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

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 stream ads

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! Sports, Yahoo! Movies, Yahoo! Music, Yahoo! TV, Yahoo! omg! and Yahoo! Games launching today, Yahoo! Stream Ads will now appear across these sites to complement the new content stream format. This is an exciting step forward as we continue to launch more personalized, immersive advertising opportunities that are consistent across Yahoo!, as well as across desktop, tablet and mobile. The Billboard ad format, which offers fun and entertaining interactions like watching movie trailers or purchasing tickets within the ad, will also be available across the redesigned sites.

This past month, Yahoo was the top US Internet site, beating Google for the first time since March 2011, according to comScore. However, SimilarWeb contends that Google (#2) and Facebook (#1) have much more engagement and site visits than Yahoo (#4).

Related Topics: Channel: Content Marketing | Yahoo | Yahoo: Advertising | Yahoo: Business Issues | Yahoo: Mobile

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About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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