Yahoo's next ad campaign to target advertisers

By Kapil Ohri , afaqs!, New Delhi | In Digital | March 17, 2010
After its big budget advertising push to attract consumers, Yahoo! is now all set for an ad campaign to entice marketers to advertise on Yahoo! properties

After its big budget ad campaign titled It's You, focused on creating awareness about its new features and roping in new users, Yahoo! India is now eager to get more advertisers on board.

Yahoo! India earns up to Rs 80 crore as advertising revenue from its various digital properties, as per an industry estimate.

& #BANNER1 & #To attract advertisers, the Internet company will kick start an ad campaign which will be aimed at convincing top 100 advertisers in the country to advertise on Yahoo! properties. It will be a six-eight weeks long campaign and will mainly concentrate on print and digital media.

In the next few days, half page and quarter page ads across major business newspapers and full page ads in the business magazines will be released. Full page and regular sized banner ads will be served on advertising and marketing related websites. E-mail marketing will also be employed.

There are no plans to use TV, though OOH screens will be utilised at tactical positions (such as airports) only.

Speaking to afaqs!, Nitin Mathur, director, marketing, Yahoo! India, says, "The idea behind this campaign is to demonstrate the power of Yahoo! as an advertising platform and it will highlight how Yahoo! helped leading brands or how they leveraged our platform in the past."

The ads will be like subtle testimonials on how Yahoo! helped brands which have already advertised on Yahoo! properties, Mathur indicates. To begin with, the ads will mention only two brands - Citibank and Maruti. Later, brands from other categories such as telecom, FMCG and automobile will also be talked about.

Mathur says, "The campaign will emphasise three key points about Yahoo as an advertising platform - the scale of audience that Yahoo! can provide through its verticals; its consumer targeting capabilities; and creative and interactive possibilities on the site." An URL, titled, will be promoted through the ads.

The Internet company plans to rope in advertisers who are already using Internet advertising and also those traditional big ad spenders who have not started using online marketing in a major way.

Apart from advertising, an ad agency outreach programme is also on the agenda to persuade advertising folks to ask their clients to spend advertising monies on Yahoo, adds Mathur.

Mathur, however, declines to comment on the incremental ad revenue that the Internet company expects as a result of this campaign.