Yahoo is launching a nationwide ad campaign for its search products, an effort that includes eight weeks of online and radio ads.
Hoping to lure Web users away from Google and its smaller rivals, Yahoo’s ads highlight recently launched search innovations. These include local business information enhanced to deliver more results from sites like LinkedIn, Yelp, and Yahoo! Local.
Soho Square and sister agency OgilvyOne in San Francisco assisted with creative, said a Yahoo spokesperson.
The online ad buy spans Yahoo’s own network along with a large number of news sites, blogs, local properties, and ad networks. Listed on the site-specific buy are SFgate.com, NYTimes.com, TechCrunch, Weatherbug, Whitepages, and Zillow. Ad networks include Federated Media, BlogHer, Burst and Undertone.
The ads (click to view ) also extol the benefits of Yahoo’s Search Assist technology and its SearchScan security feature. The latter issues warnings to searchers about sites hosting potentially dangerous downloads, spyware and viruses.
The campaign also highlights Yahoo’s search shortcuts. These provide data at the top of the results page about elections, gas prices, movies, sports, holiday recipes and other topics.
In announcing the ads, Yahoo Search VP of Marketing Raj Gossain said the company “kept the ads lighthearted and true to the Yahoo brand” but “didn’t pull any punches” because it is convinced people who try the new search products will like them.
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