Yahoo! has announced that they will be repositioning their performance network (Right Media) as a premium media buy in the U.S. The question is, will Yahoo!7 follow in their footsteps?
The repositioning essentially means advertisers will be able to couple behavioural targeting with performance buys; instead of buying blind RON cost per response activity, advertisers will be able to target the audience they want & still buy on a cost per response basis - brilliant & revolutionary!
Yahoo!7 has long had one of the most advanced targeting capabilities in this market, being first to market with keyword retargeting for example, which is essentially advertisers retargeting people based on the keywords they have searched for on Yahoo! Search. Ninemsn is just coming in to market with this, a year and a half later. Their performance network however has been lacking in lustre, playing second fiddle to the likes of MSDR & Adconion.
Yahoo!7 was dragged kicking and screaming in to the performance world, their reluctance making them a second rate offering but the new product will certainly put them on top of the performance pack in Australia & make them the darling of media buyers like myself. I hope they follow suite and I hope they do it soon.