Not long ago, Yahoo positioned itself as a media company, with Katie Couric on the books and a team of journalists creating original content in this market (as recently as 2013 it housed a digital media team of around 50 staff in this market). Now, after saying farewell to its entire editorial team, saying goodbye to Spark (which switched email providers) being acquired by Verizon for US $4.5 billion and combining it with AOL to form Oath, and rebranding to Yahoo Platforms, it is doubling down on ad tech. Yahoo Platforms head of sales Arnaud Calonne talks about the local digital advertising scene and why there's still room to grow.
Marketing, advertising & media intelligence
Not quite two years ago, Ben Young, co-founder of Young & Shand, packed his bags and headed to New York to fill what he saw as a gap in the market for analytics around native advertising. Now its measurement tool Nudge has been given a major boost after entering a licensing agreement with one of the world's leading native advertising software companies, Sharethrough.
Netflix, which is soon to launch in New Zealand, has been leading the way when it comes to native ad content, with some classy, expensive and bespoke executions. And its latest effort via The Atlantic aims to promote the third season of its original series House of Cards by focusing on the real partnerships and power dynamics between US presidents and their spouses.
APN New Zealand digital strategist Eric Rowe takes a look at marketing in a disintermediate digital world. How can marketers bridge the Desire gap using content marketing?