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“Their product suite has struggled to keep pace with Google,” said Christopher Penn, vice president of marketing technologies for Shift Communications.“It’s a way for them to get in front of these audiences and remind people they still exist.” Yahoo said it wanted its regional campaign to be “simple and clear,” demonstrating its dedication to all things mobile.“Yahoo is a recognizable brand worldwide,” said Kathy Savitt, Yahoo’s chief marketing officer in an e-mail.
The billboards roll out in San Francisco, Boston, Chicago, Dallas, Miami, Minneapolis, Philadelphia and Washington. Next to the small “for mobile” lettering are two equally small logos for the Apple app store and the Google Play store. While Yahoo does advertise other products online, the new campaign is focused on billboards and signs on or near public transit.
To be sure, other tech companies have been criticized for lackluster ad campaigns, too. “When people are on BART, they are not looking out the window or the signs,” Penn said. Advertise where people’s eyeballs are actually paying attention.” Still, if Yahoo’s goal was to get people to look up from their phones and start talking about the new billboards, it’s not working, Penn said.
But marketers say Yahoo is in a particularly precarious position, since it lost market share in digital ads to competitors like Google and Facebook. Yahoo has had past marketing successes, including its yodel jingle.
Yahoo wants to remind people it still exists and is a “mobile first” company, so it’s blasting its logo on billboards, transit stops and buses in San Francisco and seven other cities.
But the new campaign, part of a three-month regional effort that precedes a nationwide campaign later this year, has some marketers scratching their heads. ” in giant white lettering and, in smaller letters below, the phrase “for mobile.” Yahoo says it’s aiming to reach on-the-go consumers.
And yet the signs don’t convey why people should switch to Yahoo, or the kinds of mobile products it offers.“That’s the problem,” said Ira Kalb, an assistant professor of clinical marketing at USC’s Marshall School of Business.“We don’t know what the product is and we don’t know what the uniqueness is. But Yahoo, under CEO Marissa Mayer’s leadership, has heavily invested in helping the struggling Sunnyvale company up its mobile game.You’re not giving us reasons for doing business with you.” The last time Yahoo launched a major national brand campaign was in 2009, when it marketed the message “It’s Y! When Mayer joined in 2012, Yahoo had just 37 employees on the mobile team and lagged behind its chief competitor, Google.Since then, Yahoo has beefed up its mobile team and acquired promising startups, and now has more than 20 mobile apps available for download.In February, Yahoo hosted its first-ever mobile developer conference, but it still trails Google and Facebook in mobile ad dollars.Tags: Adult Dating, affair dating, sex dating