Yahoo Partners With GroupM On Branded Content Deal
Yahoo has partnered with WPP’s GroupM Entertainment to help marketers incorporate their brands into original online programming.
The programs will appear across Yahoo’s network of media properties, including news, sports, finance and entertainment.
"Marketers need big, ground-breaking ideas that engage and delight consumers, and this partnership with Yahoo! will enable them to create unique high value relationships," said GroupM Entertainment Worldwide CEO Peter Tortorici, who will administer the partnership for GroupM.
Yahoo! Senior VP,
N. American Revenue
and Market Development
GroupM and Yahoo will work together with advertisers to develop concepts that map media content with an advertiser’s messaging, and produce the content for each program. Yahoo will promote the branded programs to targeted audiences across its network.
"Yahoo! has a keen understanding of what makes our audience click, and this partnership will help advertisers develop deeper connections with our users," said Joanne Bradford, Yahoo!’s senior vice president, North American revenue and market development.
"Furthermore, Yahoo! can continue to build on its successful portfolio of the Internet’s most-watched original programming by tapping into GroupM’s incredible creative development talent."
Yahoo points to its TechTicker program with Scottrade as the advertiser, as an example of one of its successful campaigns, calling it the most viewed business and investing program online averaging more than 350,000 streams per day.
GroupM unit Mindshare Entertainment, created "In the Motherhood," an original online series for its clients Sprint and Unilever’s Suave that was later picked up by ABC Television and developed into the first prime time comedy to be spun off from a Web series.