Lisa Utzschneider is a veteran of Amazon and Microsoft who built Amazon's advertising unit to a near-$1 billion business. Now Yahoo's SVP of Sales, Americas, she recently caught up with FierceOnlineVideo Editor Samantha Bookman to share Yahoo Screen's original content strategy and its cross-platform advertising initiative.
As they convene once again in New York this week for their annual Newfront presentations, online video giants like YouTube are beginning to experience success in their primary objective--pull ad dollars away from linear TV and into online video.
Online video advertising, shifting TV ad budgets and the growth of mobile video are all driving revenue strategies for OTT players including Google and Yahoo Screen. For Google, online video ads are of prime importance for its YouTube platform. Yahoo, meanwhile, is banking on committed ad dollars and it announced a number of new series for Yahoo Screen this year.
Amid a continued decline in display-advertising revenue of 7 percent in the first quarter of 2015, to just $381 million, Yahoo is pushing investor focus toward its next-generation advertising initiatives: mobile, video, native and social, or what it dubs "MVNS." It also announced the rollout of two new video-advertising products: native video ads and video app install ads.
Amid the dominant TV ratings force that is March Madness, Yahoo Screen debuted Sin City Saints, a half-hour, basketball-themed original comedy series. Likewise, its competitor AOL Originals debuted its first long-form original series, making the first four episodes of Connected available exclusively to Roku users via the AOL On app.
I'm sure you could learn a lot from all the rich and famous minds who assembled for the recent World Economic Forum in Davos, but for app developers, the biggest takeaway probably came from Yahoo CEO Marissa Mayer.
It appears that media companies are taking to heart last year's predictions about advertising and audience measurement. On Tuesday, CNBC announced it is dropping Nielsen measurement of its daytime audience and instead will rely on Cogent Reports, the syndicated division of Market Strategies International, a marketing and research firm.
Yahoo is starting to generate money from its mobile business after years of lagging behind larger competitors like Google and Facebook. However, the company still has a ways to go before it can claim significant success in mobile advertising and apps.
Over-the-top providers are apparently taking into their own hands the growth of online video advertising, with Ooyala as the latest to acquire an advertising services platform. The provider announced this week that it had entered an agreement to buy Videoplaza, which offers premium video ad serving platforms and programmatic trading to companies in the Asia-Pacific and Europe regions. Terms of the deal weren't disclosed.
Could Internet traffic records be broken this week? With no less than 13 major media events scheduled since Sunday--including Apple's latest product announcement, a live Aerosmith concert via Yahoo!, and several sporting events, all with live streaming options--viewers could be turning online more than ever before, according to Streaming Media analyst Dan Rayburn.