Business

Yahoo! launches `Search Marketing'

Staff Correspondent

It helps businesses and consumers to connect with each other

MARKETING SOLUTION: Craig Wax (left), Regional Managing Director, Yahoo! Search Marketing, and George Zacharias, Managing Director, addressing a press conference in Mumbai on Tuesday. — PHOTO: SHASHI ASHIWAL

MUMBAI: Yahoo! India, a leading provider of online products and services to consumers and businesses, on Tuesday launched its latest offering in `search marketing solutions' for Indian marketers.

Yahoo! Search Marketing helps businesses and consumers connect each other through a successful and proven advertising model called Sponsored Search. This allows businesses to bid for highly visible placement within the web results that are served in response to user's search for a specific product or service. Yahoo! Search Marketing is a transparent bidding system and allows advertisers to see what their competitors bid, for specific search terms.

Today, `Search Marketing' has become one of the most efficient methods of online advertising largely due to its cost-effectiveness and high returns on investment compared with other marketing mediums.

Through Yahoo! Search Marketing, advertiser listings will not only appear on Yahoo! but also on the leading destination site — MSN. In total, the Yahoo! Search Marketing distribution network reaches over 90 per cent of Internet users in India. With the wider partner network, Yahoo! Search Marketing will also offer content match. This will facilitate the placement of listings on content sites, newsletters, blogs and online publications driving more traffic to the marketer's site.

Addressing the media here, Craig Wax, Regional Managing Direector, Yahoo! Search Marketing, said, "Search Marketing is a $13 billion industry today with more than $5 billion coming from outside the U.S. This is expected to go up to $33 billion by 2010 with the growth coming from outside the U.S. In 2005, out of Yahoo!'s revenues of $4.5 billion, 55 per cent came from Search Marketing activities.''

"The Indian market is of strategic importance to Yahoo! As part of the global Yahoo! organization, Yahoo! Search Marketing can provide businesses of all sizes — from large, branded advertisers to micro-entrepreneurs — a way to easily and effectively target and reach over 25 million active Internet users in India.''

George Zacharias, Managing Director, Yahoo! India said, "India is one of the fastest growing e-commerce markets in Asia, and Yahoo! is committed to providing Indian businesses easy to use search marketing products and tools to help them succeed online.''

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