Yahoo Wants To “Tell Better Stories” With New Motion Ads

yahoo-motion-600 This morning, Yahoo debuted a new ad format that introduces "subtle animation for brand story telling." Called "Motion Ads," they'll display on the Yahoo homepage, vertical category homepages and the Yahoo login page. The example ad below for Kraft Singles depicts a warm grilled cheese sandwich with steam rising from the melted cheese. (It does look tasty, though you'll probably want to make the sandwich at home with real Cheddar.) The animation gives the display unit more creative horsepower -- or cheese power in this case. I noticed this ad over the weekend and did a double take on th [...]


Tumblr Appoints “Director Of Media,” Has Twitter Envy

Sistani Tumblr Facebook, Twitter and Google are all increasingly vying for TV and entertainment industry money. And the competition is intensifying. One example is Google muscling in on Twitter's turf with American Idol voting last night. Yahoo's Tumblr also wants in on the action. Yesterday Yahoo announced that it had appointed Sima Sistani "director of media." Sistani had been director of "mobile growth operations" at Tumblr parent Yahoo. More importantly for her new role, Sistani has a background in film and TV, having worked for cable network Plum TV and at talent agency CAA from 2003 to 2006. [...]


Yahoo Gemini Brings Together Mobile Search & Native Ads In Single Ad Marketplace

Yahoo has announced a new ad marketplace that combines mobile search and native ads. It's called Yahoo Gemini and it's available as part of Yahoo Ad Manager, the company's existing self-service ad buying platform. Here's how the blog post from Yahoo's Jay Rossiter and Adam Cahan (both SVPs) explains Yahoo Gemini: With Yahoo Gemini, advertisers get the performance and ease of search, combined with the scale and creativity of native advertising. By bringing the two together, advertisers can now buy, manage and optimize their mobile search and native ad spend in one place — driving great [...]


Yahoo Strikes Deal With Mocean Mobile To Form New Premium Mobile Marketplace

yahoo-purple-y-logo In an ad coup for Yahoo, its new Ad Exchange, launched at CES, will now power the new Mocean Mobile Marketplace. The nearly 5-year-old mobile ad serving platform, Mocean Mobile, will gain RTB capabilities and Yahoo gets access to Mocean's deep mobile ad inventory. Yahoo announced the deal, saying, "We are combining Mocean Mobile’s premium mobile inventory with our real-time programmatic buying and precise targeting capabilities. Mocean Mobile brings top-tier publishers to the Yahoo Ad Exchange -- from Nokia to Univision -- reaching more than one billion mobile devices." Brian Silver, V [...]


Yahoo’s Q4 and FY Revenues Down But Earnings Beat

yahoo-featured This afternoon, Yahoo reported a mixed quarter. The company had revenues of $1.26 billion in Q4 2013. That was a 6 percent drop from a year ago. For the full year, Yahoo earned roughly $4.7 billion, another 6 percent decrease compared to 2012. Yahoo earnings per share dramatically beat Wall Street estimates ($0.46 vs. $0.38). However, the contraction of Yahoo's display business (9 percent year-over-year) caused the stock to fall somewhat in after-hours trading. Net earnings for Q4 were $348 million, a 28 percent increase vs. 2012. However, net earnings in 2013 overall were just un [...]


Yahoo’s De Castro Shown The Door By CEO Mayer

de Castro USAToday, among others, reported yesterday that Yahoo COO Henrique de Castro "stepped down" from his role, in the wake of Yahoo's decline from number two to number three (after Google and Facebook) in online advertising. Stepped down is polite. Yahoo CEO Marissa Mayer bounced him out the door. In an internal memo, published on Re/Code, Mayer says "I made the difficult decision that our COO, Henrique de Castro, should leave the company. I appreciate Henrique’s contributions and wish him the best in his future endeavors.” There's no ambiguity there. None of the usual "wants to spend [...]


