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
Since Yahoo!’s UK launch 18 months ago, it has added a growing range of
services, such as finance, accommodation, football and business
Yahoo!’s campaign reflects a trend among Net companies to build on their
UK-based Internet service provider Demon Internet recently appointed
McBains to produce its first ad campaign.