Yahoo! chases Direct Response advertisers

Yahoo! is launching an “aggressive” campaign to encourage more advertisers to sign up to its Direct Response ads system.

The internet company is seeking new revenue streams to reverse a decline in pre-tax profits in its third-quarter results. It saw a 7% dip in pre-tax profits to £72.8m over the three months to September 30.

Mark Rabe, vice-president and managing director of sales at Yahoo! UK & Ireland, says: “In the UK, our commercial aim for the fourth quarter will be to undertake an aggressive push on Yahoo! Direct Response, ensuring advertisers realise the potential return on investment they can make and its brand-building potential.”

Yahoo! has updated the Direct Reponse system, integrating the BlueLithium ad network and the Right Media ad exchange after both were acquired by Yahoo! last year.

The system is available as part of the Yahoo! Network, which launched in September and gives advertisers access to 85% of the UK and Ireland’s online population through a series of websites, including Yahoo!, Eurosport, Bebo and FT.com.

Yahoo! Direct Response allows marketers to deliver tailored display ads to targeted audiences on any Yahoo! Network website.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now