Yahoo and Starcom announced a new partnership centered around original Web video, personalized content and data-driven ads.
Terms of the deal are pretty vague, but the companies say the plan is to marry Yahoo's own viewership data with Starcom's brand audience data to product original content for the Web, ranging from comedy to sports to lifestyle fare. Starcom clients Allstate, Kraft, Kellogg’s, Hallmark and Beam Inc. are all listed as participants in the partnership.
Yahoo has previously tapped into its own users' surfing and search data to inform Web series like the general interest news hit Who Knew? More recently, Yahoo has gone for more scripted entertainment utilizing Hollywood talent like Jack Black and Ed Helms to headline Web series.
But the emphasis of the new Starcom pact is data and personalization—staples of content being churned out by Web video juggernauts Netflix and Amazon. Just what Yahoo and Starcom's new data driven content and ad experiences will look like—well, the companies aren't saying.
"We firmly believe in the power of the online video marketplace, and its ability to be more personalized, relevant and meaningful," said Starcom USA CEO Lisa Donohue. "This partnership puts the power of data to work to ensure that the right content and brand message finds the right consumers. More targeted experiences offer stronger online storytelling opportunities for our clients, and in turn, smarter content investments."