Project Panama boosts click-through at Yahoo!
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Project Panama – Yahoo!'s recently launched advertising program – is bringing results quicker than expected, according to reports.
US-based online ad agency AQuantive told Bloomberg that the rate of clicks on Yahoo! ads had increased by ten per cent since the introduction of the new software.
Meanwhile, Ben Schachter of UBS AG said that the move could boost Yahoo!'s revenue growth by 20 per cent in the second half of this year.
In news affecting enterprises which adopt online marketing as a means to reach out to customers, comScore found that click-through rates on Yahoo! ads increased by five per cent in the week after Project Panama was launched and a further nine per cent the week after that.
The news comes after Yahoo! announced this week that Reggie Davis is to be appointed as vice president of marketplace quality, with responsibility for the continuous development of Yahoo!'s display and search listings marketplaces.
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