Yahoo! Professional Services offers new performance and display advertising services

Do you ever get the feeling that the advertising world might be leaving you behind? Whether you’re a publisher, an agency or an ad network, it’s getting tougher to give your advertisers what they want. This week, Yahoo! Professional Services is announcing two new services—Display Extension and Performance Sales Enablement—that can help you capture more brand performance ad dollars.

Our Professional Services team works with the first and the largest exchange in the world, which conducts 8 billion transactions a day, and we provide advertising solutions that can help give you an edge in the business. We have several offerings, but today we’ll focus on the two new services.

Display Extension
You may be a search agency or network who’s dabbling in display, or who simply wants to offer your clients more options. Either way, you’ll want to think about combining search and display in a single powerful solution: Display Extension.

Search and display are more powerful together than they are apart. According to a December 2006 comScore study (Close the Loop: Understanding Search and Display Synergy), users who have viewed both types of ads are 244% more likely to purchase something online and 89% more offline compared to users who haven’t seen either. That’s stronger than either search or display separately.

Display Extension lets you target display ads on the Right Media Exchange to users who have clicked on your search ads on any search engine. So you get the visibility of display ads on our robust xchange in front of users who are looking for what you offer. Our assist reporting gives you insight into your advertiser’s sales funnels, so you can understand the contributions of both search and display. We offer you creative services and consultation to help you package your search and display products together.

Performance Sales Enablement
Advertisers are watching every dollar they spend, and they increasingly want to pay only for ads that are performing for them. If you’re a publisher, that means you need to be offering performance-based pricing. Performance-based pricing grew by 11.8% in 2007, says the 2008 IAB Internet Advertising report, where as cost-per-impression pricing shrunk by 13.3%. But shifting to performance pricing is not easy to do without help.

Creating a successful performance-based program isn’t just about changing how you charge – it also means you have to transform your business operations and your way of selling. And that’s where our Performance Sales Enablement offering comes in. We train your sales force, develop messaging for your advertisers, analyze your inventory and help you create performance-based advertising packages.

What can you get out of all of this? Well, happier advertisers, since you’re giving them what they ask for. But you can also get more out of your inventory by capturing more performance dollars. You’ll be leaving less of your money on the table.

You’ll be hearing more about both solutions and others in the coming weeks. In the meantime, visit our Professional Services website to get started with us.

—Megan Pagliuca, Director, Consulting Services

This entry was posted on Tuesday, June 16th, 2009 at 11:00 pm and is filed under Ad Networks, Advertisers, Agencies, Right Media Exchange, Right Media News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.