Yahoo has announced two new video advertising products on Yahoo Gemini - native video and video app install ads. The company introduced the Yahoo Gemini service in February this year, bringing to market a new self-service ad buying platform that combines mobile search and native advertising into a single marketplace. The new video ad products aim to help advertisers with their campaign goals from brand awareness to performance-based objectives.
With native video ads, Yahoo said that it combines two of the most engaging digital formats so brand content can be as compelling as a video and seamlessly integrated into Yahoo’s homepage, digital magazines and Yahoo apps just like the traditional native ads. Citing a recent blind case study for an advertiser, viewing native video ads on Yahoo increased brand favorability up to 50 percent and purchase intent up to 28 percent, said Yahoo.
Yahoo added that with video app install ads, app marketers and developers can now promote their apps across Yahoo and thousands of other apps through Yahoo Gemini. Yahoo research shows that consumers who download an app after watching a trailer use the apps 40 percent more often and 20 percent longer each and every time compared with regular display install ads.
Prashant Fuloria, SVP of Advertising Products, Yahoo
Today more than ever, consumers are showing they love engaging with digital video across all their devices. We believe that ads should be as delightful and engaging as the best content on web, which is why I’m thrilled to announce these two new powerful formats to help advertisers to reach their audiences. I’m excited to announce these new video formats for advertisers right before our NewFronts event, where we’ll be showing the world even more of what Yahoo has planned in video. Yahoo’s NewFronts presentation will take place at Lincoln Center at 6 p.m. on April 27, 2015.
