Advancing native advertising with a new integration

January 31, 2018

Kenshoo and Oath leaders recently took the stage at Kenshoo's annual marketing conference, K8, to announce a new integration with Yahoo Gemini that will enable marketers to manage their native advertising campaigns in addition to their search campaigns.

At K8, Courtney McKlveen, Oath's Head of U.S. Field Sales shared, "With 60 billion native impressions a month and mobile-first ad units, Yahoo Gemini helps brands connect with consumers, creating higher brand affinity and better responses to ads. We're excited to announce that Kenshoo is extending their integration with Oath to support native advertising and look forward to seeing similar benefits with these formats."

79% of SEM jobs have evolved to include non-search digital formats (Oath, August 2017). This supports a recent trend marketers are embracing to improve consumer engagement: leveraging new ad formats beyond the search results page. Yahoo Gemini search on native campaigns enable marketers to do this by combining the performance and relevance of search with the scale and creativity of native. Advertisers such as goSeek have used this solution to achieve a 10x lift in native conversion rates.

Karthik Viswanathan, Macy's Vice President, Search Media, also shared the stage at K8, and later commented, "Through the Kenshoo integration, Yahoo Gemini helps us to seamlessly drive incremental business through the powerful combination of search and native, and in a very customer-centric way. We tap into every customer experience out there because there is a high degree of personalization that comes with native that we are extremely excited about."

Recently, Macy's increased their native campaign spend after seeing positive performance of seasonal and always-on campaigns during which they ran both search and search on native ads through their Kenshoo integration with Yahoo Gemini.

Summarizing the benefits of the Kenshoo and Oath partnership, Shahar Erez, Kenshoo's SVP, Chief Product Officer shared on stage, "Advertisers want the type of engagement you can get from a native publisher. You want to market natively, you want to use their signals, and you want data accuracy. When we examined the emerging opportunities, Oath really stood out — rooted in the innovation of Yahoo, with the real estate available from AOL, all under the roof of data provided by Verizon. Oath is built with a unique set of assets and a rich inventory of ad formats that we think are going to work extremely well for advertisers looking to extend reach and increase the quality of the consumer experience."

Learn more about our native advertising solutions here, or contact us to see how Oath can help you build your brand.