Posts Tagged ‘Yahoo’



June 4, 2015

Anyone who reads my blog knows that I am a big fan of over-the-air (broadcast) TV. It still needs to be a part of every ad budget for local businesses that want to reach a mass market of potential customers. But the assault on its once “cash cow” market is never-ending. Now Yahoo has won the rights to the NFL’s first streaming-only broadcast of a football game.

The Sunday, Oct. 25, matchup between the National Football League’s Buffalo Bills and Jacksonville Jaguars in London, England will ONLY BE AVAILABLE on a Yahoo digital platform —whether in a Web browser, within a Yahoo app on a mobile phone, or on a television equipped for streaming video.

As reported in the Wall St. Journal, “Basically any digitally connected user will get it, for free,” said Adam Cahan, Yahoo’s senior vice president of mobile and emerging products.

This marks a drastic shift in the league’s broadcast strategy, which has depended on traditional TV networks or cable channels to air regular-season games. How will viewers, advertisers and technology companies respond to games only on digital platforms? Will it allow the league to reach so-called cord cutters, viewers who have dropped their pay-tv connections?

So sports fans, will we look back at October 25th as the day traditional TV became obsolete? I would love to hear your comments and thoughts.



August 9, 2014

One of my major marketing cooperatives is Crater Lake Country, a destination marketing organization (DMO). I use a wide variety of online tools including Google ad words, AdBlade banner and native ads, Yahoo ads, video ads, and links on more than 40 travel websites to drive traffic.

Because I use Yahoo, with great success, I was shocked to learn about Yahoo’s dismal earnings report. I really like Yahoo’s new digital magazines. These magazines are attracting just the sort of beautiful, quality ads that CEO Marissa Mayer keeps saying she wants. You might ask why Yahoo’s homepage doesn’t look like their magazines. Good question.  

From my perspective, here’s the issue that is holding Yahoo back. Unlike Google, where a million small time advertisers can have a share of voice, Yahoo just wants the big guys – the top 200 brands – to spend more. Right now, not enough of the big dogs are interested in Yahoo’s prime real estate – its homepage.  

But as the big dogs turn their backs on Yahoo, little guys like me can find great value. I kind of hope the big dogs (and their ad agencies) keep staying away as Google increases their traffic and look. That’s the marketing lesson for today: someone else’s problem can be a big advantage for you. 




September 27, 2013

If you have a website, you want to be on page one when people search on Google, Bing or Yahoo. This task, called Search Engine Optimization (SEO), was never easy but hundreds of companies made a good living promising you they could do this for you. Conventional SEO wisdom (outlined in my book) – more content, more relevant links, and more key words within your site copy – still works, but SEO is getting much harder now that Google, is a public company.

What does this have to do with SEO? Google became the King of Search because they had one mission: to be the search leader by using constantly changing algorithms to find and display the most relevant websites. But now they have a new mission: increasing advertising revenue! If they are going to keep their owners (stockholders) happy, they need to show constantly increasing revenue.

This was clearly the message shared at a recent SEO Conference in San Francisco. If your small company wants to be on page one, you may have to buy it. While Google doesn’t distort organic listings to make money, their driving mission is now to make money. It’s that simple. Google, Bing and Yahoo make money by paid and display search, not from being good search engines or helping you move up in organic search. Yes, optimizing your site for search is still important. But now the Google sales team is as important as Google’s programming team. And that means you need to rethink SEO, especially if you are paying consultants to work the system. Your money might be better spent buying exposure.



February 18, 2013

I read a lot of articles and research gathering input for this blog. One recent story in AllThingsD (by Kara Swisher) showed the classic difference between big and small business worlds. Yahoo’s CEO Marissa Mayer called the company’s mobile efforts a “nascent source of revenue,” because they generated only $125 million annually from 200 million daily active mobile users.

What small business wouldn’t love to have $125 million in annual revenue and 200 million daily customers? Yes, this is a drop in the bucket if you look at Facebook’s 618 million daily mobile users, but that’s the point. Marketing opportunities for small businesses can be found easily in going after markets that are just not “big enough” for big business.

Every time you read about a big company struggling with a market segment, it should start you thinking – what could we do with lower cost and a more nimble decision-making process with that same market?”