By Keith Trivitt | Director, Marketing and Communications
Here’s some unexpected online marketing news that caught our eye this week: Yahoo! had more U.S. visitors than Google this July for the first time since April 2011, Mashable reports in reference to a comScore report released Wednesday. It’s another indication that Yahoo! CEO Marissa Mayer’s plan to reinvigorate the once-dying Internet portal is moving in the right direction.
As the chart to the left shows, Yahoo! sites racked up 196,564 unique visitors in July, compared to 192,251 unique monthly visitors for Google. While those numbers may seem impressive for Yahoo!, considering many were ready to call it dead when Meyer took over as CEO in July 2012, it’s important to keep in mind that Google still dominates the search marketing landscape. Google has about 67% of all U.S. search traffic, according to comScore.
But is the growth sustainable? And what does it mean for online and performance marketers? (more…)
By Maria Loreto | Media Planner
Marissa Mayer’s choices have been under the microscope ever since she left Google to head its major rival, Yahoo. Despite criticism over some of Mayer’s major decisions concerning Yahoo’s operations, I find her strategic moves both smart and interesting. She appears to be repositioning Yahoo as an online media buyer’s dream – a company that places a greater focus on ad-tech investment and development while still delivering a huge number of quality impressions, something that has always been a core strength at Yahoo.
Mayer initiated her grand plan to change the tech behemoth’s image as a slow, out-of-date Internet giant when she lead the company’s partnership with arch-rival Google (her former employer) for display advertising.
But she took the change-now, change-big plan one step further last month with the surprise announcement of Yahoo’s acquisition of Tumblr. By acquiring the most influential microblogging site in the United States (Tumblr hosts more than 112 million blogs and almost 60 billion posts per month), Mayer laid down the future of Yahoo. It’s a future built around smart online advertising opportunities and digital content.
So what does the acquisition mean for Yahoo? (more…)
By Maria Fernanda Loreto | Media Planner
Last week, Yahoo! announced it had signed a non-exclusive global agreement with Google to serve contextual ads on Yahoo properties and some co-branded websites. Last time the Silicon Valley giants attempted a strategic partnership, the deal was struck down by antitrust regulators at the U.S. Department of Justice. So, what is different this time?
The answer lies with the mastermind behind the negotiation: Yahoo’s CEO, and ex-Google executive, Marissa Mayer.
This deal is a sign that Mayer’s leadership is starting to have positive outcomes. Rather than contributing to the long-standing rivalry between the two companies she has chosen to build bridges. Her experience and knowledge of Google were key t negotiating this partnership, and will most likely serve as solid foundation for Yahoo to have the success that was not possible back in 2008 when it first attempted a search advertising partnership with Google.
Fast forward to 2013 and Yahoo and Google are tying up on display, as opposed to search. What does this mean for both companies? What does it mean for display advertising? (more…)