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Supposedly, the brand change is supposed to better integrate Overture with Yahoo's other search marketing offerings.
I still call them GoTo, and much preferred that brand over Overture... :)
Overture Services Inc., today announced that it will be re-branded as Yahoo! Search Marketing Solutions and will bring together its search offerings and Yahoo!'s listings under the new banner.
[edited by: Brett_Tabke at 8:57 pm (utc) on Mar. 1, 2005]
[edit reason] added link...quote. thanks rz! [/edit]
This is a smart move - Yahoo! is obviously a much stronger search brand.
[technewsworld.com...]
I also got another email, saying that 80% of listings will be approved within hours. I will see it when I belived it.
Makeup. Nothing but Makeup. Some external marketing contractor will make thousands (if not millions) for suggesting the namechange, but the level of "service" will stay the same, I'm afraid.
The reason for the change is the same reason for the change from Listen.com to Yahoo! Music: branding.
p.s. Makeup isn't all bad. :D
Cant wait till MSN dumps them and creates its own PPC
I wonder how much longer MSN will use Overture if Overture is now 'in your face' branded as a competitor?
Re-Branding a brand to increase the market share of another brand.
Risky move.
From a branding perspective, it's a smart move. As more brick and mortar businesses move online to take advantage of Local Search, would you trust doing business with Yahoo or Overture (A Yahoo owned company)....
Yahoo is one of the most forward thinking companies online. They are "frugal" where other's spend money needlessly. They definitely see the big picture. IMO, one of their "Smartest" moves during the past two years, was partnering, and furthering Yahoo branding with the SBC partnership. He who controls the entry point to the web, owns the web... If G doesn't wake up, and figure this out, they will be a 3rd place runner behind MSN and Yahoo some day...
It's all about the money.
Why not use something like Yahoo-Overture or Yahoo Overture PPC and get the branding benefits from both.
Then they could have something like "YO Advertising" or "Advertising, YO!".
What's the betting, that the Kelkoo name will disappear and become Yahoo! Shopping
That would be fairly silly - rebranding a B2B service is a different proposition entirely to rebranding a B2C service.
Aside from that - the Kelkoo brand is nearly as well known in some countries as Yahoo and has more traffic than Yahoo Shopping in most European countries - why knock that on the head when they can have both?
Don't be so sure!
(though, here's hoping)
What's the betting, that the Kelkoo name will disappear and become Yahoo! Shopping
I don't think so. Kelkoo is quite a strong brand
and they don't want to lose all those positions in Google do they? ;)
GoTo was a better name than Overture. Yahoo! Search Marketing Solutions is a bit of a mouthful really.
MSN are working on their own PPC solution. Also I think that their contract with Overture is non-exclusive and allows them to show other paid ads.
Wonder who that someone will be?
In other news, if they can keep Overture's uptime more than 50%, it will be an improvement.
:notbitter:
