5 Reasons to Test Yahoo Gemini Native in 2017
Published: January 3, 2017
Author: Dave Hennessy
Whether you’re new to native advertising or you’ve been around the Taboola/Outbrain block before, you need to know about Yahoo Gemini.
Gemini is Yahoo’s marketplace for search and native advertising – this post revolves around the latter – that helps marketers achieve measurable results with intent-driven advertising. No matter your marketing objective (and we get into those later), Yahoo Gemini has the tools to help you reach the users you want to reach.
Here are five reasons to consider adding Gemini Native to your media mix:
Tap into massive reach — and highly engaged audiences
Yahoo has been around for quite some time, but it’s still a top destination for premium online content. Over 1 billion monthly visitors consume the global media site’s article and video content around topics like Finance, Technology, Sports, Entertainment, and Gaming, and Yahoo Gemini native ads live primarily in-feed alongside all of this owned content. In addition to Yahoo’s many owned and operated media properties (including Yahoo! Mail and Tumblr), running native campaigns with Gemini also includes access to inventory with Yahoo’s top syndication partners including CBSi, Hearst, and Vox.
Promote your content with truly native, premium ad formats
Yahoo Gemini native ads are designed to look and feel like the owned content they’re surrounded by, so they do a great job of engaging users who are already in a content-consumption mode. Similar to Facebook, Gemini also allows advertisers to run native video ads – with the option to customize which user action drives advertiser bids (clicks, views, impressions).
Leverage Yahoo’s powerful Interest & Mail data
1B+ monthly visitors means a lot of data points – trillions, in fact – and Yahoo is continually turning audience insights into powerful custom audiences for advertisers to build campaigns around. Interest audiences are primarily based on behavioral signals – content viewed, keywords searched, and ads clicked on. Mail audiences are created from email read receipts – users subscribed to a specific newsletter or service, or received a purchase receipt for a particular product. A very effective use case for the latter is Competitor Domain Retargeting, which is essentially creating a short (or long) list of competitor domains and serving native ads to users who have recently received emails from any of those domains.
Easily import existing AdWords campaigns
A fairly new feature in Gemini allows campaign managers to turn existing keyword campaigns from AdWords into native ad campaigns in just a few clicks. This is an easy way to unlock new, premium inventory for brand and non-brand campaigns you’re already running.
Customize your campaign objectives for optimal delivery and performance
Gemini allows advertisers to run separate campaign types for driving awareness, conversions, and app installs, and each objective enables different inventory, bid types, and optimizations. This is the first input for every campaign build in Gemini, and it allows you to pull the right optimization levers to reach the right audiences while your campaigns run.
Interested in learning more about Yahoo Gemini, or ways to leverage native advertising as part of your 2017 media mix? We’d love to connect with you!