Newsletter Signup
Where current and emerging technology trends meet.
TecTrendsInformation Sources, Inc.
  | About TecTrends | Email Signup | Contact Us
 Live Search:
Live Search | Articles | Companies | TecTerms | Products
  Loading TecTrends Live Search - please wait... 
View Noteworthy Articles      PRNewswire
 
Article

Title: Yahoo! Advertisers Test Buzz Index, Share of Voice

Author: Blank, Christine Article Type: Product Analysis
Source: DMNews, v27 n38 p26(1) Publication Date: Oct 10, 2005
  ISSN: 0194-3588
URL of Publication: http://www.dmnews.com

Yahoo! Search Marketing is widening its Buzz Index program for advertisers, which tracks campaign effectiveness, and brand awareness, to offer more customized research. The company is working with 10 to 15 major advertisers and ad agencies in determining which keywords are relevant to their target demographics so they can better fine-tune their search campaigns. Yahoo! is testing three campaign metrics with advertisers, which include pricing strategy, the creative approach of the campaign, and audience target. For example, if advertisers are launching a new ad campaign for a shampoo product targeting females ages 18 to 34, they can observe what those users are searching for on a daily basis. If it is determined that yoga is something important to these consumers, advertisers can create content around that particular lifestyle affinity keyword and tie their product to it. Yahoo! is also incorporating a metric called 'Share of Voice.' This is the share of queries that a particular brand shows up against in relevant categories. The tool is being researched with partners and relates specifically to the share of clicks as well as the share of impressions. For example, Yahoo! will be able to show a maker of laundry detergent the share of clicks and impressions it is getting, in comparison with other laundry detergent manufacturers.

Companies:
TecTerms Yahoo! Inc

Products:
Internet Advertising

TecTerms:


[Get Copyright Permissions] Click here for copyright permissions!
Copyright 2004-2008 Information Sources Inc.
 


Home About TecTrends About Us Contact Us Privacy Statement Terms and Conditions

TecTrends | P.O. Box 8120 | Berkeley CA 94707 | (510) 525-6220 | Email: tectrends@tectrends.com
© 2006 INFORMATION SOURCES INC | All rights reserved.