While some have written off Yahoo’s ‘It’s You’ campaign as a flop, Nielsen Wire reports that while it may not have delivered an increase in unique audience, time spent on the property has gone up since the campaign broke.
When we looked at the 4 week average running up to the campaign’s launch Yahoo’s homepage had about 10.4 minutes of usage per person per week. The average of the 4 weeks after the campaign saw an increase in time per person of +3%. Four weeks after that saw an average increase of +7%.
With $100mn backing the campaign, it is in your face alright. Even in India the ad blitz continues on both TV and print media.
Personally speaking, Yahoo had fallen out of my radar quite some time back. With Gmail as the primary mail and several options for aggregated news sources, Yahoo was no longer relevant for me. Save for the occasional mail checks, I had virtually stopped visiting any of the Yahoo properties. A while ago, it was the default page, the default messenger, search option and so on, for many. But save for GTalk, I don’t see any of the teeny boppers and youngsters using any IM client. With Facebook, Orkut and Twitter serving the purpose for instant communication and sharing, there isn’t a need for any IM client. As far as customized pages and aggregators are concerned, there is Google and countless others.
Yahoo already reaches 68% of the web audience. So the objective of the campaign was perhaps not to increase the width of usage but depth of usage. My curiosity levels have gone up since the campaign and have checked out Yahoo more often than I did in the past. To that extent, it has worked. But it’s not a ‘never before’ offering that the campaign claims to make.
What Yahoo is pitching as the ‘new big deal’ is no big deal at all in the first place. To tell someone who already has the internet ‘tailor made’ to suit her needs, that ‘the internet is under a new management – yours’ is no new news. It’s likely to evoke a reaction like, ‘um..er..wasn’t it already?‘. It is also underestimating the web-savviness of the end consumer. Sure, the new Yahoo page is better than the old one – I quite liked the preview panes of sites of one’s choice. But it’s not earth shatteringly new. So ‘filling the home page with all the things that make you’ is not original at all. Is it worth the $100mn being put behind this idea?