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The former Chief Data Officer of Yahoo, Usama Fayyad, says that behavioral targeting, as well as predictive analytics, were “pure profit” for the number two search engine. According to Fayyad, Yahoo can essentially “guess intent based on behavior.”
The company gathers information on a user, such as the sites they have visited, their searches, and even their location. Once Yahoo has such information about a user, they are able to display ads that specific users are more inclined to click.
However, Nick Besbeas, former senior vice president of marketing at Yahoo is saying that digital media “requires a new ad type.”
Besbeas claimed that while TV ads are still essentially engaging, advertisements online need a kick. He pointed at a specific ad for Tipp-Ex as a shining example of an ad that “[brings] the products to life.” In the ad, the user can choose the outcome of a scenario involving a hunter and a bear.
Fayyad added that social media was a great tool for reaching audiences, citing the marketing campaign for the movie Anvil, which consisted of sending out 20 DVDs to influential tweeters. The outcome was a reach of 2 two million.
Advertising Resources is a weekly column authored by AdvertisingCrossing, the nation's leading advertising jobsite dedicated to getting jobs for advertising professionals.
The physical presence of the hurricane may be over but its after-effects will echo for months especially for businesses as it evaluates its storm-related, hard-to-recoup, losses. Tens of thousands of businesses in the dozen states that had the misfortune of lying in Sandy’s path will take months to recover from the battering they received at the storm’s hands. Marketers and advertising agencies also suffered considerable losses. Even though New York, New Jersey and Connecticut together form less than 11 percent of the country’s population but has a major share of the country’s advertisement and employment. Experts calculate that the ad world could have been set back by as much as $500 million. Given that it was an industry that was not seeing a lot of growth, expect for the push [...]
October 23, 2010 Read More