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Yahoo Adds Mobile-First Image Rich Ads To Native Lineup

Ginny Marvin on May 12, 2014 at 11:12 am

Yahoo today announced the availability of new image-driven native ads across Yahoo properties including weather, mail, sports and finance. The ads feature larger images and are now included in Yahoo Gemini, the ad marketplace for Yahoo’s mobile and native ad formats that the company launched in February.

With nearly half of Yahoo’s traffic now coming from mobile devices, the company says the ads were designed specifically for mobile, but will also appear on desktops. When users tap on the ad, it will either transition to a full-screen visual (as shown in the Netflix example above) or take them directly to the brand’s website.

The ads, though (subtly) labeled as sponsored, “will look and act just like the content around them, and will appear in users’ personalized content streams, article pages and image galleries across Yahoo mobile and desktop products,” writes Ned Brody, Head of America’s for Yahoo, in the announcement.

Netflix is among the advertisers currently running the new native ad formats, as seen in the example ad for “Orange is the New Black” provided above.

About The Author

Ginny Marvin

Ginny Marvin is Third Door Media's Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.