Yahoo Relaunches Portal With £60m Ad Blitz

Yahoo Relaunches Portal With £60m Ad Blitz
25 September 2009 | | Internet

Search giant Yahoo is shelling out more than £60m on an advertising blitz to promote its new portal and win back the affection of web users and investors.

The campaign, which will feature adverts on television, online and other media, will be its biggest ever investment in the UK market.

In a further bid to reach out to consumers, Yahoo will open its revamped home page to rivals.

Users will be able to integrate third-party services like Facebook or eBay into the portal.

Yahoo’s brand has been bruised in recent years as profits dropped and many people turned to Google and relative newcomers like Facebook and Twitter – none of which have spent much money on self-promotion.

Its financial struggles were magnified last year when co-founder Jerry Yang and the rest of the board spurned a £30bn takeover offer from Microsoft.

The rebuff alienated many Yahoo shareholders and has haunted the company, whose market value now is about 50% below Microsoft’s last takeover offer in May 2008.

The rivals ended up agreeing a search partnership two months ago.

She believes there is a difference in the way the press and Wall Street perceive and portray rival Google.

Ms Bartz said: “When you get outside of New York City and Silicon Valley, everybody loves Yahoo.

“Why are (the media) so cynical about us? If you don’t love us, leave us alone.”

Google’s revenue has been rising in recent years, even during the recession, largely because it dominates the search market and can sell more text-based ads that appear on the side of search results.

Meanwhile Yahoo’s share of the search market has shrunk and, more recently, the downturn has made it more difficult to sell the visual ads considered its speciality.

Content courtesy of Sky News

https://news.sky.com/skynews/Home/Business/Yahoo-Launches-60-Million-Pound-Ad-Campaign-As-It-Tries-To-Win-Back-Consumer-And-Investor-Affection/Article/200909415387430?lpos=Business_First_Technology_Article_Teaser_Region__0&lid=ARTICLE_15387430_Yahoo_Launches_60_Million_Pound_Ad_Campaign_As_It_Tries_To_Win_Back_Consumer_And_Investor_Affection

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