»
http://www.nytimes.com/2006/05/08/technology/08yahoo.html?_r=1&oref=sloginYahoo is set to unveil today the long-awaited revamp of its online advertising platform (codenamed Project Panama), which the company hopes will close the gap between it and Google and extend its lead over Microsoft, reports the Financial Times (via MarketingVOX). The changes will take affect “shortly after” Yahoo finishes - in the third quarter - the overhaul of the current user interface and management tools that advertisers use to bid for, and manage, keywords. Those changes will be introduced to advertisers and tech partners now to give them time to prepare.
Yahoo will be change the way it prioritizes the online ads that are displayed in search results; a new ranking formula will take into account not just the amount bid but also, like Google, the click-through rate of the ad as well as other, hush-hush factors, according to Tim Cadogan, vice-president of search at Yahoo.
Initially, according to Yahoo, the main difference from Google will be that Yahoo will provide information about how an ad will likely be displayed, writes the New York Times. As advertisers enter a bid, they will see an estimate of how many clicks they will receive each day - and a graph will show how many more clicks they can expect for each increased bid.
(Search Engine Journal’s Loren Baker publishes an email from Yahoo Search Marketing to advertisers, listing the new features being offered.)
Though immediately intended for contextual search ads coupled with geo-targeting, Yahoo’s new platform has been designed to subsequently be able to use of demographic and behavioral targeting - and to handle interactive ads that reach consumers via various devices.
Both Yahoo and Microsoft, which officially launched its renamed Microsoft adCenter platform last week, say they plan to take search engine marketing to the next level - to cell phones, TV, and videogame consoles.
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
The Chicago Tribune’s new design will launch on Sept. 29, Tribune Co. chief operating officer Randy Michaels says. No details on the redesign have been released; the paper has already been decreasing its editorial pages to create a more even split…
Teens are not the best demo to target with cell phone advertising, according to a new study from comScore. Though they are cell phone-savvy, most of them - 70 percent - have their phones paid for by parents, which means…
CNN won its second night of coverage of the Democratic National Convention Tuesday. The network averaged 3.41 million viewers in the 8 p.m. to 11 p.m. time slot, despite the fact that Fox drew nearly even for the night.
Fox…
Generation Y is the most self-indulgent, Generation X is the most innovative, and Boomers are the most productive, while the “Silent Generation” and the “Greatest Generation” are the most admired, according to a recent survey by Harris Interactive, writes MarketingCharts.
Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
