Yahoo NewFront Offers Music, Comedy, and Cars for Young Adults
Yahoo kicked off the 2015 newfront season Monday night by announcing a slate of new content aimed at young adult viewers. While that's standard for newfronts—after all, young people watch more online video and are more coveted by advertisers—Yahoo seemed especially interested in capturing the hearts of a younger demographic. Key announcements included Ultimate DJ, a live electronic music competition executive produced by Simon Cowell, Patrick Moxey, and Hamish Hamilton; an expansion of Yahoo's live concert series with partner Live Nation which will stream five outdoor festivals in the next year; a style series called I Am Naomi hosted by Naomi Campbell; and a car show called Riding Shotgun With Michelle Rodriguez.
Yahoo announced 14 new video series, bringing the number of original series in its digital magazine channels to 47. Besides Campbell and Rodriguez's shows, the site will offer Thug Kitchen which promises an "edgy take on healthy eating" for millennials, and YourTech, which will follow people as they live with wearable technology. The newfront gave heavy attention to The Pursuit, an upcoming comedy series called "an edgier, 21st century take on Friends," but didn't have clips to show. During the event, Cowell, Campbell, Rodriguez, Katie Couric, DJ Steve Aoki, and Joel McHale—the star of Community, which was picked up by Yahoo—dropped by to add star power. McHale got all the best lines. "Yahoo is finally going to buy another vowel for Tumblr," he noted.
Since a newfront's purpose is to appeal to advertisers, executives said that Yahoo video now delivers 7.3 billion streams per month with a 1.5 percent click-through rate. An episode of Community with over-the-top product placement for Honda resulted in a 4x lift in brand favorability, Yahoo said. The audience also heard about Yahoo's November 2014 acquisition of BrightRoll, and how it can offer programmatic buying at scale. Thanks to a new partnership with Millward Brown Digital, Yahoo is offering brand impact measurements for campaigns run across its properties.
"When are you going to announce the Community movie?" McHale demanded. Not this time, but maybe at next year's newfront if it appeals to millennials.
Executive producers Hamish Hamilton, Patrick Moxey, and Simon Cowell talk to Yahoo CMO and head of media Kathy Savitt about their upcoming competition show Ultimate DJ.
Standup aficionados know Laughly as the Spotify of comedy, with a library of thousands of hours of recorded material. Now, Laughly is expanding with live streams and original content.
02 Aug 2017
Bloomberg announced tools that create data-driven video animations in minutes, and place relevant information on top of videos.
02 May 2016
Live video is still a priority on Yahoo, as the site will stream 180 games for free. All 30 MLB teams will be shown in April's matchups.
06 Apr 2016
The global NFL streaming experiment was successful, delivering streams to 185 countries and selling out all ad inventory.
26 Oct 2015
The parties and presentations are still great, but they're being reigned in. Hype is giving way to reality as online video makes mainstream hits.
16 Jul 2015
In a football first, Yahoo will stream a game from London for free to a global audience. Could this be Yahoo's entry into live sports?
03 Jun 2015
The internet's leading video destination had no news to break at this year's newfront event, but advertisers were urged to get on board.
29 Apr 2015
The move from network to digital has brought the writers and crew of Community new freedom, but they say they're only doing what's true to the spirit of the show, which launches its sixth season Tuesday.
15 Mar 2015
Like AOL before it, Yahoo has decided that owning a piece of the programmatic online video ad market is a smart business decision.
11 Nov 2014
Partnering with Live Nation, Yahoo will stream one live concert every day for a year, and will offer 1,200 live song recordings on-demand.
28 Apr 2014