Yahoo offers advertisers more than just search engine advertising. In fact, they are the leader (as of 2006) for advertisers interested in branding.
Advertisers can run ad buys targeting specific users within contextually relevant articles and "centers" on Yahoo's ad network. For instance, you can execute campaigs by placing graphic ads within the Yahoo Finance Center, Yahoo Autos Center, or, in the Yahoo Email login screen (some of their best performing ads based on experience are within Yahoo's email login and viewing screens).
There are, though, competitors to Yahoo (e.g. TACODA, Quigo Technologies) coming into the scene that have enough traffic on their networks to consider testing campaigns on them. The key, though, is pricing, and payment terms. If you can't pay based on clicks or acquisitions -- meaning you only can pay based on impressions - it's very easy to lose money on these types of campaigs when evaluating if your $1 in marketing spend generates at least a $1 in ROI. Therefore, the metrics of success here should not be ROI based, rather it should be brand (or brand message) recall based. To measure your success here, you need to develop surveys, as well as other tactics, to measure if your campaign was successful or not.
Bottom line: don't rule out ad buys on ad networks, but know your metrics of success before doing them.
j. Bruce
www.SalesDrivenMarketing.com
Wednesday, December 27, 2006
Subscribe to:
Post Comments (Atom)
3 comments:
Easily I agree but I about the list inform should have more info then it has.
Again a gentle post. Thank your also pen-friend
Good dispatch and this post helped me alot in my college assignement. Say thank you you on your information.
Post a Comment