Yahoo has launched its new digital magazine covering the film industry, appropriately titled Yahoo Movies, and has stepped up its native advertising and content marketing efforts, TheDrum.com reports.
Yahoo Movies follows the recent release of a digital beauty magazine.
“Because we believe that advertising should be as engaging as the site itself, Yahoo Movies also incorporate seamless, native advertising, and content marketing opportunities for movie studios and brands,” Yahoo’s Michael Pennington says. “The challenge however is distribution. Yahoo Digital Magazines offer the right environment for consumers to discover or consume content.”
Transformers: Age of Extinction is the first taker on Yahoo’s splash ads, which are slickly produced and dynamic. At Cannes recently, Yahoo CEO Marissa Mayer spoke about the future of digital advertising, and how it “needs to aspire to be as good as art.”
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