Yahoo’s inability to drive top brands for native advertising formats is crookedly based on decoy marketing and thus relinquishing targeted advertisement delivery to parlay an engaging user experience session.
Yahoo’s homepage sheen is slowly but surely wearing off with latest critical remarks suggested by web publishing industry experts that indicates the obtrusive ad content delivery in the name & spirit of native advertising. With 40% of Yahoo’s display ad inventory sold now as via native ads, non targeted direct response advertisements are clearly & sadly getting cheap. (Source)
Native in-stream ads on Yahoo homepage are today increasingly getting cluttered with decoy native ads for products like hair solutions, mortgages and sleazy trashy medical miracle products. With one side of the industry competitors relating advertisements based on user’s previous visit history & activity, it’s baffling to see Yahoo doing it all so wrong amidst a novel content marketing strategy that promises user focused advertisement messaging.
The amount of data Yahoo has about its users from the days of inception through glory and then witness them come apart in the inability to feed user targeted ad content delivery does say a lot about where they are headed!
Interestingly Yahoo’s highly visual & social ads built around Tumblr further baffles advertisers in understanding why can’t the Yahoo homepage don’t look like its glossy new magazines style!
Here are some classic advertisement plots founding scheming decoy marketing amidst native advertisement formats:
In this in-stream native ad for eSalon offering remedies in gray hair is appallingly non targeted as the user in this case did not have grey hair (Source)
Another native ad spot displays quit-smoking remedy to a user who has never smoked before. (Source)
Yahoo, are they losing the plot with #Go_native?
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Title: Yahoo losing the plot with non targeted cheap native advertisements!
Author: Pallab Kakoti // Bio
Published: 21 September 2014
Category: Native Advertising
Graphics Rebound: www.dribbble.com/blogs4bytes/buckets