Last month, Yahoo announced the slogan for its new advertising blitz (perhaps hoping to replicate Bing’s blip of search share success): “It’s You!” On September 28, they premiered the first TV commercial for that campaign.
In our totally nonscientific comments section, people were 2:1 against the ad, either because it didn’t sell Yahoo’s products or because the commercial sucks. Personally, I cringe every time I see it—and I’m not alone. As MediaPost reports, YouGov’s BrandIndex “found Yahoo’s buzz score had tumbled from 35.4 on Sept. 22 to 25.5 as of Monday.”
YouGov measures buzz by asking respondents “Have you heard anything about the brand in the last two weeks, was it positive or negative?” The precipitous drop over the last three weeks stands in sharp contrast to their upward buzz trend, running since May.
Like many of our commenters, BrandIndex SVP Ted Marzilli said he thought the first commercial visually impressive, but not so good at conveying what’s new and improved about Yahoo. “There just seems to be a bit of disconnect between consumers and the campaign,” he said.
Yahoo, on the other hands, says they’re in this for the long haul (so obviously consumer reactions don’t count). In a statement, they said, “We view our brand revitalization efforts as more of a marathon, not a sprint, so we’re focused on the long-term trends of Yahoo!’s audience size and user engagement metrics.” Meanwhile, Alexa shows a slight downward trend for Yahoo over the last few weeks (here’s a grain of salt).
As MediaPost says, the survey is based on “interviews of 5,000 people each weekday from a representative U.S. population sample of 1 million. A score can range from 100 to -100, and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.”
What do you think? Should Yahoo be worried about these early indicators? Or do you think they’re seeing enough positive signs internally that they can ignore the rest of us?