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    Home > News > Digital Marketing – Yahoo’s New Web Video Shows

3^rd Jan 2011 | Author: James Knight

Digital Marketing – Yahoo’s New Web Video Shows

If recent digital marketing news is anything to go by, industry heavyweights are strongly investing in the production of original video content. The main reasons for this are believed to be increasing consumer demand together with strong advertiser interest.

One dotcom that is leading these investments is Yahoo. In December 2011, Yahoo announced a partnership with ABC News for news-related video content. It also unveiled a series of new video shows, mostly targeted towards women. Some of these shows will feature popular hosts such as Morgan Spurlock from Supersize Me, and Judy Greer from Arrested Development. Yahoo has also signalled that it plans to syndicate this digital marketing video content to various offsite sources, including connected TV platforms.

Some of Yahoo’s new video shows that are geared towards female audiences are Chow Ciao (a cooking show), Let’s Talk About Love (a show on relationships), and Reluctantly Healthy (a show on fitness and health). These shows have managed to garner leading digital marketing brands as sponsors, some of which are Kraft, Unilever and Proctor & Gamble. The digital marketing ads of these companies will enjoy overt pre-roll and other branded placements in the shows. The products of these companies will also be ‘lightly’ placed within the video programmes.

These new web shows will be produced by Yahoo in association with various independent production studios, as well as at its in-house studio unit. Some of the studios that Yahoo has partnered with for the production of these digital marketing video programmes are Spurlock's Warrior Poets, Electus and FishBowl Worldwide Media. Yahoo’s main digital marketing competitor Google is also pushing a lot of funds into video programming. According to the Wall Street Journal, Google is believed to have tied up with Warner Bros. and News Corp.'s ShineReveille, for producing video shows.

Yahoo has said that its new shows do not represent the launch of a new digital marketing strategy, and are instead a continuation of their already substantial video offerings. They currently produce 20 shows, with a total of 200 episodes per month (excluding the new shows). According to Yahoo, the female audience that views their videos reached the 13 million mark in August 2011.

Yahoo has acknowledged that they will have to come up with new ideas to promote and distribute their video content. According to a senior official, digital marketing research is being conducted to find out audience engagement ratios, regarding their shows and ads.

Qudos Digital is a leading digital marketing agency, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.

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