Yahoo is launching a new, $85 million ad campaign, reports the Wall Street Journal.
The campaign will paint Yahoo as the definitive one-stop internet destination, with the slogan "Your favorite stuff all in one place. Make Yahoo your home page." The commercial will be aired on TV, over the internet, and on billboards.
The commercials will feature non-Yahoo websites, like Facebook and Pop Sugar. It also features Google, but in a negative light. The commercial shows the Google search page – without the company’s logo – and criticizes it for being impersonal, saying "You come to this place so you can leave," according to the Wall Street Journal.
The new ad campaign comes on the heels of a $100 million campaign that concluded earlier this year. The previous campaign emphasized personalizing the online experience, but failed to improve Yahoo’s search market share. Carol Bartz, the CEO of Yahoo, told the Wall Street Journal that the campaign failed primarily because "didn’t have a really good call to action."
Yahoo has been losing share in the search market since the release of Bing last year. Year-over-year, Yahoo was down 5 percent in for March 2010, according to ComScore findings. With the new ad campaign, though, Yahoo may be able to make itself relevant in the search engine optimization (SEO) industry again.
