There is always a need for more information in order to optimize advertising prospects. Brand advertisers don't want to dip their toes into waters that will not yield anything. Some of the brightest minds in the world work on these details and they make sure they have the analytics down before investing a sizeable amount. Yahoo has started to use this as a means to integrate the ComScore vCE into their system. This means brand advertisers are now able to get more information out of the system before diving in.
What's interesting about these metrics is that they give media buyers the same kind of data they'd get from TV stations. They can see how many people will be viewing the ads, and what the demographics of those people will be. It makes it easy for buyers to choose the best way to advertise. Because fewer people are watching television, it's important for media buyers to find new ways to reach out to potential customers. Yahoo is capitalizing on this need with their new service. They realize that this data will make buyers more likely to make purchases.
A lot of the metrics that are going to be offered are ahead of the game and that is what advertisers are seeking. They want to remain out in front of their competitors at all times and Yahoo is making sure they know they will be afforded this chance by using Yahoo's system.
This integration is going to do a lot when it comes to bringing home more advertisers for Yahoo. They are going to be able to read different aspects of the traffic that is being generated (i.e. demographics) and that plays a big role. Yahoo is on the verge of making more changes and this is one of the bigger one that has been implemented. A lot of brand advertisers are going to be coming to Yahoo after this latest development because of what it will offer them in terms of their own digital campaigns. Yahoo is the first publisher in the world to bring this into the equation.
Yahoo CEO Marissa Mayer thinks that this partnership is going to have a very positive impact on Yahoo's ad business. In recent quarters, Yahoo ads had weaker performance, and she believes that working with comScore will help to make their ad platform more attractive to media buyers.
Media buyers will now be able to see all kinds of metrics like audience frequency, reach, and demographics. It's comparable to the type of metrics that an advertiser would be able to see with TV. According to Yahoo, they're the only publisher that has this type of service on all platforms.
What's interesting about these metrics is that they give media buyers the same kind of data they'd get from TV stations. They can see how many people will be viewing the ads, and what the demographics of those people will be. It makes it easy for buyers to choose the best way to advertise. Because fewer people are watching television, it's important for media buyers to find new ways to reach out to potential customers. Yahoo is capitalizing on this need with their new service. They realize that this data will make buyers more likely to make purchases.
A lot of the metrics that are going to be offered are ahead of the game and that is what advertisers are seeking. They want to remain out in front of their competitors at all times and Yahoo is making sure they know they will be afforded this chance by using Yahoo's system.
This integration is going to do a lot when it comes to bringing home more advertisers for Yahoo. They are going to be able to read different aspects of the traffic that is being generated (i.e. demographics) and that plays a big role. Yahoo is on the verge of making more changes and this is one of the bigger one that has been implemented. A lot of brand advertisers are going to be coming to Yahoo after this latest development because of what it will offer them in terms of their own digital campaigns. Yahoo is the first publisher in the world to bring this into the equation.
Yahoo CEO Marissa Mayer thinks that this partnership is going to have a very positive impact on Yahoo's ad business. In recent quarters, Yahoo ads had weaker performance, and she believes that working with comScore will help to make their ad platform more attractive to media buyers.
Media buyers will now be able to see all kinds of metrics like audience frequency, reach, and demographics. It's comparable to the type of metrics that an advertiser would be able to see with TV. According to Yahoo, they're the only publisher that has this type of service on all platforms.
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