Yahoo is the latest tech giant to launch a full suite of content marketing products. These products are intended to help brands and agencies develop and distribute branded content online, to drive engagement with end users. The marketing studio, called Yahoo Storytellers, was unveiled in Cannes late last week.
Yahoo Storytellers brings together the corporation’s native advertising, data and editorial expertise via the intent-driven advertising platform known as Yahoo Gemini. This means that enterprises will now be able to leverage the studio for their premium branded content campaigns, across a variety of channels and platforms.
In a blog post, Chief Revenue Officer Lisa Utzschneider said that brands such as JetBlue and Dasani have already been working with Yahoo to optimise their content marketing efforts. She claims that the partnership helped JetBlue record three million views for its native ads offering, and more than 30 million social media impressions, while 27 per cent of those who clicked through engaged with them in some way.
“Content marketing continues to be an area of growth for brands and agencies, but they need a better way to create compelling content that’s informed by data and reaches the right audience. That’s where Yahoo Storytellers comes in,” Utzschneider added. “At Yahoo we’re focused on bringing our users the best content available online across our news, sports, finance and lifestyle verticals, and now we’re helping our advertisers develop branded content that is even more effective and data-driven.”
Marketers will be able to take advantage of a range of capabilities and metrics when using Yahoo Storytellers. These include the ability to track influencer activations across social platforms, use content consulting services and in-depth workshops, as well as develop video and editorial content.
Yahoo has also rolled out a new mobile ad format called Yahoo Tiles. The programme aims to take advantage of the recent boom in content tailored for mobile by enabling brands to create immersive and visually appealing stories on smartphones and tablets. When clicking on an ad, users will be able to access social feeds, scrollable images and other interactive and dynamic features as part of a content-rich and relevant experience.