Home >> Digital >> Article

Yahoo unveils new ad formats

22-March-2011
Font Size   16
Yahoo unveils new ad formats

Yahoo has revealed to exchange4media new ad formats that the company, which is the global leader in display advertising, is bringing to the marketing community in India.

Nitin Mathur, Senior Director Marketing, Yahoo, said, “Our goal at Yahoo is to deliver customised solutions that give targeted reach and visibility, with three basic considerations – art, science and scale. We believe that ads online need to be creative, need to make people want to see them the way you would react to a good ad on television. We feel that ads need to be targeted and delivered scientifically, so that you see the right ad, at the right time, the right number of times. And we believe that scale is important for the success of any ad campaign, and Yahoo, with its affiliate sites and network, can deliver that effectively.”

To that end, the company has launched a number of new formats, like the “monster video ad” and “magazine”, which offer new and innovative ways to present an ad to the user. Mathur said, “Today, our ads are bigger and better than before. We offer full integration of the ad, which is served to over 20 million users, without it becoming intrusive.”

One of the new formats – the magazine ad, as Yahoo has named it – offers a full microsite experience within the ad, which can be customised and can include audio and video, and is triggered by the user. Mathur said, “Imagine if you’re an auto brand, for example. The ‘cover’ could be your car, or the celebrity endorsing it, and then as a user clicks through the ad, they are shown facing ‘pages’ and they can ‘turn’ the pages to see more of the content, so you could show the interiors, a video of the car in motion, then the engine, whatever you want. Or an apparel brand could use this format to show their catalogue.”

Other formats like the mail pullover and maximiser can transform a display ad on the corner of your sent mail page in Yahoo Mail into a full page interactive video experience, if the user moves his mouse over the ad. Mathur said, “Since the user is initiating the interaction, it is not intrusive, and we have the capacity to target the ads according to the needs of the advertisers.”

The company has also created a login ad, which integrates the login screen of Yahoo services with an ad, and according to Mathur, the space would not be given out easily, and ads must be of the highest creative quality to get displayed.

He said, “There has been good initial pickup to the new formats from selected clients and the focus for us is on the creative. Creative formats and innovative advertising goes beyond the brand impression, and becomes earned media, and drives the emotional connect, which is very important for big brands.”

 

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

Colors Kannada, Asianet, SUN TV and Star Maa retained the lead positions in their respective markets, according to the Week 27 data released by BARC.

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

Your weekly news roundup, a summary of some of the stories to keep an eye on