Yahoo launches new advertising offensive
Yahoo is launching a new advertising offensive. As part of a broad marketing campaign, the internet company wants to drive more traffic to its websites and win back lost shares of the search market.
As part of its new advertising activities, Yahoo is also taking a shot at its larger competitor Google and promoting itself as a one-stop web destination. According to Yahoo, between 75 and 85 million dollars will be pumped into the advertising offensive, which will extend across various platforms - television, web and billboards. "This is a global campaign that is by no means limited to the USA. But that's where we're starting first, now in May," explains Terry von Bibra, Managing Director of Yahoo Germany, when asked by Pressetext.
After Carol Bartz took over the management of Yahoo last year, Yahoo invested 100 million dollars in a large-scale advertising campaign entitled "It's You". However, the project proved to be unsuccessful and failed to help the internet company's search market share grow again. "Our mission now is to convince consumers that Yahoo is the one place from which to navigate the entire web," says Jeff Goodby, Co-Chairman of Goodby Silverstein & Partners, the agency handling the campaign for Yahoo. In order to spread the message as widely as possible, Yahoo also wants to target its advertising at popular social networking sites such as Facebook and is including the logos of such platforms in the campaign.
Side blow for Google
While Twitter, Facebook and the like are being advertised, so to speak, Yahoo is giving arch-rival Google a good side-swipe. In an online video, a picture of the Google homepage is shown without the company name. "When you look at this homepage, nothing is looking back at you. You come here so that you can leave," a voiceover is heard. The benefits of Yahoo are then extolled. "This is a place that wants to get to know you, a place that finds things for you."
After Carol Bartz took over the management of Yahoo last year, Yahoo invested 100 million dollars in a large-scale advertising campaign entitled "It's You". However, the project proved to be unsuccessful and failed to help the internet company's search market share grow again. "Our mission now is to convince consumers that Yahoo is the one place from which to navigate the entire web," says Jeff Goodby, Co-Chairman of Goodby Silverstein & Partners, the agency handling the campaign for Yahoo. In order to spread the message as widely as possible, Yahoo also wants to target its advertising at popular social networking sites such as Facebook and is including the logos of such platforms in the campaign.
Side blow for Google
While Twitter, Facebook and the like are being advertised, so to speak, Yahoo is giving arch-rival Google a good side-swipe. In an online video, a picture of the Google homepage is shown without the company name. "When you look at this homepage, nothing is looking back at you. You come here so that you can leave," a voiceover is heard. The benefits of Yahoo are then extolled. "This is a place that wants to get to know you, a place that finds things for you."
