Yahoo has just announced the launch of My Display Ads, a self-service display ad solution aimed to assist small and medium-sized businesses to put their ad campaigns on Yahoo’s content network.
Yahoo! My Display Ads allows small businesses to build on their search marketing with display campaigns that reach a targeted audience on some of the Internet’s most popular websites,” said Joanne Bradford, senior vice president North America Revenue and Market Development, Yahoo!.
Yahoo! My Display Ads is an extension of a limited program Yahoo! and AdReady offered to a number of managed Yahoo! Small Business customers last year. Through this program, advertisers – such as Klaussnerhome, a local furniture store based in Greensboro, North Carolina – have tested the offering, experiencing positive results. Klaussnerhome, which previously relied heavily on traditional advertising mediums recently tested Yahoo! My Display Ads to promote its annual Memorial Day sale in Greensboro and the surrounding area.
My Display Ads is a collaboration between Yahoo and Ad Ready. It was an extension of a limited program which Yahoo! and AdReady offered to a number of Yahoo! Small Business customers last year. The said program was proven to yield positive results for these small businesses and Yahoo is offering it to other small businesses and enterprises.
My Display Ads will not only make it easy for small businesses to advertise on Yahoo but more importantly costs of running ads will be very affordable for small businesses.
Advertisers can choose between CPM or CPC-based pricing. They can also use the programs ad tracking service for managing their ad campaigns and ad performance goals.
In addition, advertisers will have access to more than 800 templates which they can use for their ad campaigns.
Thanks Arnold for the useful info on Yahoo ads, well it will surely works and help a lot.
It’s interesting to compare Yahoo’s new offering with the most similar self-service display product already out there, AOL’s BidPlace SB (full disclosure: I work for this product). Both Yahoo and BidPlace SB allow advertisers to reach the majority of US Web visitors (SB’s reach is higher, at 91%). Both offer advanced targeting options and, within the next couple of weeks, both will offer the ability to build banners on-site.
However, the similarities end when it comes to pricing. Here are the recommended CPC bids for the same targeting on both products:
Run of Network, Geo = Florida
Yahoo: $1.30
BidPlace SB: $0.74
Auto Content Channel
Yahoo: $4.93
BidPlace SB: $2.45
I’m curious how Yahoo can justify charging 75-100% more than BidPlace SB for the same types of inventory and targeting? Especially when BidPlace SB has a lower minimum budget requirement ($10 / day, as opposed to Yahoo’s $30 / day).