Starcom and Yahoo Partner to Make Digital Video More Personalized and Relevant
Starcom and Yahoo today announced an agreement to make the digital video experience more personalized and relevant. The deal combines original video content, custom data, and advanced advertising technology to redefine how we target online video content – delivering exceptional video experiences to users alongside new, brand-relevant advertising opportunities.
"We firmly believe in the power of the online video marketplace, and its ability to be more personalized, relevant and meaningful," said Lisa Donohue, Starcom USA CEO. "This partnership puts the power of data to work to ensure that the right content and brand message finds the right consumers. More targeted experiences offer stronger online storytelling opportunities for our clients, and in turn, smarter content investments."
By coming together in a unique data-driven approach, Yahoo and Starcom will use viewership data as well as brands’ audience data to target video content based on the topics we know are resonating with consumers, spanning categories like comedy, entertainment, finance, sports, health and wellness. Via the partnership, Yahoo will deliver video ad experiences that actively seek out the most engaged audiences and provide better measurement on the impact for brands. Clients on the Starcom roster, such as Allstate, Kraft, Kellogg’s, Hallmark and Beam Inc, have an opportunity to participate as launch partners and gain access to premium video ad opportunities.
“Starcom shares our vision for creating quality video experiences that draw consumers in, hold their attention because they are personalized, and deliver value for brands,” said Ned Brody, Head of Americas at Yahoo. “What is unique is how we are bringing our data and ad technology together to create video ad opportunities and personalized targeting that Starcom’s clients want most. We’re excited about Starcom’s readiness to make this commitment to digital video with Yahoo.”
About Starcom USA
Starcom USA (www.starcomusa.com) is a world-renowned media communications agency that simplifies human understanding insights to deliver meaningful brand experiences. With more than 1,200 employees and an estimated $11.1 billion in billings (RECMA 2012) in the U.S., Starcom USA helps get the right consumers’ attention and delivers brand-building results for many of the world's leading companies, including Allstate, Anheuser-Busch InBev, Bank of America, Burger King, Kellogg Company, Microsoft, Procter & Gamble, Samsung and more. Starcom USA is part of Publicis Groupe [Euronext Paris: FR0000130577], the world's third largest communications group. Publicis Groupe is also ranked as the world’s second largest media counsel and buying group and is the first global network in digital and healthcare communications.
Yahoo is focused on making the world's daily habits inspiring and entertaining. By creating highly personalized experiences for our users, we keep people connected to what matters most to them, across devices and around the world. In turn, we create value for advertisers by connecting them with the audiences that build their businesses. Yahoo is headquartered in Sunnyvale, Calif., and has offices located throughout the Americas, Asia Pacific (APAC) and the Europe, Middle East and Africa (EMEA) regions. For more information, visit the pressroom (pressroom.yahoo.net) or the company's blog (yahoo.tumblr.com).