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    Раздел: Красивая улыбка Дата публикации: 29.08.2015, 02:58

    By Olivia Khalili, Director of Yahoo For Good

    What would the technological world look like if was designed by females? With only 14% of the engineering workforce comprised of  women, and 1.4 million STEM jobs projected in the next 20 years, conceivably, we might never know.

    So yes, it’s a pipeline issue. And an awareness issue, but perhaps most importantly, one of identity. The interest in math and science that many girls display at an early age often becomes diluted amongst the aisles of pink toys, societal expectations that nudge them elsewhere or the lack of resources provided. With more awareness (and data) for this gender fallout, there’s a crop of organizations working to close the gender and minority opportunity divide in STEM.

    How do you encourage interest from girls in coding? Give them the tools to imagine. Yahoo is partnering with Girls Who Code to develop new curriculum, based on the Tumblr and Flickr open-sourced APIs, that will roll out across 500 clubs this school year. Through these lessons, 6th-12th grade girls will learn to build queries to display the most popular content on Tumblr and Flickr - intermediate skills that build on students’ preliminary knowledge of website development.

    Not only will participating girls learn to create using Tumblr and Flickr’s API, they will also have an opportunity to showcase their work during project demo days for local clubs in New York and the Bay Area. The partnership connects these young learners directly with the engineers, designers and project managers who work on Tumblr and Flickr products.

    Following the course, students will have the foundational skills to continue to develop and create using APIs available through the Yahoo Developer Network.

    Yahoo for Good works to enable the next generation of creative thinkers and doers by providing access to opportunities in STEAM (Science, Technology, Engineering, Arts, Math). Through partners like Girls Who Code, we’re able to give more people the tools to imagine, driving a diversity of ideas and perspectives that may ultimately allow us to know what the technological world would look like if it were designed by females?

    __________________

    STAT: Where are America’s Women Engineers?

    STAT: U.S. Department of Labor

    By Simon Khalaf, SVP Publishing Products

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    Seven years into the mobile revolution, I’m excited to host hundreds of developers at the Yahoo Mobile Developer Conference at the Marriott Marquis in New York. Today, I’m taking the stage with my amazing colleagues Lisa Utzschneider, Yahoo’s Chief Revenue Officer, and Tumblr CEO David Karp along with our invaluable partners and clients to take a look at the evolving mobile landscape, talk to developers about building their businesses and share updates to the Yahoo Mobile Developer Suite.

    For more on my portion of the morning where I discuss the growth and evolution of the mobile industry and app categories, check out my Tumblr post here.

    As the world of mobile app usage changes, so do developers’ needs. At today’s conference, Yahoo announced updates to the Yahoo Mobile Developer Suite developers use to analyze, advertise, monetize and enhance their apps and build their businesses as the industry evolves. Today we’re discussing the following updates, and more, with the New York City developer community:

    Tumblr In-App Sharing: Developers can now let users share their creations with their Tumblr followers with one click. When a Tumblr user who doesn’t have the app sees the post, the ability to download the app will be a seamless part of their experience. App developers will also be able to see engagement on content shared by their users, such as how many times it has been reblogged, clicked on or liked. Today David Karp is sitting down with our launch partner, PicsArt, to talk about the initial success they’ve seen using Tumblr In-App Sharing.

    Real-Time Metrics: Updating automatically every 15 seconds, developers can have instant insight into real-time app activity, completely for free through Flurry Analytics. Real-time Metrics will work at any scale, whether a developer has a hundred, a thousand, or a billion users.

    Native Video Ads for Publishers: Yahoo can now help developers integrate an advertising solution into their app that is designed to increase monetization by combining native, the best performing ad format, with video, the best performing ad content.

    There are a few more updates we’ll be sharing and then later in the day, after all the presentations and breakout sessions, we’ll be announcing the winners from yesterday’s Hackathon! There were so many great hacks, I’m so impressed with what was developed, and can’t wait to see which teams come out on top!

    If you want to tune in, the conference is being live streamed here. You can also join in on the action by sharing your ideas with @yahoo and @flurrymobile, and be sure to use #mobileyodel for event-related tweets!

    yahoodevelopers:

    By Simon Khalaf, SVP Publishing Products

    Last year, on the eve of the sixth anniversary of the mobile revolution, Flurry issued our annual report on the mobile industry. In that report, we analyzed time spent on a mobile device by the average American consumer. We ran the same analysis in Q2 of this year and found interesting trends we are sharing in this report.

