Introduced today (May 21), Yahoo!’s display advertising solutions for marketers will leverage third-party advertising technologies from display advertising solutions providers, Teracent and Tumri. The solutions will be for the Web as well as mobile phones.
Yahoo!’s new Smart Ads program will help marketers to develop Smart Ad campaigns and execute them at scale across personal computers and mobile phones in North America. The company will consider expanding the program to international markets in the future.
Smart Ad campaigns use ad-optimization technology to create a near-limitless variety of creative executions through a combination of offers, colors, images, and messaging in real time.
These combinations can be fine-tuned to match customized messages with users, helping marketers to find the right ad for the right set of users and the right time. According to Yahoo!, testing of this initiative has already helped advertisers significantly improve campaign performance based on a variety of metrics, including click performance, conversion, and overall return on investment.
Yahoo! will also soon offer Smart Ads technology to mobile advertisers through its partnership with Teracent. As with the PC offering, advertisers will be able to customize creative to individual users in real time.
Smart Ads on mobile phones will be especially valuable to marketers, offering additional factors such as location, time of day, and even specialty attributes like local weather, to tailor messages to users on the go, says the company.