Yahoo Expands Content Marketing Offerings with Yahoo Storytellers

Helps Brands and Agencies to Easily Produce and Distribute Content
That Drives Engagement

SUNNYVALE, Calif.–(BUSINESS WIRE)–Yahoo! Inc. (NASDAQ:YHOO) announced today the launch of Yahoo
Storytellers, a full service content marketing studio for brands and
agencies that leverages Yahoo’s editorial expertise, extensive data, and
native advertising through Yahoo Gemini. Now marketers can leverage
Yahoo Storytellers to successfully develop, distribute and measure
premium branded content that meets consumers’ high expectations and
drives engagement.

“Content marketing continues to be an area of growth for brands and
agencies, but they need a better way to create compelling content that’s
informed by data and reaches the right audience. That’s where Yahoo
Storytellers comes in,” said Lisa Utzschneider, Chief Revenue Officer,
Yahoo. “At Yahoo we’re focused on bringing our users the best content
available online across our news, sports, finance and lifestyle
verticals, and now we’re helping our advertisers develop branded content
that is even more effective and data-driven.”

Yahoo Storytellers offers advertisers a full suite of capabilities to
build successful content marketing strategies, including: content
consulting services and curriculum-based workshops, development of
premium video and a full range of editorial content, influencer
activations across social platforms, and partnership extensions.

Yahoo Storytellers is based on the powerful combination of content, data
and technology. With more than 165 billion daily data signals, Yahoo
helps brands identify consumer insights and inform what type of content
opportunities they should pursue to reach their target audience. Yahoo’s
custom content studio produces premium content for brands, by tapping
into leading journalists and Hollywood-pedigree creators. Yahoo is
partnering with top creators including Believe Entertainment Group,
Endemol Shine Beyond, Trium-INE Entertainment and many others. With
Yahoo’s full suite of ad formats and technology platforms, especially
native advertising through Yahoo Gemini and content platforms like
Tumblr, brands can deliver engaging content at scale to the right
audience and in the most relevant environment.

“As one of the original digital storytellers, Yahoo’s history in
identifying opportunities and creating dynamic stories for brands and
audiences alike is extraordinary,” said Bonnie Pan, President, Endemol
Shine Beyond, USA. “We are thrilled to leverage our expertise as a
global production company in partnership with Yahoo to bring relevant
stories to the right audiences across Yahoo’s platform.”

Brands including Dasani, Farmers Insurance, JetBlue and many others have
partnered with Yahoo on content marketing efforts. JetBlue worked with
Yahoo on a recent content marketing effort that resulted in over 3
million views of their native video ads, 31 million social media
impressions, and 27% of people who viewed the JetBlue posts engaging
with them.

“Working with Yahoo, we have been able to give people a new way to
experience our brand, while driving meaningful results,” said Leesa
Eichberger, head of brand marketing, Farmers Insurance. “We look forward
to working with Yahoo Storytellers to further develop content that will
be useful and engaging to consumers.”

About Yahoo

Yahoo is a guide to digital information discovery, focused on informing,
connecting, and entertaining users through its search, communications,
and digital content products. By creating highly personalized
experiences, Yahoo helps users discover the information that matters
most to them around the world — on mobile or desktop. Yahoo connects
advertisers with target audiences through a streamlined advertising
technology stack that combines the power of Yahoo’s data, content, and
technology. Yahoo is headquartered in Sunnyvale, California, and has
offices located throughout the Americas, Asia Pacific (APAC) and the
Europe, Middle East and Africa (EMEA) regions. For more information,
visit the pressroom (pressroom.yahoo.net)
or the Company’s blog (yahoo.tumblr.com).

Yahoo and Yahoo Finance are the trademarks and/or registered trademarks
of Yahoo! Inc.

All other names are trademarks and/or registered trademarks of their
respective owners.

Contacts

Yahoo
Julie Nicholson, 917-471-0325
jnich@yahoo-inc.com