Yahoo Aims To Simplify Ad Buys With “Yahoo Advertising,” Brings Tumblr Into The Fold

yahoo-featured Yahoo announced several new advertiser initiatives during CEO Marissa Mayer's keynote at CES in Las Vegas today. The company is putting an umbrella over its disparate ad formats and buying gateways called "Yahoo Advertising." The aim is to give media buyers and advertisers closer to a one-stop-shop for Yahoo ad inventory to make buying Yahoo ads more appealing. The ad platform is backed by Yahoo's user data and analytics tools for audience targeting and performance analysis. Yahoo's favorite ad buzzword these days is "native advertising," and Mayer announced more native advertising opportunit [...]


Yahoo Ad Network Charged With Distributing Malware To Millions Of Users Outside Of US

yahoo-y-logo-2013 According to a report this weekend on Washington Post's technology blog The Switch, two Netherland internet security firms revealed that Yahoo's advertising servers were inadvertently distributing malware. According to a statement from a Yahoo spokesperson sent to the Washington Post: At Yahoo, we take the safety and privacy of our users seriously. We recently identified an ad designed to spread malware to some of our users. We immediately removed it and will continue to monitor and block any ads being used for this activity. The statement from Yahoo prompted a follow-up report by the Wa [...]


Yahoo Expands Programmatic Capabilities With New DSP Partnerships

yahoo-purple-y-logo Today, Yahoo announced it is expanding access to new programmatic buying capabilities for its display inventory. MediaMath, DoubleClick Bid Manager and The Trade Desk, Inc. are joining as launch partners to give advertisers self serve access to guaranteed ad inventory on Yahoo sites such as Yahoo Finance, Yahoo News and Yahoo Sports. Advertisers will also have access to non-guaranteed inventory through the DSP partners. Several agency partners are already integrate with Yahoo Programmatic Guaranteed, including Accuen, Amnet, Magna Global, Merkle and Neo@Ogilvy. Greg Williams, Co-Found [...]


Report: Ask.com Beats Google, Bing & Yahoo When Measuring Online Ad CTRs

Chitika logo Nov 2013 After analyzing ad click and traffic trends over the course of ten days last month, online ad network Chitika discovered Google had the lowest online ad CTR when compared to Ask.com, Bing and Yahoo. Chitika used a sample of tens of millions of online ad impressions between October 1 and October 10 to evaluate online ad click-through rates by referring domains. According to the report, Google's online ad CTR amounted to only 17 percent of Ask.com's CTR when it came to referring domains. Yahoo and Bing also followed Ask.com, averaging 28 percent each. "We observed Ask.com referred visitors [...]


Yahoo Rolls Out New HD Image Ads

yahoo-purple-y-logo Yahoo launched new Image Ads today, giving advertisers the opportunity to leverage HD images in photo slideshows and image-rich environments for multiple Yahoo properties, including Yahoo Sports, omg!, Yahoo Music, and Yahoo TV. According to the announcement, the new ad formats can be viewed on both desktops and mobile devices, adapting any screen size. Yahoo claims: These new ads deliver high-quality brand images that are as engaging as the surrounding content, bringing the beautiful full-page ads you might expect from a favorite magazine to the digital world.  Yahoo says FIAT, Sony [...]


Yahoo Inks Video Content And Ad Targeting Deal With Starcom

In the deal announced today, Yahoo and Publicis Groupe's Starcom division will work together to develop and target unique video content for Starcom's brand clients on Yahoo properties. Starcom will have access to Yahoo's trove of search data to inform the types of content that resonates with consumers based on their own brands' data. In addition to Yahoo's data and development resources, Starcom will also receive exclusive measurement and reporting on the video units, according to the announcement: Yahoo and Starcom will use viewership data as well as brands’ audience data to create and [...]


Yahoo Q3 2013 Earnings Just Beat Expectations, Ad Sales Rise But Prices Fall

yahoo-y-logo-2013 Yahoo reported its Q1 2013 earnings today, with GAAP revenue of $1.4 billion and $1.08 billion excluding traffic acquisition costs and earnings per share of $0.34 for the quarter. All earnings stats were off  from Q3 2012. Still, earnings per share came in just above analyst expectations of $0.33 and revenue hit the target of $1.08. A full snapshot is below. “I’m very pleased with our execution, especially as we’ve continued to invest in and strengthen our core business," said Yahoo CEO Marissa Mayer. "In Q3, we launched new user experiences across many of our digital daily habits -- Y [...]


