Overture Renamed to Yahoo! Search Marketing

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Friday, April 22, 2005

Overture Renamed to Yahoo! Search MarketingThe Sunnyvale, California-based company said the re-branding is designed to bring all its products for advertisers together. This is a great call on Yahoo!'s part, being as though Yahoo! is a much more recognized online company than that of Overture. The replacement of the Overture brand will take place in the U.S. market initially. Other international markets will be re-branded later, but the Overture brand will be maintained in Japan and Korea.

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The portal giant on Monday shed its Overture brand and renamed the unit Yahoo! Search Marketing. This change came nearly 2 years after Yahoo! had purchased Overture for a little over $1.5 billion, a move that has no-doubt helped Yahoo! to expand its pay-for-performance search business and its contextual advertising throughout its network.

The replacement of the Overture brand will take place in the U.S. market initially. Other international markets will be re-branded later, but the Overture brand will be maintained in Japan and Korea. Monday's change-over came as no real surprise as we have been expecting some sort of change since Yahoo! announced at the Search Engine Strategies conference this past February that they would be re-branding Overture into Yahoo! Search Marketing.

The Sunnyvale, California-based company said the re-branding is designed to bring all its products for advertisers together. This is a great call on Yahoo!'s part, being as though Yahoo! is a much more recognized online company than that of Overture. Precision Match, Overture's search advertising product, will now be sold under the "Sponsored Search" name, while its local paid search product is now called "Local Sponsored Search". All in all, they still have the same great advertising solutions... just with a different name.

For search optimization and small business, Local Enhanced Listings (a highly significant part of any local search campaign) and Yahoo! Directory Submit are now included under the Yahoo! Search Marketing umbrella. Yahoo! also added Travel Submit, a pay per click offering where travel offers and deals can be listed within the ever popular Yahoo! Travel. To christen the Yahoo! Travel Submit offering, Yahoo! is currently giving away free traffic to travel agencies and sites which open an account before June 15th.

Unifying all of the Yahoo! / Overture search marketing and related products under one roof is great move and one of many moves that Yahoo! will be taking to provide an easy, one-stop experience for their search marketing advertisers.

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