an introduction to native ads by acquisio and yahoo!

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AN INTRODUCTION TO NATIVE ADS

WEBINAR housekeeping

• The webinar is recorded and will be made available by email

• The slides will also be available by email

• Q&A session at the end of the webinar

• Use the Chat box to submit your questions at any time

SPEAKERS

Marc Poirier– EVP & Co-Founder of Acquisio.

– 17 Years Experience in Digital Marketing.

– Master Fisherman.

Joe Stephens– Sr Manager, Optimization & Strategy, Search & Native Ads at

Yahoo!.

– 15 Years Experience in Search Marketing.

– Loves search marketing & helping businesses grow by making smart decisions.

NATIVE ADS: What is it?

“Native Ads are integrated with the content of a publisher or social media platform in such a way that the ads blend in with the rest of the content. The ads are part of the content.”

Marc Poirier

For editorial publishers, this often takes the form of advertorials or sponsored content. Often these are highly customized experiences.

These opportunities are usually editorial and long form in nature.

EDITORIAL Native Ads

For social media and biddable media publishers these ads are integrated into the feed or are meant to look like regular content, users can interact with the ads as they would with any other piece of social content.

SOCIAL MEDIA / BIDDABLE Native Ads

Promoted Tweets

FourSquare Promoted Check-Ins (Beta)

LinkedIn Sponsored Updates

Reddit Sponsored Links

Spotify Brand Playlists

StumbleUpon Paid Discovery

Tumblr Sponsored Radar Sponsor Mobile Post

YouTube TrueView

Pros and Cons

Major benefit for advertisers:

- Native ads are often used for popular social media publishers, which often means users can be recognized across devices

Problems:

- Agencies hate them – more work for same money

- Not scalable – everyone can’t be making up formats

Major BENEFIT for advertisers:

- Native ads are often used for popular social media publishers, which often means users can be recognized across devices

PROBLEMS:

- Agencies hate them – more work for same money

- Not scalable – everyone can’t be making up formats

• Targeting is key to success for most of these products

• Many of these players are integrating the ability to bring data for improved targeting or to retarget users.

Retargeting Opportunities in Native Ads

Acquisio can automate dashboards and reports for most native ad platforms through our data loader.

Scaling Native Ads Management

Stay tuned for an upcoming webinar where we will review the most relevant native ad platforms in great detail.

Upcoming Webinar on Native Ads

Today’s presentation contains information that is confidential and proprietary to Yahoo. All confidential information being shared today is subject to the terms and conditions of your non-disclosure agreement (or other agreement that contains confidentiality provisions) with Yahoo. The ranking, placement, and appearance of your ad may vary.

Get more customers with Yahoo in-stream placement

Yahoo Stream AdsVast Reach

• Connect with millions of prospective customers• Appear organically within user experiences• Seamlessly serve across devices

Easy Setup

• Manage campaigns with our self-serve tool• Target by location and more• Use our interactive reporting tools

Priced for Performance

• Set a budget• Pay only for clicks at a competitive price

20 Yahoo Confidential & Proprietary

21 The ranking, placement, and appearance of your ad may vary. Yahoo Confidential & Proprietary

Appear in-streamShow in content streams and beyond

Be a part of the most complete content stream on the web.

Show above users’ inboxes on Yahoo Mail.• We create a unique experience for each user• Relevant content is curated from:o Expert editorial writers and breaking newso Socially curated content when connected with Facebooko A user's specific interests


Appear across YahooAds automatically adapt by device type,and appear on top-ranked sites, including:

• Homepage• Mail• News• Sports• Finance • Celebrity• Movies

• TV• Music• Travel• Homes• Autos• My Yahoo


Easily create your adsDirectly manage your campaigns in Yahoo Ad Manager

Sign in at admanager.yahoo.com.

If you have a Yahoo Account Manager, you will be notified when your new account is ready.

