller amounts with other portals; or run further A/B testing to see where your product is most likely to engage consumers.

Tags: AOL, homepage, homepage ads, MSN, online advertising, Yahoo

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