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By Amanda Maffey   |   Posted at 3:36 pm on August 7, 2012   |   No Comments

Yahoo and Blip Ink Deal to Bolster Each Other’s Web Video Offerings

Partnership Will Result in Big Distribution for Some Tiny Web Shows

Despite the revolving door at the executive level, Yahoo continues to strike deals to build out its video programming. The latest is a partnership with Blip (formerly, the seven-year-old startup that distributes and monetizes original web series for independent web-video producers.

With the partnership, Yahoo will promote 13 shows that Blip has distribution rights to on Yahoo Screen. Blip will distribute 16 Yahoo video series, including the ambitious news documentary series “Remake America,” mainly on its destination site As is the norm with these types of deals, the companies will share the ad revenue resulting from selling ads for each other’s shows. For Yahoo, the deal is mainly about getting access to more low-cost original web video that it can sell to advertisers at premium rates.

“We’re still continuing to grow our leadership in original content and this is a furthering of that strategy,” said Erin McPherson, VP and head of video at Yahoo.   For Blip, getting its episodic web series in front of Yahoo’s giant audience was obviously attractive.

“Unlike a lot of people, we’re not exclusively focused on YouTube,” said Blip CEO Kelly Day, who was hired in March. “We believe in finding audiences wherever they are.”

The deal has been in the works for some time now, with the initial talks actually predating Ms. Day’s arrival at Blip, and of course the leadership changes at Yahoo.

Read more: AdAgeDigital

Reinventing the CMO

The marketer’s rise into the C-suite has been an uphill climb. Over the past decade or two, the role of “Chief Marketing Officer” in senior management has been hindered by persistent questions about the value of marketing and how to better manage the investments.

It’s no surprise then that in a recent report, 80 percent of CEOs say they’re not satisfied with the work done by marketers – while in comparison, 90 percent of the CEOs value and trust the work of CFOs and CIOs. More specifically, CEOs have serious concerns about the ability of CMOs to measure and drive return on investment (ROI) of marketing programs. And CMOs acknowledge the problem, with 57 percent reporting that they don’t base their marketing budgets on any ROI analysis. Is it any wonder that the average tenure of a CMO has dropped to an all-time low average of 12 months?

But there is hope. The path to CMO redemption is grabbing hold of a data-driven, ROI strategy. Thanks to the new wave of digital marketing management tools, today’s CMO has the ability to measure, normalize, and rationalize marketing programs – demonstrating a clear and compelling marketing ROI – to silence critics and build respect in the executive suite.

While the goal of ROI isn’t novel, a new wave of products, people, and processes has emerged to actually measure ROI from media investments across channels, and act on it to reduce marketing waste and increase sales.

Here’s how to get started:

1.Get into the data game. Use the new data management and measurement tools, like data management platforms (DMPs), to collect the torrents of impression-level consumer data generated from your owned, earned, and paid digital media. If you’re not doing this now, you’re squandering a strategic asset that is readily available to you. Digital behavioral data can give you answers to questions like: Who and where are my highest-value customers? Are they loyal or considering moving to a different brand? What digital experiences accelerate their journey to becoming a loyal and profitable customer? What are my customers’ desires and preferences beyond my brand?

Read more: ClickZ

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