Yahoo May Pursue Contextual Search; TV Connects Consumers To Online Digital Platforms

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Yahoo And Contextual

Re/code’s Kara Swisher says she has the inside scoop on CEO Marissa Mayer’s plans for Yahoo, which Swisher intimates may not include Right Media Exchange. Instead, among other initiatives, Mayer may pursue something called contextual search. Swisher explains what that means: “Unlike keywords, which are inputted by a user, contextual search uses all kinds of signals that they share, most times without an effort, as they move through the world, both digitally and physically. This is the red-hot opportunity of mobile, because consumers are constantly beaming information from devices that can be taken advantage of by Yahoo and extended to marketers.” Read more.

Connecting The Consumer

During a cable industry conference keynote, Forrester analyst James McQuivey may have put the fear of world media domination into attendees. Multichannel News’ Jeff Baumgartner reports, “Although many worry that Amazon, Sony, or Google and its YouTube unit will go over-the-top with a virtual pay-TV service that competes directly with cable operators, McQuivey said that these digital platforms are really looking at TV as a way to maintain and grow their connection with the consumer, and to get them further hooked into their respective platforms.” Read more.

Organizing YouTube

A new trade organization has emerged for YouTube video creators called GOVA (Global Online Video Association). Paul Kontonis will lead as GOVA’s executive director, according to Adweek, to help organize the industry and attract ad dollars. “All these companies were formerly defined by just having a bunch of channels on YouTube, and it was about aggregating views and prerolls,” Kontonis said. “Now, they’ve all become major digital media companies. They all have interest in bringing dollars and attention to the space. And they need a group like GOVA to protect their interests.” Read more.

Location Always On

Before iOS 7 an iPhone app was able to access location data without having to be running, and it seems Apple will be bringing that feature back with iOS 7.1. “[T]he forthcoming iOS 7.1 will allow apps to access users’ smartphone locations even when apps are turned off from running in the background,” writes Digiday’s John McDermott. The solution will be useful for advertisers that rely on accessing location information without having the consumer explicitly using an app, but the user has the chance to opt in to which apps can tap into location data. Read the rest.

How Mobile Is Mobile?

On Marketing Land, analyst Greg Sterling takes a look at a new study from Pew Research that shows several interesting data details as it relates to Internet and mobile penetration, including: “China is the world’s largest Internet and mobile market. Yet 63 percent of mobile users today don’t have smartphones.” Get the Pew Research press release. Also, Inside Facebook looks at the international mobile market here.

Social DOOH

PepsiCo is marrying user-generated content to digital out-of-home advertising, according to The Drum. Called the “Unbelievable” campaign, the company will comb Vine for videos submitted with the hashtag #LiveForNow and select the best to use for its campaign. “Social video and digital out-of-home have interesting similarities and short-form, entertaining Vine content is perfectly suited to the DOOH channel,” said Rich Simkins, innovations director of Talon Outdoor. Read more.

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