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PHILIPPINES, NOVEMBER 23, 2010 – If you would like to train a digital newbie how to deal with the exasperating content that pops up on every other page he visits, do so with two words: connect and select.
It seems that this year, Yahoo! Philippines has infused three important elements to the equation. Science + Art + Scale. Getting into the brand communications grind, the popular online enterprise/portal/search engine works to get deeper consumer insight by understanding how to target an audience. “It is an ongoing way to optimize solutions,” said Jack Madrid, Yahoo! Philippines country manager on November 18 in a session with press. That’s just the Science part.
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Art is the way of providing advertisers a canvas to deliver their message in more creative ways. That aside, Yahoo! invests in deep, rich and relevant content. “You need the right context to make the ad work,” enthused Madrid. New solutions include takeover ads, pullover ads, social ads and editorial programs such as the famed McDonald’s Twister Fries takeover ad and Manny Pacquiao’s Head & Shoulders’ Log In unit.
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Yahoo! prides itself in their audience potential and hence, Scale. Their ability to reach their audience is an indication that they are getting their message across. By providing online messengers, e-mail, and news, Yahoo! is able to move their business and the business of their advertisers forward.
So when does Yahoo! connect and select? “Yahoo! has a personal relevance, we have a good pulse of what the audience wants. We allow consumers to customize the applications on their homepage and our visitors do not get the same content every time. Their homepage depends on what their viewing histories were,” concluded Madrid.
