Yahoo starts online marketing offensive
The Internet company Yahoo is expanding its online marketing offerings vigorously. In the future, advertisers should be able to place their Internet advertisements even more precisely via Yahoo. With new, expanded tools, the group hopes to be able to secure its business in times of recession.
According to information from the Wall Street Journal, Yahoo is now also offering user-oriented graphical advertisements and tailoring the advertisements precisely to the surfing behavior of the users. Another new service due to launch next month will enable advertisers to purchase text ads that appear next to search results and are based on factors such as the age or gender of users. Similar offers are already being offered by various companies.
However, Yahoo firmly believes in being able to successfully establish these tools in its user community of several hundred million visitors per month and thereby gain a competitive advantage. “Targeting a page with a few thousand users, that’s not what I call targeting. That’s what I call wasted effort, ”said Joanne Bradford, senior vice president, US market development, Yahoo. It depends on the size. In addition, it should be made clear to advertisers that online search and display advertising can no longer be seen as separate products. From the company’s point of view, the Yahoo offers act as a bridge between the two areas. Two of the Yahoo targeting products (retargeting and enhanced retargeting) have been offered in Germany since last year. Another tool (enhanced targeting) should initially only be available in the USA from March, but an international launch is also being examined.