Yahoo’s Blueprint for performance marketing

This post is sponsored by Yahoo.

We know you’ve got your eye on performance this year. What if you can take your ad campaigns to the next level with the power of AI?

It’s been one year since we released Yahoo Blueprint, Yahoo’s AI-based performance engine that powers key features throughout the campaign life cycle, from planning to activation to the crucial optimisation cycle that drives performance. This makes buying in the Yahoo DSP easier, faster, and more effective.

Since then, the launch of Yahoo Blueprint Performance (YBP), an advanced, opt-in version of Yahoo Blueprint, has marked a major leap in AI-powered optimisation. YBP unlocks a sophisticated AI model for advertisers, capable of ingesting and processing 10 times more data with 90% faster response times to generate highly accurate predictions.

Once YBP is activated, it begins optimising campaigns to drive results more efficiently, and automatically reinvests savings into working media, with an average of 11% reinvested into campaigns.

To date, nearly 70% of eligible ad spend in the Yahoo DSP has been opted into YBP, unlocking new levels of performance and delivering results.

Advertisers are winning across the funnel

The true strength of Yahoo Blueprint Performance is its ability to transcend performance across the funnel. YBP excels at driving reach and minimising eCPMs, and its deep experience in conversion optimisation generates down-funnel actions.

We saw this first-hand with Samsung, which took a step towards “the campaign of the future” as it launched its first AI-powered foldable phones, the Samsung Galaxy Z Flip6 and the Samsung Galaxy Z Fold6, in a two-week pre-launch period in Singapore – drumming up excitement in a crowded smartphone space.

Samsung redefined its usual playbook with YBP, allowing it to surpass total targeted clicks by 50% versus its KPI, and exceeding its target quality visits by 33%. YBP also helped optimise efficiency – reducing cost-per-clicks on native inventory by 43% and CPM by 45.7%, while incurring savings which were then re-invested into the campaign.

“The power of AI through Yahoo Blueprint Performance has been instrumental in delivering impressive results, helping us seize valuable opportunities to target the right audience, which contributed to overall quality traffic and full-funnel channel growth. This campaign walks the talk in giving us a future-proof model for marketing,” said Lynn Chong, director and head of brand marketing, Mobile eXperience, Samsung Electronics Singapore.

In another example, YBP helped investment platform IG widen its prospects with a niche audience – experienced and ambitious investors – for its CFD trading feature. After activating YBP, IG achieved a six-fold increase in click-through rates and a 35% better cost-per-land efficiency compared to similar campaigns without YBP.

“Yahoo Blueprint Performance helped us tremendously to maintain optimum relevance and capture the attention of highly niche audiences,” said Rafael Victorino, marketing executive at IG.

“Powered by precision, efficiency and performance, this campaign hit the trifecta – the right message delivered to the right audience at the right time – to deliver outstanding results. We look forward to exploring greater possibilities in future campaigns with Yahoo."

Harnessing the potential of CTV

This past year, we’ve seen the power of Yahoo Blueprint across various features and channels, but one of the biggest opportunities lies with CTV. With CTV ad spend projected to grow 13%, reaching $32.6 billion by 2025, YBP provides advertisers the opportunity to maximise their CTV investments.

Traditionally viewed as an upper-funnel tactic, CTV is now delivering lower-funnel impact as it becomes more available programmatically, especially through private marketplaces that enable greater precision in reach and frequency control, advanced audiences, and holistic measurement.

Thus far, we’ve seen an 8% improvement in CPMs and a 12% improvement in CPAs on average across all CTV campaigns leveraging Yahoo Blueprint Performance.

What’s next

Yahoo Blueprint has quickly become a valuable asset for advertisers, delivering improvements across the campaign funnel and channels. By leveraging advanced AI-driven optimisation, Yahoo Blueprint helps advertisers increase engagement rates, drive meaningful actions, and create a more efficient path to achieving their goals.

As we look ahead and begin the new year, we’re working hard to explore new ways to deliver value for advertisers. This includes more sophisticated recommendations, methods for optimising campaigns against multiple goals, and a chatbot, all aimed at making the Yahoo DSP even more effective and efficient to use. Stay tuned on these exciting developments, as we continue to find ways to help you take your campaigns to greater heights.