Digital / Yahoo!

Yahoo! Optimizes Targeting For Advertisers:
Innerscope Helps Yahoo! Measure Consumer Reaction To Ads

Challenge

The new frontier for marketers? Reaching the right digital audience at the right time with the right message. That’s why digital marketing pioneers continue to experiment with advances in targeting. While traditional marketing research methods are adequate for measuring analog communications, their weaknesses are exposed in the digital world. To ensure it could successfully navigate the increasingly complex digital marketing landscape, Yahoo! reached out to Innerscope for help determining the most effective targeting techniques for advertisers.

Solution

Innerscope evaluated the emotional and cognitive responses of consumers to online advertising in various scenarios. Using its proprietary Biometric Monitoring System™ combined with eye tracking, Innerscope found that both contextual and personal targeting provided unique value to online display advertising. If the objective of the ad was to build awareness, contextual targeting proved most effective. However, if the ad’s objective was to communicate new product features, personal targeting increased consumer impact. By combining both methods, advertisers could maximize consumers’ emotional and cognitive engagement with their ads.

Results

• Yahoo! created a new set of guidelines to help marketers select the online targeting method that most effectively meets their advertising objectives.
• Yahoo! demonstrated thought leadership by presenting these results industry-wide at conferences, including the Advertising Research Foundation’s annual Re:think event and Internet Week mobile forum.