• February 12, 2010

During Yahoo's fourth quarter conference call last month, CEO Carol Bartz said the portal was shifting its $100 million rebranding campaign to a new phase focusing on specific properties like Yahoo Sports, Finance and search. Bartz didn't offer any details but it appears mobile will play a role in the effort.

According to a mobile ad network executive, Yahoo is looking to promote its Finance section across the mobile sites of national and affinity Web brands including CNN Money, The New York Times, Cost Cutter, iStock Manager, NPR and Cashwerkz. Yahoo's mobile budget for Yahoo the for February is estimated at $100,000.

Bartz said last month the initial phase of the Yahoo promotional campaign had helped increase engagement and traffic and traffic growth, especially internationally. She added that it was still too early to judge the effectiveness of the company's planned 15-month marketing push launched last September. --Mark Walsh