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Thursday, November 02, 2006

Yahoo Content to Push Content

Yahoo rolled out two new content sites as it continues to differentiate itself from Google as a destination and not a search tool.

Yahoo this week launched websites covering food and "green" cars as it attacks the verticals.

Google built on its tools portfolio by purchasing wiki software company JotSpot.

So which company - search portal to other sites, or aggregator of "best of" content - is a better buy for advertisers?

People use Google because they are looking for an answer, which may be a product or information. Yahoo is more of browse-type destination, where people may find what they want and buy it on the site, or read recommendations about their universe of interest.

While Google makes a mint in advertising, by not selling products or owning the content, Google can be unbiased towards its ad sales. If you are on their site, you may only have one shot before people leave, but at least you know the searchers are generally action-oriented.

Yahoo readers tend to stay longer, so you may have a better chance of having your message penetrate their awareness on the third or fourth go round of a session.

Advertisers should plan their ad buys with these factors in mind, and might try different creatives based on user expectations.

By John Gartner at 05:15 PM | Comments (2)

(2) Thoughts on Yahoo Content to Push Content

Like you said John, both of them have good strengths and uses.

Yahoo may have more competition in its space with the media companies rolling out partnerships all over the place.

I think that content sites would appeal to me more, with search coming in a close second.

Comments by Gary Bourgeault ( : Thursday, November 02, 2006 at 11:39 PM

Maybe Yahoo was listening to advertisers, or maybe they just watched us here at TasteTV (

Comments by Kevin at : Friday, November 03, 2006 at 01:50 PM

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