    After putting the desktop web in the rear view mirror in Q2 2011, and eclipsing television in Q4 2014, mobile and its apps have cemented their position as the top media channel and grabbed more time spent from the average American consumer. In Q2 of 2015, American consumers spent, on average, 3 hrs and 40 minutes per day on their mobile devices. That is a 35% increase in time spent from one year ago and a 24% increase from Q4 2014. In just six short months, the average time American consumers spend on their phones each day increased by 43 minutes.

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    To put things in perspective, there are 175 million Americans with at least one mobile device. This means that, in aggregate, since November 2014, the US connected population is spending an extra 125 million hours per day on mobile devices. This growth rate is especially astonishing after seven consecutive growth years.

    The Browser: Sidelined

    Looking at the chart above, today only 10% of the time spent on mobile is spent in the browser, down from 14% a year ago. The rest of the time, 90%, is spent in apps. Effectively, the browser has been sidelined on mobile. This has major implications on the digital industry in general and the content and media industry in particular. Historically, the media industry has relied almost entirely on search for user and traffic acquisition, building entire teams around SEO and SEM on the desktop web. But search engines are predominantly accessed from a browser. If mobile users aren’t using browsers, the media industry will have to look for new approaches to content discovery and  traffic acquisition.

    The Media Industry: Absorbed by Apps

    The chart below takes a closer look at app categories. Social, Messaging and Entertainment apps (including YouTube), account for 51% of time spent on mobile.

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    Entertainment (including YouTube) grew from 8% of time spent last year, or 13 minutes per day, to 20% of time spent, or 44 minutes per day this year. This is 240% growth year-over-year, or an extra 31 minutes. That is more than the time it would take to watch an additional TV sitcom for every US consumer, every day!

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    Messaging and Social apps grew from 28% of time spent last year or 45 minutes per day to 31% of time spent or slightly more than 68 minutes per day this year. This is a 50% year-over-year increase. However, the majority of time spent inside messaging and social apps is actually spent consuming media, such as videos on Tumblr and Facebook or stories on Snapchat. A study by Millward Brown Digital showed that 70% of social app users are actually consuming media. While we can’t correlate the 70% directly to time spent, we firmly believe that media consumption, either articles read in the web view in app, or video consumed in the feeds, constitute the majority of time spent in social apps. This is a big trend and one that will be watched very carefully by traditional media companies. These companies have to adjust to a new world where consumers act as individual distribution channels. The growth in entertainment on mobile proves once again that content is in fact king and is beating the gaming industry in its own game.  

    The Gaming Industry: Time is Money

    The completely unexpected result of our analysis this year is the dramatic decline in time spent for mobile gaming. Gaming saw its share decline from 32% last year (52 minutes per day) to 15% of time spent (33 minutes per day) this year. This is a 37% decline year-over-year. We believe there are three factors contributing to the decline.

    1. Lack of new hits: Gaming is a hit driven industry and there hasn’t been a major new hit the past 6 to nine months. The major titles like Supercell’s Clash of Clans, King’s Candy Crush, and Machine Zone’s Game of War continue to dominate the top grossing charts and haven’t made room for a major new entrant.
    2. Users become the game: Millennials are shifting from playing games to watching others play games, creating a new category of entertainment called eSports. This summer, Fortune named eSports, the new Saturday morning cartoons for millennials. In fact, some of the most watched content on Tumblr is Minecraft videos created and curated by the passionate Minecraft community.
    3. Pay instead of play: Gamers are buying their way into games versus grinding their way through them. Gamers are spending more money than time to effectively beat games or secure better standings rather than working  their way to the top. This explains the decline in time spent and the major rise in in-app purchases, as Apple saw a record $1.7B in AppStore sales in July.

    What the mobile industry in general and the app industry in particular have achieved in the past seven years is amazing. Flurry now measures more than two billion devices each month and sees more than 10 billion sessions per day. That is 1.42 sessions for every human being on this planet, every day. And that is just Flurry! If there is anything to say about the mobile and app industry it is this: Mobile is on fire and it is showing no signs of stopping.

    By Lauren Weinberg, VP Global Research & Insights

    Live streaming is on the rise with a variety of new and interesting content through multiple platforms and providers. When it comes to music, Yahoo has discovered a variety of reasons why millennials are tuning-in to watch their favorite artists live from their mobile devices, as opposed to attending in person.

    Our Yahoo Insights team dug deeper into the behaviors of consumers and their music content preferences - from preferred platforms to the most popular genres.      

    Creamfields music festival will live stream this weekend on Yahoo, with EDM artists Tiesto, Steve Aoki, Armin Van Buuren, Kygo and many more. Even if you can’t be there in person, or can’t afford to get over to Cheshire (U.K.), we’re bringing you authentic performances from the top DJs around the world.

