New Yahoo Service Seeks To Improve ROI Of Online Ads - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.


New Yahoo Service Seeks To Improve ROI Of Online Ads

The service measures Yahoo ads' effectiveness against ads on other media, whether they're on another Web site, on television, or in print.

Yahoo Inc. and Marketing Management Analytics Inc. on Friday launched a service that helps advertisers determine the effectiveness of online ads on sales.

The move comes as marketers are under increasing pressure by companies to justify the high cost of advertising, both on and offline. The new service delivers returns on investment by assessing ads on Yahoo and measuring their effectiveness against ads on other media, whether it's on another web site or on television or print.

Besides the comparison of marketing campaigns, the service provides recommendations to marketers on how to maximize the effectiveness of their overall spending on advertising. The service would be available at an additional cost.

Greg Stuart, president and chief executive of the Interactive Advertising Bureau, said marketers are increasingly under pressure to show chief executives and financial officers that advertising dollars are having a positive affect on sales.

"Marketers are under assault right now," Stuart said.

As a result, assessment services, such as Yahoo's and MMA's, are being used more often by marketing departments trying to turnaround their reputation of spending money freely, without any proven return.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
1 of 2
Comment  | 
Print  | 
More Insights
The State of Cloud Computing - Fall 2020
The State of Cloud Computing - Fall 2020
Download this report to compare how cloud usage and spending patterns have changed in 2020, and how respondents think they'll evolve over the next two years.
10 Ways to Transition Traditional IT Talent to Cloud Talent
Lisa Morgan, Freelance Writer,  11/23/2020
Top 10 Data and Analytics Trends for 2021
Jessica Davis, Senior Editor, Enterprise Apps,  11/13/2020
Can Low Code Measure Up to Tomorrow's Programming Demands?
Joao-Pierre S. Ruth, Senior Writer,  11/16/2020
Register for InformationWeek Newsletters
Current Issue
Why Chatbots Are So Popular Right Now
In this IT Trend Report, you will learn more about why chatbots are gaining traction within businesses, particularly while a pandemic is impacting the world.
White Papers
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Sponsored Video
Flash Poll