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Innovative products will help marketers tap into the daily digital habits of Canadians
Yahoo Canada is launching a host of innovative new products, designed to shape Canadian news consumption habits, while giving marketers opportunities to connect with consumers on a more personal level.
“The purpose is to provide continuous news, whether on your smartphone, desktop or tablet, throughout the day—we want to own news habits across platforms and across the day,” says Claude Galipeau, country manager for Yahoo Canada.
The sleek new Yahoo and News Digest Apps are set to launch here next month, a nice compliment to Yahoo’s Unified Advertising Solution, announced in January at CES in Las Vegas.
The News Digest app speaks to how people are consuming content in a digital world. It mimics the way people once read morning and evening papers, but instead delivers must-read content on mobile devices twice a day — at 8 am and 6 pm.
The blasts include up to a dozen articles — covering everything from politics to entertainment — curated based on the top trending stories on the web. The goal is to bring users comprehensive, effortless, and complete information about the world in an easily digestible format.
Stories include brief chunks of text, accompanied by rich graphics — each article features a bold selection of pictures, videos, maps and tweets. If readers want to delve deeper, they can click on various links. Users peruse the curated stories by swiping to the right and when finished, a green screen appears, signifying they’re done and unlocking a bonus factoid relating to one of the featured stories.
News Digest offers a visually appealing and satisfying take on the day’s top stories that will give readers a sense of accomplishment and being in the know, says Galipeau. “Yahoo continues to innovate in product development: It really is dedicated to making the daily habits of its users extraordinary.”
In a world where reliable news and information is increasingly disappearing behind a pay wall, Yahoo appeals to users with visually stimulating, professionally sourced, curated and, in the case of the new Yahoo app, personalized information that is free.
The Yahoo app differentiates itself by offering an infinite stream of content — news, entertainment, sports and more — based on the user’s interests.
The result is a stream of information rich with graphics and pictures. Stories are summarized up top and users can scroll down for the full text, as well as related links.
“We want to inspire and entertain our users with awesome products,” says Galipeau, adding because content is personalized, the big opportunity for marketers is to target consumers with relevant native advertising. “It’s hugely appealing for brand experts looking to reach a highly engaged audience throughout the day, with professionally curated content that’s brand safe, and relevant to users’ interests.”
And, now Yahoo Canada is making that even easier for advertisers, with its Unified Advertising Solution, an end-to-end approach that streamlines the ad-buying process across Yahoo’s various online properties. It’s the convenience of a single buy, at scale, without the layers and complications of single point solutions.
“What we are offering is a full suite of advertising solutions to help brands reach their customers across all devices, wherever they are and whatever they’re doing,” says Galipeau. “All of these solutions are available in one advertising stack from which you can judge the effectiveness of your spend — we’re making it easier to optimize your ad dollars and report on the effectiveness of advertising spend.”
With its lineup of innovative new products, Yahoo is working to illustrate its clear understanding of the daily digital habits of Canadians, as well provide deep insights to effectively connect marketers with audiences.
Yahoo Canada will discuss these opportunities and launch its new products at an exclusive invitation-only event for agency leaders, brand marketers, planners and buyers at the Cathedral Centre in Toronto May 14. As part of this, Galipeau will host a panel discussion, where select Agency Influencers will share key trends and actionable outcomes from their experience at the 2014 Digital Content Newfronts in New York.
For more information, visit Advertising.Yahoo.ca
