Yahoo Takes a Mobile-First Approach to Native Ads

Written on
May 12, 2014 
Mike Daly  |

ADOTAS – Today, Yahoo is  rolling out new, image-rich native ads that aim deliver deep user engagement and drive improved recall, intent and favorability for advertisers. These new ads are available through Yahoo Gemini.

With half of its monthly active users reportedly coming to Yahoo on a mobile device, the ad units are also designed to be mobile-first and targeted to the right consumer to drive even better results, according to Yahoo’s Head of Americas, Ned Brody.

“Our new mobile ads include larger, richer graphics and photos for brand storytelling, combined with the performance brands need,” said Brody in a blog post. “While clearly marked as sponsored, the ads will look and act just like the content around them, and will appear within users’ personalized content streams, article pages and image galleries across Yahoo mobile and desktop products. When people tap on the ads, they can visit the brand’s site directly or view a full-screen visual for even greater interactivity and impact.”

Brody said top advertisers including Netflix are already using these new ad formats.

Mike Daly is an award-winning writer and editor with 30 years of experience in publishing. He began his career in 1983 at The News of Paterson, N.J., a long-since defunct daily paper, where at age 22 he was promoted to the position of Editorial Page Editor. Since then he has served in managerial capacities with several news organizations, including Arts Weekly Inc. and North Jersey Media Group in New Jersey and Examiner Media in New York. His work has been honored on numerous occasions by the New Jersey Press Association and the Society for Professional Journalists.

Reader Comments.

Don’t you think the way the ad is implemented is kind of deceptive?

Posted by Ouriel Ohayon | 1:48 pm on May 12, 2014.

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