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From the News Desk
Monday, 18. February 2008
Yahoo Plans of Capturing Online Video Market with Maven Acquisition
Yahoo got back to business recently with the announcement of its first acquisition since Microsoft made its unsolicited takeover bid for the Internet company. Yahoo bought Maven Networks for about USD 160 million to expand its footprint in the fast-growing online video advertising market, one of the battlegrounds with Google and other rivals.
Maven's technology delivers content and ads to more than 30 media companies, including Fox News, Gannett, The Financial Times, Hearst, E.W. Scripps and CBS Sports. Maven doesn't sell ads, but is heavily involved in testing new ad formats that go beyond the typical clip that runs before the video.
The acquisition lifts Yahoo in the online video market by taking it closer to more media companies, some of which are already Yahoo partners. Hearst and Scripps, for example, are members of Yahoo's classified advertising network of newspapers. Yahoo says it has video advertising relationships today with more than three-quarters of the "top TV advertisers," and also has partnerships with a number of "premium publishers," including eBay, Comcast, Newspaper Consortium, and Forbes.com.
"Video is the fastest-growing segment of the online ad market. We expect it to constitute 20 percent of the online display advertising business in the next three years," said Cheryl Kellond, Yahoo's senior director of global ad product strategy.
Yahoo said it intends to have discussions with Maven's partners about adding ad sales responsibilities to its offerings. In addition, the company is using this occasion to introduce two new video ad formats of its own -- both designed to be less intrusive and more relevant than typical pre-rolls. One new placement, dubbed a Clickable ad, marries 30-second TV spots with mouse-over cues that invite users to make a call to action, such as visiting a brand's Web site. The other new placement consists of a three-second "bumper" video ad that quickly transforms into a persistent banner that appears above a video player.
Maven will retain its operations in Cambridge, Mass., and operate as a wholly owned Yahoo subsidiary.
Maven's technology delivers content and ads to more than 30 media companies, including Fox News, Gannett, The Financial Times, Hearst, E.W. Scripps and CBS Sports. Maven doesn't sell ads, but is heavily involved in testing new ad formats that go beyond the typical clip that runs before the video.
The acquisition lifts Yahoo in the online video market by taking it closer to more media companies, some of which are already Yahoo partners. Hearst and Scripps, for example, are members of Yahoo's classified advertising network of newspapers. Yahoo says it has video advertising relationships today with more than three-quarters of the "top TV advertisers," and also has partnerships with a number of "premium publishers," including eBay, Comcast, Newspaper Consortium, and Forbes.com.
"Video is the fastest-growing segment of the online ad market. We expect it to constitute 20 percent of the online display advertising business in the next three years," said Cheryl Kellond, Yahoo's senior director of global ad product strategy.
Yahoo said it intends to have discussions with Maven's partners about adding ad sales responsibilities to its offerings. In addition, the company is using this occasion to introduce two new video ad formats of its own -- both designed to be less intrusive and more relevant than typical pre-rolls. One new placement, dubbed a Clickable ad, marries 30-second TV spots with mouse-over cues that invite users to make a call to action, such as visiting a brand's Web site. The other new placement consists of a three-second "bumper" video ad that quickly transforms into a persistent banner that appears above a video player.
Maven will retain its operations in Cambridge, Mass., and operate as a wholly owned Yahoo subsidiary.
