If Yahoo’s new anti-Google ad campaign fails, it’s not You!, it’s them

Yahoo is launching new ads today. This fall the company launched a $100 million campaign with its vaguely worded “It’s You!” ads. But failing to see a return on that investment, Yahoo is shifting focus with the rest of its $85 million ad campaign. 

It helps that Yahoo has a clearer target now. Its new video ad takes aim at a nearly blank homepage that looks suspiciously like Google, which they call a place you come to “so you can leave.”

Yahoo, in contrast, positions itself as a place “that gets to know you.” For Yahoo to succeed as a portal (and to sell advertising), it needs to direct people to its homepage, which this campaign purports to do. But there’s one thing about its focus on Google that doesn’t work: do people really use Google as their homepage?