Brafton has reported that Yahoo sites reign as the most visited properties on the web, yet the company's revenue has been steadily declining, and it was marred with news of major layoffs at the end of last year. It looks as though the company may try to recover by appealing to a mobile audience with a new aggregator tool that delivers relevant news to on-the-go users, and marketers who offer content on their sites should take note of this up-and-coming platform.
An insider told The New York Times that Yahoo will soon announce it is working on a platform to offer users content tailored to their interests via their smartphones and other mobile devices. Although Yahoo spokespeople declined to comment, an individual close to the matter told the newspaper that Yahoo CEO Carol Bartz will unveil plans for the content aggregator platform at this month's Mobile World Congress.
Insiders say the platform will aim to “highlight the most relevant content” available on the mobile web, helping on-the-go consumers cut through the clutter. The Yahoo mobile news aggregator will cull content based on users' common searches, set preferences, social media and more.
Brands might take this as their cue that it's increasingly important to create mobile-ready, search-friendly content that is carefully targeted to meet the information needs of their online audiences. Yahoo's content aggregator for mobile users could be especially important in spreading content to a desirable audience; as Brafton has reported, mobile web use is poised to surpass PC internet use in the coming months.