Yahoo Brings Mobile Audience Targeting to Native Advertisers
April 08 2015 - 9:00AM
Business Wire
Yahoo Gemini Integrates Flurry Personas for Enhanced Mobile
Audience Targeting
With more than a million apps in the world, and U.S. smartphone
users spending 88 percent of their time in apps, the unique
combination of apps a person has on their phone is like their
digital DNA. Now advertisers can use Yahoo Gemini, Yahoo’s mobile
search and native advertising marketplace, to reach mobile users
based on app activity.
Today Yahoo (NASDAQ: YHOO) announced that in addition to Yahoo
data, first-party CRM data and third-party data, advertisers can
now use more than 40 Flurry Personas, such as “Business Travelers”
and “Social Influencers,” to reach the right mobile audiences
through Yahoo Gemini. Flurry Personas are behavioral audience
groups based on real app use based on aggregate data from Flurry
Analytics. Flurry from Yahoo builds Personas based on users who are
particularly heavy users of particular apps.
In a test with a global CPG company, using Flurry Personas to
target mobile campaigns created lift from 5 to 12 points for all
major brand KPIs. Applying Flurry Personas caused a 14 point lift
in unaided brand awareness, a five point lift in purchase intent
and a 12 point lift in brand usage compared to regular mobile
campaigns.
Yahoo Gemini advertisers with managed accounts can get started
using the powerful combination of Yahoo data and Flurry Personas
for their mobile campaigns today, at no extra cost.
The availability of Flurry Personas in Yahoo Gemini is the
latest example of data and technology integration creating more
effective cross-device advertising solutions for brands since Yahoo
acquired Flurry eight months ago.
About Yahoo
Yahoo is a guide focused on making users' daily habits inspiring
and entertaining. By creating highly personalized experiences for
our users, we keep people connected to what matters most to them,
across devices and around the world. In turn, we create value for
advertisers by connecting them with the audiences that build their
businesses. Yahoo is headquartered in Sunnyvale, California, and
has offices located throughout the Americas, Asia Pacific (APAC)
and the Europe, Middle East and Africa (EMEA) regions. For more
information, visit the pressroom (pressroom.yahoo.net) or the
Company's blog (yahoo.tumblr.com).
Yahoo is the trademark and/or registered trademark of Yahoo!
Inc.
All other names are trademarks and/or registered trademarks of
their respective owners.
Yahoo! Inc.Media RelationsRebecca Neufeld,
408-349-4040media@yahoo-inc.com
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