    Yahoo is continuing to focus on live video, including the second year of our Live Nation partnership,  Yahoo News Live and the first-ever live stream of an NFL game on October 25th.

    TITLE: Music Genre & Live-Streaming Preferences Study

    DATE OF PUBLICATION: August 2015

    RESEARCH VENDORS: VisionCritical, via Yodeler’s Community Panel

    COUNTRY: USA/Americas

    By Shenglong Gao, Associate Product Manager, Mobile Weather

    Today we’re introducing new weather alerts around the world - you’ll never be stuck outside, unprepared again. Yahoo Weather, our beautiful and intuitive weather app, will alert you 15 minutes before rain or snow is expected, so you can grab your jacket, rain boots or umbrella!

    Oh, and did we mention Yahoo Weather is even more accurate than before? We took some major steps to overhaul the way we determine and serve forecasts. The app will even zoom in on microclimates.

    Update your app or download it in the App Store or Play Store today.

    By Kathy Savitt, CMO and Head of Media

    Yahoo Media, including Yahoo’s new Digital Magazines, are comprised of some of the media industry’s strongest editorial and publishing talent, and today I’m happy to announce our newest addition, Global Editor-in-Chief, Martha Nelson.  Martha joins us on August 17th and will be based in our New York office, reporting to me. 

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    As an accomplished editor, proven brand innovator and media veteran, Martha adds to Yahoo’s established media business to continue to elevate our world-class products and journalism. In January 2014, we launched our first Digital Magazines and have since built 13 in the United States and 30 globally, which are rapidly rising to the top of their categories. With her proven track record of building successful brands as the founding editor of InStyle and for the growth of People (and People.com) into a globally recognized brand, I’m excited to work with Martha to further grow our Digital Magazines.

    Most recently, Martha was the first female editor-in-chief of Time Inc., where she oversaw the editorial content for the media company’s 21 brands.  She has received many accolades for her outstanding work, including “Editor of the Year” by Adweek and Forbes Most Powerful Women three years in a row.  She is a trustee of both the National Trust for Historic Preservation and The Actors Fund, serves as a judge for the Peabody Awards.

    By Arjun Sethi, Senior Director, Product Management

    Today, we’re rolling out Livetext around the world, so no matter where you are or what language you speak, you can live video text (without sound!) with anyone.

    Now whether you’re hanging out in Rio de Janeiro, strolling down Las Ramblas in Barcelona, enjoying the courtyards of the Topkapi Palace in Istanbul or checking out the Taj Mahal, you can spontaneously connect and share experiences with friends and family at anytime - even if they live across continents or oceans.

    Download Livetext today from the App Store or Google Play!

    Note: Arabic and Japanese languages not included in this release

    By Kathy Savitt, CMO and Head of Media

    As part of our 20th anniversary, I’m excited to share that Yahoo has reclaimed the iconic billboard along San Francisco’s stretch of Interstate 80. The Yahoo billboard is back to surprise and delight Bay Area commuters with fun messages from the company and its employees. To celebrate Yahoo’s return to the space, for the first weekend the billboard’s inaugural message will read, “It’s good to be back.“ After that, the billboard will continue to reach commuters with different topical messages tied to Yahoo products, properties and local events that touch their lives. Now that construction is complete, we hope everyone finds a little extra brightness from Yahoo while on their journey each day.

    Have a look at some photos of the construction! 

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    By Jarah Euston, VP of Product

    At Yahoo we want to empower app creators to enhance, distribute and monetize their work. We’re thrilled to announce that our very own Simon Khalaf, SVP of Publisher Products and David Karp, CEO of Tumblr will join us at the Yahoo Mobile Developer Conference in New York City to share what we’ve been working on.

    At our first-ever conference in NYC, we’ll share new product updates from the Yahoo Developer Suite and hear David sit down for a fireside chat with special guest Wilson Kriegel, CBO & GM of PicsArt, Inc. David and Wilson will discuss the challenges and opportunities facing content creators in a world of blue links, 140 characters and thumbnail summaries. They’ll talk about how Tumblr is helping creators find an audience for their work. Simon Khalaf, SVP of Publisher Products, will keynote with his “State of the AppNation” presentation based on the latest Flurry insights and data from 700,000 apps on 1.8 billion devices.

    In another first, we’ll host a mobile app Hackathon on August 25. The Hackathon is an opportunity for mobile developers to come together and hack around Yahoo App Publishing, Search-in-Apps and the Tumblr API. During the hackathon, attendees will have the opportunity to learn about the latest in mobile technology, build mobile apps and get feedback from industry leaders.

