Marketers are Developing Ads That Capitalize on Empowerment of Users: Yahoo's Brad King

EyeforTravel Special: Sales and Marketing in Travel USA 2007

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. October 14, 2008

By Ritesh Gupta, Global Correspondent & Managing Editor, EyeforTravel

Whether it's Web 2.0, which is paving way for better understanding of audience preferences, advertising options on the Internet or emerging tools such as video advertising, it is getting imperative for travel marketers to find optimal ways to reach users at their passion points.

Under such scenario, Yahoo! Search Marketing acknowledges that its goal is to be a consultative partner to travel marketers, rather than just being another advertising provider.

Brad King, senior director, travel category, Yahoo! Search Marketing says his company wants its advertisers to know that it is looking out for their best interests by proactively researching and finding answers to marketers' questions. And eventually, guiding clients in making the most informed and effective decisions.

"Yahoo! is also one of the first companies to realize the potential of social networking and is bringing people together online through open, community-driven services. This insight means that we have a deep understanding of our audience and can track what consumers want and how their desires are evolving over time. Armed with this knowledge, we are able to better serve our travel marketers and work with them to develop truly impactful campaigns," he told EyeforTravel.com's Ritesh Gupta.

King, one of the speakers for the Sales and Marketing in Travel USA 2007 to be held in Miami on May 9-10, acknowledges that Web 2.0 has certainly opened new doors for travel marketers that enable them to better understand their audiences. (For more information on this conference go to: www.eyefortravel.com/smusa2007 )

When queried how Web 2.0 is effective in tapping their prospective audience in a precise manner, he said, "We like to say that - Reach still matters, but not all consumers are created equal."

"Social networking inherently encourages the sharing of information among the user community, which enables us to determine what consumers like/dislike. Because the "we" media generation is ever-present within the Yahoo! network with many social media outlets and user-generated content (UGC), we can pinpoint the consumers that advertisers want most to target. We're giving advertisers more vehicles to reach consumers at an increasingly granular level, " he said.

On this topic, in particular, the company conducted a brand advocacy study which determined that brand advocates are connected opinion leaders who distinguish themselves by demonstrating their passion for sharing opinions and influencing others around them. The study showed that two out of three regular social media users are advocates, which for advertisers means that Web 2.0 and the growth of social networking communities represent the ideal prospective audience.

"We know that for advertisers, advocates are a valuable target to reach pre-transaction, primarily because they are more open to influence at the beginning of the research process. Not only do they help spread awareness by telling twice as many people about their purchases, but also -- more importantly -- they have a 2-to-1 rate of actually converting a friend or family member to make the exact same purchasing decision," he said.

"With our knowledge of the power of brand advocates, it is not surprising that we've seen a growing trend for advertisers in this new social networking medium. Marketers are developing advertisements that capitalize on the empowerment of users. As one example, Special K cereal launched a new, interactive weight loss challenge prior to the New Year's holiday that encouraged the sharing of information in the battle against fighting the holiday bulge. In reality, this was an online advertising campaign strategically designed with a social networking model in mind; but, unlike with traditional graphical advertising, this campaign captured target consumers according to their interests, and in a way that was useful and engaging," added King.

Sales and Marketing in Travel USA 2007

An interview with Brad King, senior director, travel category, Yahoo! Search Marketing will be posted during our event - Sales and Marketing in Travel USA 2007, being held in Miami on May 9-10. For more information, including an full agenda and a list of speakers go to - www.eyefortravel.com/smusa2007 or contact:

Helen Raff
VP North America
+44 (0) 207 375 7582 (UK)
[email protected]