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Q&A session at the end of the webinar

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Use the Chat box to submit your questions at any
time
SPEAKERS
Marc Poirier
–

EVP & Co-Founder of Acquisio.

–

17 Years Experience in Digital Marketing.

–

Master Fisherman.

Joe Stephens
–

Sr Manager, Optimization & Strategy, Search & Native Ads at
Yahoo!.

–

15 Years Experience in Search Marketing.

–

Loves search marketing & helping businesses grow by making
smart decisions.
NATIVE ADS: What is it?

―Native Ads are
integrated with the
content of a publisher or
social media platform in
such a way that the ads
blend in with the rest of
the content. The ads are
part of the content.‖
Marc Poirier
EDITORIAL Native Ads
For editorial
publishers, this often
takes the form of
advertorials or
sponsored content.
Often these are highly
customized
experiences.
These opportunities are
usually editorial and
long form in nature.
SOCIAL MEDIA / BIDDABLE Native Ads

For social media and
biddable media publishers
these ads are integrated
into the feed or are meant
to look like regular
content, users can interact
with the ads as they would
with any other piece of
social content.
Promoted Tweets
FourSquare Promoted Check-Ins (Beta)
LinkedIn Sponsored Updates
Reddit Sponsored Links
Spotify Brand Playlists
StumbleUpon Paid Discovery
Tumblr Sponsored Radar

Sponsor Mobile Post
YouTube TrueView
Pros and Cons

Major BENEFIT for
advertisers:

Major benefit for advertisers:
-

-

Native ads are often
used for popular
Native ads are often used
social media
for popular social media
publishers, which
publishers, which often
often means users
means users can be
can be recognized
recognized devices
across across

devices

PROBLEMS:
-

Agencies hate them –

Problems:
more work for same
money

- Agencies hate them –
- Not scalable – everyone
more work for same
can’t be making up
money
formats
- Not scalable – everyone
can’t be making up
formats
Retargeting Opportunities in Native Ads
•

Targeting is key to success for most of these products

•

Many of these players are integrating the ability to bring data for improved
targeting or to retarget users.
Scaling Native Ads Management
Acquisio can automate dashboards and reports for
most native ad platforms through our data loader.
Upcoming Webinar on Native Ads

Stay tuned for an
upcoming webinar
where we will review
the most relevant
native ad platforms in
great detail.
Get more customers with
Yahoo in-stream placement

Today’s presentation contains information that is confidential and proprietary to Yahoo. All
confidential information being shared today is subject to the terms and conditions of your
non-disclosure agreement (or other agreement that contains confidentiality provisions) with
Yahoo. The ranking, placement, and appearance of your ad may vary.
Yahoo Stream Ads
Vast Reach
• Connect with millions of prospective customers
• Appear organically within user experiences
• Seamlessly serve across devices

Easy Setup
• Manage campaigns with our self-serve tool
• Target by location and more
• Use our interactive reporting tools
Priced for Performance
• Set a budget
• Pay only for clicks at a competitive price

20

Yahoo Confidential & Proprietary
Appear in-stream
Show in content streams and beyond

Be a part of the most complete • We create a unique experience for each user
• Relevant content is curated from:
content stream on the web.

o Expert editorial writers and breaking news
o Socially curated content when connected with Facebook
o A user's specific interests

21

The ranking, placement, and appearance of your ad may vary.
Yahoo Confidential & Proprietary

Show above users’ inboxes on Yahoo Mail.
Appear across Yahoo
Ads automatically adapt by device type,
and appear on top-ranked sites, including:
•
•
•
•
•
•
•

22

Homepage
Mail
News
Sports
Finance
Celebrity
Movies

Yahoo Confidential & Proprietary

•
•
•
•
•
•

TV
Music
Travel
Homes
Autos
My Yahoo
Easily create your ads
Directly manage your campaigns in Yahoo Ad Manager

Sign in at admanager.yahoo.com.
If you have a Yahoo Account Manager,
you will be notified when your new
account is ready.

