There’s a fresh question Ms. Mayer.
I recognize that media properties are still struggling to crack the code on how to make money in the digital era.
Still, I question the long-term value of applying the advertorial concept to a banner ad.
Here’s what I’m talking about specific to the Yahoo News channel.
Yahoo News maximizes its real estate with stories appearing in the right-hand column where readers are conditioned to see advertising.
OK, that’s not a capital offense.
Things get interesting though when scrolling down the home page where we find this.
It’s packaged like a Yahoo! News story.
The visual ties to a topic, not a company.
The typeface is the same as Yahoo! News stories, only in black.
The opening line is crafted like a story:
(Sept, 2012) If you drive in California, you better read …
But this is an ad that takes you to an insurance pitch.
Here’s the part I just don’t get.
What’s the upside in fooling readers that an anticipated story on driving in California is actually a shill for insurance?
At best, it annoys readers.
I wouldn’t exactly call it “evil,” but it seems very un-Google like.
Given what’s on Ms Mayer’s plate, I suspect this won’t make her to-do list anytime soon.