NewFront Review: Yahoo’s New Team Rolls Out Content, Data and Solutions -- Christie Allen

amp160Venue The Tent at Lincoln Center home to past ABC and USA Network upfront parties and now the official CBS upfront party place got a little shake up during NewFront week as Yahoo decked it out in its traditional purple and white From the reps from Yahooamp8217s social partner Izea amp8211 dressed head to toe in purple amp8211 directing guests to the festivities to the purple orchids in the purple cocktail glasses the event was chic to the last detail Grade 45 JacksPresentation and Hosts Yahooamp8217s executive team touted their unified advertising solutions and announced several new partnerships that will bring them to life or that will certainly breathe new life into them CEO Marissa Mayer kicked off the event with an update on Yahooamp8217s commitment to talent innovation and growth in mobile social native and video before handing the show over to chief marketing officer Kathy Savitt Savittamp8217s focus was on content and video strategy connecting audiences storytellers and brands on multiple platforms A parade of celebrity guests accompanied Savitt as she announced multiple partnerships for original content in Yahoo Originals the new longer form series Yahoo Live in partnership with Live Nation Yahoo News and Info with Katie Couric taking a lead role and Yahoo Premiumamp8217s premier licensed content from The Colbert Report and The Daily Show among othersNed Brody Yahooamp8217s Head of the Americas brought the event full circle for advertisers to validate campaigns through a partnership with comScore Yahooamp8217s update of their Smart TV service paired with their registered user base gives them the ability to retarget people who have seen a brandamp8217s ad on TV and then serve them ads online This ability to bridge the gap between TV and the web is a compelling story for brands considering Yahoo is able to amp8220link back to 80 of its cookie poolsamp8221 according to Brody Yahoo is leveraging data to meet brand objectives paving a new way for TV and Digital ad dollars to be spentThe evening ended with a performance from American Authors a Brooklyn based band Unfortunately after an almost 15minute delay for the stage to be reset as much as 75 of the audience had departed before the band began playing Another drawback was Savittamp8217s overlylong interviews which could have been equally informative and more effective in much less time Mayer seemed uncomfortable and unfamiliar with the words she was saying although her designer dress was red carpet worthy Several attendees wondered about the designer Grade 4 JacksNews Yahoo is moving into TV Style programming debuting two half hour comedies on Yahoo Originals The first new scripted series titledSin City Saints produced by Mike Tollin One Tree HillSmallville and Academy Award nominated documentary Hank Aaron Chasing the Dream and directed by Bryan Gordon Curb Your EnthusiasmThe Office chronicles the escapades of a fictional pro expansion basketball team in Las Vegas The second Other Space directed and produced by Paul Feig BridesmaidsThe Heat is a scifi comedy series that will follow the adventures of a group who stumble upon an alternate universe Live Nation Entertainment CEO Michael Rapino along with Yahooamp8217s Kathy Savitt made the announcement of the YahooLive Nation partnership on Yahoo Live Yahooamp8217s move into live programming will have a dedicated video channel that will stream one concert per day for 365 days Katie Couric will have an expanded role as Global News Anchor In addition to her interview series she will also be hosting World 30 where she interviews tech titans social entrepreneurs and leaders in health and medicine Couricamp8217s other show Now I Get It seeks to simplify everyday news topics and to help viewers understand the amp8220TMIamp8221 world we live in With the ever changing way people read and view content online Yahooamp8217s Digital Magazines will seek to engage brands and consumers with a native focus They are bringing in industry leaders as editors including Bobbi Brown editor in chief Yahoo BeautyJoe Lee editor in chief and chief creative office Yahoo Fashion Josh Wolk executive editor Yahoo Entertainment and Paula Froelich editor in chief Yahoo Travel Grade 45 JacksOverall Grade 45 Jacks The presentations and talent were impressive but whether Yahoo will be able to deliver the results advertisers are looking for is still a question5 Jacks Excellent4 Jacks Very Good3 Jacks Good2 Jacks Fair1 Jack Poor0 Jacks Worse than badChristie Allen is Director of Member Support for MyersBizNet She joins us from sports marketing having served in premium sales and services roles focused on Fortune 500 companies most recently with the New York Yankees and previously with the Charlotte Hornets Christie can be reached at christiejackmyerscomamp160Check us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

NewFront Review: Yahoo’s New Team Rolls Out Content, Data and Solutions -- Christie Allen

Author

Publish date

Channel

Archived in

Christie Allen

The Ad Council, Huntsman Mental Health Foundation and Amazon Announce “The Mind Set” to Support Mental Health - Ad Council InSites

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

NewFront Review: Yahoo’s New Team Rolls Out Content, Data and Solutions -- Christie Allen

Enjoying This Commentary? There's More to Love

Christie Allen

The Ad Council, Huntsman Mental Health Foundation and Amazon Announce “The Mind Set” to Support Mental Health - Ad Council InSites

The payment was successful

Cookies