TOKYO and NEW YORK, NY--(Marketwire - Feb 4, 2013) - Yahoo! JAPAN has begun deploying DG (
MediaMind's ad technology solutions will enable Yahoo! JAPAN to more effectively develop and deliver rich and creative video and display advertisements, enabling advertisers to more effectively use Internet advertising as a branding vehicle and resolve other Internet advertising challenges.
In addition, the effectiveness of the rich media ads on GyaO! will be measured using MediaMind's "Dwell" metrics. Dwell is designed to measure and visualize the extent to which users are engaging with ads, including impressions of ads which users intentionally choose to engage and the length of time these users maintain engagement.
Research studies have found that ads with a high Dwell rating were about 3 times more likely to increase brand-related keyword searches and about 1.68 times more likely to increase site traffic as compared with ads with a low Dwell rating.*1 It was also found in a live test on GyaO! in December 2012 that rich media ads had a 220% longer engagement duration as compared to traditional ads, showing that rich media ads have a high engagement effect and also positively impact search behavior and traffic.
By continuously refining their advertising technology capabilities, Yahoo! JAPAN, GyaO! and MediaMind will be able to provide advertisers with innovative and strategic services that will contribute to a more active Internet advertising experience.
About Yahoo! JAPAN:
Yahoo! JAPAN Corporation (http://www.yahoo.co.jp/, listed on the TSE 1st Section and JASDAQ; Stock code: 4689; Head office: Minato-ku, Tokyo; Establishment: January 31, 1996; Representative Director and President: Manabu Miyasaka) operates Yahoo! JAPAN, one of the most trafficked Internet destinations in Japan. The site attracts 19 million smartphone users, which accounts for 76.2%*1 of the total 24.93 million smartphone user population in Japan.*2
*1 Calculated by MediaMind based on the "Smartphone Contents Report" issued by Video Research Interactive Inc. ("VRI") in September 2012.
*2 Calculated by MediaMind by multiplying the number of PC-based Internet users of 71.84 million, which was reported in the "Web PAC 2 Basic Survey: Estimated Population" issued by VRI in April 2012, by the smartphone ownership of 34.7%, which was found in a preliminary survey for the "Smartphone Contents Report" issued by VRI in September 2012.
About GyaO Corporation:
GyaO Corporation operates Japan's largest free video streaming site "GyaO!" as well as paid video streaming site "GyaO! Store" At the two sites, GyaO! offers everyday a wide variety of must-see titles and new line-ups including popular foreign dramas, animations, music, movies, and comedies. GyaO! provides all of its approx. 18,000 videos for free, and GyaO! store sells more than 35,000 videos. The company also provides a "multi-device" service, in which popular titles are streamed to smartphones and Internet TVs as well as PCs. The videos that are streamed are played about 120 million times a month by about 19 million users.