Yahoo combines data and creative insight to launch Yahoo Creative

Yahoo Advertising has unveiled Yahoo Creative, the company’s first full-stack data-powered ad creative solution. Yahoo Creative empowers the world’s leading brands to take full advantage of the unparalleled potential of creative for their campaigns.  

As online ad-targeting adapts to identity changes, the importance of creative to engage audiences and maintain personalisation has increased. However, while technology has rapidly adapted to overcome hurdles in targeting and identity, the evolution of creative tools has lagged.  

This gap highlights a key opportunity: by enhancing creative capabilities through technology and data, advertisers can maximise campaign effectiveness and optimise ROI.   

Enter Yahoo Creative, which brings the pace of ad technology’s evolution to the creative side, applying sophisticated AI and data principles to real-time creative development.  

Yahoo Creative future-proofs dynamic creative by integrating with Yahoo’s properties and contextual data, which is powered by unparalleled, opted-in direct consumer relationships, and a first-party dataset of more than 335 million consumers globally. 

“In today’s privacy-centric environment, dynamic, relevant, and engaging creative is critical for campaign success,” said Elizabeth Herbst-Brady, chief revenue officer, Yahoo. “Yahoo Creative represents a major technological advancement, combining AI, data, and human expertise to usher in a new era of creative for advertisers. It empowers brands to achieve greater personalisation and engagement, driving superior campaign results."

Yahoo Creative takes innovation to the next level by combining advanced technology and data with the expertise of world-class talent. This team has a track record of success at scale, developing close to 10,000 pieces of creative in 2023.  

By bringing together the expertise of our best-in class full service creative team with advanced creative technology and data capabilities, Yahoo Creative offers an innovative solution to maximise scalability for advertisers.   

“The launch of Yahoo Creative is particularly significant for the Hong Kong and Taiwan markets. With the increasing demand for personalised, dynamic ad experiences, Yahoo Creative bridges the gap in creative tools by enhancing capabilities through technology and data.  

Moreover, our edge-to-edge ad collections are integrated with Yahoo’s properties seamlessly  to provide an excellent ad experience and this will enable advertisers to craft engaging content that resonates with diverse, tech-savvy audiences across multiple channels, maximising campaign effectiveness and optimising ROI," said Roger Li, senior director, Yahoo Creative APAC. 

Bonnie Mak , associate director, head of eStore direct to consumer (D2C) group at Samsung in Hong Kong said,  "Working with Yahoo Creative has transformed our digital advertising approach. Their innovative E2E ad formats, especially the visually impactful dynamic shoppable ads, have substantially increased our engagement. We are thrilled with the 4x uplift in CTR compared to standard mobile formats.” 

Available globally, Yahoo Creative was developed in partnership with Innervate, a customer experience orchestration platform. Yahoo Creative is connected with Yahoo O&O but also lives as its own entity so advertisers can leverage the service with any publisher or media-buying platform, highlighting Yahoo’s continued commitment to ecosystem interoperability.  

This article is sponsored by Yahoo Advertising.