Yahoo Turns 30 Years Old: Marketing Strategy Through Storytelling and Experience
Episode Description
ABOUT THE EPISODE Yahoo is celebrating 30 years as a top internet brand, still reaching 90% of the U.S. online population. In this episode of Marketing Matters, Shannon Shae Montoya, Global Head of B2B Marketing, Sponsorships, & Events at Yahoo joins the show to discuss how Yahoo has stayed relevant through first-party data, its DSP (demand-side platform), and innovative storytelling. Shannon and host Barbara Kahn look at how physical activations at SXSW and Cannes Lions brought lasting brand impact.
ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.
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Brief Summary
Shannon Montoya discusses Yahoo's marketing strategies, storytelling, and recent event activations at South by Southwest and Cannes Lions.
Key points
- Yahoo's 30th Anniversary. Shannon shares that Yahoo is celebrating its 30th anniversary this year, still ranking as a top five internet property.
- The Power of Storytelling. Shannon discusses how storytelling shapes memories and influences future decisions, emphasizing its importance in marketing.
- Transforming Boring Stats into Experiences. Yahoo created engaging experiences at a festival to showcase their brand.
- The Power of In-Person Connections. In a digital age, physical activations create lasting memories and connections.
- A Memorable Performance by Wu-Tang Clan. The Wu-Tang Clan's performance included a touching tribute to their late member.
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Episode highlights
- Yahoo's 30th AnniversaryShannon shares that Yahoo is celebrating its 30th anniversary this year, still ranking as a top five internet property.“Yahoo is still a top five internet property.”1:50Sep 18, 2025
- The Power of StorytellingShannon discusses how storytelling shapes memories and influences future decisions, emphasizing its importance in marketing.“We’re in the business of creating memories that move people and markets.”12:27Sep 18, 2025
- Transforming Boring Stats into ExperiencesYahoo created engaging experiences at a festival to showcase their brand.“We took what are normally kind of boring stats and developed them into experiences.”22:22Sep 18, 2025
- The Power of In-Person ConnectionsIn a digital age, physical activations create lasting memories and connections.“People are craving these in-person moments.”24:39Sep 18, 2025
- A Memorable Performance by Wu-Tang ClanThe Wu-Tang Clan's performance included a touching tribute to their late member.“They say, 'And the greatest of all time, OB.'”30:16Sep 18, 2025
