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Yahoo Gemini Advertising

Yahoo Native + Yahoo SearchMGore-250416

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Introducing Yahoo Gemini

• Yahoo Gemini is a unified ad market place for mobile search and native

advertising

• Native ads(image + text content) are shown across Yahoo India home

and category pages on all devices, whereas Search ads (text only) are

shown on Yahoo Search on mobile devices

• Since Search Advertising has not been rolled out for the Indian market

yet, the primary focus of this deck is Native Advertising.MGore-250416

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What are Native Ads?

• Native Ads match the visual design of the organic content, with a similar look and feel. These

ads are clearly labeled as ‘Sponsored’

• These ads appear seamlessly across Desktop, Smartphone and Tablet, blending into the organic

feed

• It is also known as Content Advertising and is similar to promoted posts on Facebook

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Where are they shown?• Native Ads are shown on the Yahoo Homepage and the category pages

• 1 Native Ad across 3 screens – Write an ad only once, and it customizes itself as per device automatically

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34M usersper month

62% male 70%Age Below 34

30%Age 35+

1.7B Page Viewsper month

The average user spends

9.2 minutes on Yahoo per visit

38% female

42% reach rateper month

Source: comScore,Jan 2016

Why Native Ads?• Show your ads to a large audience on Yahoo India

Source: comScore,Jan 2016

Source: comScore,Jan 2016

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Why Native Ads?

• Fight Banner Blindness – Users develop a tendency to ignore banner ads

surrounding content over a period of time

• Better Engagement – Native Ads have shown to receive better response

rates, deeper engagements, and higher purchase intent

• Innovate – Native ads provide larger text limits and better image sizes

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Account Setup and Requirements

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Account Setup

• Account Setup needs to be done by the Yahoo Reps since we cannot do it ourselves online

• Post setup, log into the Yahoo Ad Manager (YAM) at gemini.yahoo.com

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Interface Navigation - Settings• This is the first screen of the Gemini interface. Move on to explore the settings (gear icon on the top right corner)

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Interface Navigation – Billing (Settings>Billing)

Billing Information is read only. Any changes to the spend cap and end date are to be done through the Yahoo Reps

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Interface Navigation – Tag Code (Settings>View Tag Code)

• Every account has a default code which works for both

remarketing and conversion tracking. This code is to be placed

across all the pages of the websites. This tag is called a Dot Tag.

Conversion rules and remarketing lists are then to be defined as

per requirement. This works exactly like a Facebook pixel

• Multiple codes can be created (not necessary) as shown below

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Interface Navigation – Conversion Rules(Tools>Conversion Rules)

• Conversion rules can only be deleted once created, they are non

editable

• Page URL options(for conversion tracking only):

o Equals to: Exact URL

o Begins with: string of characters with which the URL

begins

o Contains: string of characters present anywhere in the

URL

o Regular Expression: Used for Flexible tracking

• Conversion Rules work exactly like Bing Rules. For more info on

regular expression, read here

• Event based rules have been rolled out recently. Currently, Yahoo

reps set up event based rules as per requirement at their end

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Targeting Options and Campaign Setup

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Targeting Options Available

Location

USIndia

MumbaiNavi Mumbai

Demography

AgeGender

Interests

AutomotiveBusiness

Food and DrinkEtc.

Device

All DevicesMobile Only

Audiences

Custom AudienceLookalike Audience

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Keyword

Search Only

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How to Create a CampaignIdeal for: Performance Campaigns

Native and Search Ads

Buy Type – CPC

Networks – Search and Native

Ideal for: Brand Campaigns

Native and Video Ads

Buy Type – CPM/CPV

Networks – Native

Ideal for: App Installs

Native and Video Ads

Buy Type – CPC/CPV

Networks – Native

• Search Ads are for Mobile and are available in the

US Only

• Third party tracking is essential for tracking app

installs

• DCM impression trackers cannot be implemented on

Native

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How to Create a Campaign

Add location

Select language

(Only English available for

India)

Add demography

Select the required interest

categories

Select Device

Define ad

schedule

Name your campaign and

select the type (Native only

for India)

*Custom Audience creation

in a later slideMGore-250416

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How to Create a Campaign – Ad Group Creation

Specify budget

Search ads only

1 ad group with at least 1

ad must be created while

creating a campaign.

Name ad group

2 options available:

Focus on clicks & Focus on conversions.

Focus on conversions can be used only after the

system records 10 conversions in the campaign

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How to Create a Campaign – Default Ad Creation

If using DCM trackers, use

the click tracker as the

destination URL

Click here for Native Ad

Specs

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Custom and Lookalike Audience Creation(Tools>Custom Audience)

Max Membership duration for lists

– 90 days

Create a custom audience first and

then use the lookalike audience

option to create a lookalike

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ReportingThe reports are not real time; there

is an 8 hour lag between the

interface and the reporting tab

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Conclusion• Yahoo Native is currently one of the lesser known options as compared to Facebook, Twitter

and Instagram. As a result, there is relatively less competition and high inventory available at

low costs

• The engagement/click-through rates are observed to be stronger than the other social media

platforms like Twitter since the users here are actively looking for news and articles and the

paid content is seamlessly blended into the organic feed, further contributing towards higher

engagement

• It is a recommended option for an advertiser looking to create a strong brand awareness at

low costs. If unrestricted by budget, use this platform along with Facebook campaigns to

reach out to a wider audience and create a stronger brand presence online

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Thank you!

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