PointRoll Enriches Yahoo! Smart Ads Program
Ad Campaigns Have Already Shown Positive Lift With Smart Ads on Yahoo!
NEW YORK, NY - August 24, 2009 - PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI) and leading provider of rich media advertising, today announced that it has joined the Yahoo! Smart Ads program to help marketers create dynamic rich media ads and increase campaign performance. As a member of Yahoo!’s Smart Ads program, PointRoll will leverage Yahoo!'s unmatched reach and targeting capabilities to provide even more customized, relevant, and scalable rich media campaigns. PointRoll will also leverage its ShopLocal retail advertising program in order to offer enhanced Smart Ads for retail advertisers.
Smart Ads campaigns delivered by PointRoll will use PointRoll’s AdControl optimization technology, which easily and effectively optimizes dynamic rich media ads to create a near limitless variety of creative executions in real time. These combinations can be finely tuned to match customized messages, offers, colors, interactive functionality, and images with users, helping marketers find the right ad for the right set of users at the right time. PointRoll delivered Smart Ads can increase campaign performance beyond existing templated solutions.
“By partnering with Yahoo!, PointRoll can offer marketers new opportunities to quickly and efficiently deliver behaviorally targeted rich media ads to the right audiences,” said Jason Tafler, CEO of PointRoll. “As recent Dynamic Logic data illustrates, rich media outperforms standard Flash and gif ads. With Yahoo!’s Smart Ads program, PointRoll helps brands auto-optimize creative and targeting to greatly improve the relevance of their campaigns and get the most out of every impression.”
With 154 million unique visitors, each spending on average 4.6 hours on Yahoo! sites per month (comScore, June 2009), Yahoo! can help marketers tap into valuable customer insights and incorporate this data to create targeted Smart Ads campaigns.
“When marketers want to reach some of the most highly engaged audiences on the web with custom campaigns at scale, Yahoo! Smart Ads consistently drive results,” said David Zinman, vice president and general manager, display advertising at Yahoo!. “The addition of PointRoll’s technology and ShopLocal’s content to Yahoo!’s Smart Ads Partner Program will fuel new opportunities for marketers and is a sign of the program’s growing adoption.”
Though Smart Ads can be used in every industry vertical, particular momentum can be seen within the retail industry, where many advertisers are searching for new alternatives to reach consumers. Combining ShopLocal’s localized content with PointRoll’s rich media optimization capabilities and the quality of Yahoo!’s unparalleled audience, delivers the most relevant ad content to retail consumers.
Testing Smart Ads with ShopLocal retail ad content has already improved campaign performance for retail advertisers such as CVS and Kohl's. These advertisers noted increased performance in a variety of metrics including click performance, conversion and overall return on investment.
Joining the Smart Ads program builds on PointRoll’s long standing relationship with Yahoo! and its dedication to providing dynamic and effective rich media campaigns.
About PointRoll:
PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI), is the world’s leading online advertising rich media provider. PointRoll's superior rich media technologies and services enable brand marketers to connect with consumers by creating interactive online environments. Providing interactive features such as streaming video, polling, instant e-mail and data collection, PointRoll delivers measurable online advertising campaign results. PointRoll serves more than 85 billion rich media impressions each year – and serves two-thirds of the Fortune 500 brands. For more information, please visit www.pointroll.com.
About Yahoo!
Yahoo! Inc. is a leading global Internet brand and one of the most trafficked Internet destinations worldwide. Yahoo! is focused on powering its communities of users, advertisers, publishers, and developers by creating indispensable experiences built on trust. Yahoo! is headquartered in Sunnyvale, California. For more information, visit pressroom.yahoo.com.
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