Yahoo Announces Product Ads — Bringing Commerce to Search, Content

With the holiday shopping season kicking into full gear, Yahoo announced product ads to take advantage of seasonal changes in shopper behavior.

With the holiday shopping season kicking into full gear, Yahoo announced product ads to take advantage of seasonal changes in shopper behavior. While typical consumers are more brand loyal, holiday shoppers are price driven and faster to purchase. They also spend a lot of time online researching just the right gifts for the friends and family.

Courtney McKlveen, Yahoo’s vp, industry lead retail and travel discussed product ads in a blog post:

Yahoo Product Ads help retailers deliver more relevant ads to shoppers in order to influence and re-engage them at every stage of the purchase funnel. Early advertisers using product ads have seen up to 20 percent higher conversion rates and more than 30 percent lower cost per acquisition, enabling them to scale campaign impact without scaling budgets.

The new product ads offer:

  • Improved Targeting: Use Yahoo data for insights on how to raise awareness early in the customer journey and drive sales from recent visitors.
  • Expansive Reach: Connect with consumers all over the web with the power of Yahoo’s reach across a wide range of digital properties.
  • Engaging Ads: Create and manage rich visual display ads from a single feed.

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According to the official blog, one retailer saw a 14-to-1 return on investment for Yahoo ads displayed in Yahoo search. This is due in no small part to the insights from Yahoo data that enable smart targeting for highly qualified leads.

Overstock.com director of marketing strategy Nate Jeo said in a statement:

Consumers will spend a lot of time this holiday season researching the perfect gifts for their loved ones. Yahoo’s data and consumer insights enable us to accurately target the right shoppers, so we’re getting our products and competitive prices in front of our best prospects and driving more relevant traffic to Overstock.

Readers: What do you think of Yahoo’s new ad format?