Yahoo’s New Ad Pitch Entails More Mobile Video

Implements Flurry network into its system

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Yahoo has integrated Flurry into its ads system, giving marketers an option for in-app mobile video buys.

The development comes four months after Yahoo purchased Flurry for a reported amount between $200 million and $300 million. And the move is designed to bolster CEO Marissa Mayer's turnaround efforts as her company tries to pitch the Yahoo Advertising platform, which offers not only paid search, stream ads, image promos and display but also Flurry's ads, Tumblr's native-style promos and likely BrightRoll video.

According to Flurry, it serves more than 100 million video ads every month via more than a billion devices around the world. Retail brands can purchase 15-, 30- and 60-second mobile spots and then track performance down to the store level, said Simon Khalaf, president of Flurry, which boasts tons of activity data such as a consumer's location.

"It's like you unplug your television, carry it like a boombox and walk it to the store," Khalaf said. "And then you acted. That's the beauty of mobile advertising."

Scott Burke, Yahoo svp of advertising, added, "Maybe they respond to an offer or open a coupon at the point of sale. That's an example of how we can close the loop for advertisers."

So how does BrightRoll—a formidable video platform that Yahoo bought last week for $640 million—fit into the equation?

"[It] reaches four out of five consumers via videos in the U.S.," Burke said. "So they are going to bring in that scale of programmatic . What Flurry brings is the huge range of mobile applications. We haven't made any product announcements there, but it is an obvious connection to make. Once we close that deal, we can talk more specifically about it."

Flurry also is releasing some stats from its network of 170,000 app developers that entails Snapchat, Pinterest and the BBC. The most interesting data point is that time spent on mobile devices has grown in the United States by 9.3 percent in the past nine months—from 2 hours and 42 minutes to 2 hrs and 57 minutes. Khalaf suggested that smartphones and tablets had overtaken TV as America's first screen.

"What's interesting is that mobile is behaving more like television than it is behaving like the Web," he said. "The vast majority of a video takes over the screen. It's like television."

@Chris_Heine Christopher Heine is a New York-based editor and writer.