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.

The majority of CPG purchase decisions are made in front of that shelf—usually in a matter of seconds. When a brand is hard to find or out-of-stock, the consumer chooses another brand to meet her needs. Similarly, when a consumer searches for CPG product information online, the search results page becomes a “digital store shelf.” The consumer expects leading brands to be present. This groundbreaking research provides a deeper understanding of online search behavior for consumer packaged goods.

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.

The Conexión Cultural/Connected Culture summit series addresses the intersection of media and technology in the daily lives of U.S. Hispanics and highlights the impact of language and ethnicity on U.S. Hispanic media consumption. For marketers, this study not only reveals the way U.S. Hispanics communicate and consume media and entertainment, but also shows how to best position a brand to this audience.