Tag Archive for 'Yahoo'

SES Update - Search Around the World - Part 2: The UK & Europe

Published
by
Tom Dressler
on August 18, 2008
in Search Marketing
. 0 Comments

Eastern and Western companies are rushing to get a piece of the action internationally, but does anyone really understand the marketplace? In this session, we are learning how to separate hype from actionable activity. Leading experts with “feet on the street” in the U.K. and the rest of Europe discuss the marketplace and its impact on the world.

Moderator:
Speakers:
Notes:
  • Google is the only player in Germany dominating the market with 96% of all search traffic
  • In polling the audience, most marketers indicated that it was relatively straight forward to optimize search for the International market
  • Cross reference the primary search language by country
  • Google, MSN Live number 2 followed by Yahoo across all of Europe
  • There are a few local search engines that are specific to each country. very low % of traffic
  • It is critical to do accurate translations!
  • Use an international hosting provider with a top level domain

2008 Summer Olympics Attracts Oline Advertisers

Published
by
Eric Dudley
on August 15, 2008
in Branding, Media Buying and Online Marketing
. 0 Comments

Beijing Olympics - Phelps Wins Gold

Beijing 2008 Olympics - Phelps Wins Gold

This year’s Olympic Games is definitely one of the most anticipated and controversial events in recent history.  With all of the protests occurring because of China’s treatment of Tibet and China’s harsh censorship rules there certainly has been a lot to talk about in the news.  However, much of the buzz has been positive.  Michael Phelps is aiming to take home 8 gold medals and is well on his way to that goal (3 golds and counting as of right now) while breaking records along the way.  With all of this going on, it’s no wonder companies are trying to capitalize on the captive audience through a variety of marketing campaigns.

This year, there has been a huge surge in online advertising for the Olympics.  Marketers are taking advantage of the many Olympic-related online advertising and sponsorship opportunities because they can attach their name to the games 2008 Summer Olympics Attracts Oline Advertisersat a fraction of the cost compared to actually being an Olympic sponsor.  One of our clients, Ashley Furniture, is even running an Olympic offer.

NBC Universalis running 3,600 hours of Olympic programming, most of it live and recorded on the Internet.  AT&T has partnered with NBC Universal to provide live coverage through PC, mobile phone and TV and will also be offering on-demand content.  Yahoo is also providing display advertising across its Olympics site throughout August, giving primarily large advertisers such as Target, McDonalds and ExxonMobil a unique channel to reach customers.

Although the Olympics is not for all advertisers, mainstream are on board and will be measuring brand interaction and engagement at a minimum.  What’s been your interaction with brands associated with the Olympics?  Please share your thoughts below.

Yahoo has New Deal with Google & Microsoft

Published
by
Eric Dudley
on July 9, 2008
in Search Marketing
. 0 Comments

 Yahoo now has deals with competitors Microsoft and Google redefining “keep your enemies close”.  Below is a chart showing the deals side by side.

Feature Google Microsoft
Stock Purchase Google might have shown Yahoo investors love by a purchase, but that might also have triggered more anti-trust issues Would have purchased $8 billion worth at $35 per share, probably producing a short-term spike in value
Search
Assets		 Yahoo maintains own paid & organic search services $1 billion to acquire paid and organic search. Yahoo would have been out as a search player. Right now, it’s second place with Microsoft third and yet to gain on Yahoo
Paid Search Google powers some; Yahoo maintains its own service and can partner with others. Smart move if Yahoo believes it really does have long-term future in search Microsoft powers all, presumably from blending Yahoo & Microsoft systems
Organic Search Yahoo powers all Microsoft powers all, presumably from blending Yahoo & Microsoft technology
Contextual Ads Google powers some Appears Yahoo would have continued keeping this; Microsoft itself doesn’t have a substantial program
Domain / Direct Navigation Ads Yahoo appears to continue selling its own ads in this very lucrative space Uncertain if Microsoft would have taken this over
Market US & Canada & non-exclusive. This is important — Yahoo could still partner with Microsoft elsewhere. Moreover, those valuing a Yahoo-Microsoft deal to Yahoo-Google should remember that Yahoo effectively has “more to sell” Worldwide
Term 4 years initially; 3 year renewals optionally for total of 10 years At least 3 years
Guarantees Yahoo guarantees Google can serve $83 million in ads each quarter on Yahoo or can walk out in first 10 months — call it about $100 million overall; Yahoo doesn’t have to send any set number of queries to Google; Yahoo amazingly has no public revenue guarantees from Google In company memo, Microsoft said it would have guaranteed Yahoo would earn more than it currently makes, for 3 years.
Poison Pill Yahoo has to pay $250 million if there’s a “change of control” that terminates the agreement in first two years; more restricted terms applied to what “control” means if Microsoft gains Yahoo shares  If Microsoft did take over Yahoo, after 10 months, it could continue the agreement with no guarantees to Google and still avoid poison pill payment 
Financial Upside According to Google & Yahoo, $250-$450 million per year in extra income — up to $800 million annually; Microsoft & Yahoo could still partner outside US According to Microsoft, $1 billion per year in income above current levels
Other
Upside		 Yahoo maintains control of a powerful search brand, can partner outside US; Yahoo & Google IM services to talk to each other Yahoo would have no need to maintain engineering staff, infrastructure and protect against brain drain
Downside Anti-trust issues might not allow (but Microsoft-Yahoo had issues, too) Microsoft would compete with Yahoo in display area yet Microsoft has strongly suggested search+display is a winning combination - so Yahoo would lose a key component other than “data” that would be given to them; search was main value (to me) of earlier deal at $40 billion, now only worth $9 billion?
Anti-Trust Yahoo & Google think it’s not an issue; already had earlier test cleared by will wait 3 1/2 months for US Justice Department review Yahoo & Microsoft might have had issues in email & other portal services; Microsoft expected to fight Yahoo-Google
Challenges Yahoo brain drain;
who’s still running stuff?		 Microsoft stays stalled in search; brains from Yahoo feel like they’re still going to Google
Source: Search Engine Land

Yahoo and Google Announce Partnership

Published
by
Kyle Bumgardner
on June 13, 2008
in Online Marketing, Paid Search and Search Marketing
. 2 Comments

As many expected, Yahoo and Google officially announced a non-exclusive advertising agreement.

The news puts an end to lingering talks involving Microsoft and their intentions to acquire Yahoo…read the Microsoft press release here.

In case you missed it, back in April, Yahoo confirmed that it was running a limited test of Google Inc.’s AdSense for Search service, which delivered relevant Google ads alongside Yahoo!’s own search results. Apparently, the test was successful!

Yahoo’s press release points out revenue projections from the deal, which they expect to generate $250m to $450m during the first 12 months.

Google’s press release makes an interesting point that both companies will work on integrating their instant messaging clients.

For marketers, many expect better performance from Yahoo campaigns resulting in more visitors and higher conversions.

Of course, now the real test begins…stay tuned.