Yahoo Redesigns Sites to Make Way for More Stream Ads

Yahoo has revealed a new look across seven of its most popular sites. The company-wide redesign effort also makes way for stream ads, Yahoo’s latest native ad format, to be further integrated across Yahoo’s network on desktop, tablet and mobile devices.

Over the coming days, visitors based in the US will see the redesigned sites at Yahoo Sports, Yahoo Movies, Yahoo Music, Yahoo TV, Yahoo Games and Yahoo Mail. The new Yahoo sites, which borrow some design cues from the highly rated Yahoo Weather mobile apps, are streamlined to make it easier for users to navigate while giving more prominence to the most popular content in that respective vertical.

“Ultimately, our goal is to provide more personalized, immersive experiences for our users that are consistent across Yahoo. That also means making the experience seamless across desktop, tablet and mobile,” notes Mike Kerns, senior vice president of Yahoo’s homepage and vertical products.

“We see Yahoo stream ads as a compelling native ad offering. With these ads, advertisers benefit by connecting directly with their consumers through the personalized content streams across Yahoo,” Kerns adds. He declined to share any early results from the ad product, but says Yahoo is confident about its roadmap and pleased with the “warm” reception from advertisers.

“Yahoo stream ads have initial targeting to make them as relevant as possible, such as content tailored by location. Going forward, we will continue to add personalization and targeting capabilities as we work to optimize users’ content streams based on what is most interesting to them,” Kerns continues.

Indeed when Yahoo first introduced stream ads to the homepage in May, Scott Burke, senior vice president of advertising and data platforms at Yahoo, highlighted the ways the search giant could leverage the data it holds on users to improve performance for its advertisers. “Most other major publishers don’t have the level of science, investment and platform engineering that we do,” he told ClickZ.

Native ad formats like stream ads are all the rage among publishers like Yahoo. As it goes through yet another transformation period, it was only a matter of time before the company casted a wider net for native ad dollars.

“We want to deliver ad opportunities that are seamless and additive to the user experience. While I can’t share specific details on what’s next, we are focused on making the user experience personalized and consistent. Yahoo Stream Ads will continue to be an important part of our strategy,” Kerns adds.

“Brands can easily leverage native advertising and massive scale to meet their marketing goals,” Yahoo notes in the announcement. “At Yahoo, we believe that advertising can and should be as entertaining as the surrounding media content itself.”

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