Thursday, November 02, 2006
Yahoo Content to Push ContentYahoo 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)