AllThingsD » exclamation point

The Yahoo Ad Campaign Creative We'd Like to See

Kara Swisher — Wed, 23 Sep 2009 00:41:13 +0000

Yahoo introduced its new $100 million marketing and branding campaign in New York today with “It’s Y!ou” as the new motto, making use of the Internet giant’s famous exclamation point.

Sure, it’s clever and all, but BoomTown felt the need to jump in and help Yahoo (YHOO), since our posts have been a little tough when it has come to the Silicon Valley icon’s tumultuous ride over the last two years.

So, while CEO Carol Bartz (pictured above as a giant lady on the Nasdaq Jumbotron in Times Square) explained–as reported by MediaMemo’s Peter Kafka–that “Yahoo is the only site where you when you wake up in the morning and you want to know what’s going on everywhere about everything, you can find it one place,” I’d say there’s more to the brand that just that!

In fact, there’s Bartz herself, a sassy and ofttimes salty exec whose pugnacious utterances have become legend quickly.

Today, for example, when asked about a comparison with its search rival, she noted, “Why not be cynical about fricking Google?”

That was mild in comparison to her cursing me out at the seventh D: All Things Digital conference when she thought I was insinuating she was too old to be an Internet exec (you can see that exchange in the video below).

Thus, please take a gander at our branding effort for Yahoo below.

(While Yahoo has Ogilvy & Mather to do its work, ATD has the very clever Photoshop stylings of Digital Daily’s John Paczkowski to work our marketing magic.)

Best of all, you can switch out the picture and moniker to denote any Yahoo foe–Google (GOOG); Microsoft (MSFT) CEO Steve Ballmer if he does not behave in the new search-partnership deal; billionaire investor and Yahoo board member Carl Icahn; and more!

Fondly dedicated to Carol–and the rest of the Yahoo crew, especially Judy–here’s our ad (click on the image to make it larger):

And here is Bartz in action at D7, cussing me out at 00:57 in the video of the interview:

[ See post to watch video ]

Yahoo Shares Leap on Talks News. Microsoft? Not So Much.

Kara Swisher — Mon, 13 Apr 2009 20:06:16 +0000

Yahoo shares leapt on the news, broken in this column Friday and confirmed by others later, that its CEO, Carol Bartz, was in discussions with Microsoft CEO Steve Ballmer about a possible commercial advertising and search partnership.

Yahoo’s stock rose 7.05 percent, or 95 cents a share, to close at $14.42.

In honor of that, Yahoos today must be going to the Internet giant’s homepage and clicking on its famed exclamation point, which causes the page to, well, sound off with a hillbilly Yahoooooooooo!

It is a stellar rise, considering that Yahoo (YHOO) shares have been depressed for a long while, with minor ups and down, but sitting in the lackluster low teens for a while. The stock has not seen close to $15 a share since last October, in fact.

Microsoft (MSFT) shares got no boost from the news, declining a scant .41 percent, or eight cents a share, to close at $19.59.

That might change if the talks between the pair and other execs at both companies, which are preliminary and wide-ranging, result in a significant deal.

There are many scenarios, such as one in which the companies swap online advertising assets and deliver services to each other.

In that interesting plan, Yahoo might take over all of Microsoft’s display and premium advertising business to sell along with its own, while Microsoft would run the search advertising business for the pair.

Such a deal, which plays to each company’s strengths, would bind the two closely together, even though they still compete on many other fronts in the Internet space.

Plus, it would give the two a major advantage in display advertising over search ad giant Google (GOOG).

Stifel Nicolaus analyst George Askew in a note said that display ad data show that Yahoo and Microsoft together reached 86 percent of online unique users in a recent survey. Google had a 78 percent share, mostly via its YouTube video service unit.

Most other Wall Street analysts were bullish on the idea of a Microsoft-Yahoo deal too.