Yahoo! acquires IntoNow to bolster video marketing
Yahoo! is looking to tap into the growing mobile internet market and increase video advertising with the acquisition of a TV sharing app.
Yahoo! acquires IntoNow to boost social media presence
Tuesday, April 26 2011 by Kate Billinghurst
Two of the key trends for internet consultants are mobile and social channels, and the acquisition of a TV sharing app by one of the web’s biggest players indicates the importance that firms are placing on combining the two. Yahoo!, which has suffered lately in the shadow of Google, has acquired IntoNow in a move it hopes will bolster its video advertising and allow it to tap into the burgeoning mobile internet market.
Launched at the start of 2011, IntoNow has created a platform and companion TV application that allows users to share their favourite programmes with friends via mobile internet.
“Relying on social channels as a means for discovering content 13 whether it’s on a PC, mobile device, or TV 13 is rapidly on the rise. IntoNow’s technology combines the ability to check in to what a consumer is watching, engage in conversations, and find related content,” explained Bill Shaughnessy, senior vice-president of global product management at Yahoo!.
The application is integrated with Facebook, Twitter, iTunes and Netflix to enable more sharing and information gathering. “IntoNow has built a unique way for people to engage with each other around the content they enjoy,” said the firm’s chief executive officer Adam Cahan.
Reporting a fall in profits for the first three months of 2011, Yahoo! has pointed to several key developments that it hopes will help it regain ground. The firm launched Search Direct, which delivers answers and direct access to websites before a user completes a query, hits the search button, or goes to a search results page.
Yahoo! also previewed Livestand, a digital newsstand that continually offers new content to consumers, based on their interests. Launching first for tablets, the platform will enable publishers and advertisers to distribute content across tablets and mobile phones that the firm claims will be more personalised to users.
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