Million Dollar Online Advertising Strategies

does anyone know how yahoo came to global success? what was their strategy?

if anyone knows where to find a “world map” which shows the yahoo researchcenters, etc..
i need information for a project at uni.
the main subject is:
international marketing strategies of google and yahoo.
i would be thankful for any information.

The way a startup makes money is to offer people better technology. Google’s plan, for example, was simply to create a search site that didn’t suck. They had three new ideas: index more of the Web, use links to rank search results, and have clean, simple web pages with unintrusive keyword-based ads. Above all, they were determined to make a site that was good to use. No doubt there are great technical tricks within Google, but the overall plan was straightforward. And while they probably have bigger ambitions now this alone brings them a billion dollars a year. Google understands a few other things most Web companies still don’t. The most important is they put users before advertisers, even though the advertisers pay and users do not. One bumper stickers reads “if the people lead, the leaders will follow.” Paraphrased for the Web, this becomes “get all the users, and the advertisers will follow.” One reason Google will maintain its market share lead over its competitors is its spending on research and development. This investment in the future will hit $866 million this year, and its annual growth rate for R&D spending is higher than its two main rivals, Yahoo! and MSN. The bottom line is that Google’s worldwide gross revenues will reach more than $11.8 billion by the end of 2007, according to eMarketer estimates. Other researchers, such as Bear Stearns and Piper Jaffray, see even higher figures.

Yahoo hired Wenda Millard in late 2001, and she went on to instill a new sense of humility and customer service in the sales force. She was well connected to the pooh-bahs of branding and advertising and set out to help them understand and embrace the new medium and realize its potential. (Around the same time, MSN also hired an experienced magazine executive to reach out to ad agencies.) The new cooperative attitude between Silicon Valley and Madison Avenue is a big reason Internet advertising is booming once again: from $6 billion in 2002, it rose to around $9.4 billion in 2004. Yahoo, MSN, and AOL add up to 30% of the market, and Yahoo is the leader with around a 13% share. It’s also the number-one brand on the Internet, according to Nielsen NetRatings, with 89 million unique visitors a month in the United States.

Some of Yahoo’s ad revenue — the company won’t say how much — comes from the paid links that appear when you do an online search, an idea pioneered by its rival Google. But more and more is coming from branded advertisers. Yahoo’s ad buyers now include more than 70 of America’s top 100 advertisers. Ads are now by far the biggest source of Yahoo’s revenues.

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