Yahoo! Inc. (NASDAQ:YHOO) has appointed a well known TV News anchor Katie Couric to cash in on the growing demand for social media content and video advertising services.
Ms Couric is responsible for the turnaround of the tech giant Yahoo. In her stint at Yahoo, she will report to Marissa Mayer Chief Executive. In her new role, she will support the initiative of Ms Marissa to reduce the dependence of Yahoo on home page traffic.
The home page traffic declined in March, a drop of 31% when compared to the previous year. The revenues of the display advertising also declined considerably for the successive four quarters.
The main aim of Ms Marissa is to diversify into Social Media content distribution and video advertising services that offer promising dividends for the struggling company.
In this new endeavor, Ms Couric will be one of the prominent celebrities for the big “NewFront” event of Yahoo on Monday. The company will showcase its latest offerings at this event.
Ms Couric has conducted a best performing interview with Stephen Collins a star of 7th Heaven. The interview mainly focused on the sexual abuse allegations of minors by the star. It has attracted over 5 million views.
It is one of the best interviews to garner twice the number of views of CNN.Com’s best performing online videos. It also beat the average audience of cable news.
Other best performing videos of Ms Couric has attracted audience between 1 and 2 million.
Attempts to build up losing ground
After losing considerable traffic on Yahoo ABC News Network, the tech giant is taking urgent measures to rebuild the lost ground with new talent on social media.
According to Yahoo, an aggressive distribution of digital videos on social media is a necessity to close the gap with its peers.
The home page traffic accounts between 65% and 75% of the traffic of news video.
According to Ms Couric, social media plays a vital role in bridging the gap of traffic.
Ms Couric interview with Josh Ostrovsky, an Instagram comedy star, has attracted 300,000 views on its home page within few hours of release. However, its social media stint garnered 2 million views in a week time.