- Online video viewing is exploding, with 146.5 million US internet users watching online video each month currently, expected to rise to 193.1 million by 2014. Online video consumption rose 124% in 2009.
- Yahoo streamed the most popular event in its history in January 2010, generating 5 million total streams. Views, unique cookies, and time spent watching all increased significantly on the day of the streaming event.
- Yahoo uses data science to identify engaging video content and formats, and to deliver personalized messages at scale through innovative video ad formats.
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Yahoo! Video: Advertising For Branders
1. Video on Yahoo! Brand Advertising Solutions Contact: Devan McCoy devanm@yahoo-inc.com
2. Online Video Is Exploding Two-Thirds of U.S. Internet Users – 146.5M peoplenow watch online video each month (emarketer) By 2014, figures are expected to rise to 77% 0fU.S. Internet population to 193.1M people Online video consumption rose 124% in 2009, reaching 18.4B views (comScore) 95% of agencies plan to devote more spendingto online video in 2010 Brightroll study 1 in 8 Americans will cancel or cut back cableservice in the next year (Yankee Group Study, New York Post)
3. Streaming Events #1 Most streamed eventin Yahoo! history generating 5Mtotal streams
6. “Their (advertiser) researchand understanding of consumerdynamic is extraordinary andmarried up with our ability totell stories and to push creativity…that’s a great partnership.”* Insight into consumerbehavior leads tocreative developmentof content *Ben Silverman (MIPTV Conference)
7. There’s A lot to Know About Online Audiences ENJOYS JOGGING SHOPPING LOVER HAS KIDS LOVES MOVIES, ESPECIALLY COMEDIES LIKES GOLF 37 YEARS OLD SEARCHES FORAN IPHONE SEARCHES FORA VACATION HOUSE SEARCHES FORFLIGHTS TO BOSTON
8. There’s A lot to Know About Online Audiences Search Behavior Click Thru Rates Time Spent Online Social Connections SearchBehavior Click ThruRates Time SpentOnline SocialConnections
12. The New Way to Buy Video – Audience Men 18-24 14.1 MM Unique Users* * comScore May 2010; includes all users in this audience, not just those watching video
13. The New Way to Buy Video – Audience Women 25-54 47.2 MM Unique Users* * comScore May 2010; includes all users in this audience, not just those watching video
14. The New Way to Buy Video – Audience Moms 25-54 25.7 MM Unique Users* * comScore May 2010; includes all users in this audience, not just those watching video
15. The New Way to Buy Video – Audience Sports Enthusiasts 47.3 MM Unique Users* * comScore May 2010; includes all users in this audience, not just those watching video
22. Clickable Mobile Video Overlays Rich Ads in Search Interactive in Banner Interactive Use New Technology to Push Creative Boundaries Video Ad Formats Bumper
45. Click-to-Video Overlay Video Ads Overlay Overlay Expanded Panel Your Video Ad The overlay attracts consumer attention and previews your message The overlay expansion delivers your message, encouraging consumers to click The click launches your 15- to 60-second video ad within the video player
46. Mobile Video Ads Extend your TV presence to mobile Use existing TV ads Stream trailers and clips with one click Video ads play in the native player on the phone Video is hosted and streamed by Yahoo! Yahoo! Confidential
Online video is exploding. Online audiences for video now rival – and sometimes surpass – TV audienceOnline Video has reached mass scale and growing
TALKING POINTS: Insights should be at the heart of online development and programming Online has the potential to be most informed programming medium ever
TALKING POINTS: Insights should be at the heart of online development and programming Online has the potential to be most informed programming medium ever
How Do We Do It?A Technology-Powered Platform Designed to Enable the Creation, Distribution, and Monetization of Multi-Platform ContentThese are really are the fundamentals. And, we think, need to be at the core of any successful media start-up. These elements have typically been not been under one company roof. Usually – a company might focus one of these functions, and outsource the others. But given how fast a new company must move to build their brand, get eyeballs, and compete – it’s essential that they can do all these things themselves. While these are the fundamental functions – if you look under the hood, this is how we would define ourselves. in a bit more detail.
Launched in 2006, extraordinary search traffic for consumers prepping their line-ups. We knew FF players logged in every Sunday at 12:30 to set their Fantasy rosters – so we developed a live show for that windowResults: Smash hit with 200k+ viewers per week – HUGE for a live online audience, and ESPN and CBS have since launched similar shows.We don’t have any other Sports shows like FFL. However, our other sports shows are modeled on the same concept – programming to audience insights/advertiser needs. Following are our current sports shows:Out of BoundsYahoo! Sports Minute
WHO KNEW? is the first original daily Web series on Yahoo! News – designed to give the Internet’s largest news audience an upper hand in their daily conversations through fun-filled, out-of-the ordinary facts behind the most talked about current events.WHO KNEW? is part of the new content development and distribution partnership between Yahoo! and Reveille, the premier Hollywood production studio responsible for such hits as THE OFFICE and THE BIGGEST LOSER Daily video segment on Yahoo! News which reaches 43 million monthly unique visitors, or 24% of online adults New episode each weekday (approx. 90 seconds each), hosted by a voiceover personalityProgram places current events into an entertaining context by providing related out-of-the ordinary factoids to deliver an informative and fun newscast Program promoted off the Yahoo! Home Page and through relevant content across the Yahoo! Network Target Audience: Young boomers who are highly engaged with current events. Interested in understanding the news beyond the headlines, this audience is culturally literate and on a range of important topics.Toyota integrated into the program via:Inclusion in program’s opening and closing bumperLanding page that is developed in the Avalon look and feel One "comforting fact" will appear each week on Friday. It will be a comforting trivia tidbit. Aligns with campaign theme: "Comfort is Back. Travel Avalon Class."
Brand sponsorship opportunities
TALKING POINTS:Short Attention Span: Quick Tips!from HowcastMaking smart decisions for new and effective instructional content formats.Creative solutions to everyday dilemmas – in less than 15 seconds or 140 charactersBrand sponsorship for accompanied ads, product placement, media buys, etc.
Online represents huge opportunity for innovation
Important to think not just about the player, but everything around the palyerWe developed ad units that allow audience to buy the outfits they see on the pageCould not have done this in a vacuum…example of creativity and technology working together
Important to think not just about the player, but everything around the playerWe developed ad units that allow audience to buy the outfits they see on the pageCould not have done this in a vacuum…example of creativity and technology working together