Yahoo Inc. has launched Yahoo SmartAds, an advertising platform that allows marketers to deliver tailored display ads to their audiences.
SmartAds combines Yahoo’s consumer insights and rich-media capabilities with new ad-serving technology that converts marketers’ creative campaign elements and targeted offerings into customized and relevant display ads. Travel industry advertisers in the United States are the first to have tested the platform, and on Yahoo’s FareChase, SmartAds generally resulted in click-through rates two to three times higher than static, non-customized display ads.
SmartAds is powered by Yahoo’s behavioral, demographic and geographic targeting capabilities, and connects users with what they are looking for based on their expressed interests.
For example, if a user is browsing for hybrid cars in Yahoo Autos and has selected San Francisco as a default location in Yahoo Weather, Yahoo’s SmartAds platform can assemble and deliver a display ad in real time that shows a hybrid vehicle from a major auto brand, local dealer information and current lease rates.
In addition, the platform allows advertisers and agencies to design a single set of individual creative components and provide Yahoo with that artwork and a feed to their entire database of offers. Yahoo’s SmartAds then automatically generates the ad combinations based on those components.