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May 02, 2005
Yahoo! News Gets Facelift for Users, Advertisers
As part of the redesign, Yahoo! implemented a tabbed navigation interface, giving each section its own page that's reachable from the news home page. Putting the navigation across the top of the page also makes more room for content, and the page's ad, above the fold.
The number of ad units on each story page was reduced from two -- a banner at the top and a skyscraper down the right side -- to a single 300x250 ad placed within the content well. Yahoo!s intention is to make the ads stand out more and give the advertiser a greater share of voice, said Neil Budde, general manager for Yahoo! News.
"With the redesign, we were trying to open up the page, and make it cleaner for users as well as advertisers," Budde said.
The company also hopes that reducing supply will help it bring in more dollars per impression. The 300x250 units are more in demand, so they tend to fetch a higher CPM, according to Budde.
This strategy was also recently employed by Ask Jeeves, which reduced its ads above the fold on search results pages by 31 percent, and still upped its profit. The company attributes the improvement to giving users a better experience
Continue Reading "Yahoo! News Gets Facelift for Users, Advertisers"
Posted by Don at May 2, 2005 09:26 AM
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