Yahoo Vietnam Launches TV Ad Campaign, Can Old Way Help?

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Monday, May 5. 2008

Yahoo Vietnam Launches TV Ad Campaign, Can Old Way Help?

Yahoo SEA just launched new services specifically for Vietnamese Internet users such as Yahoo!360plus blogging, Yahoo!Music. Along with the appointment of Vietnam General Manager, Yahoo Vietnam runs a TV ad campaign with TVC storyline from a Vietnamese fairy tale. It is a cool TVC by traditional creative production standards, but can it help Yahoo gain a fair search market share in a Google dominated territory. I think spending ad dollars on TV is a waste of money by Yahoo since Vietnamese TV audience is mainly old generation people and light Internet users. It seems that Yahoo still follows the pattern used in the US ten years ago. Vietnam is an emerging market but the local Internet generation has much exposure to viral marketing, digital rumors, peer reviews so that Yahoo's top down approach should not work here. (While I writing this post, Yahoo's share fall sharply after Microsoft backs away from takeover bid, adds much pressure on Yahoo management)

Posted by Jason at 20:22 | Comments (5) | Trackbacks (0)

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Google is a giant on internet search engine and online advertising but they do not spend any penny on ads to promote their brand.

#1 An on 2008-05-06 03:55 (Reply)

I can't agree more. I wonder how many people would go to vn.yahoo.com after seeing the TV ad?

#2 Hong Quang (Homepage) on 2008-05-06 05:01 (Reply)

it is interesting.

#2.1 Search (Homepage) on 2008-05-24 03:52 (Reply)

To be fair, I don't think target of this TVC is to acquire more users (which they have more than 90% of Internet users). The idea is to strengthen Yahoo! brand in VN, show how "localized" and friendly they are to Vietnamese audience. It's like "i'm Yahoo!, i'm still here in VN and love u guys". Most of people go to www.yahoo.com, not vn.yahoo.com, but try go to www.yahoo.com, it'll redirect you to vn.yahoo.com now.

#3 Anh on 2008-05-07 10:05 (Reply)

It's strange that the TV ad only promotes Yahoo's search service, while ignoring others... Only reasonable explanation I could find is they want users to think of Yahoo as a portal more than just YM and 360. Sure Yahoo is struggling with the global market, but still trying to plunge itself into Vietnam with these quite-remarkable moves. Let's see what's ahead. And you can't use the mobile ways with online services...

#4 Nguyen Khanh Duy (Homepage) on 2008-05-08 07:27 (Reply)

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