While Yahoo still maintains the most visited home page on the web, the company faces increased competition not only from rivals such as AOL and MSN, but also from sites such as MySpace and NYTimes.com, which now serve as portals to millions of consumers.
OgilvyOne, Soho Square
To execute its most expansive campaign in two years, Yahoo deferred to agency partners OgilvyOne Worldwide and Soho Square. The worldwide campaign includes TV, radio, cinema and online advertising across its own properties and others.
It will prove difficult to miss Yahoo's TV spots over the next month, running as they are on ABC, NBC, Fox, MTV, E, TBS and Comedy Central. The ads will air during network shows such as "Grey's Anatomy," "My Name is Earl," "Dancing with the Stars," "The Bachelor," "Family Guy," "King of the Hill," "ER," "Studio 60" and Major League Baseball broadcasts. The spots will begin on prime-time TV Sept. 21.
At the end of the week, visitors to Yahoo's home page will find printable coupons for free Dunkin' Donuts iced coffee. "It's just another way we're encouraging people to make Yahoo part of their daily routines," said Allen Olivo, Yahoo's VP-global brand marketing.
Along with Yahoo's network of sites, the online creative will be running on TheOnion.com, MTV.com, Atom Films, ComedyCentral.com, BoingBoing, Digg and TechCrunch, as well as across major online networks such as Tremor and Undertone.
Working with National Cinemedia and Screenvision, the spots will also appear on 21,000 cinema screens nationwide, accompanied by outdoor, posters, and window displays in select markets.