Yahoo's mobile advertising efforts to get results next year can over Twitter
December 5 (Upi) -- Yahoo will overtake Twitter as the third-largest U.S. company next year as CEO Marissa Mayer reverses key parts of the company's business efforts, Bloomberg reported. The increase in market share was helped by a meeting at Mayer's Yahoo headquarters in early 2013 at which the female CEO asked a team to develop new advertising features across mobile devices and desktop PCs within 45 days.
This is calledMoneyball's team released the new service in 43 days, laying the groundwork for Yahoo's growth in advertising for smartphones and tablets. "We're investing a lot in mobile, and those investments are paying off," Mr Meyer said on an analyst conference call in October. Yahoo's U.S. mobile advertising market share will grow fastest in 2014-2016, according to new data released today by eMarketer.
The agency says YahooThe mobile advertising market share grew to 3.74% in 2015 and 4.2% in 2016. That percentage is small, but enough to put Yahoo ahead of Third-ranked Twitter, which has a market share of 3.69 percent and 3.8 percent next year, respectively. Google and Facebook remain the largest mobile advertising companies in the United States, with 35 per cent and 17 per cent respectively next year.
These figures show that Mayer's actions are beginning to bear fruit.In October, Mayer first listed Yahoo's mobile revenue separately, with more than $200 million in the third quarter and more than $1.2 billion this year. But the challenge remains, with Yahoo lagging behind Google and Facebook, as well as many other rivals such as Yelp and Apple. But the increase in market share suggests that Mayer's efforts to revive Yahoo have progressed. For Yahoo, "mobile is becoming an extremely mainstream business" and "the focus of the last two years has worked," said Sameet Sinha, an analyst at B. Riley.
When he first entered Yahoo, Mayer talked about the importance of mobility.When she became Yahoo's CEO in July 2012, she found that the company had only a small number of people, 50-60 or less than 1 percent of its staff, who were involved in smartphone and tablet technology. Adam Cahan, a former employee of Google's mobile program who joined Yahoo a few months after Mayer, was soon asked to focus and expand the mobile division.
In the interview, Kahan said:Mayer has said 'it's clear there's a major platform shift and we're going to move to mobile growth opportunities'. "He quickly started hiring, building mobile and emerging product teams, and today they have about 600 people. Under his leadership, Yahoo has adopted new technology development tools to develop mobile apps more quickly and user-friendlyly. The team has launched a new news mobile app and improved existing apps such as the Weather app, attracting more users.
Yahoo mobile users fromAt the end of 2012, about 200 million people grew to more than 550 million in the third quarter. Mayer is also trying to get more mobile advertising, setting up Moneyball, led by Enrique Munoz Torres, vice president of products. Mayer has helped them develop a new mobile-friendly advertising platform in 45 days.
New advertising services inCompleted in 43 days, known as Yahoo Stream Ads, which were launched in April 2013, soon attracted the attention of advertisers. Yahoo is also using other products to boost its mobile advertising business, buying BrightRoll for $640 m last month to sell video ads on PCs and other devices. In August, Yahoo also bought Flurry, a mobile analytics and advertising services company, for $300 million, to customize promotional ads on smartphones and tablets.
'Yahoo still needs more user attention, and Google's YouTube, Facebook and Twitter still get more attention than Yahoo's most popular apps,' said Dave Marsey, managing director of DigitasLBI. "It's still a challenge, they don't have the innovation and performance apps that Facebook, Twitter and YouTube offer," he says. "
Ms. Mayer wasn't scared, she said, and the company is no longer just making web pages and displaying banner ads. She's inIn October, Yahoo told analysts that Yahoo had become a company that "develops mobile apps and generates revenue from its own advertising."
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