Yahoo enables digital ads for shoppability
Yahoo Advertising is partnering with e-commerce platform Pear Commerce to directly connect digital advertisers and consumers.
The tech giant is leveraging the Pear Commerce Pear Connect solution to make “instant shoppability” possible. Utilizing Pear Connect, Yahoo Advertising enables online shoppers to connect to retailers and CPG companies to make purchases with single click from digital ads supported by the Yahoo Advertising demand-side ad platform.
Working together, Yahoo Advertising and Pear are enabling performance marketing across Yahoo Advertising's demand-side platform (DSP) to facilitate premium inventory buying and ad targeting. Shoppers will be directly connected to in-stock products from relevant retailers directly from the ad unit. Meanwhile, marketers will gain access to insights into the effectiveness of their campaigns through first-party e-commerce data.
Yahoo extends ads functionality to Lowe’s
In collaborating with Pear, Yahoo is expanding its retail and CPG offering, which also includes support of media networks like the Lowe’s One Roof Media Network. Lowe’s Cos. Inc. is partnering with Yahoo to expand its capability to connect advertisers with its customers.
The leading home improvement retailer launched Lowe's One Roof Media Network, a retail media service designed to provide a portfolio of omnichannel advertising services, in October 2021. The platform includes data-driven insights integrated with analysis of consumer behaviors and home category trends, as well as customized advertising products.
Now, Lowe’s is collaborating with Yahoo to make the tech giant’s demand-side platform (DSP) and Yahoo ConnectID sustainable identity solution available to brands participating on the One Roof Media platform. One Roof Media users can leverage Yahoo services including digital out-of-home (DOOH) and additional third-party supply available through the Yahoo Exchange.
Lowe’s intends the move to open new opportunities for brands to connect with consumers through personalized, omnichannel experiences beyond its owned and operated platforms, as well as the ability to drive in-depth campaign measurement and sales attribution. In developing the One Roof network, Lowe's partnered with retail media technology and service providers CitrusAd and Criteo.
Yahoo helps Toyota drive sales with augmented reality
In other recent advertising-related activity, Yahoo partnered with automotive brand Toyota to create an immersive digital experience promoting its new 2023 Toyota Crown. For Toyota’s “Says So Much” Crown campaign, Yahoo and Toyota collaborated to develop a multi-level campaign strategy featuring AR.
Toyota’s AR promotion allows users to virtually explore the new Crown from the outside in, take a 360-degree walk around the vehicle, sit in the driver's seat, and virtually drive the vehicle. The experience also includes highlights into specific car features.
Through this campaign, Toyota can obtain consumer insights from Yahoo, such as top color choices and features of interest. In addition to collaborating with Yahoo on its new AR experience, Toyota is working with Yahoo to target consumers through additional digital touchpoints, including digital out-of-home (DOOH) advertising, banner displays, and connected TV (CTV) pre-roll in customer homes.