Create a campaign

• Go to the Campaigns tab

• Use our Editor tool to create your ad

• See a real-time preview of your ad as you write a title and description, add your URL, and upload an image

• Preview your ad on all device types

https://admanager.yahoo.com/

• The end user seeks benefits:ask a question, solve a problem, empower the user, make a list

• Keep geo-targeting in mind

• Use title case

• Directly relate to landing page

• Make use of the 50 characters

• Read naturally: avoid extraneous punctuation

• Use sentence case

• Sponsored By reflects brand, not URL

• Directly relate to landing page

• Make use of the 150 characters

• Avoid logos since they may appear out of place in the content stream

• Images with one face perform better

• Use compelling images:Car rounding a corner for auto ad, beautiful resort for travel ad

• 82x82 pixels

Titles Descriptions Images

Fuel your campaign with strong adsBest practices



Reach the right audience at the right priceSelect your targeting and preferred budget

Set a budget • Set a timeframe

• Enter your budget and the most you’re willing to spend per click

Target your audience

• Select your location targeting preferences by state, top city, Nielsen® DMA®, and users from other countries

• Show more ads based on gender


See performance insights Key metrics at-a-glance

Monitor performance

• Go to the Reports tab

• See performance at the ad, campaign and account levels

• Schedule and export reports

• Use the performance trends graph to easily compare two metrics

• Also see your past 7-day performance directly from the Campaigns tab


Set the right bid for youUse our interactive Bid Landscape graph

Adjust your bid•After seven days of running your campaign, click on Bid Landscape in the Reports tab

•Shows how changing your bid may change the number of impressions and clicks your ads receive

•Your competitiveness will vary depending on you and your competitors’ ad quality, bids, budget and any targeting

•As we learn more about you over time, the Bid Landscape graph becomes smarter - so use this tool regularly


Add multiple users You can set roles for other team members

In the Manage Users tab, add more users with specific roles:

Admin

Can do everything

Campaign Manager

Full access to ads and campaigns

Analyst

View only and full access to reports


Setup your billingKeep your campaigns up and running

Add a credit card•Go to the Billing tab

•Enter an amount to fund your account

Automatic reload•Don’t miss out on appearing to prospective customers

•Your account is reloaded when your balance is low

Invoice• If you’re an invoice advertiser, please contact your Yahoo account representative for more information

• Once you’ve finished an ad, ask yourself – would you click on this ad if you were the user?

• After you have a successful ad, try testing various components and monitor how the different variations perform

• Use the Clone feature to create more ads

• Always have at least ten ads up and running.

• Take advantage of seasonality

Test ads

• Use existing analytics tools to track performance

• Need a free analytics tool? Try Yahoo Web Analytics. To get started, email [email protected]

• Use the Bid Landscape graph in the Reports tab to optimize your bid strategy

Adjust bids

Track conversions

Performance enhancersBest practices


Boost your resultsCheckout our top tips and more

Help and guidelines

• Top tips to get more clicks

• FAQs to help manage your campaigns more easily

• Ad policies to follow so your ads can appear on Yahoo

Choose your audience

• Simply enter what your audience is interested in

• Leverage our Yahoo customer insights, including:o Clicked articleso Search activityo Yahoo customer profile information

Sneak Peek

Target your audience by interestMore control on who sees your ads


Understand your audience

In the new Audience tab, you’ll soon have campaign-level performance insights based on:

• Age – Clicks

• Gender – Impressions, Clicks, CTR, Spend, Average CPC

• Location – Impressions, Clicks, CTR, Spend, Average CPC

• Site – Clicks

• Device – Clicks

Similar to our performance trends graph, you’ll be able to easily compare two key metrics.

Sneak Peek

Know where your ads show, and who sees themLeverage our audience insights


34*Based on Google AdWords campaign data, October 2013. Please keep in mind that results may vary for each advertiser. Yahoo Confidential & Proprietary

A recipe for successRetail advertiser success story

Daniel and Stephanie Rensing run an online business that focuses on smart products that make your time in the kitchen easier. Their first product, The Cheat Sheet Apron with upside down measurement conversions, made it big in Food Network Magazine.

