Software // Enterprise Applications
07:45 PM
Core System Testing: How to Achieve Success
Oct 06, 2016
Property and Casualty Insurers have been investing in modernizing their core systems to provide fl ...Read More>>

Yahoo To Launch 100 Branded Entertainment Sites

The portal plans to gather a brand-loyal audience in a single site this year where consumers can entertain themselves and advertisers can thrive.

Yahoo has embarked on an ad strategy based on that most elusive of online goals: building a "community" around a particular topic. It's planning 100 Web sites, each around one hot entertainment brand, fueled by its social networking and content tools.

Called Brand Universe, Yahoo launched its first site, around the Nintendo Wii video-game console, and by July it will launch ones centered on the Harry Potter books, video games Halo and The Sims, TV shows Lost and The Office, and Transformers toys. Yahoo's betting social networking and content aggregation can drive the sites, with little original content and no official brand tie-ins, and that advertisers will like the focus. "We can speak to a particular audience," says Sean Atkins, a Yahoo exec working on the effort.

It faces an uphill battle, though, in drawing site visitors. "It's a good idea from an advertising perspective," says Forrester analyst Charlene Li, "but how are you going to get visitors there?"

Comment  | 
Print  | 
More Insights
Newest First  |  Oldest First  |  Threaded View
Building A Mobile Business Mindset
Building A Mobile Business Mindset
Among 688 respondents, 46% have deployed mobile apps, with an additional 24% planning to in the next year. Soon all apps will look like mobile apps and it's past time for those with no plans to get cracking.
Register for InformationWeek Newsletters
White Papers
Current Issue
Top IT Trends to Watch in Financial Services
IT pros at banks, investment houses, insurance companies, and other financial services organizations are focused on a range of issues, from peer-to-peer lending to cybersecurity to performance, agility, and compliance. It all matters.
Twitter Feed
InformationWeek Radio
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.