Yahoo Gemini is the only marketplace that brings together mobile search and native advertising. As mobile advertising continues to make up more and more of overall ad buys, it’s important to think of new and inventive ways to structure your buying strategy. When you buy mobile search and native ads together, you’re able to reach even more users. This deck helps you with regards to account and basic campaign setup on Gemini

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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.
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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 Views
per month
The average user spends
9.2 minutes
on Yahoo per visit
38% female
42% reach rate
per 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
US
India
Mumbai
Navi Mumbai
Demography
Age
Gender
Interests
Automotive
Business
Food and Drink
Etc.
Device
All Devices
Mobile Only
Audiences
Custom Audience
Lookalike Audience
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Keyword
Search Only

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How to Create a Campaign
Ideal 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
Name your campaign and
select the type (Native only
for India)
*Custom Audience creation
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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
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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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Reporting
The 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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