NEW YORK (AdAge.com) -- Yahoo has reorganized its ad-sales operations and appointed a new head of North American field sales, Mitch Spolan, who will report to Joanne Bradford, senior-VP for North American revenue.
With the appointment of Mr. Spolan, Yahoo consolidates what had been separate East and West Coast display-ad-sales divisions. Mr. Spolan, a 10-year Yahoo veteran, had been an Atlanta-based regional VP for display and search advertising. He'll re-locate to New York in his new role.
"Mitch has great experience with our largest advertisers and deep relationships with the product people at Yahoo, so he'll be able to bring them great ideas," Ms. Bradford said. "He's a trained architect, he likes to build things, and he's going to do that for our customers."
The move gives Ms. Bradford one direct report overseeing sales to Fortune 500 display advertisers. Previously that responsibility was divided between two coastal divisions headed by Beth Lawrence on the East Coast and Dave Dickman in the West.
Both remain at the company. Ms. Lawrence is now directing agency sales for Yahoo, while Mr. Dickman remains head of West Coast sales, reporting now to Mr. Spolan.
The advantage to a unified approach, Mr. Spolan said, is to better articulate one message to agencies and marketers and to share information. "Yahoo has amazing reach; what we have that's different is a lot of time spent with that reach," he said. "They go from Yahoo Sports to Yahoo News to Yahoo Movies. As we learn about that person it allows us to target them even better."
Other sales operations reporting to Ms. Bradford include Yahoo search marketing, inside sales, small business, HotJobs, ads packaging and solutions and business-to-business sales.
Yahoo had a tough first quarter on the ad-sales front. Display ads, its core strength, were down 13% from last year across Yahoo-owned sites. Overall revenue also dropped 13% to $1.58 billion, from $1.81 billion a year earlier.