    Visit our updated agenda and request your invitation today on the official event Tumblr: ymdcnyc.tumblr.com. Be sure to check our Tumblr for additional announcements coming soon.

    If you’re a member of the press and would like to attend, please email .

    See you in New York!

    By Simon Khalaf, SVP Product & Engineering, Publisher Products

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    Polyvore has perhaps the most amazingly engaged digital community of passionate style lovers creating shoppable content anywhere. Which is why I’m so excited to announce today that Yahoo has agreed to acquire Polyvore and the wonderful team who built the business. The combination of Yahoo’s exclusive, premium content with Polyvore’s expertise on community-driven experiences and retailer-supported commerce has amazing potential.

    Polyvore is a leading social shopping site that enables its users across the globe to shop their favorite products, discover new inspiration and express their style. The acquisition will accelerate Yahoo’s digital content growth strategy across the areas of social, mobile, and native.

    On Polyvore, users put together sets of clothing and accessories that express their love for style and shopping in a compelling, digital, social setting. Polyvore has developed a destination where community-powered content is curated and actionable for shoppers. We believe that bringing this type of community and commerce-driven experience to Yahoo’s industry-leading content will transform the user experience across our digital magazines and verticals.

    And, when it comes to advertising, Polyvore’s technology will bring a proven native ad model, new compelling native ad formats, and strong advertising relationships with more than 350 retailers to Yahoo’s fast-growing native advertising platform, Yahoo Gemini.

    The co-founder and CEO, Jess Lee, will join my organization and report directly to me following the closing of the transaction. (Fun fact: Jess was a passionate Polyvore community member before she ever became an employee.)

    Polyvore has built an award-winning culture, category leading product, and a strong business based on a community of highly engaged users. Following the closing of the transaction, Yahoo will be thrilled to welcome the amazing talent at Polyvore to the Yahoo family in our Sunnyvale, San Francisco and New York offices, and bring their expertise in discoverability and shopability to Yahoo’s digital content.

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    The transaction is subject to customary closing conditions. More information about the news can be found in the press release we issued today.

    By Arjun Sethi, Senior Director, Product Management

    We’re all walking around with a device in our pockets, primarily to communicate with others. Always on, we’re driven by an innate need to connect, and the desire to share moments with people we care about. Hundreds of millions of us are addicted to our phones, most of us (71 %) even sleep with them; yet, the way we use these devices to communicate doesn’t fit seamlessly into our daily lives. While texting is quick and easy, you often miss the meaning of a message, have to explain your reaction (“LOL”), or wait hours before getting a response. And to actually talk on the phone, you not only have to be available, but you also have to be in a place where you can chat.

    Connecting with your friends should be spontaneous, convenient and memorable - but also fleeting, just like a real-life conversation. So today, we’re introducing Yahoo Livetext - a new way to communicate that blends the immediacy, simplicity and ease of texting with the expressiveness of video, without the audio. We see video as a way to make your conversations more authentic, and we see text as a way to connect that’s quick and non-intrusive. We think you’re really going to love it.

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    Yahoo Livetext puts your words and your friend’s real-time reactions at the center of your conversation. Whether you’re watching Avicii DJ at the Creamfields Festival, at Venice Beach or taking in the view from the Eiffel Tower, you can spontaneously connect with the people you care about and invite them to experience moments with you. Your friend’s goofy look or giant smile, even her eye roll or silent sigh, suddenly become a part of your conversation. Simple conversations are transformed into vivid, authentic and memorable experiences that you can share anytime.

    Over the past few weeks, we’ve been testing Yahoo Livetext in Hong Kong, Taiwan and Ireland, and we’re really excited about what we’ve heard from our community so far.

    We’ll be releasing Yahoo Livetext in five new countries - U.S., U.K., Canada, Germany and France. Just go to the App Store and Google Play Store to check it out, and let us know how you’re using Yahoo Livetext to connect. Livetexting is better together.

    By Lisa Utzschneider, Chief Revenue Officer

    As the presenting sponsor for the sixth season of Community on Yahoo, Honda inspired viewers through show integrations and video advertising. These efforts have already driven powerful results for the brand including increases in awareness, favorability and purchase consideration.

    Research measuring the impact of Honda’s integration into Community shows that the brand successfully increased awareness of its vehicles among consumers. Brand favorability increased by four times among those who watched the seventh episode, which showcased the most significant branded integration. Brand recall was very high among viewers - 95% for the Honda CR-V and 88% for the Honda Fit. Viewers were ultimately more likely to think about a purchase, too; 50% said they were more likely to buy a Honda product after watching an episode featuring the brand.

