Can super-absorbent Mayer help Yahoo to suck gold?

Yahoo CEO Marissa (Tencent Technology map) Tencent Technology Li October 15 compiled three weeks ago, Yahoo CEO Marissa (Marissa Mayer) walked into the Manhattan hotel was a rock star-like courtesy, hundreds of advertising company managers in this warm waiting. When Mayer sat down to receive an interview from the famous American television presenter Charlie, the attendees picked up their phone to take photos. A year ago, the attendees complained about the lack of contact between Mayer and Madison Avenue (Madison Avenue). At present, 75% of Yahoo's revenue comes from advertising sales. For Yahoo, Madison Avenue Advertiser is undoubtedly its most important customer. "I think Marissa had a bad reputation in the advertising circle before," said David Cohen, Chief media officer at Interpublic Group's media organization, David. Ms Mayer is widely believed to be less concerned with advertising than with products. "In the past six months, Ms. Mayer and her team have been working to change this stereotype and to advertise it to advertisers on important events," said the advertising agency's executives. In addition, including Yahoo COO Henrik De Castro (Henrique de Castro), Yahoo Senior Vice President and Americas Business Director Ned Brody (Ned Brody) and Yahoo Chief marketing Officer Kessi Savitte (Kathy Savitt) Executives in the company often hold lunches and engage with advertising agency representatives. Industry experts believe that the charm offensive to many people on Madison Avenue impressive, but to enable advertisers to come up with real money to buy Yahoo's Web site ads can not be achieved overnight. Because of the change of operation mode of the Exchange advertisement, the marketing party is more selective in buying advertisement position. The change directly led to a drop in advertising prices for web publishers, and Yahoo was also hit. In the second quarter of this year, because of the sharp drop in advertising prices, Yahoo showed advertising revenue fell 11% year-on-year. "If there is clear evidence that Yahoo is growing again in terms of user and engagement, advertisers will be more excited," said Mark Mahaney, analyst Mahaney of RBC Capital CMC, the Royal Bank of Canada. "Yahoo's share has doubled since she was CEO of the company, and has recently risen to $35.06 trillion, the highest in nearly eight years." However, analysts said the rise in Yahoo's share price was largely attributable to a strong repurchase by the firm and the upcoming IPO by Chinese power company Alibaba. Yahoo now owns 24% per cent of Alibaba. Ms. Mayer's core business has stalled for more than a year. Yahoo's revenues have not been growing or even falling for four years, and Yahoo will announce its third-quarter results in Tuesday, with Wall StreetIt is not expected to make a big difference. Analysts expect Yahoo's third-quarter revenue to fall by about 1% to $1.08 billion, according to Thomson Reuters I/B/E/S. According to industry experts, a Yahoo spokeswoman said it has formed a new team dedicated to coordinating the relationship with the advertising agency and has recently entered the company's sales team. Yahoo, in an e-mail comment, said: "Yahoo will work closely with our advertisers, with the help of Yahoo's media, mobile and video and other resources, in a more complete model to open up business opportunities." "Focus on the mobile end. Yahoo has been trying to catch up on Facebook, Twitter and Google in fast-growing mobile advertising, as consumers ' Internet tools gradually turn from PCs to smartphones, and their flocking social networking sites need new advertising patterns. According to the US Internet advertising Agency (IAB), the U.S. investment in mobile advertising in the first half of this year, 3 billion U.S. dollars, an increase of 145%. Ms. Mayer is also seeing this change and aggressively innovating Yahoo's massive mobile apps to attract more consumers and advertisers. This May, Mayer also spent 1.1 billion of dollars to buy the popular light blog website Tumblr. As for Yahoo's efforts on the mobile side, Ritou Trividy, general manager of Advertising Media uprights, Ritu Trivedi, believes the company is not the best choice for advertisers, although the outlook is good. Ms. Mayer said it would take years to revive Yahoo. Currently, Ms. Mayer has speeded up the product development process and added benefits to the company's employees, such as free food and top smartphone products. But even though Ms. Mayer tried to build a closer relationship with advertisers, she made it very clear that users were still the first. This idea is very different from the previous Yahoo. In the past, Yahoo's web page is always full of ads, very abrupt to sacrifice the user experience, this practice has been criticized by many people. For example, Yahoo's new weather application is very concise and triggers the interest of marketers. Peter Stein, Razorfish CEO of Digital Marketing, Peter Stein that the app is particularly attractive for hotels and retailers. However, until now, Yahoo's weather applications are still not equipped with advertising. "This move gives a clear message that Yahoo is absolutely putting consumers first," said Ari Bluman, chief digital investment officer at GroupM, the world's largest advertising agency, WPP's media investment agency. "Consumer supremacy" some advertising professionals say Ms. Mayer's preference for users is very flattering in front of advertisers. The move will eventually be rewarded by consumer support. However, some people think that the strategy may not be very smooth in the short run on Madison Avenue. For example, Yahoo Sports homepage chose to make a revision at the beginning of this season at the start of the American Rugby Major League (NFL). and an adExecutives complained that they had only been informed of the revision one weeks before the new release, so the company had to do overtime to redesign the ads to match the style of the new page. The manager said the sudden change had upset his clients. A Yahoo spokeswoman said the company had launched a better product over the past year, at an unprecedented pace in recent years, in an effort to present ads on its web site well. At present, the overall evaluation of Mayer is still positive. Tamara Bosquit (Tamara Bousquet), a senior vice president for media, DigitasLBi, a Publicis Groupe digital advertising company, recalls a dinner party at the end of September. The main topic of discussion at that time was Yahoo. Bosquit said: "Everyone on the table thinks Yahoo's operations have been better since Marissa took over." ”