Yahoo7 Unveils 2017 Commercial Strategy
Yahoo7 has announced its 2017 commercial strategy to solidify its position as the third player through its unique offering in data, content and technology.
Claiming to be the only Aussie company to have owned and operated assets in all three areas, and with dominance across audience scale (figure 1), mobile domination (figure 2) and Millennial reach (figure 3.), Yahoo7 said it will deliver enhanced client and consumer experiences to solve business challenges.
Through its data, content and tech strategy, Yahoo7 said it combines the most comprehensive data set in Australia, with its leadership position in premium content, and global proprietary technology.
Paul Sigaloff, commercial director at Yahoo7, said the way to succeed in this new era of digital transformation is striking a synergy between data, content and technology.
“Our unique offering in marrying these assets together allows us to truly understand our clients’ needs, and help solve their business challenges,” he said.
“Data, content and tech is a strategic position that will solidify our position as a strong third player.”
Data
Yahoo7 said the combined strength of its data capabilities provides superior targeting for clients with actionable insights, based on actual transaction data and not just online behaviour.
The company said this data harnesses the powerful combination of human expertise, global experience, trusted insights, unique partnerships and market-leading technologies to create the “Data-Sphere” – Australia’s most comprehensive data set.
Content
Yahoo7 said it holds the digital rights to arguably the most sought after content in Australia, which includes Seven West Media and Yahoo global content.
Local news, sport, lifestyle and Australia’s most loved drama is delivered to mobile users through its catch-up TV app, Plus7. Additionally, Yahoo7 revealed that 10,000 pieces of content and 6,000 videos per week are published its premium digital platforms, with an overall network reach of over 11 million Australians every month.
Tech
Yahoo7 said its propriety technology, including Gemini, BrightRoll DSP and BrightRoll Exchange, are combined with human brilliance to deliver insight-led content to the right audience, at the right time.
These platforms offer both managed and self-service tools that reach targeted audiences at scale, giving clients flexibility in buying models, whilst connecting the dots between data and content, according to Yahoo7.
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