Create a campaign
• Go to the Campaigns tab
• Use our Editor tool to create your ad
• See a real-time preview of your ad as
you write a title and description, add
your URL, and upload an image
• Preview your ad on all device types

23

Yahoo Confidential & Proprietary
Fuel your campaign with strong ads
Best practices

Titles
• The end user seeks benefits:
ask a question, solve a
problem, empower the user,
make a list

Descriptions
• Read naturally: avoid
extraneous punctuation

• Avoid logos since they
may appear out of place
in the content stream

• Use sentence case

• Images with one face
perform better

• Sponsored By reflects brand,
not URL

• Use compelling images:
Car rounding a corner for
auto ad, beautiful resort
for travel ad

• Keep geo-targeting in mind
• Use title case

• Directly relate to landing page • Directly relate to landing page
• Make use of the 150
• Make use of the 50 characters characters

24

Yahoo Confidential & Proprietary

Images

• 82x82 pixels
Reach the right audience at the right price
Select your targeting and preferred budget

Target your audience
• Select your location targeting
preferences by state, top city, Nielsen®
DMA®, and users from other countries
• Show more ads based on gender

Set a budget
• Set a timeframe
• Enter your budget and the most
you’re willing to spend per click

25

Yahoo Confidential & Proprietary
See performance insights
Key metrics at-a-glance

Monitor performance
• Go to the Reports tab
• See performance at the ad,
campaign and account levels
• Schedule and export reports
• Use the performance trends graph
to easily compare two metrics
• Also see your past 7-day
performance directly from the
Campaigns tab

26

Yahoo Confidential & Proprietary
Set the right bid for you
Use our interactive Bid Landscape graph

Adjust your bid
• After seven days of running
your campaign, click on Bid
Landscape in the Reports tab
• Shows how changing your bid
may change the number of
impressions and clicks your
ads receive
• Your competitiveness will vary
depending on you and your
competitors’ ad quality, bids,
budget and any targeting
• As we learn more about you
over time, the Bid Landscape
graph becomes smarter - so
use this tool regularly

27

Yahoo Confidential & Proprietary
Add multiple users
You can set roles for other team members

In the Manage Users tab, add more users with specific roles:

Admin

Analyst

Can do everything

28

Campaign Manager
Full access to ads and campaigns

View only and full access to reports

Yahoo Confidential & Proprietary
Setup your billing
Keep your campaigns up and running

Add a credit card
• Go to the Billing tab
• Enter an amount to fund your
account

Automatic reload
• Don’t miss out on appearing
to prospective customers
• Your account is reloaded
when your balance is low

Invoice
• If you’re an invoice advertiser,
please contact your Yahoo
account representative for
more information

29

Yahoo Confidential & Proprietary
Performance enhancers
Best practices
Test ads
• Once you’ve finished an ad, ask yourself –
would you click on this ad if you were the user?
• After you have a successful ad, try testing
various components and monitor how the
different variations perform
• Use the Clone feature to create more ads
• Always have at least ten ads up and running.
• Take advantage of seasonality

Adjust bids
• Use the Bid Landscape graph in the Reports
tab to optimize your bid strategy

Track conversions
• Use existing analytics tools to track performance
• Need a free analytics tool? Try Yahoo Web
Analytics. To get started, email
StreamAdsYWA-support@yahoo-inc.com
Boost your results
Checkout our top tips and more

Help and guidelines
• Top tips to get more clicks
• FAQs to help manage your
campaigns more easily

• Ad policies to follow so your ads
can appear on Yahoo

31

Yahoo Confidential & Proprietary
Sneak Peek

Target your audience by interest
More control on who sees your ads

Choose your audience
• Simply enter what your audience is interested in
• Leverage our Yahoo customer insights, including:
o Clicked articles
o Search activity
o Yahoo customer profile information

32

Yahoo Confidential & Proprietary
Sneak Peek

Know where your ads show, and who sees them
Leverage our audience insights

Understand your audience
In the new Audience tab, you’ll soon have campaign-level
performance insights based on:
• Age – Clicks
• Gender – Impressions, Clicks, CTR, Spend, Average CPC
• Location – Impressions, Clicks, CTR, Spend, Average CPC
• Site – Clicks
• Device – Clicks
Similar to our performance trends graph, you’ll be able to easily
compare two key metrics.

