Yahoo! Academy: Mix and Match Your Ad Formats

Laura Chaibi talks through Yahoo!’s ad format research
“Advertising online is like a Mr Potato Head for the web,” said Laura Chaibi, Yahoo! EMEA Research Director, during her Yahoo! Academy session on Yahoo!’s Ad Format Research program at Internet Week Europe 2011. Why? “You need to mix and match,” she said.

Don’t make consumers wait in line
To demonstrate how important this is, Laura began with some audience participation, asking, “How many people are there in a queue before you lose patience?” Most people in the audience wouldn’t wait in a queue of more than five people.
But when Laura put this question to a German audience, the majority would join a queue with 20 people in it. This relativity, says Laura, needs to be applied to ad formats—they have to be matched to the brand, the creative and the market.

Laura explained how Yahoo!’s extensive testing of ad placements, which has gathered opinions from […]

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