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Yahoo! lance une campagne de mots-clé sur l'Europe
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Yahoo has begun a major search advertising push after hiring an automatic keyword bidding system to run campaigns for the company throughout Europe. After a four-way pitch late last year, the company has begun bidding on thousands of keywords to promote its many services through BidBuddy, the automated keyword bidding service provided by UK firm WSPS. WSPS managing director, David Harrison who had four new staff join just this morning to help manage the new account, said Yahoo was using BidBuddy to promote its individual channels - including Yahoo Finance, Yahoo Shopping, and Yahoo Mobile - each of which has its own budget for distribution through the BidBuddy system. The move means Yahoo will be buying thousands of relevant keywords across the major European pay-per-click networks, including rivals Google, Espotting, Mirago, and WebFinder, as well as its own network Overture. It will be buying search terms in France, Italy, Spain, Germany, and UK, from where the campaign is being run. Sources were unable to put a figure on the deal, but it is thought to represent the first pan-European keyword effort through an automatic bid system. OMD, Yahoo's above-the-line media buying agency, remains in place and still handles the company's digital media buying, however, much of the portal's budget will now be pushed through BidBuddy as it seeks to dominate its portal battle with key rival MSN. [...] |
Article du fr 12/03/2004, Netimperative.com |
| Lire l'article complet (en anglais) |
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