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Yahoo Runs Radio Ads To Raise its Profile
engine




msg:3606243
 11:12 am on Mar 20, 2008 (gmt 0)

Yahoo is running radio ads in the San Francisco Bay Area and several other markets in an effort to get more people to use its search engine instead of Google's.

"Search engines like Google get you lost in all the links, but not Yahoo search," one of the ads says before noting that Yahoo offers drop-down menus with related suggestions as the searcher types.

"You won't find that on your Google page!" it says, before ending with the trademark Yahoo yodel.

Yahoo Runs Radio Ads To Raise its Profile [news.com]

 

sem4u




msg:3606283
 12:29 pm on Mar 20, 2008 (gmt 0)

Oh dear...looks like their marketing department or agency has gone a bit crazy.

If Yahoo concentrated on their search engine a bit more, then they might have something to shout about!

Murdoch




msg:3606619
 7:01 pm on Mar 20, 2008 (gmt 0)

Dead medium for a dead search engine. Pretty appropriate.

jeremy goodrich




msg:3606629
 7:10 pm on Mar 20, 2008 (gmt 0)

I worked there when they kicked off the life engine campaign...the CMO that had that brain burst also compared search marketing to crack at one of the marketing off sites I attended.

However, it seems that kind of intelligent thinking is still around. How about this for revolutionary:

kick the crack habit themselves (you know, the paid inclusion dirty little secret, which makes them about as much money as they spend on advertising) and then their search engine's results will improve, overnight, people will actually *trust* it more, which is a hard thing to come by, and maybe, just maybe, people will recommend that search engine to others.

As long as they're polluting the results with paid inclusion, it doesn't matter how many radio spots they buy. People will still prefer *any* other engine which doesn't sell out the results.

zett




msg:3606648
 7:23 pm on Mar 20, 2008 (gmt 0)

Are they that desparate by now? Radio ads in the San Francisco Bay Area and several other markets? Now it's all clear to me: they *need* Microsoft to get their marketing straightened out.

WiseWebDude




msg:3606657
 7:34 pm on Mar 20, 2008 (gmt 0)

:guffaw:

Amazing! Sem4u, I agree that if they focused on getting their search engine decent, people WOULD search them without them having to advertise. Funny thing is now Google JUST started adding the drop-down suggested results on its search too, ROTF. AND, of course, it's better than Yahoo's and show number of results. Google just made Yahoo look like fools, LOL. I KNOW the people over at the Googleplex are laughing their butts off right now. I think Yahoo is basically in a free-fall now and are desperate.

walkman




msg:3606720
 8:39 pm on Mar 20, 2008 (gmt 0)

maybe just to raise the profile among the techs there and VCs.

poster_boy




msg:3606723
 8:44 pm on Mar 20, 2008 (gmt 0)

On a serious note, these ads have proven to be extremely dangerous as I almost drove off the road in disbelief when I first heard it.

TinkyWinky




msg:3606732
 8:59 pm on Mar 20, 2008 (gmt 0)

on a serious note...

LMAO.... too funny... watch that bend!

Smacks of desperation... if i were an investor... I'd be worried... very worried right now!

crobb305




msg:3606788
 9:44 pm on Mar 20, 2008 (gmt 0)

If Yahoo concentrated on their search engine a bit more, then they might have something to shout about!

I agree. I find it all so amusing that they are this desperate, after their ban-happy philosophy that started in the Inktomi days. They banned a lot of good sites, usually because of having some affiliate links, alienated a lot of webmasters and just never got search right. Many of the "banned" sites weren't even allowed into any of the paid programs. They did the investors no favors by p*&#ing off so many webmasters. The search is horrible and radio ads aren't going to make users feel any differently.

What Yahoo needs to do (and investors should demand) is completely overhaul the search management staff, re-examine their philosophies, and re-train the editorial staff. Incidentally, I find it hypocritical of Yahoo to have such an aggressive stance against affiliate links, banning "affiliate sites", etc, yet they recently started an affiliate program in CJ. Outrageous. The very people who could effectively promote such a program have been banned from the search results. Smart move guys.

dakuma




msg:3606889
 11:30 pm on Mar 20, 2008 (gmt 0)

Those ads should be about as effective as adding another O to their name and posting a "Under new management" sign.

