On Thursday, Yahoo launched its version of product ads, which allows ads to appear in search and display on mobile, tablet and desktop devices.
As some of the first retailers to have piloted the new ad formats, Kohl’s Wayfair and Overstock have announced just two weeks ahead of the Black Friday weekend are utilizing Yahoo’s products ads. During the pilot period of Yahoo’s product ads includes Commerce Hub, Merkie RKG and ChannelAdvisor.
Courtney McKlveen, Vice President, Industry Lead Retail & Travel at Yahoo, said, “Early advertisers using product ads have seen up to 20 percent higher conversion rates and more than 30 percent lower cost per acquisition, enabling them to scale campaign impact without scaling budgets.”
With Yahoo’s approach to their ads is that they can e executed in multiple ad systems. Not only can Yahoo Product Ads appear in Yahoo search results, they can bee seen via Gemini and in search results on recently-acquired Polyvore. The ads can executed to any audience as display ads on BrightRoll DSP. Ads will also become available as native ads through Gemini soon.
The targeting capabilities harnessing Yahoo data and insights are currently available across the ad systems.
These ads are built from merchants’ product feeds, just like all other product feed programs.
Yahoo Product Ads are available are now available generally as a managed service. If you’re an advertiser, you can reach out to your Yahoo rep about getting started.