Using your SEM Agency for all they’re worth.
admin 
02.23.2009
Yahoo announced last week that they’ll be serving rich media ads in the slots previously reserved for text ads. Regardless of how it plays out, this is great news – It’s exciting, it will affect your search campaigns, and it’s a move towards a new advertising landscape.
It’s exciting because it’s a step forward. Overture, the company Yahoo! absorbed several years ago, was the original leader in Search Engine Marketing, and it’s great to see them innovating again. A healthy, creative Yahoo! is good for everyone.
So how will it affect our clients’ campaign? I think any honest short-term prediction would have to be “who knows?” My guess is that costs-per-click and click-through-rates will both go up. I think there will be a spike in Yahoo! usage when the world at large catches on.
How does it change the landscape? Well, it signals Yahoo’s intentions loud and clear. Yahoo traditionally leans a little more B2B than Google & MSN, and I think that these rich ads will target B2C more than B2B. So on the face of it, there’s a bit of a risk as Yahoo! targets a slightly different audience.
Specifically, it changes the landscape by putting responsibility on clients and advertisers to work together a little more closely. Your Search Agency – whether it’s Mason Interactive or someone else – knows more about your business than anyone: it knows when you should run your TV ads; it knows which TV ad to run; it can track your radio spot’s effect more accurately than any other method; it can make your email campaigns twice as effective; it knows the impact of your QVC spot on your brand before you do; it knows whether men or women are more likely to buy from you, when they want to buy, when they want to browse, and how often they want to come back.
This move changes the landscape because it brings the above points to the forefront – many advertisers are inclined to segment their spend, ignoring the data-mining that their SEM program can bring to everything else. With Yahoo! running rich media ads, your SEM agency is in a better place than ever before to engage not just with your text ads, but with your whole company. If they’re not engaged in your web design, creatives, email cascades, CRM programs, or offline media, ask them to be.
Sounds great Brook! You’re always at the cutting-edge, hopefully it will translate into more sales and leads for clients!
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