Yahoo announces new video programming focus & expanded video ad metrics at NewFronts

After a closed-door NewFronts event, Yahoo released announcements confirming it was narrowing its video programming verticals.

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With the company’s future on unsteady ground, Yahoo’s 2016 NewFronts event took a sharp turn since last year, only opened to brand partners and advertisers.

In a post from Chief Revenue Officer Lisa Utzschneider published on the company’s blog following its NewFronts presentation, Yahoo said it was “doubling-down” on video programming, narrowing its focus to only four core verticals: news, sports, finance and lifestyle.

“Video advertising is one of the fastest growing areas of our business, up 64 percent in 2015, and our new approach will help amplify this growth,” writes Utzschneider, “Our team produced 54 percent more video in 2015 than in 2014, with over 8,000 video segments coming out of our state-of-the-art studios in Los Angeles, New York and Sunnyvale.”

Also, Yahoo released a separate announcement following the closed-door event, confirming it was expanding its ad viewability capabilities and guaranteeing viewability thresholds around Yahoo Gemini native video.

The expanded video ad metrics will be supported by its partnership with Moat, an advertising analytics platform.

“We are truly excited to expand our partnership with Yahoo to not only measure viewability, but also to measure metrics that go beyond viewability,” says Moat CEO Jonah Goodhart, noting the importance of cross-platform measurement and analytics.

This time last year, Yahoo was announcing 18 new video series at Lincoln Center during the 2015 NewFronts. The company had a star-studded lineup, with Joel McHale as its emcee and appearances from Katie Couric, Simon Cowell and Naomi Campbell.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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