Marissa Mayer: Display 2.0 is going to be about video

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Marissa Mayer, the CEO of Yahoo, coined the term "Display 2.0" for online video advertising at Advertising Week this afternoon.
Marissa Mayer, the CEO of Yahoo, coined the term "Display 2.0" for online video advertising at Advertising Week this afternoon.

At Advertising Week, the Yahoo CEO touted her company's diversification of content in search of higher ad revenues.

NEW YORK — Yahoo CEO Marissa Mayer applied the term "Display 2.0" to online video advertising at Advertising Week here Thursday.

Mayer’s strategy at Yahoo has focused on investing in the company’s content offering; building digital magazines; and putting money into video, including hiring former NBC and CBS presenter Katie Couric as global news anchor.

"Display advertising is really about brand storytelling and messaging," Mayer said. "Display 2.0 is going to be about video."

The Yahoo chief told attendees that its employees think of the 20-year-old company as "the world's largest startup," which "gives people ownership and responsibility."

The line to attend Mayer’s session extended down 41st St. and reached 7th Ave., the longest of the week so far.

Mayer, who has run Yahoo since 2012, has come under increasing pressure from investors and analysts in recent months. Last week Jeffery Smith, the CEO of the activist investor Starboard Value, wrote to Mayer asking her to partner with AOL — a pairing that AOL CEO Tim Armstrong dismissed at Advertising Week Thursday.

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