33

Yahoo Confidential & Proprietary
A recipe for success
Retail advertiser success story

―When compared to our search ads since
launching Yahoo Stream Ads a month ago, we’ve
seen nearly 500 percent additional impressions
and 80 percent additional clicks. The increased
reach and performance have also been at a 30
percent lower cost-per-click charge.‖*
- Daniel Rensing, Cofounder, The Smart Baker

The Smart Baker
Daniel and Stephanie Rensing run an online
business that focuses on smart products that make
your time in the kitchen easier. Their first product,
The Cheat Sheet Apron with upside down
measurement conversions, made it big in Food
Network Magazine.

A piece of cake
―The self-serve tool was simple to use - I created my
ad’s title, description, and uploaded an image, and
that was it,‖ explains Daniel. ―It took less than an
hour from hearing about Stream Ads to having my
campaign set up.‖

Delicious results
The Smart Baker started seeing a spike in
website traffic right away, with a doubled
number of site visitors in the first 24 hours after
the ads went live.
34

*Based on Google AdWords campaign data, October 2013.
Please keep in mind that results may vary for each advertiser.
Yahoo Confidential & Proprietary
Lasting impressions
Retail advertiser success story

―When compared to our social media ads since
launching Stream Ads a month ago, we’ve generated
175 percent more impressions and 125 percent more
clicks – all at a 75 percent lower cost.‖*
- Jenny Robinson, VP of eCommerce/ Marketing, TATCHA

TATCHA
TATCHA built its business by selling its prestige
skincare products through upscale channels such
as Barneys New York. Renowned makeup artists
have embraced the collection and have
recommended it to their celebrity clients.

Beauty that shouldn’t be a secret
―Luxury brands like TATCHA have not traditionally
followed an online direct-to-consumer model,‖ says
Jenny Robinson, Vice President for eCommerce
and Digital Marketing at TATCHA. ―We saw a great
opportunity to grow our customer base.‖

Sitting pretty
―Customers who are new to our brand
respond well to the type of in-stream ads
that Stream Ads offers. In terms of
customer acquisition, it’s exactly what we’re
looking for. Stream Ads now definitely fund
the bulk of our online business.‖

35

*Based on Facebook advertising campaign data, October 2013.
Please keep in mind that results may vary for each advertiser.
Yahoo Confidential & Proprietary
A healthy sales boost
Retail advertiser success story

―Within the past 30 days, our Stream Ads have
appeared across Yahoo more than 4 million times,
and increased our site traffic by 30 percent.‖*
- Leonel Vega, Owner of RawBuzz

RawBuzz
RawBuzz wants to help people take their fitness
and wellbeing seriously. To promote its own sales
health, the online retailer of organic food and
nutritional supplements is always looking for ways
to attract more customers to its website.

A search for holistic marketing
―What excited me about Yahoo Stream Ads was
the idea that we could appear directly within the
content our customers are interested in,‖ says
Leonel Vega, Owner of RawBuzz.

Super results
―Compared to our other online
advertising, Yahoo Stream Ads added
200 percent more clicks at a 75 percent
lower cost-per-click.‖*

36

*Based on Yahoo Stream Ads campaign data, October 2013.
Please keep in mind that results may vary for each advertiser.
Yahoo Confidential & Proprietary
Shift into high gear
Auto advertiser success story

―Yahoo Stream Ads have been a great complement
to our search ads over the past 30 days, resulting
in a 150 percent increase in additional impressions
and a 70 percent increase in additional clicks—all
at a cost-per-click that’s 80 percent less.‖*
- Agency rep for major auto manufacturer

Online acceleration
A major auto manufacturer is always racing to stay
ahead and strengthen its loyal customer following.
It is constantly considering new ad formats and
channels to help reach potential buyers and raise
brand awareness.

Pulling into the stream
―They’ve really designed the tool with performancebased marketers in mind.‖

A natural drive
―The ads are more organic—they’re in content
people are looking for, and they’re unobtrusive.
Plus they’re on the Yahoo home page, which gets
millions of visitors a day. That’s hard to beat!‖

37

*Based on Yahoo Stream Ads and Yahoo Bing Network campaign data, October 2013.
Please keep in mind that results may vary for each advertiser.
Yahoo Confidential & Proprietary
admanager.yahoo.com
LIVE QUESTION

Would you like to learn more about Acquisio and/or StreamAds?

