Yahoo points to success developing vid ad services

Marissa Mayer

Marissa Mayer

Yahoo CEO Marissa Mayer says the company has seen video revenue growth of approximately 60% over Q2.

Speaking during the company’s second quarter earning call, Mayer stressed the significance of video to Yahoo’s future business model, and credited the growth to the work done to integrate and transition Yahoo’s video business to BrightRoll’s platform.

“Our unified video sales efforts create additional value for Yahoo and its advertisers,” she explained. “Moreover, we continue to integrate Yahoo’s proprietary audience data into the BrightRoll demand-side platform, resulting in a more efficient, effective campaign execution.”

She added that Yahoo have lately tried to innovate across two new ad formats — native video ads and video app install ads. “With native video ads Yahoo combines two of the most engaging digital formats, so brand content can be as compelling as a video and as seamlessly integrated into Yahoo’s properties as our Gemini native ads.”

Mayer said a recent study showed that viewing video native ads on Yahoo increased brand favourability up to 50% and purchase intent up to 28%.

At this year’s TV Xperience (October 6th-7th 2015, Hilton Times Square, New York), DISH’s Adam J Lowy will be discussing the integration of advertising into the groundbreaking US platform. Click here to download the full free brochure


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