Digitas : Yahoo bends over for us
August 25, 2008
Steven, Yahoo is bending over for you because they have no choice… not many people use Yahoo search as compared to Google… you are looking at a MUCH smaller market…
Some search engines have taken measures to help build relationships with brand advertisers, said Steven Kaufman, media director at Digitas. On Yahoo, for instance, Kellogg’s Special K has displayed its logo and linked to a video for its “Eat Breakfast, Weigh Less” campaign. The paid listing also provides a link to a Special K Challenge Group on Yahoo Groups.
“This is branded search,” Kaufman said, referring to Yahoo. “It’s not going to be the be-all or end-all of branded search…but go to Google, and it’s not as compelling…. stated on ClickZ”
Steven, the reason Yahoo is experimenting with these ads is not because Yahoo loves you…. but rather because they are forced to make these changes since their market share is tumbling like ton of bricks… and I predict this will go exactly the same way as how MSN experimented with ads… and boy did that experiment head down the toilet…
The problem doesn’t stem from how you display your ads… it matters not what the ads look like at all if no one uses the search engine to see the ads.
In short, they need to fix their search engine first before they can discuss experimental marketing with anyone…. mostly because you need someone on the site to test the marketing….
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Poor little Stevie. He’s clawed and scratched his way to making a name for himself yet couldn’t even get the Clickz article right. All that time sitting in the shadow of his boss must have caused some form of dementia.
Did he ever mention the additional offline media used to support this campaign? I’m surprised he didn’t mention Pontiac and Google given the GM relationship with Digitas.
Eh no matter. The problem of this article doesn’t stem from how you write it, it matters not what prose is used to describe it at all if no one read it and given the garbage written on the page, I’ll make that assumption about his article.