Yahoo! launches first Euro ads

Yahoo!, the Internet media company, begins its first European advertising campaign this week, which is designed to pitch the service as the most user-friendly online guide.

Yahoo!, the Internet media company, begins its first European

advertising campaign this week, which is designed to pitch the service

as the most user-friendly online guide.



The poster campaign, created by Publicis London, uses the line ’Do you

Yahoo!?’ to build on Yahoo!’s brand awareness.



Iain Osborne, European marketing director at Yahoo!, said: ’The campaign

is designed to attract first timers to the Internet and reinforce

Yahoo!’s position as an easy and friendly guide to the Internet.’



The Web company’s advertising will run initially in the UK, France, and

Germany in the national, consumer, and marketing press.



Yahoo!, which claims 25 million users worldwide, competes principally

with Yell and Excite.



All three offer users a search engine for finding their way around the

Web.



Since Yahoo!’s UK launch 18 months ago, it has added a growing range of

services, such as finance, accommodation, football and business

pages.



Yahoo!’s campaign reflects a trend among Net companies to build on their

brands.



UK-based Internet service provider Demon Internet recently appointed

McBains to produce its first ad campaign.



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