•
•
•
•

Yes, please send me information about Acquisio
Yes, please send me information about Stream Ads
Yes, get me started on Stream Ads and send me $25 coupon
No thanks, I'm not interested
Q&A Time

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An Introduction to Native Ads by Acquisio and Yahoo!

  • 2. WEBINAR housekeeping • • The webinar is recorded and will be made available by email The slides will also be available by email • Q&A session at the end of the webinar • Use the Chat box to submit your questions at any time
  • 3. SPEAKERS Marc Poirier – EVP & Co-Founder of Acquisio. – 17 Years Experience in Digital Marketing. – Master Fisherman. Joe Stephens – Sr Manager, Optimization & Strategy, Search & Native Ads at Yahoo!. – 15 Years Experience in Search Marketing. – Loves search marketing & helping businesses grow by making smart decisions.
  • 4. NATIVE ADS: What is it? ―Native Ads are integrated with the content of a publisher or social media platform in such a way that the ads blend in with the rest of the content. The ads are part of the content.‖ Marc Poirier
  • 5. EDITORIAL Native Ads For editorial publishers, this often takes the form of advertorials or sponsored content. Often these are highly customized experiences. These opportunities are usually editorial and long form in nature.
  • 6. SOCIAL MEDIA / BIDDABLE Native Ads For social media and biddable media publishers these ads are integrated into the feed or are meant to look like regular content, users can interact with the ads as they would with any other piece of social content.
  • 15. Pros and Cons Major BENEFIT for advertisers: Major benefit for advertisers: - - Native ads are often used for popular Native ads are often used social media for popular social media publishers, which publishers, which often often means users means users can be can be recognized recognized devices across across devices PROBLEMS: - Agencies hate them – Problems: more work for same money - Agencies hate them – - Not scalable – everyone more work for same can’t be making up money formats - Not scalable – everyone can’t be making up formats
  • 16. Retargeting Opportunities in Native Ads • Targeting is key to success for most of these products • Many of these players are integrating the ability to bring data for improved targeting or to retarget users.
  • 17. Scaling Native Ads Management Acquisio can automate dashboards and reports for most native ad platforms through our data loader.
  • 18. Upcoming Webinar on Native Ads Stay tuned for an upcoming webinar where we will review the most relevant native ad platforms in great detail.
  • 19. Get more customers with Yahoo in-stream placement Today’s presentation contains information that is confidential and proprietary to Yahoo. All confidential information being shared today is subject to the terms and conditions of your non-disclosure agreement (or other agreement that contains confidentiality provisions) with Yahoo. The ranking, placement, and appearance of your ad may vary.
  • 20. Yahoo Stream Ads Vast Reach • Connect with millions of prospective customers • Appear organically within user experiences • Seamlessly serve across devices Easy Setup • Manage campaigns with our self-serve tool • Target by location and more • Use our interactive reporting tools Priced for Performance • Set a budget • Pay only for clicks at a competitive price 20 Yahoo Confidential & Proprietary
  • 21. Appear in-stream Show in content streams and beyond Be a part of the most complete • We create a unique experience for each user • Relevant content is curated from: content stream on the web. o Expert editorial writers and breaking news o Socially curated content when connected with Facebook o A user's specific interests 21 The ranking, placement, and appearance of your ad may vary. Yahoo Confidential & Proprietary Show above users’ inboxes on Yahoo Mail.
  • 22. Appear across Yahoo Ads automatically adapt by device type, and appear on top-ranked sites, including: • • • • • • • 22 Homepage Mail News Sports Finance Celebrity Movies Yahoo Confidential & Proprietary • • • • • • TV Music Travel Homes Autos My Yahoo
  • 23. Easily create your ads Directly manage your campaigns in Yahoo Ad Manager Sign in at admanager.yahoo.com. If you have a Yahoo Account Manager, you will be notified when your new account is ready. Create a campaign • Go to the Campaigns tab • Use our Editor tool to create your ad • See a real-time preview of your ad as you write a title and description, add your URL, and upload an image • Preview your ad on all device types 23 Yahoo Confidential & Proprietary
