Marketing: Yahoo versus bing commercials
Yahoo started a new $100 million advertising campaign to regain share in the search market. The first spot is called "anthem":
I feel it consists of the the usual "internet-age consumer" settings: young, colorful, fun, creative, international and focused on the web 2.0 functions. So while Yahoo takes the emotional road, bing commercials approach the search engine market from an entirely different perspective.
Bing’s tagline: "what has search overload done to us?" The bing commercials focus on simplicity, usability and good results. It will be interesting to see whether Yahoo can stop their decline in domestic search market share – or whether their new "Its Y!ou" campaign will lose to Microsoft bing’s new "decision engine" approach.
