Yahoo has updated its advertising formats, including a new range of mobile products and digital magazines for technology and food news, as the web portal continues to expand its mobile and content business.
The new advertising products include a service to help marketers more accurately target audiences and a new ad exchange, which gives companies more tools to manage promotions.
In her first keynote speech as Yahoo CEO at the International Consumer Electronics Show yesterday in Las Vegas, Marrisa Mayer was joined onstage by a parade of employees she’s brought on in the past year to build out Yahoo’s businesses, including global anchor Katie Couric and Nick D’Aloisio, the teenager who sold news-reading tool Summly to Yahoo last year.
Follow its purchase of Tumblr last year, Yahoo also introduced Tumblr sponsored posts powered by Yahoo Advertising.
In her address, Mayer showcased new online magazines designed for tablets. Pogue, a former technology columnist at the New YorkTimes, unveiled Yahoo Tech, a publication that will focus on consumer-technology users who want to keep up on the latest in gadgets. The company also is rolling out a channel called Yahoo Food, which will feature photos, recipes and trends in cuisine.
D’Aloisio, 18, showed off a news-digest application for mobile devices that delivers a wrap-up of important events twice daily.
Yahoo announced other new initiatives in mobile and video. The company said it acquired Aviate, a mobile startup that helps people interact on wireless gadgets that run Google’s Android operating system. The Web portal also unveiled a revamp of its Connected TV product — a new service called Yahoo Smart TV, which provides personalized programming, video on demand and Web services.
“A common theme across a lot of what you’ve seen today is us simplifying our business,” Mayer said yesterday. “Simplification has been a guiding force in our approach in reimagining our products, our advertising systems and our future plans.”
Yahoo’s share of the U.S. digital-ad market is projected to shrink to 5 percent in 2015 from 5.8 percent last year, while Google and Facebook both may expand their shares, to 42 percent and 9 percent next year respectively, according to eMarketer.