Offbeat ads touting Yahoo oneSearch and Yahoo Answers will be all over the Web, along with prime-time TV, radio and print. The brand that trails Google in search market share and ad revenue, hopes
their new message, "Be a better -- (whatever you want to be)" clicks with the browsing public.
"We'll let our customers fill in the blank," says Allen Olivo, vice president, global
brand marketing. "Whatever they want to be, Yahoo's tools and services allows them to be better."
One TV spot shows a hiker eaten alive by a red flower not identified in a guidebook.
Later, another hiker equipped with Yahoo's mobile oneSearch, learns the flower is a "crimson man-eater." Last year, Yahoo outspent Google by 72%, $353 million in advertising versus $205 million,
according to TNS Media Intelligence.
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