How Yahoo! is partnering with brands to reach this valuable audience
Did you know that women are online 20 percent more than their children? That 32 percent of women read or contribute to a blog? That 48 percent of women say that the Web is the best way to connect with the brands that matter to them?
Mazda Mums
In fact more women are online than men and they're doing things like seeking information to renovate a home, perhaps getting ready for the stork (36 percent) or buy a car (30 percent). Those are some pretty big purchase decisions.
Those were just a few of the golden nuggets of data from a recent Yahoo! survey shared by Hazel Checkley, Head of Travel and Lifestyle during the Internet Week Europe Yahoo! Academy session, 'Yahoo! Studio Presents...Engaging Mums,' Friday.
The figures underscore how deeply women, especially mums, are engaged on the Internet and with brands.
"Mums online are about three things," said Hazel. "Communicate, consume and create."
Where Hazel provided the facts on females, Alec McCrindle, Creative Director, Studio UK & GST at Yahoo!, offered examples of how Yahoo! is helping advertisers reach them through co-branded, interactive and social content.
For example, Alec presented the 'Mazda Mums' campaign which, he said, "offered content that resonates; not just a brochure." The co-branded Mazda-Yahoo! Lifestyle site offered helpful articles on parenting, exciting imagery and a travel tips contest that let users submit their own travel tips and vote on others'.
"My submission was 'don't travel with kids. Leave them behind with their grandparents," joked Alec. "It didn't get any votes."
The campaign got a boost from editorial promotion on the Yahoo! Lifestyle front page and the main Yahoo! home page. And it got results, including 10 times the number of projected users, more than 7,000 competition votes, more than 2,000 social shares and, what it's all about, a 50 percent increase in leads the month that it ran.
Alec and Hazel shared more cool ways that Yahoo! is partnering with brands. To learn more about these and other Yahoo! partnership opportunities, visit Yahoo! Advertising Solutions and contact a Yahoo! representative.
-- Michael Mattis
