Yahoo's Q3 Results In 12 Key Takeaways
From Marissa Mayer's stance on hiring to the expected windfall from Alibaba's IPO, we offer Yahoo's third quarter livestream in 12 easy pieces."Yahoo Screen has quickly emerged as a preferred pastime, our constant partner to drive traffic...It's a fun, serendipitous way to experience thousands of hours of video content," said Mayer. "We built the new Yahoo Screen experience especially for mobile and tablets with a new, easy-to-use player and some substantial under-the-hood improvements in their performance." Regarding Yahoo's commitment to video, Mayer said she sees opportunity in original and professional content, as well as in Flickr. "Flickr has recently added the ability to upload 3-minute video clips," she said, "We think it will be a way for our users ultimately to participate and upload video clips."
As you may have heard, Yahoo overhauled My Yahoo, a portal that millions of Yahoo users start their days with, according to Mayer. She said Yahoo teamed with celebrities, artists and musicians, who lent Yahoo background imagery; Yahoo sampled the colors in users' selected themes to match the whole page to their tastes; and it generally made the site "more beautiful, colorful and easier to organize." Mayer called it "simply stunning." (Not all of Yahoo's users agree.) 7. Yahoo Undid Two Years of Declining User Numbers In June, Yahoo announced that it had reversed a year-old trend of global traffic decline. In September, it announced during the earnings call, it achieved crossover with its global traffic levels from 2011, "meaning that our product spreads and the resulting increased engagements has effectively erased two years of traffic declines," said Mayer. "As I mentioned in Q2," she added, "this type of reversal in traffic declines [in a company Yahoo's size] is unprecedented, to my knowledge." 8. Mobile User Numbers Are Up During its second quarter, Yahoo had 340 million mobile users; during the third quarter, that rose to 390 million. 9. The Changing Consumer Internet Is Creating New Ad Opportunities "We believe very strongly that mobile ads designed for the mobile experience may outperform what we’ve seen in traditional display," Mayer said. "Some early experiments have indicated that, while simply porting traditional display to mobile reduces revenue per page view, showing native ads on mobile can actually increase revenue per page view. There is a big opportunity ahead to monetize mobile. When we have the right ads in the right place, they are accretive to the user experience. It makes our users tune-in and not tune-out. "