Yahoo’s advertiser playground: Fuelling growth and success

This post is sponsored by Yahoo.

There’s a lot of love for Yahoo out there, and users have continued to rely on the brand since it started nearly 30 years ago. Along its journey, Yahoo has grown into a trusted guide to hundreds of millions of consumers worldwide, helping them achieve their goals online through our portfolio of iconic products.

In an age where people are overwhelmed by the deluge of information, Yahoo makes it easier to discover the most interesting and useful content online by being the world’s best guide to the internet. From Yahoo News to Yahoo Finance, Yahoo Mail, Yahoo Life, Yahoo Search, and more, we connect people to what’s important to them, helping them live their passions.

THE YAHOO ADVANTAGE 

We’ve mastered the art of delivering content that strikes a chord with consumers, captures their attention, and spurs them to action. A rare breed in the industry, we understand both sides of the coin as a publisher of editorial content that people love and trust, and a strong advertising arm.

We’re a leading content, platform, search engine and mail provider with an omni-channel DSP that powers advertisers’ needs seamlessly in a single platform. Uniquely, we’re home to data, insights, technology, media, content, apps and sites that connect brands and publishers to passionate fans.

As a publisher, we’re a trusted guide to millions of users globally. We understand what users want which is why our audiences tune in each day to access content they love and trust.

Hand-in-hand with this is our advertising arm; we offer omni-channel solutions that leverage Yahoo’s direct consumer relationships.

Our ad teams have an inside-out understanding and insight into Yahoo’s consumer and ad products to help brands remain relevant to their audiences. Backed by our trusted brands and premium content, Yahoo Advertising helps advertisers create genuine consumer relationships in a privacy-centric and regulation-proof ecosystem, ensuring that we deliver relevant information to the most valuable audiences safely at scale across devices.

DIRECT ACCESS TO A VAST AND DIVERSE AUDIENCE 

At Yahoo, it starts with people – our direct consumer relationship with hundreds of millions globally gives advertisers massive scale and tremendous opportunity.

The unique blend of original articles and curated content from reputable third-party sources offers an extensive range of news stories and viewpoints that cater to a wide array of interests – making us the best place to find content online.

Our diverse content verticals from finance, sports, lifestyle, shopping, and more, also ensure that we focus on issues that excite our readers wherever they are. This includes daily local coverage on Yahoo News, cost of living and property concerns on Yahoo Finance, and addressing health and wellness on Yahoo Life.

Whether it is the illusive Gen Z, tech-savvy Millennials, affluent professionals, online shoppers, gamers, lifestyle or sports enthusiasts, Yahoo offers quality produced content on our editorial properties within premium environments that are built for connections to grow trust and excitement for businesses.

And coupled with Yahoo’s omni-channel capabilities, brands can seamlessly weave narratives and branded content that live in Yahoo’s owned and operated properties, beyond display and mobile, to include other channels such as digital-out-of-home screens, audio and video to turn it into a full-funnel campaign.

CONNECTING TO AUDIENCES IN PREMIUM ENVIRONMENTS 

Today, trust is the new consumer currency – and brand safety becomes of utmost importance as users continue to seek experiences from brands that reflect their values.

In an age where misinformation runs rampant, users clamour for truthful content that readers can trust – this has become more critical than ever.

Our brand safety measures cover both our editorial content and our advertising solutions.

• The acquisition of The Factual, an algorithm-driven news rating company that analyses news stories with a credibility and trust score, will help consumers identify news sources they can trust by giving them all the facts to reach their own conclusions. This reinforces trust within Yahoo’s news properties and reinforces engagement.
• On the Yahoo DSP, our stringent brand safety and fraud protection standards include supply verification, third-party partnerships with anti-fraud vendors, proprietary technology that blocks fraud both pre-bid and post-serve, and an anti-fraud guarantee that is one of the strongest in the industry.

It’s not just us who say so. Our ability to bring curated and credible content that a wide range of audiences can access anytime and anywhere has led to brands investing in these trusted environments.

These have led to award-winning campaigns that span disciplines such as branded content, programmatic, omni-channel, outdoor, mobile, and immersive experiences that have inspired readers, offered value, and empowered them to take action.

One example – the StarHub takeover of the Premier League topic hub on Yahoo Singapore – fuelled fans’ love for the game through play-by-play updates and unmatched coverage of the Premier League.

This branded content strategy was also merged with high-impact formats such as native ads, designed to seamlessly match the content on the website to drive content amplification and build higher trust.

For brands who want to get closer to their fans, it all begins with delivering great value: premium content within a trusted environment, powered by the best advertising solutions available – and Yahoo has the right tools and millions of audiences to help brands succeed.

This article is written by Kenneth Koh, head of commercial sales, SEA, Yahoo.