New programs, content partnerships, video channels, and more offer stellar opportunities for marketers
The line to get into our presentation last night at the Digital Content NewFronts in New York wrapped around an entire city block. But the patient invitees who packed the theater were soon rewarded with an evening of wall-to-wall talent. A regular stream of stars took the stage as we unveiled our new lineup of original comedy and lifestyle shows, with celebs including Ed Helms, Zachary Levi, John Stamos, Morgan Spurlock, Cheryl Hines and Rachel Harris cracking up the crowd. We also announced new and expanded content partnerships with the WWE, Conde Nast, ABC News, and CNBC. All of this great content will be available to advertisers through 18 new video channels, providing a wide range of options for reaching target audiences at massive scale. Wrapping up the event was a special performance by The Lumineers, which was streamed live on Yahoo!
“Nobody does content like Yahoo! does content,” said Yahoo! CEO Marisa Mayer from the stage, and judging from the cheers and applause, the crowd fully agreed.
Erin McPherson, Yahoo! vice president and head of video, said that over the last year Yahoo! has more than doubled the amount of its original video programming. She summed up how viewers and marketers will benefit from this commitment to quality content. “The new shows and partnerships we’re announcing demonstrate how we are building scale, reaching more audiences, and innovating with content,” she said.
New comedy and lifestyle shows with star power:
Here’s a look at the new original video shows that we announced last night:
- “Tiny Commando” -- An action-packed comedy series following a four-inch-tall private investigator who uses his awesome fleet of vehicles to fight crime, starring Ed Helms, Zachary Levi, and Gillian Jacobs.
- “We Need Help” -- Cheryl Hines and Rachael Harris star as show-business types who exploit their shared personal assistant in the world of the rich and semi-famous.
- “Losing Your Virginity with John Stamos” -- John Stamos interviews celebrities to get the scoop on their first times, on life before fame, and on the insecurities they faced during their teens.
- “Fashion Recipe” -- Celebrity stylist Brett Alan Nelson shows how to get the most from an article of clothing every episode.
- “Cinema & Spice” -- Julianna Strickland and Natasha Feldman explore food and film while teaching viewers new cooking skills and decorating ideas.
- “Grill Girls” (working title) -- A new grilling show featuring Chef Megan Mitchell sharing her grilling secrets and tips for everything from steaks to peaches to pizza.
New and expanded content partnerships with major brands
Last week, we announced a partnership with Broadway video and NBC Entertainment to bring 35 years’ worth of archived Saturday Night Live content exclusively to Yahoo!. Last night we announced a series of new and enhanced partnerships with other popular consumer brands to build new audiences and enhance cross-screen experiences for our viewers and advertisers.
- Yahoo! and WWE Tag-Team Video Distribution: We’ll be the premier global video distribution partners for WWE, with a dedicated hub on Yahoo! for all WWE content. This summer, we’ll launch WWE content including pre-match shows, live events, original programming, and more.
- ABC News and Yahoo! Broadening the partnership launched in October 2011, three of ABC News’ top franchises---“Nightline,” “World News with Diane Sawyer,” and “Good Morning America” --- are coming to Yahoo! as unique, daily, digital-native extensions. Last night, Ben Sherwood, president of ABC News, said “Good Morning America” has spent 35 weeks ranked #1 “because of our partnership with Yahoo!.” He underscored the value of tapping Yahoo!’s vast online viewership, saying that GMA beats all its rivals if less than 1% of Yahoo! users watch it.
- Yahoo! and Conde Nast: We will distribute video content from Conde Nast Entertainment across the Yahoo! Network, expanding our store of engaging lifestyle content and adding scale to Conde Nast’s video series.
- Yahoo! Finance and CNBC: The two partners will team up on their third original co-production, “Talking Numbers,” which will highlight top investment opportunities by analyzing stocks from technical and fundamental points of view. The show’s goal is to teach viewers not just what to buy, but how to buy.
New ways to meet your marketing objectives through video
In addition to all the great new content we’re producing, last night we also presented new ways that brands and marketers can target their audiences at massive scale (120 million video viewers), with contextual relevance and new levels of customization. They fall under three major categories:
Own a show: We’ll partner with your brand to find the best show to meet your marketing goals from among our 50+ programming options, and enable you to align your brand with that program through a variety of flexible options. Or, we’ll partner with you to create new original content that’s custom-tailored for the target audience you wish to reach, working with our award-winning Yahoo! Studios to deliver a premium content experience.
Buy a channel: We’ve partnered with the best video content providers on the Web to deliver 18 contextually relevant channels that you can leverage to reach your target audiences. Examples include comedy, music, reality, gaming, fashion and style, sports and fitness, and news and information.
Target an audience: Our Genome audience-buying network and technology is a best-in-class solution, combining scale, technology, and Big Data to identify and constantly update the best online audiences to help you reach your goals.
We’ll keep you posted on the rollout of our new shows and content announced at NewFronts. If you have any questions, please reach out to your Account Manager.