In last couple of days, there is so much noise
in the virtual world regarding Yahoo’s $ 1.1 billion acquisition of Tumblr.
Find previous post : Yahoo! opts for buying the growing blogging platform Tumblr
So many anticipations are there in order to dig
down the inner
reasons of this much valued acquisition. Here are 7 reasons that
played the role in favor Marissa, CEO of Yahoo for taking this bold & big
step:
1. Crack ever growing
prospect of mobile internet: Its evident that the use of the internet is
growing versus desktop and laptop computer use. According to the experts - mobile
use of the internet will take over land use of the internet by early 2014.
Yahoo is yet to create any sustainable foot print in this medium. On the other
hand, Tumblr having 15 billion page views a month, is expected to have most of
the traffic from mobile in coming year. So acquiring this high potential micro
blogging site would definitely give break through to Yahoo to crack the mobile
internet effectively.
2. A wake up call for Yahoo
to be social with billion users: Google , Facebook , Twitter etc are ruling the
world wide web with upgraded social networking components which is highly the requirement
of the time. And Yahoo has not been able to react in this segment positively
for so long. As a result, when other search engines like Google is spreading
its net with updated social network initiatives, Yahoo is loosing the race.
Good thing is Marissa has got it right and to come along in the race, this kind
of bang on acquisition is highly required to come back to the track.
3.Yahoo can’t stay back this time as appeal of micro
blogging is climbing high: According to the industry experts, people are
becoming more inclined towards micro blogging concept which was initially
started by Twitter. But this micro blogging concept has been redefined by Tumblr with its most creative contents
which ensure higher level of visibility. Yahoo can’t afford to allow free ride
to the biggies.
4. Leverage mobile
advertise of Tumblr: The move allows Yahoo to take advantage of the rapidly growing
mobile advertising. As Tumblr’s mobile advertising market is expected to increase
by 65% to $2.1 billion in the U.S. alone this year. And its mobile
viewership is growing even more quickly, quadrupling in the last six months,
according to the company. According to Tumblr founder and CEO David Karp, mobile
traffic will overtake desktop traffic by early 2014 at the latest. Thus Yahoo
will rip the full benefit.
5. Glorify the image to
the teenagers: Yahoo is ready to build its “cool” image to the
teenagers giving big time comfort to the advertisers. Given its aging audience is Yahoo's biggest problem with
advertisers right now, the hunt for cool companies is high on Mayer's agenda. Thus
Tumblr becomes as an attractive acquisition as it has so much credibility among
this audience that Yahoo is seeking -- this 18-to-24 sweet spot who fall under
the hot target group for most of the advertisers.
6. Great showcase of
learning from mistakes by Yahoo: Yahoo has showcased an exemplary move by
learning from mistakes that eventually will build confidence of the
shareholders. Monotonous facbooking experience requires change to the teenagers
which micro blogging can do right away. For example, with its innovative
inclusion of live image in Gif format, Tumblr has taken big step of removing
the monotony. What else can be better example than this for Yahoo for reacting
timely.
7. Capitalize the
potential of enhanced visitors: Tumblr users spend an average of 14 minutes per
visit, Tumblr founder and CEO David Karp revealed on stage at
a paid Content conference in New York City in April’13. That's about
a minute-and-a-half longer than the average Facebook visit, and a few
minutes longer than the average Twitter visit. Yahoo may become cool again with
a shower of enhanced pageview. Tumblr and its 107 million microblogs would add
another 15 billion pageviews a month to Yahoo’s hoard.
According to Davir Karp, Tumblr is a really
creative platform. It's not only a social platform or a chat platform, but its
an experience that younger generation thrives for. The purely content based
site can be a tramp card for Yahoo to join in the race of social media evolution.
Also
see the previous article on Tumblr: Future Growth Potential of Tumblr
Photo Credit:
nytimes.com, zapt2.staticworld.net, thesocialmediatrainingschool.com
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