#nativeshowcase

Amidst the pressure from exams, pursuing college degree and making career choices, Hong Kong youngsters are no doubt going a lot of stress. Oath has a solution to cope with this group of audience segment.

Building on top of the successful, decade-old Yahoo Education portal, the latest Live & Learn Content Hub is surely a refreshing Education portal for youngsters. Launched in late June 2018, Live & Learn attracts Hong Kong teenagers with trending education- and school life-related topics, career tips and an interactive calculator for students to better plan their lives ahead.

Focus in the Young Segment Content specifically targets students looking for information in secondary school selection, furthering studies, alternative career paths and general teenage-related inquiries. Sub-categories include titbits on general studies, overseas pursuits, school life, liberal studies, extra-curricular activities, hobby classes, sports events, result releases, working holidays, career perspectives, start-up opportunities, as well as perspectives for both JUPAS and non-JUPAS students.

JUPAS Calculator A total of 12 new articles are updated on a monthly basis alongside selected and related news from Yahoo. Even more practically, the website spotlights on a JUPAS Calculator to help students navigate confusing score formulas and admission weights. During the last JUPAS result release, just 10 days after its official launch, the page attracted 65,000-plus unique users. 

Liberal Study on Social Media  Additionally, Live & Learn also extends to Social Media to remain top-of-mind for students with an Instagram account – whimsically dubbed “Liberal Studies for Lazy People” – to share lifestyle-oriented news and stats like germ count on MTR handlebars and number of times Hong Kongers travel per year (it’s five, by the way).

The young segment has eyes glued to our portal. In just 10 days since the launch, the portal attracted 79K+ UU.  Particularly on July 11, the day of DSE exam result release, there were 142K+ PV garnered, drawing high engagement from the targeted audience. 

Yahoo Native Advertising Suite continues to innovate and create new features that cope with the market and enhance audience engagement.  Brands can now base on different campaign objectives to adopt various formats and features of Native Ad to improve campaign ROIs.

Besides displaying a single image in a standard Native Ad, Native Carousel Ads allow brands to use multiple images to tell users a visual story. With each image links to a unique landing page, now you can take users to different pages of your website, driving much deeper user engagement. Users can also scroll through the Carousel Ad to find out offers or to learn more about the brand. A recent comparison has shown that advertisers who ran both Native Carousel Ad and Native Image ad revealed a 43% higher CTR for Carousel Ads.

More creatively, a long ad image can be divided into 3 - 5 long sequential portrait-oriented images, enticing potential users to navigate through the Carousel Ad to find out more.

With Carousel Ads, advertisers have the ability to serve ads that:

Deepen Engagement: let users scroll through the Carousel Ad to find out more about the brand and look through various offers and/or products.

Uplift Branding: better brand recall/association with a bigger canvas (up to 5 vertical screens), and each screen contain an image, an ad description and an unique URL.

Reach Quality Audience: Carousel ads are served to Yahoo Network including Yahoo News App, Finance App, and throughout the Yahoo Portal.

How our clients are getting the best out of Carousel Ad?

Client: Tourism Australia

Objective: Increase flight bookings to Australia among US travelers

Strategies: In June 2017, Tourism Australia worked with Oath to run a native advertising campaign designed to engage its target demographic of high-value U.S. travellers who have the time to head down under. After seeing success with Oath’s targeting capabilities in previous campaigns, Tourism Australia was on board when its media agency, Universal McCann, suggested a month-long of Yahoo Native Ad campaign.  

UM was confident that native ads would reach the right person while they were “ in the right mindset, ultimately driving qualified prospective travelers to partner sites at an efficient rate. These native ads were a perfect fit for a travel promotion because they leveraged compelling visuals showcasing Australia’s natural beauty. The campaign featured traditional native ads and a new native carousel ad that enabled potential travelers to truly experience the land down under through multiple photos.

Client Testimonial:

“This successful native ad campaign inspired travelers across the US. Oath drove a tremendous number of visits to our website, plus a high number of click-throughs to our partners at a very low cost per lead. The campaign hit our goals on all levels.” — Jane Whitehead, Vice President of Tourism Australia

Results:

Yahoo Native Advertising suite will continue to innovate and provide additional functions and features to help our clients build their brands.

Three in four shoppers abandon their shopping cart, which makes retargeting a vital tool in re-connecting with high-potential customers. Dynamic Product Ads (DPA), in our Yahoo Native Advertising suite, is a feed-based retargeting solution personalized to users’ unique shopping history. It helps capture and retarget shoppers during different stages of their shopping journey.

As an example, a campaign with DPA adopted can indentify the following types of shopper for retargeting purpose:

Product viewers who only visited your page but did not select anything for the shopping cart.

Potential customers who have added a product(s) to the shopping cart but did not complete a transaction.

Purchasers who have completed a purchase.

With stages of the shopper mentality identified, advertisers can then set bids to retarget different kinds of shoppers, base on the purchase funnel, to lure potential ones (the ones who showed interest sans purchase) with a DPA that repeatedly entices them with products they are interested in. As a result, a healthy and prospective stream of revisiting shopper are attracted back in to your website to close the deal, hence increase campaign conversion rate.

With DPA, advertisers have the ability to serve ads that are:

Relevant: Show products from your website to shoppers that have visited your website and viewed your products.

Dynamic: Use your catalog feed to automatically create native ads that immediately capture their attention.

Scalable: Rely on Yahoo’s extensive reach to connect you to your target audience from search to purchase.

How our clients are getting the best out of DPA?

A Sportswear company who have adopted DPA found a significant improvement in campaign performance and ROI:

An Online Beauty Store had adopted DPA and experienced a 6x improvement in conversion:

Yahoo Native Advertising suite will continue to innovate and provide additional functions and features to help our clients build their brands.