Autor: Anne Cassidy
LONDON - Yahoo has launched the second phase of its $100m relaunch campaign in US, with a new ad taking a swipe at rival Google.
A video of the new ad, which appears on the Yahoo corporate blog, starts with a blank home page with an empty box, markedly resembling the Google site.
The ad’s voiceover says: "There’s nothing to look at but a box and a button. When you look at this homepage, nothing looks back at you. You come to this place so you can leave."
The ad, by Goodby Silverstein & Partners, goes on to say that, by contrast, Yahoo is "a place you want you stay", with news, Facebook and Twitter feeds and email.
The voiceover says that Yahoo! is "the centre of your online life" and the ad keeps the tagline: "Yahoo. It’s you."
Since the $100m Yahoo! campaign launched in September, the number of unique visitors to its sites dropped 2.6 per cent to 155.6 million in April, and total page views on its properties have fallen 11.4 per cent, according to comScore.
Yahoo invested between $15m and $25m in the first phase of the campaign, by Ogilvy & Mather, which did not work well in the US despite some success in other markets.
The second phase of the campaign will cost $75m to $85m, and Yahoo will be hoping it will spur growth.