Yahoo’s marketing officer has described the video advertising industry as being in a state of ‘content chaos’.
Kathy Savitt, who took over responsibility of Yahoo’s video and news from Henrique de Castro in February, said that brands were finding it increasingly difficult to make an impact in such a crowded marketplace.
Savitt spoke to Marketing Week at Cannes Lions 2014, saying: “In video, we are in a sea of massive content chaos. You can get the same content in so many different places and users have an issue because they are inundated with content choices.”
She went on to add: “Even the best content creators are having a hard time breaking through because of this proliferation of content.”
Savitt wanted to make it clear that Yahoo’s main objective this year is on video because they want to be the “connective tissue between content creator and the right audience.” She stressed though that Yahoo are not trying to be a movie studio or network, but are hoping to enable content creators to find the right audience for their content. Savitt said: “We have invested a tremendous amount of resource both in terms of time and dollars in our personalisation algorithms that allow us to serve personalised content experience to different people.” She added: “Video has been our major focus for the last year and a half. We have come out strong talking about video in 2014 because we weren’t ready in 2013…we had to make sure the offering was strong.”
So, whether you are the CMO of a multimillion-dollar tech giant or a small to medium size business, the message is clear – your marketing content has to stand head and shoulders above the rest to get you noticed.