Yahoo partner News Paper Constortium:
Cox
The Philadelphia Inquirer
Daily News
Chicago Sun-Times
The New York Times Company
Scripps
The McClatchy Company
Hearst
just to name a few...
The partnership has afforded newspaper sites new opportunities for targeting and increased ad delivery proficiencies. Through the dynamic ad delivery platform that Yahoo provides these sites have the ability to Geo target and Behavioral target interactive display ads.
Yahoo Quick Facts:
Yahoo is the World’s most visited website
Reaches more than half of all internet users in Local DMA's
Deliver the Right message to the Right user at the Right time (relevant advertising)
Geo targeting
Deliver ads to users accessing Yahoo in a specific geographic region
Targeting is more than 90% accurate
Behavioral targeting
The leader in BT technology
Deliver ads to users engaging content and information relevant to the ad being delivered
124% Lift in Click Through Rate
According to a recent report from WPP’s Group M, interactive media will account for about 15% of the worldwide advertising spend by 2009. This is a nearly 50% increase over 2004. Interactive advertising is expected to remain the biggest source of ad revenue growth for the foreseeable future because marketers are turning away from traditional media in favor of the digital realm. Increased efficiencies in targeting and the minimization of waste are the catalyst for quickly shifting ad dollars to interactive. Local search and display ads remain the key drivers in online advertising growth with Compound Annual Growth Rate’s of 16 percent and 18 percent respectively. Local online ad revenue is expected to grow to $2.5 billion by 2012.
Geo Targeting:
What is it?
Geo targeting is the method of determining the physical location of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip organization, ISP or other criteria (wikipedia).
How does it work?
Geo targeting uses three categories of information to determine where the website user is located.
Categories include:
Universal Location Manager (ULM)
User identified by default location ie: stored default address
Registration (REG)
User identified by online registration information
IP address (IP)
Computer identified based on Internet Service Provider connection
How can I use Geo Targeting for my business?
Geo targeting may be used by advertisers that want to target a particular area that is in close proximity to their brick and mortar. Advertisers may also use geo targeting to reach qualified demographics in a particular area that are more likely to consume their products or services. Geo targeting is similar to a direct mail model but it is much more efficient and more cost effective.
Behavioral Targeting:
What is it?
Behavioral targeting is a technique used by online advertisers to increase the effectiveness of their campaigns by delivering relevant ads to users that have expressed interest in the advertiser’s products or services.
How does it work?
Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be influenced by them (wikipedia).
User activity is tracked by:
Content viewed
Searches performed
Search listings clicked
Display ads clicked
How can I use Behavioral Targeting for my business?
Behavioral targeting affords advertisers the opportunity to shift their efforts from trying to reach a particular demographic to a model that allows them to deliver their message to an audience that is already searching for their products and services. Behavioral targeting offers several categories which are categorized based upon users’ behaviors and web interactivity.
Find a category that reflects your business’ day-to-day operations.
Categories are as follows:
Finance (banking, loans, insurance, investing, credit, etc…)
Travel (air, cruises, casinos, vacations, international destinations, etc…)
Retail (home improvement, apparel, luxury goods, restaurants, etc…)
Health (health care, nutirtion, hospitals, diabetes, yoga, etc…)
Real Estate ( finance, agencies, homes for sale, etc…)
Automotive (economy, mid-range, luxury, trucks, financing, etc…)
Education (schools, online schools, universities, financing, loans, etc…)
Parenting & Children (stroller, family, camp, babysitter, diapers, baby names, etc...)
Political (polls, presidential candidates, voting, democrat, republican, politics, etc...)
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