The Smart Baker

“The self-serve tool was simple to use - I created my ad’s title, description, and uploaded an image, and that was it,” explains Daniel. “It took less than an hour from hearing about Stream Ads to having my campaign set up.”

A piece of cake

Delicious results

“When compared to our search ads since launching Yahoo Stream Ads a month ago, we’ve seen nearly 500 percent additional impressions and 80 percent additional clicks. The increased reach and performance have also been at a 30 percent lower cost-per-click charge.”*

- Daniel Rensing, Cofounder, The Smart Baker

The Smart Baker started seeing a spike in website traffic right away, with a doubled number of site visitors in the first 24 hours after the ads went live.

35

TATCHA built its business by selling its prestige skincare products through upscale channels such as Barneys New York. Renowned makeup artists have embraced the collection and have recommended it to their celebrity clients.

TATCHA

“Luxury brands like TATCHA have not traditionally followed an online direct-to-consumer model,” says Jenny Robinson, Vice President for eCommerce and Digital Marketing at TATCHA. “We saw a great opportunity to grow our customer base.”

Beauty that shouldn’t be a secret

Sitting pretty

“When compared to our social media ads since launching Stream Ads a month ago, we’ve generated 175 percent more impressions and 125 percent more clicks – all at a 75 percent lower cost.”*

- Jenny Robinson, VP of eCommerce/ Marketing, TATCHA

“Customers who are new to our brand respond well to the type of in-stream ads that Stream Ads offers. In terms of customer acquisition, it’s exactly what we’re looking for. Stream Ads now definitely fund the bulk of our online business.”

Lasting impressionsRetail advertiser success story

*Based on Facebook advertising campaign data, October 2013. Please keep in mind that results may vary for each advertiser. Yahoo Confidential & Proprietary

36

RawBuzz wants to help people take their fitness and wellbeing seriously. To promote its own sales health, the online retailer of organic food and nutritional supplements is always looking for ways to attract more customers to its website.

RawBuzz

“What excited me about Yahoo Stream Ads was the idea that we could appear directly within the content our customers are interested in,” says Leonel Vega, Owner of RawBuzz.

A search for holistic marketing

Super results

“Within the past 30 days, our Stream Ads have appeared across Yahoo more than 4 million times, and increased our site traffic by 30 percent.”*

- Leonel Vega, Owner of RawBuzz

“Compared to our other online advertising, Yahoo Stream Ads added 200 percent more clicks at a 75 percent lower cost-per-click.”*

A healthy sales boostRetail advertiser success story

*Based on Yahoo Stream Ads campaign data, October 2013. Please keep in mind that results may vary for each advertiser. Yahoo Confidential & Proprietary

37

Online acceleration

Pulling into the stream

A natural drive

“Yahoo Stream Ads have been a great complement to our search ads over the past 30 days, resulting in a 150 percent increase in additional impressions and a 70 percent increase in additional clicks—all at a cost-per-click that’s 80 percent less.”*

- Agency rep for major auto manufacturer

A major auto manufacturer is always racing to stay ahead and strengthen its loyal customer following. It is constantly considering new ad formats and channels to help reach potential buyers and raise brand awareness.

“They’ve really designed the tool with performance-based marketers in mind.”

“The ads are more organic—they’re in content people are looking for, and they’re unobtrusive. Plus they’re on the Yahoo home page, which gets millions of visitors a day. That’s hard to beat!”

Shift into high gearAuto advertiser success story

*Based on Yahoo Stream Ads and Yahoo Bing Network campaign data, October 2013. Please keep in mind that results may vary for each advertiser. Yahoo Confidential & Proprietary

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Would you like to learn more about Acquisio and/or StreamAds?

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