Yahoo Mail Vice President (VP) of Business Development and Partnerships Harish Sarma will speak on the IBC panel ‘The Power of Collaboration: How strategic partnerships are transforming broadcasting’ on 12 September.
On the face of it, the presence of Yahoo Mail, albeit the world’s second biggest email provider, at IBC may be perplexing.
Sarma says: “Think of it from the perspective of connecting all the critical surfaces linked to the world of email. Any broadcaster, IP owner or marketer who wants to reach a consumer has two ways to do so. One is through their own platform, e.g. a direct to consumer (DTC) streaming service. Another important channel is email. If you subscribe to a service or opt out of one, you will most likely receive emails trying to entice you back, showing you the latest ‘must-watch’ TV show that [the streamer] thinks you might like. Email is how you talk to your audience when they're not on your platform. It is the other side of the marketing funnel.”
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