Yahoo Pairs Display, Search Sales for Non-Brand Advertisers
Hires former Microsoft exec to helm search and display ad teams serving mid-market clients.
Hires former Microsoft exec to helm search and display ad teams serving mid-market clients.
Yahoo’s latest online ad hire brings it closer to integrating its display and search offerings. The company hired former Microsoft ad sales director Seth Dallaire to head up Yahoo’s search and display ad sales teams serving mid-market advertisers.
Until now, Yahoo’s mid-market search and display sales departments were separate. Now, the heads of those teams will report to Dallaire, according to a Yahoo spokesperson. Dallaire started with Yahoo October 1.
While the firm’s mid-market salespeople do have contact with their accounts, their approach to their market differs from that of Yahoo’s more hands-on field sales team. The mid-market reps serve large advertisers that do much of their search ad buying and management on their own through Yahoo’s automated system; these clients tend to be direct response advertisers.
“These advertisers don’t need the field sales rep, the face-to-face rep working with them,” the spokesperson told ClickZ News.
The field sales team, on the other hand, deals directly with large brand advertisers. “Brand advertisers have a different set of needs,” added the spokesperson.
Yahoo has made moves to break down the walls between display and search in the past few years. In 2007, the firm announced it would combine its separate display and search advertising departments into one holistic operation, the goal being to make it easier for advertisers to place integrated search and display campaigns. Clearly Yahoo still had some work to do to achieve its promised sales force consolidation.
The company also has indicated it wants to enable search and display ad buys through a single platform. It is unclear how far along Yahoo is in that pursuit.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article