Yahoo7 Finance makes money personal, delivering better opportunities for advertisers

Yahoo7 has relaunched Yahoo7 Finance in Australia, with new features and improved functionality, a streamlined design and more ways for advertisers to reach high income, tech and finance savvy consumers.

The new-look platform provides additional native advertising integration, improved display advertising opportunities, including billboards and site takeover options, as well as increased video advertising opportunities through upgraded content experiences. A continuous news stream also creates more opportunities for users to consume Yahoo7’s native advertising, available through the Yahoo Gemini product.

The upgrade provides better a customer experience and greater personalisation, with the launch of a new feature, My Portfolio and Markets. The configurable dashboard allows stocks to be added, removed or reordered directly on the homepage, creating a user-friendly snapshot. And an extensive new suite of data visualisations puts a greater breadth of coverage across major stocks, including real-time price updates and instant access to more granular analysis, at users’ fingertips.

Paired with significant development to the back-end, delivering better real-time data accuracy and reliability, and a consistent and responsive experience across devices, the more personalised offering will continue to grow the platform’s success.

The Yahoo7 Finance platform, offered across desktop, mobile and tablet, is showing a strong performance after just two weeks in market. Key audience metrics highlight that time spent per user is up 52% and users have increased double digits (+15%) compared to the four weeks prior to launch*.

Mark Robinson, Director of Product at Yahoo7, said: “We’re excited to provide the most premium and personalised finance experience yet for our users, which will deliver our advertisers even greater access to a high value audience via Yahoo7 Finance. This redesign is the next step in our mission to drive the daily digital habits of our Australian audience, and offer our advertisers the most advanced and innovative marketing solutions.”


Yahoo7 bolsters commercial team with key strategic and sales hires

Yahoo7 has hired ex MediaCom Melbourne MD, Anny Havercroft as Head of Brand. A key strategic appointment for the company’s commercial division, Havercroft will establish and consolidate a clear market leadership position, oversee operations of commercial content integration and drive strategic, innovative thinking and solutions for Yahoo7’s client and agency partners.

Havercroft is a digital communications leader who has built her 16-year career at top media agencies in the UK and Australia, including eight years with MediaCom across both markets. Her experience in building and leading teams in digital strategy, social media activation and content integration has benefited major organisations such as Carlton United Breweries, Procter & Gamble and Universal Pictures.

An active member of the startup community, Havercroft also ran a corporate accelerator program focused on HR technology, for Slingshot Ventures. Her digital thought leadership and award-winning campaigns saw Havercroft recognised as one of AdNews ‘40 under 40’ in 2011.

Havercroft will report directly to Paul Sigaloff, Chief Revenue Officer, who said the calibre of the appointment reflects the strengthening of Yahoo7’s commercial position.

“Our proposition this year has focussed tightly on our capabilities across data, content and technology and this strategy has really been delivering for us”, said Sigaloff. “We’re absolutely thrilled to have secured Anny as Head of Brand. It’s a critically important role in realising our strategic plans and we have a number of key initiatives launching this year that will be real game changers for both the business and our clients. We couldn’t have found anyone equipped with better credentials to deliver on these goals, and drive innovation and leadership across our business.”

Havercroft, who joined the company this week, said: “Yahoo7 is a digital powerhouse in data, content and technology with an exciting future ahead. I am thrilled to join the talented team as we evolve the brand solutions offering for partners, agencies and marketers."

Yahoo7 has also made a key new hire in the agency sales team, naming Mary Evans as Group Sales Manager. Evans will lead a team responsible for a group of key agency partners for the business in NSW. She joins Yahoo7 following a five-year stint at travel deal provider, Travelzoo, both in her native UK and Australia, where she was mostly recently Head of Sales. Evans, who will be based in the Sydney office, started on Monday.

Yahoo7 study reveals mobile overtakes desktop for Australia’s daily digital habits

Yahoo7 has released their annual study into the digital lives of Australians, which revealed smartphone use has surpassed that of desktops for daily digital habits, for the first time (see Figure 1)*. The 2017 report, Know Your Data, shows the increasing domination of mobile devices, with the Aussie smartphone love affair seeing consumers migrate away from the desktop to perform the top daily digital habits.

The Know Your Data study also found that the average Australian has increased their number of top daily digital habits from 2.8 in 2015 to 3.2 in 2016**, with email, search, social, weather and news identified as the leading daily digital pastimes. Daily use of online banking has seen a +35% increase and checking the weather has grown by +30%, while the rise of video streaming services like PLUS7 have seen Long Form Video increase by +60%. Australia’s digital habits are also becoming increasingly app based, with a 53% increase across Yahoo7’s app properties, including PLUS7 and 7News, since 2015**.

