Yahoo reminds marketers it's big in new campaign
Filed under: Company News, Technology, Media, Microsoft, Starbucks
Advertisers and marketers will converge on New York City next week for the annual confab known as Advertising Week. It's not only a time for industry folk to get together and hobnob, but some companies see the event as a platform for unveiling their next move.Yahoo (YHOO) plans to launch a marketing campaign during Advertising Week that's aimed at reminding marketers it still draws more than 500 million unique visitors each month, according to Forbes.com. While a Yahoo spokeswoman declined to comment on the company's plans, Yahoo has scheduled a news conference for Tuesday afternoon with CEO Carol Bartz and other executives. The announcement will follow a keynote address by Yahoo Chief Marketing Officer Elisa Steele at the Interactive Advertising Bureau's MIXX conference, which runs concurrent to Advertising Week and focuses on Web advertising.
According to the Wall Street Journal, Yahoo will continue to promote the idea of being "your home on the Web," and while also reminding marketers that the brand remains vibrant. It's a timely campaign, given the challenges Yahoo faces from Microsoft's Bing search site and with Google's plans to snatch display ads away from Yahoo.
One focus of Advertising Week will be on sustainability and the environment, says Advertising Week executive director Matt Scheckner. The presentations will include "a lot of green stuff - we're sort of big on things people care about the most," he adds. That means a climate change symposium on Wednesday morning, and Starbucks (SBUX) CEO Howard Schultz joining a panel on sustainability.
So what else is there to watch for during Advertising Week? If you're even slightly interested in marketing or advertising, the week promises to be a cornucopia of information and insight. Interested in how private equity is impacting the media business? Listen to Richard Bressler of Thomas H. Lee Partners discuss the topic on a panel. Want to know how Microsoft (MSFT) views the future of online advertising? Yusuf Mehdi, a senior vice president at the software giant, will address the issue on Monday.
Many of the sessions will be broadcast on a streaming radio link called WADV through Advertising Week's site. So stay tuned for next week. As Advertising Week's Scheckner says, "What's happened over the years is Advertising Week has evolved as a platform and springboard for folks who want to make news."
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Reader Comments (Page 1 of 1)
9-18-2009 @ 5:58PM
Joe Duggins said...
Protecting trademarks in cyberspace is always a challenge. One hot area is the issue of "keyword infringement" when third parties use trademarks that don't belong to them as keyword triggers or in the advertising text of ads placed on Google, Yahoo, and MSN. These are always fact specific issues. Where someone uses a third party trademark with a specific intent of causing confusion as to source and origin of goods, that use likely qualifies as trademark infringement. However, there are a lot of gray area cases in the keyword infringement arena.
Here is Yahoo's response to a keyword infringement complaint, including a link to their policy concerning keyword infringement:
"Thank you for your correspondence. This email will serve as our response. You will not receive further notification from us.
Yahoo! Search Marketing does not approve of or condone websites that infringe trademarks. However, we generally have no control over the content presented by the advertisers who list their websites on our search engine. Yahoo! Search Marketing does require that each website be relevant under our guidelines.
Yahoo is going under, there's no doubt about it.
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