Yahoo has just launched a service called Smart Ads. Smart Ads is an ad unit that uses behavioral, demographic and geographic targeting capabilities to create ads from submitted elements based on the user.
“For example, if a user is browsing for hybrid cars in Yahoo! Autos and has selected San Francisco as their default location in Yahoo! Weather, Yahoo!’s SmartAds platform can assemble and deliver a display ad in real time that showcases a hybrid vehicle from a major auto brand, as well as local dealer information and current lease rates. This provides a relevant experience to the user and allows the marketer to reach a user who is likely to become a customer.“
The press release is here.
The NY Times wonders if Ad Agencies will be smart enough to get their heads around it…
“Another challenge for advertising agencies will be adapting to the mindset that there will be thousands of versions of ads. For years, creative staff at ad agencies have worked to come up with the few ads â€“ or sometimes the one ad – that encapsulate a brand or product message. The most prestigious industry awards for agencies typically celebrate â€œthatâ€ memorable ad.
But targeting different messages to different people will require endless versions of ads, and technology that splices and dices footage every which way.“
More opportunity for tech savvy search marketers, methinks…
There’s a demo of the system here.