Yahoo!: The Internet Way of Advertising

Bruno Mori


The Internet Way of Advertising

One of the biggest mass media today is the Internet. I still remember the first time that I used it. Everything was online for me wherever I wanted and whenever I wanted. There was no waiting time for a specific topic I was looking for. The Internet made a revolution in telecommunications also because there are no regions on the Internet you can travel from America to Asia in the madder of seconds. This is one of the reasons that we can find anything because we can “ask” other people in many places in the world. One of the biggest sites on the Internet is Yahoo.com or as an acronym “Yet another Hierarchical Officious Oracle”. Portal websites like Yahoo.com can bring us a variety of information for all ages and demographic aspects of the people.
Founded in 1994 Yahoo.com is one of the biggest portals online today. Also it is the leader in adverting and public, reaching over 345 million unique users in 25 countries and 13 languages. Having 2.4 billion pageviews per day Yahoo can find you if you can’t find the information at yahoo. It was one of the first portals and search engine provider. “Yahoo The Only Place Anyone Needs To Go Find Anything, Communicate With Anyone, Or Buy Anything”.
Sometimes I like to think that Websites are the same as pay-per-view you watch whatever you want whenever you want. Different from TV or Cable schedules in the Internet do not worry about dayparting. The way that websites are made is based on the tree concept. You have the home which shows all the main topics of the portal. It is followed by other pages that make every topic more specific until you find what you are really looking for. It looks like a restaurant’s menu.
The cover of the site or the index is the most important page of it. It is the place where it is the first viewed and where advertisers pay the most. Yahoo’s index page contains information about the most used related topic on the site of the topics that the main target is looking towards. As most portals News is one of the biggest items; therefore, it the latest news are placed in the index. Having the main public is the young adults, music and movies have to shown with frequency and updated all the time and they are also placed in the index page. Even though music and movies attracts young adults the most, survival news covers a large part of the front page as well.
The cover page also shows links for other pages in the site. Therefore, from the index page the public goes down the tree to the pages and sub-pages of the site. This is the point where the Yahoo sees divides its public. The Kids part of the tree for instance has its information guided for the young audience, so the text and pictures are suited for that audience on the other hand Stock Market section has more complex text and words which sometimes only that audience would understand. This can be compared to Industry sources and Public mass media sourcing.
A portal tree of pages can become complex after the user clicked too many times so many sites created the solution. The ability to search within the website can help users to find a specific topic in the broad variety of the portal. Not as most people uses Yahoo as a search engine, Yahoo can has a search engine that looks for information inside its portal only. Also these engines can be found inside branches of the tree as well. This can make a research faster and efficient.
In all the places where people sees, access or watch, advertises want to go. As everyone knows, the Internet is the mass media source that has the most ads in it. Yahoo don’t want to be left with out it; therefore, banners, pop-up ads, skyscrapers and microsites can be found everywhere on the portal. Pop-up and microsites ads are not one of the biggest Yahoo’s ways to advertise. Banners on the other hand are placed on the top of most pages of the site as well as in other specific parts. Skyscrapers are put mainly on the index page of the side giving promotions and sale of products from the advertiser’s website.
The good thing for advertisers on the Internet is that when someone is accessing the automobile part of the site, they are only interested on the cars. This makes very easy for them to want to buy one, and banner on the top of this page make this person attracted to buy a product. Another good thing of advertising on the Internet is the ability of direct marketing which creates the benefit of buying right away, in contrast with Television and Billboards that only create the needs and wants for the product.
Another way that Yahoo! differenciate from other competitors is the idea of "Sponsored Results" or "Yahoo! Search Marketing". These results will appear in first on searches made on Yahoo. The interesting point of this system is that advertisers can bid on a particular word/phrase. For instace, advertisers can bid on the word "Table" the higher the bid the better the advertisement will be positioned on the search result. The bids correspond to the price per click on the advertisement link. Some words may have surprising prices that can go from $0.10 to the maximum the company feels the click could cost.
On the Internet scheduling is different from television, specialists still couldn’t find a very good way to make it work right as television, but they are working hard on it. The boom of the dotcoms came to an end lots of companies went bankrupt because they didn’t know how to administrate they scheduling; on the other hand some companies are becoming more powerful then television stations. Yahoo.com is one of the greatest sites on the Internet today. Due to its amazing strategies in marketing, scheduling, promotion and advertising of it content it can get lots of visits and pageviews everyday.


Works Cited
Yahoo!