Yahoo launches brand advertising campaign

Yahoo’s new brand advertising campaign aims to attract more search users and make some gains on its rival, Google.

by Helen Leggatt

“Be a Better…” is the title of Yahoo’s extensive new brand advertising campaign that will broadcast over a range of on- and offline media. The campaign encourages consumers to engage with the brand and explore new products such as oneSearch and Yahoo Answers.

"More engaged consumers also tend to have more interest and give more permission to be introduced to our next generation of products such as Yahoo oneSearch," says Nick Chavez, senior director of brand advertising. "And through word of mouth they are more likely to share their experience with those products."

The integrated campaign takes in a multitude of media channels. As well as promoting the campaign on their internet properties, it will also feature in print, on radio, television, cinemas and even “fun and unusual street promotions”.

Ads will begin to appear this week, and as of 5th May, 2007, users will be able to interact with the TV ads online and devise their own endings. They can then be rated and shared with friends via email and IM.