Yahoo uses Radio Ads to get ‘search engine converts’ in the long run
In an effort to get more people to use its search engine instead of Google, Yahoo! has started running radio ads. These ads have already been aired in the San Francisco Bay Area along with other markets.
Yahoo! is promoting its key-points like the drop-down menu and how they will assist you in your search. One of the ads says, “Search engines like Google get you lost in all the links, but not Yahoo! search”. It also ends the ad at another direct hit at Google by saying, “You won’t find that on your Google page”.
Raj Gossain, vice president of marketing for the Yahoo! Search team, didn’t say what other markets are involved apart from the San Francisco Bay Area or how much the company is spending on the spots. But he did say that they started in the San Francisco Bay Area around a week ago.
Acknowledging the fact that it will be difficult to get people to change their habits on their preferred search engine he said, “The rationale is we feel like we’ve built a better mouse trap and, quite frankly, we wanted to remind users that there really is a choice in search engines. We’ve got a better, simpler, easier-to-use mouse trap.”
According to him, they are confident that such informative campaigns will, in the long run, get them some search engine converts.
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