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Monday, March 24, 2008

Yahoo! Turns to Traditional Media for Market Penetration

Posted by @ 3:20 am

Yahoo! seem hell bent on regaining market share whether acquisition discussions come to fruition or not, and they’re turning to traditional media to make their mark.

Listeners in the San Francisco bay area have been hearing new Yahoo! adverts across the radio airwaves. Elinor Mills shared some ad content through cnet News Blog.

One of the ads starts with: “Search engines like Google get you lost in all the links, but not Yahoo search,” before highlighting the new-ish search suggestions offered by Yahoo! The ads also see a renewed use of the Yahoo! Yodel that was key to their marketing years ago.

Raj Gossain detailed the reasoning behind the ad campaign by stating:

“The rationale is we feel like we’ve built a better mouse trap and, quite frankly, we wanted to remind users that there really is a choice in search engines…We’ve got a better, simpler, easier-to-use mouse trap.”

Yahoo! has also been heavily promoting their search offerings through Australian television, via their relationship with the Seven Television network. Viewers are greeted with a range of post program snippets directing them to the Yahoo!7 portal for additional TV show extras. And again, the Yahoo! Yodel is making a resurgence.

Time will tell whether this use of traditional media marketing will help them recover much of their lost audience, but from a Yahoo! advertisers point of view, at least their testing new ways to drive higher traffic.

Rene LeMerle Rene is the marketing manager of - a global search engine marketing company. He also leads the marketing for - a web 2.0 style community for online and digital marketers. Rene has been in the industry since 1997 with much of that time spent helping businesses embrace the best of the internet and digital world.

View Rene LeMerle's profile

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