Harnessing the power of intent-driven advertising

How data signals across devices can help marketers reach the right customers

For many consumers today, digital devices are a firmly entrenched part of life. Mobile phones are our constant companions – we spend an average of 3 hours and 40 minutes on them! Tablets keep us informed and entertained. Laptops cover our productivity needs at work and at home. But rather than focus on one gadget at a time, we’re constantly moving from device to device, even to complete a single task.

The fact that consumers are so digitally tethered has been a boon to marketers. Marketers are awash in consumer data. So much data. But parsing through it, making sense of it, focusing on the right parts of it, and then using it effectively are just some of the challenges all this data presents.

What can the data really tell us? Every action a consumer takes on a digital device is a potential signal to what that consumer needs, wants, likes, and more. It helps us ascertain a consumer’s intent. But in an environment where consumer attention is so fragmented across devices, how do you tie all of those signals together to form a comprehensive consumer profile?

Advertising technology is helping to solve for this, to give marketers the ability to target the right audience, across devices, at scale and deliver the right message based on a particular consumer’s intent. Search advertising platforms are one example. But the digital landscape has evolved a lot since the introduction of those text-based ads. We now have more ad formats – visually stunning ad formats, in fact – that you can use to engage consumers, while still tapping into the richness of intent-based signals.

Yahoo Gemini helps marketers achieve measureable results with intent-driven advertising by leveraging billions of data points culled from a range of activities, including search, communications, app usage, social preferences and content consumption. This vast range of consumer signals that Yahoo has insight into helps form a more complete picture of intent than search alone. With more signals, we can accurately target your search and native ads to an audience that is more likely to engage, which can improve the performance of your marketing efforts.