Date: October 2009
Cyber Monday remains a top online shopping day, but this study by Yahoo! Network Insights team showed that online shoppers actually convert better on Black Friday. Both days received higher online traffic and conversion rates (with lower click through rates) than an average day in November. The study recommends that online merchants invest throughout the month of November to build the awareness to drive lower funnel activities during the holiday shopping season.

This Yahoo! Insights Snapshot explores how advertisers can manage reach and frequency to maximize response rates in online advertising. In both digital and traditional media, much has been written about ad frequency and its impact on response rates. How much is enough? How much is too much, and where is the point of diminishing returns? This paper examines the issue, specifically in the context of targeted online ads.

By creatively using a property of Yahoo!, MediaVest earned the Media Plan of the Year in Digital Award for their use of Yahoo!’s The Thread. Click below to read the article published in AdWeek.

Recognizing the scale of green audiences today requires a different approach to advertising that drives greater relevance. The green audience has gone mainstream, reaching more consumers and growing increasingly fragmented, requiring a segmented approach to motivate them to action. This summary highlights four unique green segments, motivations by product category and optimal locations for finding them as they look for further green information.

Date: November 2007
Gone is the day when you could count on consumers living in the neighborhoods around your dealership for sales. These days, consumers go to great lengths to research and find their ideal dealership. This part of the study examines the process and resources automotive shoppers use to help them decide which dealerships to interact with.

This portion of the study takes a closer look at car shopping from the consumers’ perspective. It examines the new buying influences that impact how consumers shop and pre-select dealerships, why they switch brands, the rising influence of online dealership reviews and the value of transparency in interactions with dealership sales staff.

“Poli-fluentials” are the most active American adults in politics—they are the likeliest to volunteer, donate, promote candidates and join causes through both online and word-of-mouth advocacy. This study provides a deeper understanding of poli-fluentials and shows candidates and advocacy groups where to find them, how to get their attention and how to take advantage of their unique characteristics.

Movies have been a cornerstone of American life for some time; that’s not going to change. What has changed is the ways in which moviegoers engage with movies through other media, before and after they are released in theaters. This study was undertaken to increase our understanding of when and where searchers begin looking for information on movies, how search behavior changes throughout the movie release cycle, the impact search has on movie theater attendance and the demographic and psychographic profile of moviegoers who use online search.

How has the Internet impacted the way consumers shop and how much they spend, both online and in-store? This study explores the impact of search marketing and display advertising on online and in-store sales across major retailer segments.

When it comes to forging relationships with financial consumers online, generating brand awareness simply isn’t enough. People investigating financial products and services online need to be engaged at a deeper level in order to embark on a new financial relationship and, eventually, to convert. Often, search is the starting point for deeper consumer engagement. To better understand how different levels of online engagement impact conversions, Yahoo! commissioned Compete Inc. to survey people shopping online at leading financial services sites.

We live in a world where consumers are deeply engaged when it comes to their health. As consumers search online to educate themselves about disease states, cures, drug information and support, there’s one common truth: they trust discussions with other consumers when it comes to information on their health. This presents both a challenge and an opportunity for pharmaceutical companies to gain consumer trust and loyalty, especially in this age of multimedia. Industry experts, Jack Barrette and Bonnie Becker, explore this topic in an article written for Yahoo!