1132603 - [Yahoo Ad Campaign] Static Contextual Ads (Copy)

Status: RESOLVED FIXED

(Marketing :: Design, task)

Description

[Lizz Noonan - she/her (:lizzn)]

>>Project/Request Title:
 [Yahoo Ad Campaign] Static Contextual Ads - Round 1 (Copy)

>>Project Overview:
Overview:
Yahoo has several properties where we can place advertising that relates back to the theme of the property. Examples below - most of which deal with speed, but we should look at other themes that makes sense within the context of each Yahoo property.      

Goal:
Drive Firefox downloads

Request:
Concepting and copy development for contextual ads in four sizes, for four properties (16 ads)
Creative development and delivery

For this round, we can use the existing Yahoo! banner ad design, with updated copy. However, we will want some other design options in future rounds. 


>> Creative Help Needed:
Copy:    Yes 
Design:  Yes 
Video:   No 
Other:  No

>>Creative Specs:
Sizes:
300x250
728x90
160x600
300x600

Specs:
Weight: 40k 
Technical specs: adspecs.yahoo.com

>>CTA and Design:
Possible themes to work through any of these properties:
Independence 
Speed 
Hello 
Nonprofit 

Yahoo Finance - http://finance.yahoo.com
Markets moves fast.  So does Firefox.  Free download.
Get market data faster than ever in Firefox

Yahoo News - http://news.yahoo.com/
Get Yahoo news faster in Firefox.  Free download.

Yahoo Mail (COPY ONLY)


Yahoo Sports - http://sports.yahoo.com/
Choose your team. Choose your browser

>>Creative Due Date:
2015-02-19

>>Launch Date:
2015-02-20

>>Mozilla Goal:
Firefox Browser

>>Mozilla Creative Collective:
No

>>Points of Contact:
[e-mail], [e-mail], [e-mail], [e-mail],

Comment 1

[Matej Novak [:matej]]

Hey Troy,

Here are the first round designs and copy for reference: http://mozilla.seanmartell.com/Yahoo/ads-round1/index.php?directory=.&currentPic=4

Let us know if you have any other questions.

Comment 2

[Troy Palmer]

Thanks Matej. I think the only question I have is on timing — is the due date for copy the same as the creative due date (Feb. 19)?

Comment 3

[Matej Novak [:matej]]

(In reply to Troy Palmer from comment #2)
> Thanks Matej. I think the only question I have is on timing — is the due
> date for copy the same as the creative due date (Feb. 19)?

Yes, these are scheduled to go out this week. Does that work for you?

Comment 4

[Matej Novak [:matej]]

Lizz, any chance we can move the due date to Friday given the short week?

Comment 5

[Lizz Noonan - she/her (:lizzn)]

In reply to Matej Novak [:matej] from comment #4)
> Lizz, any chance we can move the due date to Friday given the short week?

Hey Matej - Winston needs to hand these off to Yahoo on Friday and we also need to get approvals from their team before hand-off. I worry about moving the due date to Friday because of that.  

But I will let Winston be the decider, since his team are the requestors and approvers.

Comment 6

[Troy Palmer]

Hey everyone

Here is a doc with some options for the four properties:

https://docs.google.com/document/d/13eogjopHiNrBF8klzcQkXC5-0pChsd-kIofj8msovZw/edit?usp=sharing

Let me know if there are any questions.

Thanks,
Troy

Comment 7

[Matej Novak [:matej]]

(In reply to Troy Palmer from comment #6)
> Hey everyone
> 
> Here is a doc with some options for the four properties:
> 
> https://docs.google.com/document/d/13eogjopHiNrBF8klzcQkXC5-0pChsd-
> kIofj8msovZw/edit?usp=sharing
> 
> Let me know if there are any questions.
> 
> Thanks,
> Troy

Hey Winston,

Please review the above when you get a chance. 

There are strong options in each category, but in the interests of keeping this moving forward, it would be great if you could pick one or (at the most) two favorites from each group.

The next step from there would be to share them with Yahoo and get Matt to start laying them out so we could still deliver a set tomorrow.

In the case that there's more than one from each group, we'll start with one for now and then we can use the second pick to refresh them later.

Let us know if you have any questions.

Thanks.

Comment 8

[Winston Bowden]

I think two in each category is important so we can test on each property.  +1 on the ones I liked best.  I think they're all great.  Nice.

Comment 9

[Lizz Noonan - she/her (:lizzn)]

Cool, cool! Can someone highlight the preferred lines in the doc so I can hand the copy lines off to Matt? 

Thanks!
Lizz

Comment 10

[Matej Novak [:matej]]

(In reply to Winston Bowden from comment #8)
> I think two in each category is important so we can test on each property. 
> +1 on the ones I liked best.  I think they're all great.  Nice.

Thanks, Winston.

If we're testing, it might be beneficial to try different messages, not just different wording. In general, they're all talking about speed, but in some cases we have options that are different.

In the Finance category, for example, we could sub in one of the following to go with one of the speed options:

• Get your for-profit news the non-profit way. | Download Firefox

• A free browser for the free market. | Get Firefox

And in the Mail group, we could try this one:

• Send. Receive. Choose independent. | Get Firefox

How would you feel about those?

Comment 11

[Matej Novak [:matej]]

(In reply to Lizz Noonan from comment #9)
> Cool, cool! Can someone highlight the preferred lines in the doc so I can
> hand the copy lines off to Matt? 

I sent Matt the copy deck earlier, but it would be good to add it to the design bug as well. Winston has made his selections, we're just waiting on a couple of answers from comment 10.

Can you confirm that we don't need to design the lines for Yahoo Mail?

Comment 12

[Winston Bowden]

(In reply to Matej Novak [:matej] from comment #10)
> (In reply to Winston Bowden from comment #8)
> > I think two in each category is important so we can test on each property. 
> > +1 on the ones I liked best.  I think they're all great.  Nice.
> 
> Thanks, Winston.
> 
> If we're testing, it might be beneficial to try different messages, not just
> different wording. In general, they're all talking about speed, but in some
> cases we have options that are different.
> 
> In the Finance category, for example, we could sub in one of the following
> to go with one of the speed options:
> 
> • Get your for-profit news the non-profit way. | Download Firefox
> 
> • A free browser for the free market. | Get Firefox
> 
> And in the Mail group, we could try this one:
> 
> • Send. Receive. Choose independent. | Get Firefox
> 
> How would you feel about those?

Good point.  On the mail we can try all since it's all text.  For finance, I prefer " A free browser for the free market. | Get Firefox"

I gravitated to speed because we're seeing those ads perform best (just got that data this morning).  But good to test some other directions on the contextual pieces too.

Thanks!

Comment 13

[Matej Novak [:matej]]

Thanks, Winston. We're on it.

Comment 14

[mternoway]

Attachment: Yahoo-Firefox_ads.zip

Hi all, please see attached zip containing final jpgs of the various copy strings for Yahoo Finance, News and Sports.  

Thanks,
MT

Comment 15

[Jennifer Balaco]

Is this good to resolve?

Comment 16

[Winston Bowden]

yes. thanks