Yahoo Launches New Ad Format
Yahoo has unveiled a new ad format which lets brands book full-page ads on their log-in page for a single day at a time. They have described this new initiative as a "flagship advertising opportunity" for the last quarter of 2010.
Head of Strategy at Yahoo, Piers North, commented, "This offering is based around our strategy of science, art and scale. This is the 'art' part as it offers brands a large canvas they can use to run creatives similar to their offline campaigns."
Yahoo has taken on the Santander and Corsodyl brands as their launch partners; with campaigns running from this week.
Santander Group Digital Communications Manager, Russell Graham, said, "We've taken this opportunity as it makes us more noticeable mainly for the scale it gives us. It was important to us [to be a launch partner] as it's a first for the UK industry."
Other brands have committed to booking the inventory although currently Mr North has not revealed which. The new ad opportunity with be limited by Yahoo to twice a week.