Yahoo rolls out second phase of $100 million ad campaign

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Sunnyvale, Calif.—Yahoo introduced the second phase of its estimated $100 million ad campaign, “It’s You,” which launched in September. The campaign is intended to drive users to its various Web sites, such as those for news and fantasy sports.

The first phase of the campaign, developed by Ogilvy & Mather New York, was estimated at between $15 million and $25 million. For the second phase, which rolled out last week, Yahoo has retained Goodby, Silverstein & Partners, San Francisco, and will spend an estimated $75 million to $85 million on the rollout. The campaign includes TV, print and online ads.

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