|Yahoo is overhauling the way it sells advertising in the US in an effort to help revive the business. |
The overhaul of its domestic ad operation will see greater emphasis on multi-platform selling, encompassing video as well as traditional banner and web search ads.
"When combined, the two organisations will deliver profoundly better results than when delivered separately," said Gregory Coleman, Yahoo's executive vice president of global sales.
That's great, but will it convert any better? Unlikely...
Improve the core of it, the search and maybe then it will.
Man I'd hate to work at a large company that thinks this way. Everything moves at a snails pace and the left hand doesn't have a clue what the right hands doing.
|Improve the core of it, the search and maybe then it will. |
Man you said it. Until they make dramatic changes in the organic search component (and that means those that are responsible for what you see now) things will not improve. Why they don't get that is a true mystery.
I dunno.. search improvement would be great. But Wenda was a driving force in their display business and had great contacts on Madison avenue - where it counts for ad biz.
She's going to be missed big-time. I feel like there must be something else going on at Yahoo to warrant letting her go. I'm not sure we've seen the full Yahoo strategy yet...
There may not be a strategy, some company changes are purely about board room politics...
|some company changes are purely about board room politics... |
Thats my point, their making all kinds of changes, except where they need it the most.
I agree randle, perhaps the Yahoo board think the Yahoo name is strong enough without any specific product for people to associate it with. They're wrong of course.
When you strip away all the spin-off products, Coca Cola is a drink, Toyota is a car and Google is a search engine. What is Yahoo?
People only remember brands they associate with something, but there's absolutely nothing that you can specifically associate with Yahoo any more. The directory was great in the days when directories were useful, but the internet is so huge and fast-changing now that Yahoo has to seize on something else as their central product.
Being a rival to Google would probably be the best course of action, but they can't be a proper rival until the search engine is improved and given more prominence on the front page of the site.
And I am sure Wenda will be very happy with this comment on her skills:
Coleman added, "While Wenda was a big contributor to our success in the past, the industry has shifted and requires a different set of skills to take the business forward. We appreciate her dedication during her years of service and wish her well in the next chapter of her career."
From the Yahoo! press release at [yhoo.client.shareholder.com...]
The core of the message is really that sales for display and search advertising will be under one roof at Yahoo!, maybe foreboding a consolidation of the two in general?