Why Yahoo’s Mobile and Native Ads Program Can Threaten Google and Bing Ads? - The Search Marketing Shop
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Why Yahoo’s Mobile and Native Ads Program Can Threaten Google and Bing Ads?

By April 10, 2015 June 26th, 2019 No Comments

Why Yahoo’s Mobile and Native Ads Program Can Threaten Google and Bing Ads? 1

Google and Bing Ads are among the most popular online advertising programs. But Yahoo has its own Gemini and it is gradually growing in terms of revenue and reach. It is a marketplace designed specifically keeping in minds native and mobile ads.

Growth of Yahoo Gemini

Yahoo Gemini has been gradually growing over the last year. It may be tiny compared to Google and Bing Ads, but this mobile and native ads focused program is quite innovative.

Yahoo Bing Network Share

  • Q3 2014 – 4%
  • Q4 2014 – 27%

Thus, Gemini grew from having just 4% share in the mobile search traffic on Yahoo Bing Network to 27% in the next quarter. It may not be large but it is “successful” in terms of Yahoo’s prospects, which has been losing search market share for many years.

How Yahoo Gemini Works

Gemini allows you to reach your mobile audience in an effective and relevant way by using native ads customised for mobile. It may be seen as small compared to Google and Bing, but it is worth considering that Yahoo has over 430 million mobile users a month. They spend an average of over 100 minutes per month on Yahoo.

Yahoo allows advertisers to manage mobile ads using a special interface with Gemini. It can be compared to Google’s Enhanced Campaigns. The targeting options in the program include:

  • Geotargeting
  • Exact match
  • Broad match
  • Negative keywords

Yahoo is also planning to offer new options like location, sitelink, call extensions, day parting, phrase match, device language, OS targeting and radius targeting.

Yahoo plans to roll out the ads to a larger segment of audience. Soon all the accounts will be migrated to setting up in Gemini. Currently the native ads can be seen in Yahoo homepage and several other products from the company including the following:

  • Yahoo Mail
  • Finance
  • Mobile Search
  • News
  • Movies
  • Music
  • My Yahoo
  • Sports
  • TV
  • Travel
  • Autos
  • Celebrity
  • Homes

Gemini ads adapt to the type of device without concern whether the service is being accessed by mobile, PC or tablet.

Some Stats to Consider

The following is some statistics that can help strengthen the importance of Yahoo Gemini:

  • Marketer investment in mobile/native ads is being fuelled by perceived effectiveness. It has grown from less than £1 billion in 2012 to £2.1 billion in 2014
  • Almost 95% of digital advertisers will choose mobile ads
  • Currently not more than 4% of marketers are satisfied with their mobile ad campaigns
  • Investments in native advertising is expected to be more than £3.3 per year by 2017

If you need more information about the growing importance of mobile and native advertising, it is recommended to visit https://thesearchmarketingshop.com/sem/adverts-on-google/ and learn from the industry-leading experts.