Yahoo rolled out its own version of product ads on search and display on Thursday. Interestingly, the ads can show up in search and display on mobile, tablet and desktop devices.
Kohl’s, Wayfair and Overstock are the lead retailers that have created this new ad format for Yahoo. The announcement came just two weeks before the Black Friday weekend. The technology partners of this venture are Commerce Hub, Merkle RKG and ChannelAdvisor.
“Advertisers using the product ads are getting up to 20% higher conversion rate and above 30% lower cost per acquisition. It is helping advertisers to increase impacts on the campaign without scaling up budget” said, Courtney McKlveen, Vice President, Industry Lead Retail and Travel at Yahoo.
The prime reason for this success is Yahoo approach of showing ads in multiple ad systems. This is because ads can appear in both Yahoo search result via Gemini and also in recently acquired Polyvore. The ads can be executed to any audience as display ads on BrightRoll DSP. It will be soon available as native ads through Gemini.
Ad system is harnessing Yahoo data and insights to target potential customers in the market. Like other products feed programs, the ads are built from merchant product feeds. Yahoo products ads are available as a managed service and advertisers need to contact their representatives to get started in the platform.