Yahoo’s unveiling a new display and radio ad campaign today. The campaign, which is targeted to fight Google, touts Yahoo’s safe results and easy-to-use interface.
One banner ad adjures us: “Don’t get lost in all the links”:
two caps from an animated banner ad
A radio ad advertises the SafeSearch feature, which uses McAfee to indicate which sites in a SERP might contain potentially dangerous downloads:
The SafeSearch feature is nice, but again, if you have that info, why include dangerous sites in the results at all? And perhaps Yahoo is easier to use for some users. Which of the following two looks easier to use to you:
While the ads are cute and may even be accurate, I don’t know that these will be enough to convert users. Unless Yahoo has something truly substantial to backup its claim that it’ll help you not “get lost in all the links,” I don’t think the difference will be big enough to make people change their default behavior.
Google, meanwhile, is shopping around for ad agencies.