Yahoo! to launch new USD 85 million ad campaign

"Yahoo! says it will spend USD 75 million to USD 85 million on the push, which will promote Yahoo! on TV, the Web and billboards as a one-stop Internet destination," The Wall Street Journal reported.

The report said that the slogan for the ad campaign would be "Your favourite stuff all in one place. Make Yahoo! your homepage," it added.

Last year Yahoo! had launched USD 100 million campaign with the tagline "It's You," focused on personalising the online experience which failed to increase traffic to its homepage or improve its share of the search market.
According to the publication, new ads would tout non-Yahoo! web destinations such as Facebook and celebrity gossip site Pop Sugar. One billboard features a man showing off his favourite websites. His tie bears the logos of sites such as Yahoo! Travel, Yahoo! Finance, Twitter and Flicker.

The report said that one of Yahoo!'s online video ad features an image of Google's homepage without the company's name. In the ad, a voice-over says, "When you look at this homepage nothing looks back at you. You come to this place so you can leave."
Then, as colourful scrabble-like tiles adorned with various website logos come together to form women's faces, the voice-over praises Yahoo!. Quoting Yahoo!'s Chief Marketing Officer, Elisa Steele, the report said the aim is "to get people to interact with our products."