Yahoo Launches ‘Smart Ads’ For Advertisers

Posted by Vaibhav

June 25, 2008

Sunnyvale, California-based online player Yahoo! Inc. has launched two innovative advertising solutions - HotJobs Smart Ads and Premium Company Profiles. The aim behind this move is to assist recruitment advertisers achieve their recruiting and branding objectives by providing additional job listings to the candidates.

The internet company said that Yahoo! HotJobs is a platform that helps transforming job listings into highly relevant display ads, tailored to active as well as passive job seekers across the Yahoo! Network. As per the criteria containing HotJobs registration information and behavioral data, the ‘pilot program’ aims at specific job hunters.

Launched in July 2007, the Smart Ads system uses creative assets and direct feeds of existing offers provided by advertisers to create the display ads.

Also, HotJobs released a company employment brands demonstrating ‘Premium Company Profile’ which uses rich media and company-specific content from the Yahoo! Network. The service offers a dedicated page which features information on company culture and corporate videos to help new recruits make better decisions.

By merging with Yahoo! Answers and Yahoo! Finance, each page contains an additional layer of information and insight regarding the company. Moreover, the page also includes complete listing of positions that are available to job seekers.

Yahoo announced the two new products at the Society for Human Management (SHRM) Annual Conference in Chicago recently.

The firm said that recruiters can find the right candidates by leveraging Yahoo’s innovations in targeting – contextual targeting, behavioral targeting, career interest, location, and HotJobs’ R.E.A.L search ranking system.

Yahoo hopes to attract advertisers in order to boost its revenue in the midst of a proxy fight with Carl Icahn, the activist investor, for control of the board. As per research EMarketer Inc. in New York, the company accounted for 16% of the $21.1 billion U.S. internet advertising market last year, and had a fall in net income in eight of the last nine quarters.

Along with the various benefits stated above, Yahoo will also assist recruiters build business profiles that allow potential applicants get more acquainted with the company through news and corporate videos, as well as search for vacant positions.

Finally, Yahoo said that the new products are created keeping in mind the strategy to become the ‘must buy’ solution for recruitment advertisers. It further expressed that it will continue to innovate and drive improved performance for its customers along with the industry.

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