Yahoo turns to 19th century technology in effort to kill 21st century behemoth

Venture Beat — Wed, 19 Mar 2008 13:26:12 -0700

Yahoo has launched a series of radio advertisements in markets across the United States in an attempt to lure people into using Yahoo Search over the dominant Google Search, CNET is reporting. What’s next? Carrier pigeons?

The ads aim to point out that there are alternatives to doing a Google Search, and that Yahoo, in fact, displays their search results a bit differently. Yahoo states that users may get lost in all of the links Google provides, and that they may instead prefer a nice drop-down menu (such as Yahoo offers) to further refine queries.

The problem here is that first of all, Google has been working quickly to implement more of its “universal” search tactics that showcase results such as YouTube videos, making result pages more than just links. The second problem is that Yahoo is using a radio ad to convey this message. Verbally explaining a difference like this — especially to someone who still regularly listens to the radio, seems difficult at best. Besides, doesn’t Yahoo already have the radio-listening demographic on its side?

The latest numbers from comScore show Google controlling nearly 60 percent of all U.S. searches, while Yahoo is in second place with a mere 22 percent.

At least Ask.com launched a series of television ads in their attempt to take on the big boys of search. Yahoo’s campaign may be limited to winning over Nikola Tesla and Guglielmo Marconi.

[photo above is of Tesla]