Yahooo!

rytis




msg:3606925
 12:16 am on Mar 21, 2008 (gmt 0)

As long as Yahoo! sends a-visitor-a-day to my site, I say thanks, of course they need to improve with algo. For me "Yahoo runs radio ads.." is goods news. More competition to search king Google.

physics




msg:3606931
 12:22 am on Mar 21, 2008 (gmt 0)

Given the comments here maybe the title of this thread should be re-named "Yahoo Runs Radio Ads to Lower its Profile" ;)
This is money that should be injected into improving their search engine, or alternatively to improve other services like advertising and mail.
Unfortunately, and not surprisingly, the marketing department is probably better at making the case for increased funding.

lexipixel




msg:3607069
 5:16 am on Mar 21, 2008 (gmt 0)

I completely disagree with everyone who thinks Yahoo should not advertise on radio.

As I posted in the thread:
[webmasterworld.com...]

I think Yahoo needs to be VERY aggressive and rebuild the "Do you Yahoo?" campaign specifically to imply "search".... and to compete against Google.

I've felt Yahoo has been underutilized for years -- they seem to have conceded to Google for pure search, and let their service float along on selling ads on their content pages, personal ads, yahoo mail and other services. These days search is the front door to everything else online -- as much as OS is the front door at the desktop level.

If I were Jerry Yang, I'd spend every cent I could on trying to take search market share away from Google. Everything else will follow including profits. If Yahoo gains search market share, it will directly convert to PPC ad revenue.

As others have pointed out -- Google needs the competition to keep it honest.

TinkyWinky




msg:3607138
 9:18 am on Mar 21, 2008 (gmt 0)

it will directly convert to PPC ad revenue

Hmmmmm

Yes it will - but their ad inventory is way down on even a year ago and in some areas at prices that I last saw in 2002.... so not going to be half as lucrative as it would have been 2 years ago - when they should have been doing it.

Advertisers have lost a lot of faith in Y! especially through fraud and their reluctance to implement a simple "Y! only" option for ads. Their Panama system also is clunky and certainly no where as easy and quick to use as G.

So, this is not a quick enough fix to give them even a cat in hell's chance of saving their bacon.

Oh yes and btw.... they need to get their search results a lot more relevant to ensure those users that hear the ad and try it out - ever come back.

Just my opinion though.

chrisv1963




msg:3608396
 12:37 pm on Mar 23, 2008 (gmt 0)

I've seen Google Adsense ads for Yahoo on my website. Sad ... they must be really desperate for traffic.

lexipixel




msg:3608884
 3:52 am on Mar 24, 2008 (gmt 0)

I've seen Google Adsense ads for Yahoo on my website. Sad ... they must be really desperate for traffic.

-chrisv1963

No more so than any of the Adsense publishers who buy Adwords ads hoping to convert a $0.05 click into a $.50 click... Actually, Yahoo! has more to gain, and the ads probably cost them less.

potentialgeek




msg:3608971
 6:50 am on Mar 24, 2008 (gmt 0)

Throwing money at advertising is so easy.

Timing seems odd given the efforts of Microsoft.

> As long as they're polluting the results with paid inclusion, it doesn't matter how many radio spots they buy. People will still prefer *any* other engine which doesn't sell out the results.

That's a senior level management decision if not the top dog. It's a question of ethics and often it just never changes. Sort of like Yahoo. It has nothing to do with engineering talent. It's conscience.

The only way to make significant progress against Google is to give users a very good reason to switch. A very good reason. Much more relevant results, much faster, or something like that.

Yahoo has already given up on a cleaner interface, so what's it going to do? How will it outhustle Google? That's not going to happen and even if it did, the extra speed would be so minimal based on current rates, it couldn't be appreciated (e.g., 1.0 secs/search v. 1.2).

The chances of Yahoo delivering much more relevant search results than Google seems remote. It seems like a lost cause for Yahoo and even Microsoft to compete. No wonder Ask.com gave up.

p/g

tictoc




msg:3609838
 10:00 am on Mar 25, 2008 (gmt 0)

The MS Merger will be great so they can get rid of the horrible Yahoo search and start using Live Search.

Just as crobbbb305 said yeah should make some major changes before they start advertising for their search product.

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