A TV spot, which broke last week on NBC's World Series telecasts, will continue with added media weight throughout the holidays.
"We wanted to make it clear that people knew there was an area for shopping on Yahoo!," said Karen Edwards, VP-brand marketing. "We think the brand needs to stand for commerce."
Previous Yahoo! advertising, all via spot buys, established the brand as a search engine and then a portal, focusing on Yahoo! as a community and chat site.
The new commercial, created by Black Rocket, San Francisco, shows a man living with his family in a frozen wilderness and buying a hot tub for their tent.
Spending for the network and cable TV drive is estimated in the $10 million to $15 million range. Last year, Yahoo! spent $8.7 million in measured media, according to Competitive Media Reporting; it's already surpassed that in the first half of '99, spending nearly $11 million. For the year, it's expected to spend about $30 million.
Yahoo! competitors also are on the move. Lycos has launched an online site, shop.lycos.com, that offers-in addition to thousands of stores-a rewards program for shopping both online and offline. Also, AltaVista Co. relaunched itself with a new ad campaign from Wieden & Kennedy, Portland, Ore., that pushes shopping.