Yahoo Launches Stream Ads App In Yahoo Commerce Central

Yahoo Stream Ads Today, Yahoo added an app for Yahoo Stream Ads, the native placements that appear within the news feeds on Yahoo sties and above users' emails in Yahoo Mail, to the suite of apps available in Yahoo Commerce Central. The Yahoo Stream Ads app offers advertisers a self-serve platform to run the CPC-based ads on all devices. Yahoo Commerce Central came out earlier this month as a relaunch of Lexity, which the company acquired in July (Yahoo continues to use the Lexity domain). The app suite is integrated into Yahoo Stores; however, the apps are also supported on over 30 other platforms inclu [...]


Yahoo Hires Ned Brody To Lead Ad Business In Americas

ned-brody-200px Yahoo has announced the hiring of Ned Brody as the company's new chief of advertising in North and South America. Brody's official title is Senior Vice President and Head of the Americas, and he'll report to COO Henrique de Castro. Brody said this via Yahoo's news release: Over the last year I've watched what an incredibly talented and passionate team can do with product at Yahoo. I'm excited about the opportunity to drive that kind of change in the advertising business, as well. With the largest set of premium inventory as a starting point, we've got a great opportunity to deliver the [...]


Yahoo Updates Verticals, Injects More Native “Stream Ads” Into Content

yahoo-logo This morning, Yahoo announced that it had updated seven properties, making them more personalized and adding "stream ads" into the content flow. The redesigned properties are Sports, Movies, Music, TV, omg!, Games and Weather. The properties employ responsive design and will work across platforms, according to the company. Yahoo is aiming for the same thing with its ads, as well. Yahoo, not long ago, redesigned its homepage and added a new content "stream" together with embedded native ads. Here's Yahoo's discussion of stream ads in the updated verticals: With the refreshed Yahoo! S [...]


Tumblr Partners With Simply Measured To Give Brands Enterprise-Level Analytics

In an effort to lure more brands, Yahoo-owned Tumblr has partnered with social analytics provider Simply Measured to bring enterprise-level analytics to the social blogging platform. The partnership gives marketers data "to analyze engagement, benchmark against competitors, and measure performance in-context with other social networks". Marketers haven't been without analytics for Tumblr: the platform itself offers users data though its Activity Pages, and Union Metrics offers analytics options for brands on Tumblr. Part of what sets the Simply Measured partnership apart is that it allows  [...]


Yahoo Buys Mobile Ad Tech, Now What About Reach?

yahoo-mobile-phones-featured After Yahoo reported flat Q2 revenues (and negative display revenues) yesterday, financial analysts and reporters began asking how the company might generate new revenue growth and where that growth might come from. There are a number of areas potentially. Search is one, video advertising is another and mobile is yet another. Accordingly, earlier this morning, the company announced it had acquired mobile ad-tech startup AdMovate. The idea is that AdMovate will help Yahoo deliver more targeted ads on its various mobile apps and mobile Web properties. Here's how AdMovate described what it [...]


Yahoo Reports Mixed Q2 Results, Display Down But Search Up

yahoo-earnings-analytics-business-featured Yahoo reported second quarter results today. Earnings beat consensus estimates, though revenues missed very slightly. Total Q2 revenue was $1.135 million, which is down 7 percent vs. last year. Revenue ex-TAC was $1.071 million. Display ad revenue came in at $423 million, representing an 11 percent decline compared to $473 million last year. By contrast, search revenue gained: $403 million in Q2, a 5 percent increase vs. $385 million last year. Paid search clicks increased 21 percent, but PPC prices declined 8 percent vs. a year ago. Yahoo said that during the quarter it repurcha [...]


Mayer Doing Terrific Job At Yahoo But Skeptics Remain

marissa-mayer-purple-featured The reviews of Marissa Mayer's first year at Yahoo are generally mixed. Most pundits, financial analysts and observers praise her for injecting new energy into Yahoo, focusing on mobile and bringing on new talent, mostly by way of "acqu-hires." However there are others who say for all the good she's done she has yet to prove she can put revenues back on a meaningful growth track. Yahoo announces second quarter earnings later today. And it does face challenges in both the search and display ad markets -- online and in mobile. However Mayer's first year has to be seen as an almost unqualified [...]


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