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Yahoo to Dump "Overture" brand

New Name -> Yahoo! Search Marketing Solutions

     
3:32 pm on Mar 1, 2005 (gmt 0)

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[itvibe.com...]
la times [latimes.com]

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]

3:35 pm on Mar 1, 2005 (gmt 0)

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If they are not going to be using it anymore, I'll take that domain name. :)
4:03 pm on Mar 1, 2005 (gmt 0)

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Great news, mainly because it will cut down the time needed to explain the relationship between Overture and Yahoo distribution by about 5 minutes (no more diagrams either).

This is a smart move - Yahoo! is obviously a much stronger search brand.

4:07 pm on Mar 1, 2005 (gmt 0)

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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.
6:58 pm on Mar 1, 2005 (gmt 0)

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a bit overdue.

[technewsworld.com...]

8:05 pm on Mar 1, 2005 (gmt 0)

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The name is to long. Either everybody will use the acroymn YSDN or keep using Overture. This is a stupid move, and they should fire the consultants that came up with such a stupid name. Why not use something like Yahoo-Overture or Yahoo Overture PPC and get the branding benefits from both. I will take Overture all their hands, if they don't want the domain anymore.

I also got another email, saying that 80% of listings will be approved within hours. I will see it when I belived it.

8:07 pm on Mar 1, 2005 (gmt 0)

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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

8:44 pm on Mar 1, 2005 (gmt 0)

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I got that email too, another overstatement, the latest in a long line of overstatements and exaggerations by overture

Cant wait till MSN dumps them and creates its own PPC

9:08 pm on Mar 1, 2005 (gmt 0)

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Probably part of the strategy to bring their ad solution (Ads by Yahoo?) to market in way that capitalizes on a more well known brand.
9:18 pm on Mar 1, 2005 (gmt 0)

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I don't think we'll see the disclaimer "Advertisements by Yahoo! Search Marketing Solutions" on MSN anytime soon....

I wonder how much longer MSN will use Overture if Overture is now 'in your face' branded as a competitor?

9:43 pm on Mar 1, 2005 (gmt 0)

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Bold move.

Re-Branding a brand to increase the market share of another brand.

Risky move.

10:59 pm on Mar 1, 2005 (gmt 0)

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Outside of the online marketing world, nobody knows who Overture is, everyone knows who Yahoo is..

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...

11:31 pm on Mar 1, 2005 (gmt 0)

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I am still using "GoToast" lets see how long it takes me to stop calling them "Overture"
12:12 am on Mar 2, 2005 (gmt 0)

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I still call them "An Unscruplous Bunch of Cowboys" personally.
1:19 am on Mar 2, 2005 (gmt 0)

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I never understood why they changed it to “Overture” in the first place. I just never got it. Always thought it was one of the worst branding moves I ever saw.
2:52 am on Mar 2, 2005 (gmt 0)

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How's Microsoft going to feel about carrying Yahoo Search Marketing Something Or Other brand on their sites?
4:08 am on Mar 2, 2005 (gmt 0)

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How does Google feel about carrying ads for Yahoo products in Awords?

It's all about the money.

4:56 am on Mar 2, 2005 (gmt 0)

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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!".

9:56 am on Mar 2, 2005 (gmt 0)

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What's the betting, that the Kelkoo name will disappear and become Yahoo! Shopping
10:07 am on Mar 2, 2005 (gmt 0)

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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?

10:12 am on Mar 2, 2005 (gmt 0)

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I know Microsoft will not renew their contract with Overture. I'm not sure when the current contract will end.
10:52 am on Mar 2, 2005 (gmt 0)

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2006

Don't be so sure!

(though, here's hoping)

6:55 pm on Mar 2, 2005 (gmt 0)

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About time. Good decision.
7:01 am on Mar 3, 2005 (gmt 0)

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I wonder if MSN will create its own PPC engine now that Overture is just Yahoo, well it always was but now ... you know what I mean :)
8:50 am on Mar 3, 2005 (gmt 0)

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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.

9:07 am on Mar 3, 2005 (gmt 0)

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Y!SMS, decent acronym, eh? Although they're probably already working on a service that needs it! ;)
5:05 am on Mar 4, 2005 (gmt 0)

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Just remember, boys and girls - someone has to PAY for all this new branding - new logos, new letterhead, new polo shirts for the staff, new signs on the buildings, etc.

Wonder who that someone will be?

10:34 am on Mar 4, 2005 (gmt 0)

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Excellent Brand strengthning Move by Yahoo!
6:03 pm on Mar 7, 2005 (gmt 0)

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I agree with lgn1. The name sucks.

In other news, if they can keep Overture's uptime more than 50%, it will be an improvement.

:notbitter:

 

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