Yahoo has embarked upon a major marketing campaign to try and increase it’s presence and relevance as an online media giant. One of the areas that they are intending to focus on is video and while their numbers seem a little small in comparison to YouTube it is worth remembering that a higher percentage of Yahoo!’s content is professional and therefore good space to advertise around.

Yahoo! have also gone through something of a revamp of their web properties, mail has a new interface, Flickr is now ‘from Yahoo!’ and they are starting to tie them all together. Given the well publicised deal with Microsoft on the search advertising side it is clear that Yahoo! has to do something to differentiate itself, they are masters of the display advertising market and it would make sense for them to focus on video. They are a little late to the game but in their case I think that this means that maybe they can learn from other’s mistakes and get such critical things right as frequency capping, targetting and reporting that they have for standard display advertising.