Yahoo has 400 million monthly users worldwide. Yahoo provides quality services to its users, customers and consumers each and every day and strives to make your internet experience better and bigger. In one such effort, Yahoo launched the Yahoo Gemini marketplace for mobile and tablets in February. The Yahoo Gemini marketplace is the default user option to become the Yahoo self-serve advertising platform. Yahoo Gemini will also slowly become your stop for native ads.
Yahoo Ad Manager
Before you understand how Yahoo Gemini works, you might want to know what Yahoo Ad Manager is. Yahoo Ad Manager was launched in January and it is a basic platform for advertisers to buy and manage advertising packages that included native ad products like Stream Ads, Image Ads and sponsored Tumblr posts. To help in making the Ad Manager more visual and accessible, Gemini was developed to connect the power of mobile and native advertising together. Yahoo Gemini makes sure that your native ads are improved for tablet and mobile devices. The service powers native ads that place sponsored brand content in front of Yahoo’s users that blends within the existing page content.
What’s so great about Yahoo’s Native Ads?
If you are not familiar with the term, Native Advertising, you’re not the only one. Although it is an increasing trend among advertisers, 85% of consumers are not familiar with what native ads are.
Native advertising is basically an increasingly popular method of reaching out to users with contextual messaging. The messages appear alongside or in-stream with the editorial content that the user is viewing. Advertisers also describe native advertising as a subcategory of content marketing while many other call it the sponsored twin of content marketing.
Is Native Advertising Effective?
Wondering whether this new advertising format is effective or not? The answer is yes. Native advertising has been proven to be very effective among users. According to the findings of a Sharethrough study, people were 25% more likely to look at native ads than banner ads. They viewed native ads 53% more frequently and they were also found likely to share native ads with their contacts and proved greater purchase intent after viewing the native ads compared to other types of ads.
Almost three-quarters of publishers in the U.S are already offering native advertising on their sites. Yahoo Gemini Vision & Impact, also shared their own statistics and findings about native advertising. According to their presentation:
- Native ads built the perceived effectiveness investment in fueling marketer, which went up from $1.4B in 2012 to $3.1B in 2014.
- Only 4% of marketers say they’re completely satisfied with their mobile ad campaigns while 95% of digital advertising pros buy mobile ads.
- According to the numbers, the investments in native ads are expected to rise to $5 billion/ year by 2017.
Even with such amazing prospects, there is much about Native advertising that needs to be understood. The FTC is very clear with their stance on marketing native advertisements. The reason is that only 79% of advertisers understand that native advertisements should be defined as advertisements and not native content. The advertising market is thinking of cyber marketing for PCs and laptops only. Yahoo Gemini is the next step to take the native advertising to mobiles and tablets.
Yahoo Gemini…what is it?
Yahoo’s Gemini is a platform which is offering advertisers a chance to reach mobile consumers in a contextually significant and effective way with native ads designed for mobile use. Yahoo has more than 430 million monthly mobile users who average 104 minutes per month so it is a marketplace that the marketers should worth considering.
Features & Services
Yahoo is offering advertisers the ability to manage mobile and tablet ads from a separate interface by using Gemini. Gemini advertisers provide marketer with improving their ad campaigns with targeting options such as geo-targeting, broad and exact match, and negative keywords. Gemini also offers features such as site link, location and call extensions; phrase match; day parting; and device, language, radius and operating system targeting in the future.
Yahoo’s native ads appear on the Yahoo homepage and in the following Yahoo products: Mail, Mobile Search, News, Sports, Finance, Celebrity, Movies, TV, Music, Travel, Homes, Autos and My Yahoo. Ads automatically adapt to the device type, whether computer, mobile or tablet.
Yahoo Gemini has been launched in Australia but currently provides only native advertising and will soon provide paid search and Tumblr advertising. It is a very promising platform that is already providing some great results for clients.
By Manesh Ram, Digital Marketing Specialist. Please follow @maneshram & Meta
