MediaMedia BuyingYahoo Beefs Up Digital Content With New Video Channels

Yahoo Beefs Up Digital Content With New Video Channels

After a successful rebrand with its 13 digital magazines, Yahoo plans to continue adding onto its video offerings with more series, in addition to other original programming.

Video is going to be a huge focus for Yahoo in the coming year, according to the company’s NewFront event at New York City’s Lincoln Center earlier this week.

Over the last year, Yahoo has rebranded itself with a series of digital magazines, five of which – Yahoo Style, Yahoo Beauty, Yahoo Movies, Yahoo Travel, and Yahoo Parenting – have reached number one in their respective categories, outperforming the online content of long-standing consumer magazines. Yahoo plans to beef up the publications’ video offerings, evolving them into full-blown digital video channels.

Some of the new original series include I Am Naomi, a reality-talk show hybrid starring Naomi Campbell on Yahoo Style; Thug Kitchen, a Yahoo Food series featuring popular Millennial food bloggers; and Offensive Indifference on Yahoo Sports, in which professional athletes will be interviewed by a comedian. To reach consumers, advertisers can buy a show, a channel, or an audience, said Lisa Utzschneider, Yahoo’s senior vice president of sales in the Americas.

Yahoo’s video focus will extend beyond its online magazines. In addition to other new programming – such as Ultimate DJ, an electronic music competition series, and The Pursuit, “an edgier, 21st-century take on Friends in the era of social media” – the media giant will continue to stream live concerts through its partnerships with Live Nation and iHeartMedia.

“It’s clear that [Yahoo is] really starting to segment content into verticals that marketers can play in with credibility,” says Rich Guest, president of Tribal Worldwide – North America, citing Ultimate DJ as a perfect example of this.” There is a clear segment of the population that is into the DJ culture and DJ content and [electronic music], and there is a set of brands that very clearly have messaging relevance against that target.”

Guest adds that Yahoo was very smart to shift to shorter-form content. By doing this, the media giant makes its digital magazines more mobile-friendly.

“We’re in a look-down culture where everyone consumes tons of media in a distracted way,” he says.

Mobile will be another focus for Yahoo this year, according to chief executive (CEO) Marissa Mayer. Though the NewFront event centered on video, Mayer said it’s only one piece of what she calls MVNS – or “Mavens” – an acronym for mobile, native, and social.

Related Articles

What makes videos effective on Twitter?

Social What makes videos effective on Twitter?

2y Tereza Litsa
The online video metric all marketers should focus on in 2017

Analytics The online video metric all marketers should focus on in 2017

2y Rebecca Sentance
Five ways President Trump takes advantage of social media

Content Marketing Five ways President Trump takes advantage of social media

2y Bob Cargill
How to build a successful digital video strategy in 2017

Marketing How to build a successful digital video strategy in 2017

2y Tereza Litsa
Annoying requests to rate your app are getting you one star ratings. Here's how to fix that

Marketing Annoying requests to rate your app are getting you one star ratings. Here's how to fix that

2y Polly Alluf
Ad blocker use continues to grow rapidly

Ad Industry Metrics Ad blocker use continues to grow rapidly

2y Al Roberts
How to take advantage of Facebook's focus on longer videos

Social How to take advantage of Facebook's focus on longer videos

2y Tereza Litsa
Why 2017 is set to be the year of the video

Media Why 2017 is set to be the year of the video

2y Andy Morley