16_yahooAsian countries rank globally amongst the top for media consumption via Internet or mobiles, with an enormous number of consumers moving onto digital and mobile platforms to obtain content, marketers must be there to reach their audience, too.  And since everything from search to videos to display advertising is being adapted for the third screen, this is especially cogent for the mobile platform.

Nowadays, audiences are spending and consuming content more on phones and tablet devices, which triggers marketers to engage them through mobile advertising. The growing number of apps and location-based targeting services is doing its bit for mobile advertising to become more personalized and relevant. And as the largest publisher of content, with an audience of more than 200 million users across the Asia Pacific region, Yahoo!’s popular content properties provide the context to create engaging experiences.


From left: Matthew Drury, Rosalind Tan, Vaasu Gavarasana and Prajit Prakash

Vaasu Gavarasana, Global Accounts Manager, Yahoo! APAC and Prajit Prakash, Yahoo!’s Ad Products Manager presented recently Yahoo!’s new innovative ad products during a media briefing in their Singapore office. On their side they had Rosalind Tan, VP & GM Asia Pacific, Crisp Media as well as Matthew Drury, Head of MEC Interaction, Singapore who talked on how brands can tap on digital and mobile marketing with the support of Yahoo!

Crisp Media, a pioneer in using HTML5, makes advertising scalable across device platforms for native apps and browsers. Its interactive ad platform, Crisp Engage, is designed to deliver the slickest ads to multiple screens, and empowers agencies without disrupting their workflow to build, manage and measure rich media advertising campaigns on connected devices.

Matthew Drury explained that since the media landscape has become more complex, “MEC has diversified its capabilities beyond MEC's core skills in media planning and buying, by delivering now genuine integrated thinking to their clients - locally, regionally and globally.

Both companies have been partners of Yahoo! for specific rich media campaigns, such as for instance the launch of Singapore Health Promotion Board’s (HPB) mobile rich media campaign, “Lose to Win.” This first of its kind mobile campaign, which is powered by Crisp Media and running on Yahoo! Mobile in Singapore, was created by OMD to amplify mobile video views and Facebook interactivity for HPB’s “Lose to Win 3” programme.

The launch of Yahoo!’s new series of advertising products centers on tailored, targeted and interactive ads by exploiting the interactivity of video. The company’s rich media ad formats, including streaming, expanding, floating, surveying, and wrapping units, offer the most innovative digital advertising solutions. Coupled with geographic and demographic targeting options, Yahoo! ensures that the ads reach relevant audiences with precision and at scale.

Clickable Mobile Video Ads: Yahoo! enables marketers to reach a mobile audience through a variety of mobile advertising opportunities and formats with its high quality inventory and engaged audience. Yahoo’s new ad units include screen takeover, expandable and iPad tap-to-video ads. Clickable video ads have user cues that overlay an ad and encourage consumers to interact, including a click-to-site call to action that drives direct response performance. Clickable video ads play pre- or post-roll within the video player window. They are easy and fast to execute and outperform traditional video ads by 3:1.

Smart Ads: Yahoo! Smart Ads can optimize each ad for each user so that you can drive your objectives, from awareness to conversion. Yahoo!’s deep understanding of its audience powered by the Smart Ads technology delivers the right messages to the right audience at the right time.

Targeted Ads: Powered by sophisticated modelling technology to meet advertisers’ complex business objectives and an unparalleled depth and scale of data, Yahoo!’s proprietary targeting algorithms help advertisers reach audiences based on interest and content consumed within Yahoo! across PCs and mobile devices.

“We want to push the boundaries of mobile and video advertising by extending the real-time interactive experiences and delivering ads that are fun and compelling for both users and advertisers,” said Fai Keung Ng, Head of Sales Strategy, SEA. "The launch of today’s advertising products reaffirms our commitment to personalize experiences across devices whilst offering dynamic marketing solutions to advertisers.”

Mobile video ads, smart ads and audience segmented targeted ads have been launched in Singapore and will be carried across the Southeast Asian markets of Malaysia, the Philippines, Indonesia and Vietnam in the coming months.

By Daniela La Marca