This suggests that some of the marketing components of CEO Mayer’s turnaround plan appear to be effective.
Yahoo has now positioned itself to become the third largest company in mobile ads in the United States as it prepares to surpass Twitter in 2015, showing that the turnaround strategy of CEO Marissa Mayer could be a considerable success.
Since last year, Mayer has been taking aim at the market share in mobile marketing, with an effort to increase it significantly.
Mayer revealed her intentions to boost the turnaround of Yahoo through mobile ads in early 2013 in a meeting that was held in the headquarters of the company in Sunnyvale, California. It was at that time that a team of Yahoo employees received the challenge of the chief executive officer to create a new mobile advertising feature that would function across smartphones, tablets, laptops, and desktops. They were given a tiny 45 day deadline in which to complete this task which was meant to have astounding results for the company’s future.
The group that was challenged with the mobile ads solution assignment had been nicknamed “Moneyball”.
That nickname was taken from the book under the same title on the subject of the Oakland Athletics baseball team. The Yahoo team managed to come up with and deliver the new mobile advertising service, and they did it 43 days later – beating the already short deadline that they had been given by two days.
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The technology that they provided created the foundation for the effort that is now propelling the digital promotions growth of Yahoo over smartphone and tablets. In October, Mayer was already explaining that “We’ve invested deeply in mobile, and those investments are paying off.”
Now, a prediction from eMarketer has suggested that Yahoo is going to be the largest gainer of mobile ads market share in the United States from the year 2014 through 2016. The portion of the mobile advertising market that belongs to Yahoo is expected to climb to reach 3.74 percent next year, and will then rise to 4.2 percent in 2016. This still leaves Facebook and Google far ahead of that third place position, with Google predicted to hold 35 percent of that market, and Facebook to hold 17 percent in 2015.