We're hiring

We love digital - Call
03332 207 677
and say hello - Mon - Fri, 9am - 5pm

Call 03332 207 677

Stephen Logan

Yahoo to Beef Up Premium Display Ads with 5to1 Acquisition

19th May 2011 Paid Search, Display Advertising, News, Industry News 1 minute to read

If you want the biggest premium display advertising campaigns from the largest brands – they are the most profitable afterall – then you have to have a fair amount of leverage to do so. But rather than putting in all the leg work yourself, why not simply acquire the contacts and advertisers straight off the bat? Well, that’s pretty much what Yahoo has done.

In an effort to provide valuable assistance to the already popular Ad Marketplace, Yahoo has bought leading startup – 5to1. As a business that prides itself on transparency and offering advertisers a personalised service, ensuring that their promotions are given due prominence on premium sites.

As reported earlier in the month, Yahoo currently holds a 10.1% stake in the U.S. display advertising market. It attracts double the impressions of the nearest competitor (Microsoft), but trails well behind the market leader – Facebook, with a 31.2% share [see: AOL Q1 Profits Slide but Display Ads Bounce Back].

On the face of it, this is very positive. Yahoo is the leading conventional search engine/content host, and by some margin too. However this margin has been eroded, and not simply by Facebook. In the first quarter of 2010, Yahoo received 132 billion impressions on ads. By Q1 in 2011, this figure had shrunk to 113 billion. A loss of impressions means a reduction in revenue, which invariably means you have to invest elsewhere – both to increase the amount of unique content and the value of each click.

Yahoo hasn’t been shy in its efforts to create and promote new content. It received record figures courtesy of exclusive royal wedding streaming, with over 400 million page views in a single day [see: Yahoo! Sets Records With The Royal Wedding; Drives Largest Traffic Day for Single Event | Yahoo]. The former search engine also has deals in place to show sport highlights (including Premier League football, NBA and NHL) as well as developing news content through various channels.

By buying and incorporating 1to5, the company has made a clear statement of intent. Display advertising is hugely important to its business model and revenue, so why not invest in it further. Whether this has a direct impact on Marketplace remains to be seen, but it should certainly catch the eye of advertisers and generate a little buzz for Yahoo.

Share this post

What do you think?

  • aspect-ratio google-adwords-analytics-attribution
    Conor Maurice

    Attribution 101: Google Analytics and AdWords

    In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.

    (more…)

    Conor Maurice
    26th Mar 2018
    Analytics
  • aspect-ratio bing-logo-woodsign
    Liam Huckins

    Why Bing is a Valuable Paid Media Platform

    For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored.  Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.

    (more…)

    Liam Huckins
    8th Mar 2018
    Paid Search

Digital Ideas Monthly

Sign up now and get our free monthly email. It’s filled with our favourite pieces of the news from the industry, SEO, PPC, Social Media and more. And, don’t forget - it’s free, so why haven’t you signed up already?