  • 24. Fuel your campaign with strong ads Best practices Titles • The end user seeks benefits: ask a question, solve a problem, empower the user, make a list Descriptions • Read naturally: avoid extraneous punctuation • Avoid logos since they may appear out of place in the content stream • Use sentence case • Images with one face perform better • Sponsored By reflects brand, not URL • Use compelling images: Car rounding a corner for auto ad, beautiful resort for travel ad • Keep geo-targeting in mind • Use title case • Directly relate to landing page • Directly relate to landing page • Make use of the 150 • Make use of the 50 characters characters 24 Yahoo Confidential & Proprietary Images • 82x82 pixels
  • 25. Reach the right audience at the right price Select your targeting and preferred budget Target your audience • Select your location targeting preferences by state, top city, Nielsen® DMA®, and users from other countries • Show more ads based on gender Set a budget • Set a timeframe • Enter your budget and the most you’re willing to spend per click 25 Yahoo Confidential & Proprietary
  • 26. See performance insights Key metrics at-a-glance Monitor performance • Go to the Reports tab • See performance at the ad, campaign and account levels • Schedule and export reports • Use the performance trends graph to easily compare two metrics • Also see your past 7-day performance directly from the Campaigns tab 26 Yahoo Confidential & Proprietary
  • 27. Set the right bid for you Use our interactive Bid Landscape graph Adjust your bid • After seven days of running your campaign, click on Bid Landscape in the Reports tab • Shows how changing your bid may change the number of impressions and clicks your ads receive • Your competitiveness will vary depending on you and your competitors’ ad quality, bids, budget and any targeting • As we learn more about you over time, the Bid Landscape graph becomes smarter - so use this tool regularly 27 Yahoo Confidential & Proprietary
  • 28. Add multiple users You can set roles for other team members In the Manage Users tab, add more users with specific roles: Admin Analyst Can do everything 28 Campaign Manager Full access to ads and campaigns View only and full access to reports Yahoo Confidential & Proprietary
  • 29. Setup your billing Keep your campaigns up and running Add a credit card • Go to the Billing tab • Enter an amount to fund your account Automatic reload • Don’t miss out on appearing to prospective customers • Your account is reloaded when your balance is low Invoice • If you’re an invoice advertiser, please contact your Yahoo account representative for more information 29 Yahoo Confidential & Proprietary
  • 30. Performance enhancers Best practices Test ads • Once you’ve finished an ad, ask yourself – would you click on this ad if you were the user? • After you have a successful ad, try testing various components and monitor how the different variations perform • Use the Clone feature to create more ads • Always have at least ten ads up and running. • Take advantage of seasonality Adjust bids • Use the Bid Landscape graph in the Reports tab to optimize your bid strategy Track conversions • Use existing analytics tools to track performance • Need a free analytics tool? Try Yahoo Web Analytics. To get started, email StreamAdsYWA-support@yahoo-inc.com
  • 31. Boost your results Checkout our top tips and more Help and guidelines • Top tips to get more clicks • FAQs to help manage your campaigns more easily • Ad policies to follow so your ads can appear on Yahoo 31 Yahoo Confidential & Proprietary
  • 32. Sneak Peek Target your audience by interest More control on who sees your ads Choose your audience • Simply enter what your audience is interested in • Leverage our Yahoo customer insights, including: o Clicked articles o Search activity o Yahoo customer profile information 32 Yahoo Confidential & Proprietary
  • 33. Sneak Peek Know where your ads show, and who sees them Leverage our audience insights Understand your audience In the new Audience tab, you’ll soon have campaign-level performance insights based on: • Age – Clicks • Gender – Impressions, Clicks, CTR, Spend, Average CPC • Location – Impressions, Clicks, CTR, Spend, Average CPC • Site – Clicks • Device – Clicks Similar to our performance trends graph, you’ll be able to easily compare two key metrics. 33 Yahoo Confidential & Proprietary