    “Working with Yahoo, Community presented the perfect opportunity for Honda to connect with and inspire our audience across screens,” said Tom Peyton, Assistant Vice President, Marketing, American Honda. “The results of this program are a real testament to the power of online video and the ability to reach key audiences in new ways that resonate with our passionate customers.”

    Additionally, a new biometric study, which analyzed emotional and cognitive resonance, looked at how Millennials responded to the Honda sponsorship with exciting results. The study compared reactions among viewers who watched episode seven with Honda branded content and video ads, to an audience who watched a different episode without brand integration but with the same Honda video ads. The study found:

    • When viewers watched a Honda video ad alongside the episode with Honda’s branded content, there was a 49% lift in emotional engagement.

    • Viewers spent more time emotionally engaged with the branded content in episode seven, compared to the episode as a whole.

    • The Honda integration also drove a 164% lift in unaided brand recall among viewers.

    • Viewers of the brand integration episode were also more likely to say they would take an action, including:

      • 225% more likely to look for more information about Honda

      • 82% more likely to visit the brand’s website

      • 40% more likely to watch Honda’s ads online

    • There was also a 61% lift in purchase intent among Millennials who watched the integration episode.

    Episode seven of Community season six also featured a customized hashtag that aligned with the Honda integration, #Level7Susceptible. This hashtag amplified engagement by delivering over 29 million Twitter impressions in its first week, more than any episode except for the season finale.

    More than 50% of Community viewers are new to Yahoo and they’re engaging with more content throughout the Yahoo network than average new users. As more audiences head online to watch high quality video content, Yahoo is helping brands connect with these viewers in a more effective way. This campaign helped Honda build excitement among potential customers and ultimately increase their likelihood to buy a vehicle. Helping brands align with the best digital video content available online is just one way we’re working with top companies like Honda to drive results.

    By Tony Maciulis, Head of News, Yahoo Studios

    Starting today, the Yahoo News team - led by Yahoo’s Global News Anchor Katie Couric - will get you up to speed on the top headlines of the day and take you on a deep dive into the most talked about story of the day with live interviews, reporting and analysis. From the Iran nuclear deal to the latest on the 2016 campaign trail, Yahoo News Live will provide perspective on the stories that are trending around the nation, and often the world. Yahoo News Live will stream every weekday (M-F) at 1:00pm ET on Yahoo: yahoo.com/katiecouric.

    By Matthew Wee, Senior Product Manager, Mobile

    We’re bringing our award-winning Yahoo News Digest app to the Android tablet.  It’s the same twice daily digest, that combines the power of technology and the strength of our editors to deliver a comprehensive and complete view of what’s happening around the world.

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    Yahoo News Digest for Android tablets is available to download in the Google Play Store today. 

    yahooaccessibility:

    By Larry Goldberg, Director, Accessible Media

    At Yahoo, we work to create products that can be enjoyed by everyone. Great design demands nothing less. Whether a person is disabled or not, products that are conceived and designed with every individual in mind are simply better products.

    The reality is that most recent graduates with computer science degrees do not have experience or appreciation for the need to build for disabled individuals. We recognize that we need talented engineers with experience developing accessible products to make our products available to everyone.

    To find engineers with the appropriate skill set, Yahoo, along with a number of tech industry partners, will include standard language in open job requisitions to indicate that we prefer engineering candidates with accessibility experience. This is a huge step toward ensuring that products across the industry are designed with every individual in mind. For a full list of companies committed to this initiative, check out teachingaccessibility.com.

    We’ve timed this announcement that we’ll recruit accessibility-minded engineers with the 25th Anniversary of the Americans with Disabilities Act (ADA25), coming up this Sunday, July 26th.

    While making all tech products accessible is not mandated by law, Yahoo and our peers believe that it is simply the right thing to do. We want to make sure that our users have equal access to the services we provide, whether or not they’re disabled. And, what better way to celebrate ADA25 than by recruiting engineers who have the technical chops to carry on the legacy of this important legislation!

    We’re pleased that several major academic institutions have joined us in this effort - check out the full list here. These universities are considering how to prepare students of technology to build with accessibility in mind. This commitment to teaching accessibility will help ensure that future generations of engineers have the skill sets needed to qualify for positions – such as those at Yahoo – that state a preference for such experience.

    By recruiting engineers who have an awareness of building accessible products, we are making the internet a better place for users around the globe. Cheers to ADA25, and to the future of accessibility!

    Источник: http://yahoo.tumblr.com/

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