Yahoo! Loved by advertisers

Best known for its web portal, search engine, online mapping, video sharing, and social media websites and services, Yahoo! strives to simplify and enhance the web experience for people throughout the world. In India, it enjoys a leadership position by reaching over 73% of internet audience.

Yahoo!'s advertiser focused campaign is about showcasing how leading brands in India are making full use of the power of Yahoo! to communicate with their target audiences. It's an exercise aimed to educate advertisers by communicating successful campaign stories. Yahoo! has received a very positive response from the advertising fraternity. The active participation of leading brands in the campaign is, itself a great endorsement of how brand advertising on Yahoo! has truly benefited their clients.

Yahoo! continues to lead the field of computational advertising, developing algorithms that effectively match advertising content to the right audience at the right time. Due to Yahoo!'s immense reach, it connects the advertisers brands to the vast set of deeply engaged audiences. This is why advertisers love Yahoo!

Further strengthening Yahoo!'s brand standing, the following case study explains the success of the World Search Championship 2011.

WORLD SEARCH CHAMPIONSHIP

Yahoo! Launched the World Search Championship in association with Chevrolet

In a unique endeavor Yahoo! Search went on the look out for the World Champion in Search. World Search Championship is aimed at today's generation that is constantly seeking the 'New' and provides them with a completely new experience on Search. The championship had randomly generated questions thrown up to users and had pre-populated Yahoo! Search bar which was programmed to pick up the relevant query, giving the user an advantage and opportunity to experience the Search.

Another example of Yahoo! Advertising can be seen with the launch of Unilever Be Beautiful campaign.

UNILEVER BE BEAUTIFUL

Art and Science of Digital Advertising: Get innovative with 'Tandem Ads' Launch creative Tandem Ads create a story, an environment and invite the user to come and interact with the brand. One can create the atmosphere by taking a combination of ads, such as a banner and skyscraper, a floating ad and a video, and so on. Brands can get creative with a story that resonates with the target audience and they will be interested enough to click and explore. Be Beautiful by Unilever is a place created by the most trusted names in beauty: Ponds, Dove, Lakme, Sunsilk and Vaseline. Be Beautiful aims to make women feel more beautiful by having a panel of experts' answer any query women may have regarding skin, hair or make-up. This opens up a world of privileges for them such as free makeovers, contests, rewards, and more. HUL wanted to bring all these aspects together and show them to a very specific audience in an engaging and interactive manner.

The campaign was targeted at women in the 25-44 age groups. A chroma shoot was done using three women who had a complete makeover walking on a ramp in a fashion-show kind of an environment. The women talked about unlocking beauty secrets and transforming their looks.

The pre-expanded video first plays in the LREC 300 x 250. Users click on the Expand button to see the video in a 728 x 255 frame. The women point to tabs which get highlighted in the top banner, the 728 x 90 area. The tabs lead to sections on the Be Beautiful website, where users could also submit their mobile numbers to register and win gift hampers.

THE RESULTS

In conclusion Yahoo! Advertising has proved itself to the world by achieving desired results through its advertising solutions - through Yahoo! | By Vanessa Azavedo [vanessa(at)adgully.com]