Omg! will launch across Europe in July and will include daily celebrity news and photos, exclusive blogs and interactive video content.
The online search engine is hoping to take a slice of the celebrity entertainment market that currently drives huge volume of traffic to websites such as Heatworld.com Perezhilton.com and Daily Mail online.
Yahoo! says the site will potentially reach 27 million monthly Yahoo! users and will incorporate original content created by its in-house editorial team, lead by former OK! magazine deputy editor Julia White, and premium partnerships with media brands including 3am, Handbag.com, Company Magazine, and Access Hollywood.
Yahoo! UK managing director James Wildman says: “The launch of omg! is another significant move by Yahoo! to engage with consumers in a relevant and meaningful way. Celebrity and entertainment news which appeals to women from ages 16-34 is a core audience for Yahoo! and also our advertisers and we’re excited by the opportunities that omg! will bring us and the digital media industry.”
The European launch was announced today (22 June) at Cannes Lions. it is part of CEO Carol Bartz’s ongoing strategy to turn Yahoo! into a content provider to reverse its declining growth.
Read Marketing Week’s exclusive interview with Carol Bartz here