Emerging TechnologyMobileToyota Ads Launch in Yahoo’s Livestand iPad App

Toyota Ads Launch in Yahoo's Livestand iPad App

Living ads are priced at $200,000 to $500,000 for packages that run through Q1 2012.

Ads for Toyota’s Prius V appeared over the weekend in Livestand, Yahoo’s new digital reading experience for the iPad. As exclusive sponsor of the new app, Prius has 40 percent share of Livestand ad space during the launch period.

Toyota is using Yahoo’s so-called Living Ad format, designed to grab users with high levels of interactivity, including photography and sequenced videos that use the device’s accelerometer and large canvas. The ads are priced in the $200,000 to $500,000 range for packages that run through Q1 2012, according to Alex Linde, Yahoo’s director of mobile and tablet advertising. He said prices vary according to the look and feel of the ad.

Dionne Colvin, national manager of media for Toyota, said in an email, “This ad unit takes advantage of how users interact and explore with the iPad as opposed to other digital and mobile devices.” She said the novelty of Livestand and the Living Ad will help Toyota make a splash with its car launch.

Unveiled earlier this month, Livestand is a key element in Yahoo’s mobile-centric product strategy. Built using HTML5, CSS3, and JavaScript, it kicked off with 100 general and niche-interest publishing titles. Toyota is joined by another launch sponsor, DreamWorks Pictures film “War Horse.”

In an ad effectiveness study conducted by Yahoo and Ipsos prior to the official launch of Living Ads, users were considerably more likely to interact with a Living Ad for jeans brand Denim & Thread versus a static ad. Forty-four percent of those who saw it had a higher opinion of Denim & Thread after seeing it, versus 36 percent for the static ad.

While the numbers do indicate strong engagement with the ads, advertisers hoping for similar results should plan for a significant production investment. The Denim & Thread Living Ad used assets originally shot in 2010 for a plasma screen “motion poster” format.

yahoo-toyota-in-body

Related Articles

Is Yahoo in the process of imploding?

Media Is Yahoo in the process of imploding?

1y Al Roberts
Verizon acquires Yahoo's operating business for $4.8 billion

Agency Spotlight Verizon acquires Yahoo's operating business for $4.8 billion

1y Sophie Loras
APAC to overtake North America as world’s biggest digital ad market

Asia APAC to overtake North America as world’s biggest digital ad market

1y Sophie Loras
Eight best practices for your native advertising strategy

Display Advertising Eight best practices for your native advertising strategy

2y Guest Writer
Native advertising 101: the good, the bad and the ugly

Display Advertising Native advertising 101: the good, the bad and the ugly

2y Mike O'Brien
Tumblr enters the live video market

Media Tumblr enters the live video market

1y Al Roberts
Report: Alphabet leads Zenith Global Media Owners list but Asia makes waves

Asia Report: Alphabet leads Zenith Global Media Owners list but Asia makes waves

1y Sophie Loras
The consumer gravity effect: why it should be a force for your marketing

Media The consumer gravity effect: why it should be a force for your marketing

2y Larry Allen