Native advertising is top of mind for digital marketers, says Yahoo Account Director Tom Giovingo, who shares front-line insights into the special appeal for brands.
Tom Giovingo helps some of Yahoo’s largest retail, technology and telco clients leverage native ad solutions. We asked Tom to share his views on the benefits and opportunities of native advertising in today’s marketplace.
Yahoo Ad Blog: Native advertising is a fast-growing trend. What do you think is its great appeal?
Tom Giovingo: Native advertising is about helping brands be relevant and top of mind, while creating a great experience for users. It’s a different mentality than traditional digital advertising, in that native ads align with the style and format of the content around them. When ads fit smoothly into the flow of the user’s experience, it can drive deeper engagement and better results.
Personalization is a key consideration as well. Let’s say I’m searching for basketball shoes online, and a shoe company is able to serve me a relevant ad based on this. Personalization makes native advertising beneficial for users and advertisers alike.
YAB: Industry experts such as the IAB note importance of ensuring users can easily distinguish native ads from surrounding content. How can that be done?
TG: There are a number of ways to clearly identify native ads, including “sponsored” labels or shading. It is important that native ads are a natural part of the experience, while clearly distinguished for audiences.
YAB: How are advertisers measuring the impact of their native ads? How can native and search ads work together?
TG: Let’s say a major retailer is running a native campaign. We can determine which users clicked on an ad, and whether they took an action such as visiting the retailer’s site or searching on related terms. This data can help measure the success of a native ad campaign or adjust it if necessary. Advertisers leveraging the Yahoo Gemini platform have seen lifts in site views up to 3.9X higher than traditional display banners. We’ve also seen native advertising drive performance metrics like search activity. Clients have seen branded search activity increase up to 3.6X when combining native ads with mobile search.
YAB: What do you think the future holds for native advertising?
TG: We know that native ads can help drive better performance. Many brands are seeing success and other are ready to dip their toes into it. We’re on the starting line now. Native advertising represents an evolution in digital advertising, offering opportunities for smarter campaigns, better performance, and better user experiences.
For more perspectives on native advertising, see “Who’s Doing Native Advertising Right?”; and “Content Marketing: Best Practices Among Millennials.”
Yahoo Aviate has teamed up with the data scientists at Yahoo Labs to better understand how Aviate users interact with their phones each day – check out the results!
Hundreds of Yahoo’s joined CEO Marissa Mayer yesterday in the ALS Ice Bucket Challenge at our Sunnyvale campus.
Yahoo responds to the ALS Ice Bucket challenge!
The day we’ve all been waiting for is finally here! Don’t miss Taylor Swift’s Worldwide live stream today at 5pm ET/ 2pm PT on Yahoo: http://yahoo.com/TaylorSwift
By Kathy Savitt, CMO of Yahoo
We are ecstatic to have Michele Promaulayko and Katie Brown joining the Yahoo Digital Magazine family. Michele will be joining as editor in chief of Yahoo Health and Katie as editor in chief of the DIY Crafts Magazine, the latest in our magazine initiative launching this fall.
Michele Promaulayko, Yahoo Health Magazine
Michele joins us from Women’s Health where she was editor in chief for 5 years. Under her leadership, Women’s Health has experienced tremendous growth digitally and in print, while garnering some of the magazine industry’s highest accolades including the National Magazine Award for General Excellence. She is also the author of the popular book Look Better Naked: The 6-Week Plan To Your Leanest, Hottest, Body—Ever. Michele is frequently called on as an expert to comment on trends and news in health & fitness.
Through expert insights, the hottest fitness regimens, nutrition updates, and information about common conditions and health news, Yahoo Health inspires readers to be happy & healthy.
Michele is based in New York and starts on August 25.
Katie Brown, Yahoo DIY Crafts Magazine
Bringing over 15 years of experience in decorating, home renovations, and entertaining, Katie is a best selling author, and host of the TV series “Katie Brown Workshop” on public television and Create TV.
The new Yahoo DIY Crafts Magazine will be a destination for sophisticated “how to” projects, a resource for DIY enthusiasts, and will make aspirational projects doable. From decorating a room on a budget, learning how to stain a floor, hang curtains, and get tips on hosting a unique dinner, the magazine will be infused with personality, style, and sophistication.
Katie will be based in New York and Los Angeles and starts on August 18.
On Monday, August 18th, Yahoo will host seven-time Grammy Award winning musician Taylor Swift in an exclusive worldwide live stream event from New York City. You’ll be able to catch the action on Yahoo Screen (http://yahoo.com/TaylorSwift) in an event you won’t want to miss!
You’re not going to want to miss this one!
Join Yahoo at an exclusive invitation only event to explore how Canadian’s view technology. Explore the device purchase and usage habits of Canadians by learning the role online tools play in the process while looking at the overall opinions Canadians have about technology.
Wednesday, September 10, 2014
8:30 - 10:30 am
401 Bay Street, 8th Floor
(Bay Street & Queen Street)
Toronto, ON M5H 2Y4
By Marissa Mayer, Yahoo CEO
Technical infrastructure has always played an important role in Yahoo’s ability to deliver the best possible user experiences. As we continue to focus on delighting and inspiring our users, I am excited to announce that Mike Kail is joining Yahoo as our CIO and SVP, Infrastructure. Starting today, Mike will lead the IT and data center functions for the company.
Mike brings the perfect combination of experience and vision to lead the technical infrastructure at a company with Yahoo’s global reach and scale. He brings more than 23 years of IT operations experience, with a focus on highly scalable architectures, to Yahoo. Most recently, he served as VP of IT Operations at Netflix. Prior to that, Mike was VP of IT Operations at Attensity, where he was responsible for the Americas data center operations team, including managing various big data systems including their Hadoop cluster, HBase, and MongoDB components. In addition, he serves as a Customer Advisory Board member for Box, SumoLogic, One LogIn, and Context Relevant. Mike holds a B.S. in Computer Science from Iowa State University.
We rely on our mobile devices for many things throughout the day — to check email, search, read news, catch up on sports, and look up the weather forecast, among others. Today we’re introducing the latest Yahoo Mail app for iPhone and iPad in Canada, so all the information that’s most important to you is right at your fingertips. The new Yahoo Mail app will also be rolling out to Android phones over the next week. We’ve designed it with a focus on simplicity: it’s the familiar Yahoo Mail experience, plus one-tap access to personalized, real-time information.
When you first open the Yahoo Mail app, you’ll see your Yahoo Mail inbox and a new panel with icons for Mail, News and Today. This is where all your news, information, and communications come together in one integrated experience.
We’re also introducing a new experience when you search for people in your inbox. When you start typing a name, Yahoo Mail offers smart search suggestions – including both people and messages – to help you narrow down your search. The app filters your search results by messages, files or photos, and you can easily scroll through them to find what you’re looking for. This feature will be rolling out over the next couple of days.
When you’re finished reading and replying to your email, see what’s happening in the world by tapping on the News icon — or you can swipe from tab-to-tab on Android devices. From celebrity gossip to the latest political news, you’ll find it in your visually rich news stream.
And the Today icon shows a snapshot of the information you care about most every day — from your local weather to a news digest to Flickr photos.
We’re excited to bring you the latest version of the Yahoo Mail app in both English and French, and we hope you find it to be a simple way to access your Mail, news, and other information all within a single app. Download the app in the App Store and Google Play. We hope you enjoy it!
- Andrew Molyneux, Senior Product Manager, Yahoo Mail