From consistently high ratings in ad-sales service to constant innovations in creative units, the mother of all portals has plenty to shout about. The starting point for many web users, Yahoo isn’t
just the top portal, it’s also the top site on the web—its endless content offerings providing something for everyone. Yahoo was among the first online navigational guides to the web and today is
stocked with a wealth of content that enables users to do everything from shop to research stocks. There are a range of services for businesses and Yahoo Broadcast is the leading streamer of audio and
video content.
Of course, Yahoo is also an advertising pioneer, offering a range of innovative opportunities. If you saw the Levi's ad on the recent Super Bowl you should know that the ad Levi’s
played was selected by visitors to Yahoo.
“We collaborated on the idea,” says Jon Schwartz, vice president, Western region. “They wanted something unique for the Super Bowl and wanted consumers
to be involved.”
The collaboration is important, as Schwartz says Yahoo is doing a better job of working with its advertisers to develop new creative executions. He also says, “We’ve evolved
beyond the tech world and brought in traditional media executives who are helping to balance advertising interests better.” Among Yahoo’s other new advertising ideas is a front-page-altering event
used by Compaq and Pizza Hut that featured live action bursts on the home page combined with fixed position advertising that ran for a day. “It creates awareness, buzz, and purchasing intent,”
Schwartz says.
Yahoo also developed advertising for the MyYahoo home page, where users customize the content they see. A special module was installed with a monster icon to promote Disney’s
Monsters, Inc. movie. When users clicked the icon, movie trailers played. “It helped the movie get off to a fast start at the box office, and users loved playing it,” Schwartz says.
Yahoo is
also a leader in streaming advertising at Yahoo Broadcast, where advertisers play streaming ads while entertainment content loads.
A survey participant lauded Yahoo for its impressive reach and
says, Yahoo “was the first to understand the static banner was going away. They were way ahead of the game in using Flash animations and Shoskeles. They’re proactive in thinking out of the box and
offering services to help you build compreshensive campaigns.”
Unique audience: 70.2 million Time per person: 2 hours 16 minutes 2001 ad revenue, through Sept: $284.4 million (revenue data from
CMR)
* Unique monthly user and Average time per day data courtesy of Jupiter Media Metrix. * 2001 ad revenue data courtesy of CMR.