E-commerce continues to grow as the number of people shopping online daily has doubled*. Of those who browsed daily in 2015, 27% converted to a purchase, one year later this is now a 40% conversion rate*. Of those shopping daily, smartphone usage is up +56% and desktop is on the decline more than a quarter*. This allows digital advertisers to target consumers in specific stages of purchase through the most effective channel.

The study also reveals the peak times of day for each habit, and demonstrates the critical role of aligning content with the time of day. The research found most Aussies are more likely to check the weather early morning, complete their online banking mid-morning, browse recipes in the afternoon and watch video late in the evening. However, the study found that this can vary considerably by audience and it should be a key consideration for advertisers****.

Becky Smith, Head of Insights at Yahoo7, said, “The Know Your Data study has the power to significantly improve the relevance, accuracy and effectiveness of our clients’ campaigns, through the most comprehensive insights into Australia’s digital habits. This data provides marketers with the most intimate understanding of their audiences yet, revealing how they live their lives through technology. This allows marketers to understand the mindset and motivations of this audience, and target them on the right device, at the right time with the most effective content.”

The study also includes insights into the changing e-commerce habits of Australians, the benefits of category targeting and the domination of Catch Up TV over subscription streaming giants.

Know Your Data, which analyses the country’s most comprehensive data on the daily digital habits of consumers, spearheads Yahoo7’s ongoing mission to understand the changing digital lives of Australians and provide actionable insights for their commercial partners.

‘Yahoo7 can use its unique datasphere to help marketers conceptualise, tailor and implement their digital campaigns for their specific audiences and objectives,” Smith said.

NOT Yahoo7 related (yet) - but

**Seven and AOL/Verizon to continue to invest in market-leading Yahoo7 joint venture **
Seven to launch 100% owned long-form video catch-up TV digital product and platform

Seven West Media today confirmed amendments to its Yahoo7 joint venture agreement.

The agreement, which coincides with the completion of Verizon’s acquisition of Yahoo, Inc. and the formation of Oath, will see Seven West Media and AOL/Verizon continue to invest in the market-leading Yahoo7 joint venture in Australia.

Both Seven West Media and AOL/Verizon will also explore broader opportunities that build on Oath’s consumer brands, original content, ad tech, proprietary data and potential acquisitions to further scale Yahoo7 in the region.

Under the new agreement, Seven will now launch and market its own long form catch-up TV service with TV content currently on PLUS7 and offer that exclusively through a separate, new and fully owned Seven platform within six months. The Yahoo7 JV will be tasked with exploring new opportunities with a broader content set including content from AOL/Verizon.

Kurt Burnette, Chief Revenue Officer for Seven West Media, said “Our JV partners own and operate one of the world’s largest digital advertising businesses and we look forward to driving home this leadership in local and global best content, technology and innovation.

“Australia’s number one television network will now be even more seamlessly connected and sold with the number one commercial catch up TV service delivering the most effective ‘total video’ results for advertisers.

The Seven team will continue its selling across all screens as has been the case for sport, sponsorship and integration and that will now extend and apply to all long form Seven content online.”

Yahoo7 to send best new media talent to New York

Yahoo7 has taken their search for Australia and New Zealand’s rising media industry stars to the next level, offering a once in a lifetime trip to New York City for the winner of its 2017 Digital Stars awards.

Now in its sixth year, the Yahoo7 Digital Stars program invites the best emerging talent in the media industry to prepare a text or video submission answering the question: “Data, content or tech. Which is the most important aspect of the marketing mix and why?”.

The talented and ambitious winner will be rewarded with full access to this year’s Advertising Week conference in the US in September, which is billed as the world’s premier event for marketing, brand, advertising, and technology professionals. The prize includes a trip to New York, five nights accommodation in the heart of the city, a photo shoot for professional headshots, a $500 Visa gift card and mentorship opportunities with senior leaders at Yahoo7.

Paul Sigaloff, Chief Revenue Officer at Yahoo7 said: “Each year the calibre and number of entries has grown, so we’re very excited to up the prize in 2017 with a trip to AdWeek in NYC, and to see the talent the program uncovers. Yahoo7 has a proud history of supporting and mentoring the best and brightest in the media industry on both sides of the Tasman, so I’m thrilled to continue the tradition and up the ante with this year’s Digital Stars program.”

The 2016 Yahoo7 Digital Stars winners included entrants from MediaCom, Maxus, Vizeum and UM in Sydney, Initiative and Carat in Melbourne and Dentsu Mitchell, Perth.

To enter the Yahoo7 Digital Starsprogram or for more information, visit Entries close on July 21.

I’m still waiting for the long awaited return of AOL|7

Can’t be too long now. They did say August the transaction would be final.