US telecoms company Verizon has acquired Yahoo for £3.7bn, in a move that it hopes will increase mobile engagement, but to get the most out of the deal it will also need to invest in rebuilding the brand.
Yahoo’s decision to spin off its core business is aimed at prove the value of the brand and its internet operations to advertisers, consumers and investors amid concerns over slowing growth and a turnaround plan that does not yet appear to be coming to fruition.
From original video content that does not disrupt the consumer’s experience to developing native advertising campaigns on mobile, there are new ways for brands to get their message out and engage the masses.
Over in Cologne in Germany, the biggest names in the ad tech world have been meeting for the annual Dmexco conference. Yahoo’s head of international marketing and editorial Robert Bridge runs Marketing Week through his insights and the trends from this year.
Marketing’s influence in creating an organisation’s vision has arguably never been stronger but the task of attracting and retaining the visionary marketers of the future, building the right structure and team balance has never been more challenging.
From understanding data to programmatic and the shift in marketing from the ‘creative and fluffy’ to the ‘analytical and accountable’, find out what some of Marketing Week’s Vision 100 from brands including Yahoo, Hailo and UKTV think will be the big trends impacting CMO’s jobs.
Yahoo’s head of advertising solutions for EMEA, Patrick Albano, will tell delegates at the Cannes Lions festival why inspiration and consumer trust are key drivers for successful content, based on new research released today (24 June).
The EasyJet CEO advises marketers to think carefully about what innovation really means to both their customers and their business, as well as consider how they can use digital transformation to create a personalised experience.
Retailers including John Lewis, Ryman, Debenhams, Iceland and New Look have signed up to the scheme, which is supported by charity RetailTRUST and designed to improve long-term financial management and therefore employee wellbeing.
Previewing his Cannes Lions keynote session, Unilever chief marketing and communications officer Keith Weed says focusing on quality and diversity will make consumers more open to ads where they see themselves reflected.