Yahoo is growing tired of the standard way advertisements are presented in their extended network. The company wants to go beyond text and simple images and hearken back to an era where Vogue or Wired Ads are a work of art.
Marissa Mayer, the CEO of Yahoo wants to re-energize her advertising network and one of the latest examples of her vision is via Yahoo Food. This is the new magazine the company started around six weeks ago and blends advertisements into the standard template. It is hard to know where the adverts actually are, when you casually look at it, which is Yahoos new mandate.
Yahoo signed a deal with Microsoft that blended their two advertising networks together. This gives advertisers and websites a better alternative to Google Adsense. Although, the system to display ads, is fairly woeful. Better, more useful ads would certainly make Yahoo’s 800 million monthly users and its legions of advertisers happier all around.
According to the New York Times “Rebuilding Yahoo’s advertising business is an immense challenge that has toppled several previous chief executives.”
“They’ve just hemmed and hawed over the last couple of years, and it doesn’t help that they have had executive turnover,” said David Cohen, chief investment officer of Universal McCann, an advertising agency that is part of the Interpublic Group of Companies.
“We have had really great success over the course of 2013 in getting in place a tremendous team as well as building and launching new products. And we’ve got traffic up,” she said. Yahoo released popular apps like Yahoo Weather and Yahoo News Digest and new versions of Flickr and Yahoo Mail — though some users were critical of changes to the email service.
“We’re very focused on revenue now,” she continued. “The path to revenue is really about delivering for advertisers ads that perform in whatever format or setting our users are working in and making those ads really enhancing for the user experience.”
Mobile revenue for phones and tablets is Yahoos next primary focus. In the last few months they have laid down the groundwork for stream ads, in which marketing messages are mixed in with the feed of news headlines and other information and sponsored articles or photos that resemble regular editorial content.