  • 34. A recipe for success Retail advertiser success story ―When compared to our search ads since launching Yahoo Stream Ads a month ago, we’ve seen nearly 500 percent additional impressions and 80 percent additional clicks. The increased reach and performance have also been at a 30 percent lower cost-per-click charge.‖* - Daniel Rensing, Cofounder, The Smart Baker The Smart Baker Daniel and Stephanie Rensing run an online business that focuses on smart products that make your time in the kitchen easier. Their first product, The Cheat Sheet Apron with upside down measurement conversions, made it big in Food Network Magazine. A piece of cake ―The self-serve tool was simple to use - I created my ad’s title, description, and uploaded an image, and that was it,‖ explains Daniel. ―It took less than an hour from hearing about Stream Ads to having my campaign set up.‖ Delicious results The Smart Baker started seeing a spike in website traffic right away, with a doubled number of site visitors in the first 24 hours after the ads went live. 34 *Based on Google AdWords campaign data, October 2013. Please keep in mind that results may vary for each advertiser. Yahoo Confidential & Proprietary
  • 35. Lasting impressions Retail advertiser success story ―When compared to our social media ads since launching Stream Ads a month ago, we’ve generated 175 percent more impressions and 125 percent more clicks – all at a 75 percent lower cost.‖* - Jenny Robinson, VP of eCommerce/ Marketing, TATCHA TATCHA TATCHA built its business by selling its prestige skincare products through upscale channels such as Barneys New York. Renowned makeup artists have embraced the collection and have recommended it to their celebrity clients. Beauty that shouldn’t be a secret ―Luxury brands like TATCHA have not traditionally followed an online direct-to-consumer model,‖ says Jenny Robinson, Vice President for eCommerce and Digital Marketing at TATCHA. ―We saw a great opportunity to grow our customer base.‖ Sitting pretty ―Customers who are new to our brand respond well to the type of in-stream ads that Stream Ads offers. In terms of customer acquisition, it’s exactly what we’re looking for. Stream Ads now definitely fund the bulk of our online business.‖ 35 *Based on Facebook advertising campaign data, October 2013. Please keep in mind that results may vary for each advertiser. Yahoo Confidential & Proprietary
  • 36. A healthy sales boost Retail advertiser success story ―Within the past 30 days, our Stream Ads have appeared across Yahoo more than 4 million times, and increased our site traffic by 30 percent.‖* - Leonel Vega, Owner of RawBuzz RawBuzz RawBuzz wants to help people take their fitness and wellbeing seriously. To promote its own sales health, the online retailer of organic food and nutritional supplements is always looking for ways to attract more customers to its website. A search for holistic marketing ―What excited me about Yahoo Stream Ads was the idea that we could appear directly within the content our customers are interested in,‖ says Leonel Vega, Owner of RawBuzz. Super results ―Compared to our other online advertising, Yahoo Stream Ads added 200 percent more clicks at a 75 percent lower cost-per-click.‖* 36 *Based on Yahoo Stream Ads campaign data, October 2013. Please keep in mind that results may vary for each advertiser. Yahoo Confidential & Proprietary
  • 37. Shift into high gear Auto advertiser success story ―Yahoo Stream Ads have been a great complement to our search ads over the past 30 days, resulting in a 150 percent increase in additional impressions and a 70 percent increase in additional clicks—all at a cost-per-click that’s 80 percent less.‖* - Agency rep for major auto manufacturer Online acceleration A major auto manufacturer is always racing to stay ahead and strengthen its loyal customer following. It is constantly considering new ad formats and channels to help reach potential buyers and raise brand awareness. Pulling into the stream ―They’ve really designed the tool with performancebased marketers in mind.‖ A natural drive ―The ads are more organic—they’re in content people are looking for, and they’re unobtrusive. Plus they’re on the Yahoo home page, which gets millions of visitors a day. That’s hard to beat!‖ 37 *Based on Yahoo Stream Ads and Yahoo Bing Network campaign data, October 2013. Please keep in mind that results may vary for each advertiser. Yahoo Confidential & Proprietary
  • 39. LIVE QUESTION Would you like to learn more about Acquisio and/or StreamAds? • • • • Yes, please send me information about Acquisio Yes, please send me information about Stream Ads Yes, get me started on Stream Ads and send me $25 coupon No thanks, I'm not interested