Opinion

Yahoo Manchester summit

Yahoo! Manchester summit

After a five year hiatus, Yahoo! came back to Manchester to support agencies and advertisers. 6 months later, they held a Manchester Summit, to communicate their latest solutions narrative.

Once the Verizon deal goes ahead (likely June 2017) Yahoo! Will join forces with AOL, Microsoft and Millennial Media to provide solutions across Content, Data and Technology.

In a digital ecosystem dominated by Google and Facebook, it’s easy to forget that Yahoo! Offers significant reach across UK online mobile audiences via Native (Gemini), Content (publisher partnerships), Social (Tumblr), Search (Microsoft), App Analytics (Flurry) and video (Brightroll).

  • 15m searches per month
  • 9.3m Unique Users per month
  • 85m devices in UK

Yahoo! are encouraging partners to think about standalone campaigns and whilst there are reasons to use individual elements of their offering, in an increasingly fragmented ecosystem, this feels like an attractive proposition, for three key reasons:

  1. Data from Flurry, which is installed in almost all mobile devices offers insight on app behaviour, location and when coupled with email receipts and a partnership with Nectar, allows for an exciting opportunity to attribute in-store sales to online activity throughout the consumer journey.
  2. Implementation through Gemini (Yahoo!’s native platform) and Brightroll (video platform) offers significant reach and with an estimated 52% of digital display advertising in Europe, to be native, by 2020, it is a growth area of digital. 
  3. As well as producing content themselves, Yahoo! partners with the Telegraph, Guardian & Hearst ensuring access to high quality inventory to target potential customers earlier in the consumer journey.

Whilst it’s great to have Yahoo! back in Manchester, it’s also important to be able to provide a range of solutions for brands looking for a source of competitive advantage in an increasingly busy and mobile world. 



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