socialmedian: Yahoo Fights Back: Launches New Ad Campaign for its Search Engine

User-submitted headlines for this story

Clips

Yahoo Fights Back: Launches New Ad Campaign for its Search Engine

Source: ReadWriteWeb

Oct 14, 2008

Summary

Yahoo today launched a new ad campaign for its search engine that stresses the security and convenience of using Yahoo Search. After relying on outside search providers (including Google) for a long time, Yahoo launched its own search engine in 2003, but even though it has constantly innovated and opened up its search index to developers, it has continuously lost market share to Google. By now, YouTube handles more daily search queries than Yahoo.

Sponsor

Boring Ads, Targeted at Mainstream Users

Unlike Microsoft's recent Seinfeld ads, the new campaign, which includes interactive flash ads and radio spots, is clearly geared towards a mainstream audience. The radio spot featured on Yahoo's blog, for example, stresses the security aspects of using Yahoo search, because "some search engines can lead you to dangerous links.". Yahoo also calls out Google by name in these ads ("we switched Melissa's Google page with Yahoo").

Overall, unlike some of Yahoo's new search projects like SearchMonkey or BOSS, these ads are not very exciting.

Can Advertising for Search Work?

Als

...Read the full article

Comments (2)

Thomaspower,

Oct 15, 2008

too late goodnight MS-Yahoo

Marysam,

Oct 16, 2008

Interesting. I have seen recently several search engines advertising themselves offline. F.E. Yandex places image bill boards all over Russia. Ok. Yahoo tries to get a piece of search market share by radio ads. Is there any reason to use traditional channels to promote any search engine?