Yahoo (Nasdaq: YHOO) is trying a little creativity in the online video space by offering up a new daily Web show dubbed “Primetime in No Time.” The purpose it to take television programming from the night before and provide short clips of what happened across the networks and channels.
When asked about the purpose, Karen Gilford, VP and general manager for entertainment at Yahoo, responded saying, “We are trying to find the sweet spot with original content where we can complement what users are already doing, but give them a different perspective. It also helps differentiate Yahoo in the video space.”
The episodes on "Primetime in No Time" are presented in short two to three minute clips. With their strong relationship with advertisers and the TV industry, they've already landed Verizon (NYSE: VZ) as a sponsor.
One important finding in how they're presenting the advertising connected to the new daily show, is that the new "clickable" ad format is outperforming other ad delivery systems by a huge margin, as click-through rates are averaging between 400 percent to 700 percent more than traditional banner and video ads.
How it works is the new ad can be clicked on within the video screen, in contrast to an added banner ad on the side.
Yahoo has nowhere to go but up with online video, as they're in third place in online videos viewed, garnering 3 percent of the market.
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