Dive Brief:
- Yahoo and Starcom USA, a Publicis Groupe media shop, have entered a year-long deal to develop and target unique video content for Starcom's brand clients on Yahoo's properties.
- Yahoo will open up access to its first-party data for Starcom, who will use the information to create original content for clients—including Kraft, Allstate, Kellogg's, Hallmark and Beam—to appeal to certain demographics.
- Content was previously created and then promoted in hopes that users would see it, but this deal represents the first time that Web users—in this case, Yahoo users—will be heavily informing the content of video ads.
Dive Insight:
A user-based approach to content creation could seriously change the way video ads, and other ads, are developed and distributed online. As much as brands try to anticipate viewers' reactions to video ads, it can be difficult because it's always sort of a guessing game. Adding the extra layer of Yahoo's first-party data gives Starcom an advantage before they even start developing the content.
