Yahoo Inc., the Internet marketing company, kicked off a direct response TV, radio, print and billboard campaign promoting Yahoo Search http://search.yahoo.com.
Company spokesperson Emily Scherbertz declined to disclose the budget.
The Sunnyvale, CA, firm will launch the campaign with a new television commercial debuting in network and national cable rotation and the world’s first Internet-connected billboard in Times Square in New York.
The integrated campaign, developed by Black Rocket Euro RSCG, will include:
*Two new 30-second TV spots, titled “Subway” and “Anthem,” which will air on cable networks such as USA, MTV and f/X and national network on FOX.
*The Internet-connected billboard in Times Square, spanning 22 floors, featuring real-time searches on 11screens. For 15 minutes every hour for 30 days.
*Bilboards in high-traffic sites in Boston, Chicago, New York and San Francisco.
*Online ads across Yahoo’s network and CBS Marketwatch and Weather.com.
* Radio in New York, Los Angeles, San Francisco, Chicago and Boston.
*Full-page DR print ads in publications like Business Week and Infoworld.
Scherbertz noted the print campaign will run through June; the TV and radio campaign for the next four weeks; the online through July; and the billboard effort for the next two months.
Network
