Yahoo! and the ‘Vertical Template’

Yahoo! now has what might be called “a formula” for creating verticals: branded content + video + community/Answers + personalization tools. That describes the recently launched Yahoo! Food and it describes the just launched Yahoo! Personal Finance. (You can read more about the new Finance site here from CNet’s Elinor Mills or the WSJ.)

Essentially Yahoo! can now quickly create rich verticals around any content area of perceived interest. This is both positive and challenging for the company. It’s an asset because it builds tremendous value for consumer-users and creates more targeted display ad inventory for Yahoo!

The challenge is that Yahoo! might ultimately be creating clutter. But if Yahoo! can nicely integrate all these verticals into its shortcuts (at the top of search results) then they might swing it.

Advertisement