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September 20, 2017

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Yahoo confident its native ad service will expand in Taiwan

TAIPEI -- Yahoo Inc. said Monday its native advertising service in Taiwan is very likely to expand, as the new marketing concept has attracted many brand customers in the country and helped them save costs.

The Internet portal said it has landed major brands like Sweden's furniture retailer IKEA Group, Japanese electronics maker Hitachi Ltd. and South Korean electronics giant Samsung Electronics Co. on its native ads platform, which was launched in Taiwan in late June.

Native advertising allows publishers and advertisers to deliver paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer feels the ads belong there.

Yahoo said that Samsung, for example, has subscribed to native in-stream ads on Yahoo's desktop and mobile products to promote the Galaxy S5 flagship smartphone.

With the adoption of Yahoo's native ads, Samsung has seen its click through rate on S5 ads in Taiwan increase to five times the number in June, at about a third of the cost, said Lisa Hsieh, senior director of Yahoo's sales group.

"We are highly confident about the expansion of this type of advertising," Hsieh said at a media briefing. "Although we are offering only limited pages and exposure for the service because it has just been launched, we will continue to expand its reach based on market demand."

In May this year, Yahoo rolled out image-rich native ads that were designed to be "mobile first." When people tap on the ads, they can visit the brand's site directly or view a full-screen visuals "for even greater interactivity and impact," Yahoo said.

Native advertising is flourishing across social media, content portals, news properties, video-sharing sites and streaming services, according to research firm eMarketer.

Increased mobile use of these venues has fueled much of the growth, since native ads work best in the content streams that people tend to access on smartphones and tablets, eMarketer said.

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