In recent years, with the steady development of the Internet environment and the rapid spread of smartphones, the development of various Web-based businesses and services has exploded. Among these, the web advertising market continues to attract attention year by year, and it is no exaggeration to say that the web market is made up of web advertising. Web advertisements are displayed as a matter of course when you casually use your smartphone or PC in your daily life. In fact, in Japan, the market size of web advertising continues to expand rapidly, surpassing that of TV advertising.
One of the platforms that supports web advertising is Yahoo! Advertising, provided by Yahoo! JAPAN. Yahoo! Ads, together with Google Ads, supports the domestic advertising market, and through various updates, it has grown into an advertising medium that is supported by many users. In this article, what is Yahoo! Ads? From this point on, we will introduce in detail the characteristics of Yahoo! Ads and the differences from Google Ads, which has a high approval rating around the world.
What is Yahoo! Ads?
Yahoo! Ads is a service that allows you to distribute web advertisements within the “Yahoo! JAPAN” platform. Currently, Google Ads boasts a high share of the domestic web advertising market in Japan, but Yahoo! Ads also has the second highest usage rate after Google Ads, and can be said to support the two pillars of the domestic web advertising market. It’s the situation. Although I haven’t paid close attention to the existence of Yahoo! ads, there are some users who use Yahoo! to search when they have various questions or to view the daily news. Isn’t it?
There are actually two types of Yahoo! ads.
The first one is the “Listing” ad, which is provided as a “Search Ad”. Search advertising is also incorporated into Google Ads, which boasts the world’s top market share, and can be said to be the most popular advertising method in the web advertising market. “Search advertising” also plays a major role in Yahoo! Advertising and is building the foundation of Yahoo! Advertising.
The second type of advertising is called “display advertising.” Since it is a display advertisement provided by Yahoo!, it was also abbreviated as “YDN”, which stands for “Yahoo! Display Network”, but it is now called “Yahoo! Advertising Display Advertising (Proactive)”. , and is sometimes referred to as “YDA”. Now, let’s take a closer look at the two types of advertising methods used in Yahoo! Ads.
About Yahoo! Search Ads
Yahoo!’s search advertising is an advertisement that is displayed on search results associated with a keyword when a user actually enters a keyword and takes a search action using the search engine within the platform provided by Yahoo! JAPAN. This is a “Listing Advertisement” service that allows you to display. The actual display screen is a text ad that is displayed only as text. Users who use search engines to perform searches are likely to have a certain purpose in mind when searching, so it can be expected that they have a high degree of interest in the purpose. Therefore, by using Yahoo! Search Ads, you can expect to reach a highly sensitive user group whose needs have become apparent, making it possible for your company or marketer to expand the services and business they provide.
About Yahoo! Display Ads
Display advertising provided by Yahoo! is a service that allows advertisements to be distributed on websites and apps provided by Yahoo! JAPAN. Image and video ads allow you to use not only text but also creatives such as images and videos in the ad distribution space, allowing you to visually approach web users with your business and services. .
Yahoo! Display Advertising works to maximize distribution objectives in line with the diversification of various objectives, such as the number of clicks and number of views that advertisers place emphasis on in their advertising distribution objectives.
In addition, targeting is performed based on the various user signals that Yahoo! has accumulated, such as the gender, interests, age, and region of web users, making it possible to accurately approach target users through advertisements. This is a revolutionary service that allows you to deliver your business and services to the intended users without any waste.
Yahoo! user details
After Google, Yahoo! JAPAN has a stable and expanding demand in Japan, but its users also have various characteristics. Nowadays, with the spread of smartphones, you can enjoy the Internet no matter where you are. According to Yahoo Japan Corporation, the user reach rate of Yahoo! Advertising is 83% for smartphone users and 64% for PC users. Looking at the users by age group, the largest number of users are in their 40s and 50s, and active usage is seen among business people and housewives. Another feature is that the gender ratio is small compared to other platforms, so even if you are thinking about using Yahoo! Ads to develop your business or service, it is a relatively easy advertising medium to use. It becomes. The average annual income of users tends to be high, and it is expected that users will be used by people with a fulfilling lifestyle, so disclosing information related to food, clothing, and shelter will have a high affinity, making it possible to approach the desired users.
Yahoo! Ad placement locations
As explained above, there are various placement locations for “Yahoo! Search Ads” and “Yahoo! Display Ads,” so we will introduce them in detail.
Yahoo! Search Ads
Yahoo!’s search advertising is a service that allows web users to perform search actions on search engines within the platform provided by Yahoo! JAPAN or on affiliated sites, and display related advertisements linked to the search results. Ads are actually displayed on the Yahoo! search results screen. In addition, there are various affiliated sites such as Nifty, So-net, Bing, and Asahi Shimbun Digital, making it possible to deliver advertisements to a large number of web users.
Yahoo! Display Ads
Yahoo!’s display ads can display advertisements using images, videos, and text within various services provided by Yahoo! JAPAN and on affiliated sites. Various services include Yahoo! Chiebukuro and Yahoo! News, which are familiar today. In addition, affiliated sites include Cookpad, goo, Tabelog, Yomiuri Shimbun Online, Mainichi Shimbun Digital, Asahi Shimbun Digital, Diamond Online, Toyo Keizai Online (*as of February 2021), and a wide variety of websites. It is possible to distribute advertisements to users.
