Yahoo! Canada has just launched the ability for marketers to place audio/video streaming ads on its music channel. Fifteen- or 30-second audio or video spots can now run as tags attached to an mp3 file or a music video available for download on the site. ‘Marketers [can also] get ad placements beside and under the video and audio players,’ explains Simon D. Jennings, sales director at Yahoo! Canada. He adds that the site has the ability to target specifics such as gender and can also target listeners of a specific genre. Costs for audio and video streaming ads are based on a $30-60 CPM, depending on targeting filters.
In addition, marketers also have the opportunity to sponsor content on Yahoo! Music Canada. On the U.S. site, snack brand Doritos owns the ‘dig it or diss it’ feature, where visitors rate songs and videos. Yahoo! is hoping to replicate a similar feature here. Says Jennings: ‘A marketer or media buyer can cross-buy across our platform so that they can compare and leverage learnings and make adjustments at any time in the campaign.’ According to numbers from comScore Media Metrix, Yahoo! Music Canada’s uniques grew by 301% between May-September 2005. In September, the site logged 850,000 unique visitors.
