- Category: February 2013 - Multichannel-Marketing
Yahoo! Japan has partnered with MediaMind to use its ad serving technology for rich media ads on its video streaming site GyaO!, a popular online video service in Japan. The launch is the first of a series of deployments to be implemented, following the signing of a multi-faceted partnership agreement between the two companies late last year.
MediaMind’s ad technology solutions will enable Yahoo! JAPAN to more effectively develop and deliver rich and creative video and display advertisements. At the same time, it allows advertisers to more effectively use Internet advertising as a branding vehicle and resolve other Internet advertising challenges.
In addition, the effectiveness of the rich media ads on GyaO! will be measured using MediaMind’s “Dwell” metrics. Dwell is designed to measure and visualize the extent to which users are engaging with ads, including impressions of ads which users intentionally choose to engage and the length of time these users maintain engagement. Research studies have found that ads with a high Dwell rating were about 3 times more likely to increase brand-related keyword searches and about 1.68 times more likely to increase site traffic as compared with ads with a low Dwell rating. It was also found in a live test on GyaO! Recently that rich media ads had a 220% longer engagement duration as compared to traditional ads, showing that rich media ads have a high engagement effect and also positively impact search behavior and traffic.
By continuously refining their advertising technology capabilities, Yahoo! JAPAN, GyaO! and MediaMind will be able to provide advertisers with innovative and strategic services that will contribute to a more active Internet advertising experience.
Yahoo! JAPAN's site attracts 19 million smartphone users a month, which accounts for more than three quarter of the total 24.93 million smartphone user population in Japan right now.