Is Yahoo!7 the Lucky Number? CEO Says Native, Digital Magazines, and News Digest Will Grow in 2015

Seven has historically been high on the picks of people’s “lucky numbers.” Maybe that’s going to work out well for Yahoo!7. In a recent interview, Yahoo!7 digital joint venture CEO Ed Harrison made it clear the New Year is poised to start on an optimistic notes. Harrison, however, went beyond hinting to nail down some …   Read More

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Is Yahoo!7 the Lucky Number CEO Says Native, Digital Magazines, and News Digest Will Grow in 2015Seven has historically been high on the picks of people’s “lucky numbers.” Maybe that’s going to work out well for Yahoo!7.

In a recent interview, Yahoo!7 digital joint venture CEO Ed Harrison made it clear the New Year is poised to start on an optimistic notes.

Harrison, however, went beyond hinting to nail down some thoughts on his 2015 growth strategy. At the top of the go-go list? Native advertising, digital magazines along with social platform Tumblr, and the recently announced “News Digest” rollout could be integral to future growth.

“Where a lot of our new interesting revenues are coming from native or so-called ‘in-feed ads,’” the exec was quoted by Mumbrella. “To be clear, there are multiple definitions of native, but we play in that high end bespoke content form of native.”

According to Mumbrella, “Yahoo!7 soft launched its native advertising push a couple of months ago and already has 95 clients using its native products, with 135 campaigns running on the site.”

Is native advertising just the trend of the moment?

“Everyone is a little bit over it (native), but it is important to understand where we sit on native because it is going to be a very real part of the business,” the CEO opined. “If you look over at the native market in the US they already have a market worth in the order of $250 million. That is the scale of the business and that is from a standing start a year to 18 months ago.”

What else is coming? Expansion into the digital magazine space.

“We are looking at bringing digital magazines to Australia,” said Harrison. “When we talk magazines we are not talking magazines brands but magazine verticals. The examples at the moment are food, beauty, tech – those two in particular make an enormous amount of sense – but also style, DIY, music, etc.”

U.S. parent company Yahoo owns 50 per cent of Yahoo!7 and has enjoyed success with its new digital magazine push in 2014.

“On the question of how it will use Tumblr, Harrison was a little more reluctant to share details,” noted Christensen, but Harrison painted a broad strokes picture.

“We are still forming plans around that understanding how it has played out in the U.S. and the UK,” he said. “What we do know is a huge number of the world’s top brands are now using Tumblr – they have a Tumblr and they are now spending on Tumblr.”

Mumbrella’s original interview story with Harrison is available here.

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