Yahoo launches digital movie magazine with focus on native advertising and video appeal
Yahoo has launched a digital movie magazine, Yahoo Movies, and is ramping up its native advertising and content marketing appeal.
Launch: Yahoo's digital movies magazine
The site will also feature video content ‘Splash Ads’ with Paramount Pictures the first to make use of the format with a trailer for Transformers: Age of Extinction World.
Michael Pennington, Yahoo’s head of entertainment, said: “Because we believe that advertising should be as engaging as the site itself, Yahoo Movies also incorporate seamless, native advertising and content marketing opportunities for movie studios and brands.
“Content marketing was the number one priority of marketers in 2013 and 72 per cent of marketers say they are producing more content than they were a year ago [source: Content Marketing Institute].
“The challenge however is distribution. Yahoo Digital Magazines offer the right environment for consumers to discover or consume content.”
The move follows the launch earlier this week of a digital beauty magazine.
Speaking at the Cannes Lions festival this week, Yahoo CEO Marissa Mayer predicted that mobile, social, native and video will “redefine our industry”.