Yahoo! advertising costs
The costs of Yahoo! Ads are based on a pay-per-click system for both search ads and display ads, which I explained above. A pay-per-click system is a system in which a fee is incurred only when a web user clicks on an advertisement displayed on the site or on an affiliated site. The actual cost is calculated from “Cost = Number of clicks x Cost per click”.
Since the cost is incurred only when the ad is actually clicked, it is possible to minimize the number of ad clicks by users who are not intended for delivery, and to deliver your ad to the intended users without paying unnecessary advertising costs. Increase advertising cost effectiveness. Also, keep in mind that advertisers can set their own costs for each click of an ad and the daily budget limit, so they can operate their ads with peace of mind.
Advantages of using Yahoo!
Yahoo! JAPAN, which operates Yahoo! Advertising, has a high penetration rate in Japan, and its domestic portal sites have a strong ability to attract customers. By making full use of Yahoo! JAPAN’s strength in attracting customers, it is possible to deliver your business and services to many web users through Yahoo! Advertising. When it comes to web advertising, Google Ads has great power in Japan and has many users, but if you can expand your budget or allocate it, we recommend using Yahoo! Ads in parallel with Google Ads. By using Yahoo! Ads and Google Ads, you can cover most of the web advertising in Japan, and you can expect further expansion of your business and services. In addition, the age range and average annual income of users are relatively high, and it can be expected that they will establish stable lifestyles, so they are actively diversifying their purchasing intentions and hobbies. It will be easier to connect.
Safety is also guaranteed because the distribution destinations where advertisements are actually displayed are mainly corporate websites. Yahoo! Ads can be expected to be used safely and securely for both web users and ad distributors, ensuring credibility. In addition, displaying advertisements provided by oneself on a corporate website will lead to branding for both the advertiser and the company, so displaying advertisements will be effective in various aspects.
Difference between Yahoo! Ads and Google Ads
From here, I will briefly explain the differences between Yahoo! Ads and Google Ads.
There are differences in ad delivery destinations
Since Yahoo! Ads and Google Ads operate on different platforms, there will be differences in the actual delivery and placement of ads. Yahoo! Ads is an advertising service provided by Yahoo! JAPAN, so advertisements posted on Yahoo! JAPAN’s search results, the sites it provides, and affiliated sites will be displayed. Display advertising has the characteristic that advertisements are displayed in places such as Yahoo! Chiebukuro and Yahoo! News, which are familiar to the general public. On the other hand, with Google Ads, ads are displayed on Google search results pages and other sites affiliated with Google. Google’s display ads also offer ad delivery destinations such as Gmail and YouTube.
Differences in website user demographics
The major difference between Yahoo! Ads and Google Ads is the difference in user demographics. Yahoo! Ads’ target age group tends to be older, ranging from those in their 40s to 60s. On the other hand, Google Ads has a wide range of users, from people in their 20s to people in their 50s, and the usage rate tends to be highest among younger people. Therefore, when developing your own business or services through advertising, it is important to identify the age group you are approaching and the devices they are actually using, and to select advertising destinations that are appropriate for your target users. This allows you to make the most of your advertising effectiveness.
There are differences in the content of targeting.
Targeting is important when using web advertising. By clarifying targeting, you can improve the quality of ad delivery and display ads accurately to the desired users. In fact, Yahoo! Ads has the advantage of being able to segment age groups more finely than Google Ads, making it possible to target age ranges from 15 years old to 69 years old in 5-year intervals, 70 years old and over, etc.
Please keep in mind that one item that can be used with Google Ads targeting but not with Yahoo! Ads is the targeting of “parental status.” In addition, for the targeting function that narrows down the area and distributes advertisements to a limited area, it is possible to set “by prefecture” and “by city, ward, town, village” in both Yahoo! Ads and Google Ads, but with Google Ads, you can set It has a function that allows you to set a radius and set the area where advertisements will be distributed.
There are differences in ad display options that can be set.
Ad display options are a part of the service that allows you to make important settings related to ad display. It has the feature that advertising effectiveness can be expanded by implementing various settings, and it is an important aspect when placing advertisements. By taking advantage of the available ad display options, the actual display surface of the ads displayed will be expanded. It also allows you to include more detailed information about your business or services within your ads. By configuring various settings, you can expect to have more points of contact with users and improve advertising effectiveness than if you did not set any settings.
Comparing Yahoo! Ads and Google Ads, there are actually more display options that can be set with Google Ads, and if you judge only by how the ad display screen looks, you will feel that the content is larger. I am. In fact, Google Ads has 10 display options that can be set, while Yahoo! Ads consists of 4 display options.
summary
In this article, what is Yahoo! Ads? From this point on, we introduced the characteristics of Yahoo! Ads and the differences from Google Ads. Until now, many people may not have been able to understand the differences from Google Ads or the characteristics of Yahoo! Ads. It turns out that Yahoo! Ads has a variety of features that are unique to Yahoo! Ads. However, when compared to Google Ads, there are clear differences in the features that can be set and the user base. Additionally, we were able to confirm that Yahoo! Ads can compensate for areas that Google Ads cannot. If you are actually thinking about running ads, you should not narrow your focus to either Yahoo! Ads or Google Ads, but rather assess the characteristics of the business or service you are providing and be flexible in choosing where to place your ads. When the current advertising situation has reached a plateau, when the service content to be provided changes, or when it is possible to expand the advertising budget, it is recommended to implement Yahoo! Ads and Google Ads in parallel. I would like to make a suggestion.