3 ms·

Yahoo's Tumblr Buy Fails Four Tests Of A Successful Acquisition

33 points by sheri 13y ago

lenazegher 13y ago
I've taken a quick look but I can't seem to find a good response: what kind of "interactive campaigns" or "interactive advertising" does tumblr sell at the moment?
- witek 13y ago
  "Tumblr finally started rolling out ad products in 2012, starting with Highlighted Posts in February, which function like promoted posts on Twitter and Facebook. In the following months, the company rolled out several additional features, including a Pinned Posts, Radar and a premium analytics tool for brands and marketers that costs $500 per month." http://mashable.com/2013/01/02/tumblr-revenue-13-million/ http://mashable.com/2013/01/02/tumblr-revenue-13-million/
rubyrescue 13y ago
This is not a good analysis. Tumblr has a demographic access that yahoo doesn't. Yahoo can generate ad revenues due to scale that Tumblr couldn't. Karp adds a perspective that Yahoo needs. It's unclear whether the acquisition will be a success, but if it is a success the article's reasons will be irrelevant. If it isn't a success, those will not be the reasons why it failed.
- LargeWu 13y ago
  So what you are saying is that Tumblr will allow Yahoo to lose money on its target demographic faster than Yahoo could lose by itself?
  - rubyrescue 13y ago
    I'm not sure that the demographic or the site is money losing over the long term, like youtube.
ajays 13y ago
Sometimes I wonder if both sides of such analyses are written out beforehand (for/against). Then, if the prevailing sentiment is for the event, they publish the against version; and vice versa. Just to offer a 'counter opinion" and garner pageviews. It reminds me of the obits that NYT has in its database of all famous people alive today; when s/he croaks, they just pull up the latest version and publish.
- woodchuck64 13y ago
  I did a google search to see if anyone jumped the gun on "for" but I think any action by Yahoo is universally panned. "why yahoo tumblr buy will succeed" produced such gems as: "If Yahoo Buys Tumblr, What Will It Do With All That Porn ..." "5 reasons why Yahoo will ruin Tumblr..." "Yahoo's Reported Tumblr Acquisition Won't Be Easy" "Why Marissa Mayer Will Fail At Yahoo " ...
- kmfrk 13y ago
  Forbes are a huge source of clickbait. Writers are paid on a Gawker-like basis, so we get contrarianism, #slatepitches, and coarse statements in spades.
replicatorblog 13y ago
This analysis is pretty useless. Where do these metrics come from? Yahoo long ago ceded the search crown to Google and don't seem to be focused on reclaiming it. The assertion that Yahoo can't integrate Tumblr is baseless considering how new the exec team is. YouTube wouldn't have scored much better on a report like this. I don't think the deal will ultimately end up having a YouTube like effect for Yahoo, but this is nothing more than a linkbait puff piece.
- jnuss 13y ago
  > Yahoo long ago ceded the search crown to Google and don't seem to be focused on reclaiming it. This acquisition seems to support that idea.
danielpal 13y ago
Saving this so I can re-post it in 2 years to show how wrong this was.
pesenti 13y ago
These four points illustrate the fact that making a large acquisition to try to transform/redeem yourself has not worked well in the past. Think AOL and Time Warner or HP buying autonomy.
kstop 13y ago
"Tumblr’s industry of interactive advertising is less profitable than Yahoo’s display advertising industry." Banner ads are the future, you guys! Forbes said it first!

33 points by sheri 13y ago

I've taken a quick look but I can't seem to find a good response: what kind of "interactive campaigns" or "interactive advertising" does tumblr sell at the moment?

witek 13y ago
"Tumblr finally started rolling out ad products in 2012, starting with Highlighted Posts in February, which function like promoted posts on Twitter and Facebook. In the following months, the company rolled out several additional features, including a Pinned Posts, Radar and a premium analytics tool for brands and marketers that costs $500 per month." http://mashable.com/2013/01/02/tumblr-revenue-13-million/ http://mashable.com/2013/01/02/tumblr-revenue-13-million/

rubyrescue 13y ago

This is not a good analysis. Tumblr has a demographic access that yahoo doesn't. Yahoo can generate ad revenues due to scale that Tumblr couldn't. Karp adds a perspective that Yahoo needs. It's unclear whether the acquisition will be a success, but if it is a success the article's reasons will be irrelevant. If it isn't a success, those will not be the reasons why it failed.

LargeWu 13y ago
So what you are saying is that Tumblr will allow Yahoo to lose money on its target demographic faster than Yahoo could lose by itself?
- rubyrescue 13y ago
  I'm not sure that the demographic or the site is money losing over the long term, like youtube.

ajays 13y ago

Sometimes I wonder if both sides of such analyses are written out beforehand (for/against). Then, if the prevailing sentiment is for the event, they publish the against version; and vice versa. Just to offer a 'counter opinion" and garner pageviews. It reminds me of the obits that NYT has in its database of all famous people alive today; when s/he croaks, they just pull up the latest version and publish.

woodchuck64 13y ago
I did a google search to see if anyone jumped the gun on "for" but I think any action by Yahoo is universally panned. "why yahoo tumblr buy will succeed" produced such gems as: "If Yahoo Buys Tumblr, What Will It Do With All That Porn ..." "5 reasons why Yahoo will ruin Tumblr..." "Yahoo's Reported Tumblr Acquisition Won't Be Easy" "Why Marissa Mayer Will Fail At Yahoo " ...
kmfrk 13y ago
Forbes are a huge source of clickbait. Writers are paid on a Gawker-like basis, so we get contrarianism, #slatepitches, and coarse statements in spades.

replicatorblog 13y ago

This analysis is pretty useless. Where do these metrics come from? Yahoo long ago ceded the search crown to Google and don't seem to be focused on reclaiming it. The assertion that Yahoo can't integrate Tumblr is baseless considering how new the exec team is. YouTube wouldn't have scored much better on a report like this. I don't think the deal will ultimately end up having a YouTube like effect for Yahoo, but this is nothing more than a linkbait puff piece.

jnuss 13y ago
> Yahoo long ago ceded the search crown to Google and don't seem to be focused on reclaiming it. This acquisition seems to support that idea.

danielpal 13y ago

Saving this so I can re-post it in 2 years to show how wrong this was.

pesenti 13y ago

These four points illustrate the fact that making a large acquisition to try to transform/redeem yourself has not worked well in the past. Think AOL and Time Warner or HP buying autonomy.

kstop 13y ago

"Tumblr’s industry of interactive advertising is less profitable than Yahoo’s display advertising industry." Banner ads are the future, you guys! Forbes said it first!