Yahoo expands native ads with new format

22/05/2014

Yahoo has updates its native ad options for marketers with a new format 'Yahoo Stream Ads' across a number of its Yahoo properties in Europe and beyond.

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Yahoo Stream Ads are marked as ads, but seamlessly integrated with the content of a page, and are designed to look and act just like the stories and format around them.

The move extends Stream Ads internationally with availability in Argentina, Brazil, Canada, France, Germany, Italy, Mexico, Spain and the United Kingdom.

“Last year, we debuted Yahoo Stream Ads as a way to make content discovery even more seamless and effective for our readers — through a brand new native ad format,” the company says. “Native advertising is paving the way for more engaging experiences across Yahoo, and we’re constantly exploring new ways to deliver value for brands, while enhancing the user experience.”

A recent report from eMarketer indicates native advertising has been “flourishing” across social media channels, content portals, news sites, video sharing sites, and streaming services. It gave a great deal of credit to growth in mobile use, which has been a big focus of Yahoo’s.

This is Yahoo’s second native announcement in just over a week, in fact. Last week, it announced the launch of native ads on its US properties. These ads appear across Yahoo’s mobile and desktop presence, within image galleries, article pages and users’ personalised content streams.

In a blog post, Nick Hugh, VP and head of network and platforms for Yahoo EMEA, said the predicted growth in the number of connected mobile devices over the next three years “calls for new ad formats which offer far more immersive and contextual experiences that can be optimised across different screens.”

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