Unhappy with its status as the world’s number two web search engine, Yahoo! has unveiled a new $100 million advertising campaign at the MIXX Expo in New York. According to a Wired magazine report, the campaign is centered around the phrase “It’s Y!ou,” which is intended to emphasize the company’s new direction, which places greater emphasis on customizing the web experience for each user.
Incorporating such slogans as “The Internet Is Under New Management, Yours.”, Yahoo seeks to provide a web portal that mixes content from a user’s friends and personal interests with “The World,” which comprises general-interest news and information, creating an individualized home page for users.
The campaign comes recently following updates to Yahoo Mail and Messenger, and the launch of its new “Yahoo! Search experience.” The company also plans to revamp its various other services.
Seeking to be seen on TV, radio, in print, and on billboards, Yahoo’s campaign will kick off in the US on Monday, and expand to the UK and India on October 5. It will extend to other markets in 2010, including Brazil, Canada, France, Hong Kong, Indonesia, Korea, and Taiwan. According to Yahoo’s Twitter feed, the company is debuting a new commercial on Monday that was shot across five different countries, as well as “a new take on our yodel.”
I’m excited to see if Yahoo’s new direction and new yodel will win it market share against Google.
