The Verizon acquisition of Yahoo, marrying the faltering brand with Aol, raises the core question of the brand equity among advertisers of the companies separately and together. One of Yahoo's greatest strengths, its presence in sports, news and finance, has measurably declined since Marissa Mayer took the reins from interim CEO Ross Levinsohn in July 2012. Mayer stands to earn more than $200 million for her four years of residing over a declining brand, according toMarketwatch.com.
In MyersBizNet's recent Survey of Advertising Executives on Digital Native Media Organizations, Yahoo! Ranks 12th among 13 leading sites, with only one-third of agency and advertiser executives positively rating the company in seven performance categories. Among the key constituency of execs with 8+ years of industry experience, fewer than a quarter rate Yahoo's performance positively.
Aol's Tim Armstrong and sales chief Jim Norton will be inheriting not only a struggling brand but a sales organization that has been challenged to establish a clear value proposition beyond its audience scale. With Aol's leadership in programmatic offerings, in which it ranks third behind only Google and Facebook, Yahoo's audience will deliver significant revenue upside. Assuming Armstrong decides to integrate the sales teams, which is logical, the combined companies will be stronger than each separately with Aol enhancing Yahoo's value and assuring more marketplace clarity and presence. Aol outperforms Yahoo in the MyersBizNet survey in each of the seven performance categories.
In addition to the MyersBizNet Report on 13 Leading Digital Sales Organizations, separate reports will be issued covering 12 Secondary Digital Sales Organizations, 15 TV originated content sites and 5 mobile media sales organizations. Organizations included in the Leading Sales Organizations report are:
For more information on MyersBizNet reports, including full methodology, contact John McMenamin, COO, at firstname.lastname@example.org.