IAB Digital Upfronts, a set on Flickr.Today at the first IAB UK Digital Upfronts, Yahoo showcased its new content marketing solution bringing together Yahoo and Tumblr and launched Yahoo Audience Ads - now available programmatically on Yahoo Ad Manager Plus. The new content experiences and advertising opportunities for brand and agency partners bring clarity to the complexity of digital advertising.
Today at the first IAB UK Digital Upfronts, Yahoo showcased its new content marketing solution bringing together Yahoo and Tumblr and launched Yahoo Audience Ads - now available programmatically on Yahoo Ad Manager Plus. The new content experiences and advertising opportunities for brand and agency partners bring clarity to the complexity of digital advertising.
Yahoo Audience Ads
As of today, advertisers in the UK can now tap into Yahoo’s powerful proprietary user data to reach audiences across the web, across devices and through any ad format via Yahoo Audience Ads, powered by Yahoo Ad Manager Plus, Yahoo’s unified programmatic buying platform.
At Yahoo’s Upfronts, Nick Hugh, Head of Audience Network & Platforms showcased Yahoo Ad Manager Plus, the platform that brings together Yahoo’s multidimensional data and personalization technology with all types of web inventory and ad formats, making it possible for advertisers to reach their desired audience and engage them with the most relevant communication possible, driving far better performance compared to alternative solutions.
When advertisers engage with their target audience via Audience Ads they receive insights reporting on their ideal audience and then the targeting ability to speak directly to that audience on Yahoo and top-quality sites across the web.
The roll out means that advertisers can now use Yahoo data and personalization technology to reach audiences off the Yahoo network that they haven’t had access to before. They will also have access to Yahoo premium inventory programmatically for the first time. The solution will work across devices through a unique Yahoo ID presenting clients with a truly single view of the customer.
Advertisers can contact their Yahoo account managers now to purchase Yahoo Audience Ads.
New content marketing solutions bring together Yahoo and Tumblr
Also announced was Yahoo’s new content marketing solution bringing together Yahoo and Tumblr, which enables brands to harness the power of modern content creation and distribution, and deliver earned media at scale.
On stage, Patrick Albano, Head of Solutions EMEA, explained how Yahoo Studio, Yahoo’s content marketing division, has been working with brands over the past eight years to develop and distribute content solutions that are built in partnership with its editorial team and distributed to the right consumer at the right time. Now Yahoo Studio is evolving its offering to develop the next generation of content marketing solutions for brands, built on the Tumblr platform.
Brands are clear they need to shift more focus to content marketing, but they are still facing challenges in this space around contextualising their content, distributing it and making it discoverable and maximizing earned media potential. For brands, the new Yahoo and Tumblr solution will solve their needs in:
Modern Content Creation - creating appealing content based on themes which are of interest to consumers and telling a brand’s story using modern visual and written content types such as animated gifs.
Destinations & Distribution - developing modern content experiences on Tumblr and distributing it to the right audiences using Yahoo’s Unified Advertising solutions across native, mobile, programmatic, display and search - all informed by Yahoo’s consumer insights.
Editorial & Social Earned Media - gaining earned media exposure for brand content when it’s promoted by Yahoo’s editors and when consumers follow and share/reblog on Tumblr.
Giving insight into the alignment between content marketing and native advertising, Yahoo also unveiled new mobile native advertising research which found that when consuming a stream of content on mobile, users don’t filter ads specifically from the stream - in the way that they do through ‘banner blindness’ on desktop. This is irrespective of their cognitive filtering ability. According to the research, smartphone users are 2.2x more likely to agree that ‘If content is engaging then I don’t care it is an advert’. A huge 85% visually engaged - meaning they actually saw Yahoo Gemini native ads when presented with a stream of content – 21% higher than visual engagement levels with other types of mobile display ad. Finally the study showed that content marketing mobile native ads deliver 72% more emotional response than other types of ‘in-stream’ ad.
Yahoo today has announced that it has appointed media veteran Tom Toumazis, as Head of Partnerships EMEA. Toumazis will be based in London and will report to Dawn Airey, SVP Yahoo EMEA. He joins the company with immediate effect.
With 30 years of experience in the media and entertainment industry, including The Walt Disney Company and Endemol, Toumazis will oversee partnership efforts for Yahoo EMEA with particular focus on core markets in this region and work in collaboration with the Global Partnerships team. He is focused on Business Development activities and will also work closely with the Sales, Media and Ad Technology teams to deliver world class account management.
Dawn Airey, SVP Yahoo EMEA said “Tom brings to Yahoo exceptional senior commercial and leadership skills combined with a wealth of experience, spanning 30 years, from across media, entertainment and publishing industries. Tom is incredibly well placed to drive, deliver and develop key partnerships across the EMEA region and further strengthen our long term partnerships as we continue to deliver on our mobile first approach. I’m delighted to have him on board and look forward to working together to power partnerships across EMEA.”
Tom Toumazis added “I am delighted to be joining Yahoo at such an exciting time for the company and working with Dawn, her leadership team as well as the Global Partnerships team. Building greater long term partnerships is an important part of the Yahoo business in the region and I am relishing the opportunity to lead this part of the business.”
Toumazis has held a number of senior positions across the media and entertainment industry. Previously as Chief Executive Officer at Mecom Group plc, one of Europe’s largest consumer publishing companies, Chief Commercial Officer at Endemol Group and Executive Vice President/Managing Director of Disney-ABC-ESPN Television at The Walt Disney Company. Toumazis also spent 18 years within the advertising sales industry, where he held senior roles at EMAP, Eurosport and ITV. He is also Chairman and Founder of the ChildLine Board and Chairman of TVbeat, a platform providing real time TV audience measurement.
Yahoo #Special1s competition winners training day with Jose Mourinho, a set on Flickr.
#Special1s touch down in London for once in a lifetime meeting with Mourinho
Earlier this year Yahoo launched a global search for 10 footballing superstars we could dub the “#Special1s” and this week the lucky winners descended on London for an extra special experience. Fronted by Yahoo’s global football ambassador and the original ‘Special One’ himself, José Mourinho, the #Special1s was launched on Tumblr in May and challenged budding footballers to submit a 10-second clip of themselves performing an impressive trick shot or demonstrating inspirational football skills.
The competition received thousands of entries from around the world with Mourinho personally picking the winners who would attend a training session with him. This week those lucky winners from Brazil, Argentina, France, Germany and the UK flew into in London to try and prove to Mourinho that he was right to pick them.
Courtesy of Yahoo, the winners received an afternoon training session with one of the world’s greatest and most successful managers, a once in a lifetime experience that will never be forgotten.