Yahoo announced that it would launch new search features for an "entertaining" user experience, which Brafton reported would include displays related to hot search topics. Now, it seems marketers will have a chance to entertain Yahoo users with the company's recent acquisition of Dapper – a tech platform that provides dynamic display ad creation and optimization.
The acquisition was announced yesterday, and Yahoo hopes this partnership will improve its users' experience and its ad partners' success through customized, relevant advertising options. Dapper specializes in generating display ads that feature personalized and relevant content, and officials at the tech firm are pleased to bring their expertise to Yahoo's efforts to optimize ad campaigns across its properties.
Dapper will help Yahoo further develop the Smart Ads within its display ad offerings. Yahoo thinks the partnership will result in more compelling display ad content, and this should benefit marketers. "Yahoo!’s unique combination of Science, Art and Scale connects advertisers with consumers in ways that drive results," said Frank Weishaupt, vice president of North America ad marketplaces at Yahoo.
Recent findings from comScore indicate content-focused ad approaches are needed to drive sales in internet display advertising as well as more traditional channels. As Brafton reported, the research firm says quality ad content was responsible for more than half of sales changes among studied brands.
With this in mind, businesses may want to consider investing in Yahoo's evolving Smart Ads to reach the right consumers. Still, Yahoo will have to take on Google if it wants to position itself as a display leader.
Brafton reported that Google wants to revolutionize display advertising, recently updating its Display Network. The company's vice president, Neal Mohan, explained to AdAge that Google believes "display is truly at a tipping point." Marketers should carefully monitor search engine rankings to discern where to place their ad dollars for best results.