What Does Yahoo’s $100 Million Ad Campaign Buy? “It’s You!”
Today Yahoo launched its massive global ad campaign in order to re-establish itself as, according to CEO Carol Bartz, “the centre of people’s lives”. Not much is known about the campaign yet other than that it will be done by Ogilvy & Mather. Also, the Wall Street journal reported that according to people familiar with the effort, the tagline of the campaign will be, “It’s You!” “The Y in the ‘You’ is the Y from “Yahoo” and the famous Yahoo exclamation point will pop up too”, this person said. Veeerrry clever. Is that what £100 million for advertising gets you these days? For everyone’s sake, let’s hope not.
All jokes aside though, it will be interesting to see, in comparison to Microsoft, where a $100 million campaign gets Yahoo. Although Yahoo’s campaign will most likely not focus on search (alone), it should be centred on Yahoo’s media network and display advertising possibilities. For the consumer, the message would be one of integration and ‘one stop’ hubs for all online needs. For the advertiser, the message would be that the company operates the biggest network of media properties on the Web, with more than 500 million visitors every month around the world.
Yahoo has appeared to stabilize their search market share, remaining level for the month of August after prior loses in June and July. With Bing seeing an average or .45% growth every month since its release, it is tough to say that it was worth $100 million in advertising. Especially considering it was alongside a massive promotional push but also keeping in mind that Live Search was a sinking ship that needed turning around. Bing is a product that has proven a good alternative to Google, and it has had to fight for every inch. What Yahoo is offering up against the internet potentate is somewhat unclear. I hope for their sake that it’s more than, “It’s You!”
0
Loading ...