March 16th, 2010 by Geoff
Wal-Mart and Yahoo have agreed to sign a huge advertising deal that will promote the world’s largest corporation through a range of online media. These will include original branded content, corporate sponsorships and display advertising on Yahoo’s network of sites. It is the largest deal ever brokered between Wal-Mart and a single online publisher.
The recent Wal-Mart deal is also the largest of its kind ever worked on by Yahoo due in part to the new structure at the company associated with advertising clients. The Yahoo Sales Team breaks advertisers into three main types: Branded Advertisers, Performance Marketers and Local Businesses. Through implementing this change, it is possible to assemble a more intricate balance of content and ad placement for prospective clients to insure a bespoke service, such as the Wal-Mart Campaign.
An integral part of the campaign is the development of three Wal-Mart branded web series which will appear on ‘Shine’, Yahoo’s content hub targeted towards women. One of the three series called ‘Real Life Make Over’ will focus on Wal-Mart product placement. The buy also includes the sponsorship of major lifestyle and sporting events, such as the recent Academy Awards where users visiting Yahoo’s dedicated Oscars page were greeted by one of two prominent Wal-Mart Ads.
The deal brokered represents huge benefits for both parties; with the associated revenue resulting in a huge boost for Yahoo who have been taking numerous steps to revamp their ad services in an attempt to appeal to marketers. Wal-Mart can also anticipate a return due to an expected readership of 23 Million internet users viewing one of their ads an average of 5.6 time each during the time the campaign is live.
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