We’ve all heard that Yahoo recently did a deal with Google where Yahoo will have the option of serving Google’s paid, image and natural search results on its owned properties and networks. Yahoo would also retain it’s ability to power it’s search through Microsoft and also it’s own search technology called ‘Gemini’.
The new agreement means Yahoo are able to serve Google search results up to 49% of the time on desktop and 100 of the time on mobile and tablet. Yahoo has maintained control over which search queries will be served via Google with no minimum number in place.
What does this agreement mean for Yahoo advertisers?
- Firstly, Yahoo will be bought through three different engines Bing, Yahoo and Microsoft on a query by query basis with no guarantee it will remain consistent. We have seen some queries being served almost exclusively through Bing since Gemini launched earlier this year. It is recommended that advertisers test all three platforms to get a sense of volume and performance.
- Google will see it’s search footprint continue to grow. This means it’s even more critical that brands advertise with Google to ensure ads appear two of the top three platforms. We think this could have an impact of advertisers as Google search advertisers could see an increase in CPCs.
- Budgets must be more fluid than ever to take advantage of opportunities as traffic ramps up and down between the three main platforms. Marketers will have to stay on top of pacing and budget caps due to search engine shifts. Marketers will have to be nimble throughout their campaigns reallocating budget as query volumes between engines shift.
For digital marketers change is the only constant in our industry. We recommend testing and learning with a flexible strategy as always.
Google Chrome has officially blocked all Flash content from displaying that isn’t “central to the website”. This means Flash content such as auto playing video on non-video website’s will automatically be paused. The option to play will still be available. This will not effect video players on websites such as YouTube.
The new Flash blocking feature was first released as a beta version on Chrome earlier this year, the initial reason was battery life, with the pop up ads consuming a lot of CPU capacity.
The Flash update could also help fight against malware attacks with Flash having a long history of exploits, the most recent in July where hackers were able to remotely execute malicious code. The latest changes will put pressure on some advertisers who have been focused on Flash to incorporate HTML5/CSS3 adverts which they should have done a long time ago.
The majority of advertisers are still designing Flash adverts even on mobile, despite mobile devices never fully supporting Flash in the first place. Google automatically converts Flash ads on the adwords network to HTML 5 while some sites do not accept the ads at all. A recent report by mobile ad management firm Sizmek claimed that advertisers tried to deliver more than 5.35 billion Flash ads in Q1 2015—which ended up defaulting to static images—versus 4.25 billion HTML5 ads.
We recommend discussing options with your digital agency, an ad built in html5/CSS3 will work better than a converted Flash ad. We at Big Fusion can create ads using the latest technology, to discuss your requirements contact us today.
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