Putting the ‘human element’ back in marketing
During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver
Yahoo acquires video ad platform BrightRoll for $640 million
The deal will make Yahoo's video ad platform the largest in the U.S., it says
Yahoo is acquiring the video advertising platform BrightRoll for $640 million, in a move that could help to offset declines in its traditional display ad business.
The deal was announced Tuesday and is one of Yahoo's largest acquisitions since it bought Tumblr last year for just over $1 billion.
Yahoo already runs video ads on properties like Yahoo Screen, but BrightRoll's system gives marketers a way to buy ads in real time across thousands of websites and mobile apps.
"Online video advertising is increasingly fragmented across thousands, if not millions, of sites and mobile apps," the companies said. Advertisers want ways to buy video ads at scale and across many sites in fewer, simpler transactions.
The deal is expected to close by March and will make Yahoo's video advertising platform the largest in the U.S., they said.
Yahoo has struggled to grow its ad business and compete better against Google and Facebook. It may have made some progress lately, reporting in its earnings call last month that its native ads are doing well on mobile.
It's been struggling in the area of traditional display ads on the desktop, however. But it contended Tuesday that video ads are the new display advertising.
"Video is display 2.0," CEO Marissa Mayer said in a post on Tumblr.
"Its what brand advertisers love. Its a format that elegantly and easily transitions from broadcast television to PC to mobile and even to wearables," she said. "This is why video is a key part of our strategy."
It can also replace the branded banner ad, according to Mayer.
Digital video advertising is increasing at "an eye-popping rate," eMarketer said recently, although spending on TV ads still outpaces it.
BrightRoll's revenues are expected to exceed $100 million this year, Yahoo said. The company expects to retain its team of roughly 400 employees.
Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com
DP Apparel bietet große Auswahl Audi Rennbekleidung in Deutschland zu den besten Angeboten. Das Geschäft bietet auch qualitativ hochwerti...
DP apparel
Audi Australia gets a new CMO
this is a really great news
Vincent Mouton
Mobile-first banking startup showcases fresh brand identity
Prozac is the brand name of fluoxetine, a prescription drug used to treat depression obsessive-compulsive disorder, and panic disorder. B...
jenson smith
CMO's top 8 martech stories for the week - 19 July 2018
I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...
Steven Kizzy
KPMG Australia appoints ex-Publicis leader as head of brand strategy
When they say they had to much focus on traditional media, this is code for very bad creative, and very bad category strategy, Clearly th...
Rob
iSelect outlines new approach to arrest ineffective marketing as its reports full-year results