The company wants to attract more advertisers

Apr 23, 2015 09:33 GMT  ·  By

Yahoo announced in an official press release that it will introduce two new video ad formats to help advertisers reach their customers more easily and efficiently.

One of them is the native video format, not a very innovative enhancement given that it has been implemented on other sites like Facebook or Twitter long before.

This new format assumes that the video will automatically be played on mute on Yahoo’s homepage, digital magazines and even apps.

Yahoo had introduced this feature a while back, allowing editorial videos to autoplay on its page, but now it seems that the company will also allow marketers to promote their products and services using the autoplay videos.

The company announced that they had come up with this change after conducting a blind study whose results showed that the native video adds could increase not only the brand's popularity, but also the sales.

People will have the option to turn on the sound and even watch the video ads in full screen, if they are interested in the product advertised on the website.

What differentiates this new promoting technique from that of Facebook or Twitter is the fact that advertisers will only be charged if the viewer plays the video for more than three seconds? The other companies charge the advertisers the moment the video starts playing.

Yahoo wants to boost up its profits from advertising

Along with the announcement regarding the disappointing first quarter results, CEO Marissa Mayer had also announced that they would concentrate more on making their mobile network grow, and this might be a first step in doing so.

Yahoo seems intent on boosting up its revenues from advertising and evolving its video content and their first move is about convincing more marketers that Yahoo is the best place for them to place their ads.

Yahoo also announced the rolling out of video app-install ads which can be bought through the Yahoo Gemini interface.

Lisa Utzschneider, senior vice president of sales, Americas, for Yahoo announced in an article for Adweek that they have conducted some research which shows that the ideal length for a video ad is 15 seconds and even advised users to put more power into their ads in other to be able to reach their viewers and convince them to buy the advertised product.

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