In Original Content Push, Yahoo Partners With GroupM To Get Big Advertisers

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In Original Content Push, Yahoo Partners With GroupM To Get Big Advertisers

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Look for more sponsored content to come to Yahoo (NSDQ: YHOO). The company is partnering with WPP’s GroupM Entertainment to “help marketers creatively incorporate their brands into original online programming” across Yahoo properties. GroupM is already behind two big (and successful) sponsored content deals on Yahoo sites: The TechTicker investing program is backed by Scottrade—and features Scottrade ads and logos throughout, while sports show Sports Minute was developed for Dunkin’ Donuts—and plays up that company’s branding (See image above).

Yahoo and GroupM say that together they will identify advertisers—and then develop an unspecified amount of new content that incorporates their messaging. MediaWeek says that several concepts are already under consideration, including a reality show on a touring rock band and a show tracking two unemployed job searchers.

The partnership with GroupM comes as Yahoo has said it will emphasize original content across its properties in an attempt to win-over more big brand-name advertisers. CNET reported earlier this week that Yahoo executives had been told to increase the amount of original content they produce over the coming year—particularly in news and entertainment. Yahoo Media group head Jimmy Pitaro told the news site that the company was also interested in creating some longer “documentary or news-magazine style” programming.