November 8, 2011 · 0 Comments
Yahoo’s advertising arm is releasing two products to help clients reach offline audiences.
Proximity Match targets customers based on the distance between their home address and the physical location of an advertiser’s store or location.
Consumer direct, which had previously been available but is being released to a wider segment of advertisers and gives them more control, helps marketers target audiences at scale.
The goal of the new products, which use data taken from Yahoo’s audience of 150 million addressable people, is to help retailers increase their offline sales through online advertising.
According to early figures, the products are very effective.
In a case study Yahoo did with a top-five department store, the company found that offline sales saw a 5x lift for consumers living within four miles of the store, Bryan Schroeder, senior director, Yahoo!, advertiser & publisher solutions, Americas, said during a phone interview on Monday afternoon.
When that distance decreased to two miles, however, brands saw a 21x lift.
Schroeder suggested the information would help a retailer decide when it would be effective to drive a potential customer to an offline store versus an e-commerce page.
He also mentioned that while Yahoo has a massive amount of user data, they are taking precautions to keep privacy in mind with partnerships with the Digital Advertising Alliance and multiple opt-outs.
By Emma Brown