Yahoo7 is upping the native advertising down under.
The company just announced its launch of a native ad in-feed advertising platform and has convinced more than 200 Australian brands to participate, including Woolworths, Microsoft Devices Group, TFE, and others.
The platform just concluded a successful beta phase of testing.
“Yahoo7 Native Ads deliver engaging advertising content, in line with the natural form and function of the user experience, across Yahoo7 and Yahoo! global properties,” noted Yahoo in a blog post. “Marketers provide a simple set of creative assets, often similar to their paid social and search, with Native Ads technology able to automate the visual design. The ads are then seamlessly served to the user in a non-intrusive way across desktop, mobile, and tablet devices.”
That’s not all. Company execs say that Yahoo7 will also roll out new product features soon that offer self-service access, as well as new behavioral targeting capabilities and rich media formats.
The company is most proud of its personalization algorithm, which it claims “optimizes real-time ad delivery based on users’ daily habits and engagement, ensuring Native Ads reach the most relevant audiences.”
“We are excited to officially launch Native Ads, providing a simple yet highly effective way for brands to amplify their content and drive performance,” said Ben Green, the Sales Director for Programmatic, Audience, and Native Ads at Yahoo7.
“We have been getting great feedback so far from our advertisers who are often seeing results outperform other biddable media channels, including paid search and social,” Green explained. “For example, one major FMCG brand found Yahoo7 Native Ads were 307 per cent more efficient in amplifying content compared to traditional display ads.”
The company hopes the native ads will not only work well alone, but combine well with Yahoo7’s other advertising solutions to boost results.
“We have seen one of our leading credit card brands reduce their cost-per-click by 45 per cent when combining Yahoo7 Native Ads with Yahoo7 Audience Ads within their brand campaign, while a leading European car manufacturer saw a 383 per cent uplift in engagement rates by employing the same strategy,” Green said.
Yahoo 7’s native ads appear across the Yahoo7 network including Yahoo Homepage, Finance, Weather, Mail, Tumblr, and Yahoo global sites.