Yahoo have followed up their initial trial with Google’s search technology in signing a non-exclusive deal to carry Google ads on Yahoo properties in the US and Canada. The deal also includes moves to improve interoperability between the companies respective instant messaging services.
Understandably the move has provoked a huge reaction in the blogosphere given the background of the failed Microsoft deal. It is sure to attract the attention of the regulators given the two company’s positions as the top two in search, even if it is non-exclusive.
For Google this gives them access to Yahoo’s massive traffic and for Yahoo a big potential revenue stream and a clear strategic move after the failed Microsoft takeover.
Regular readers will know that I admire a well executed viral marketing campaign. It’s a pity that I heard about it before I saw it denying the neat twist at the end as the brand was revealed, although it doesn’t really detract from the entertainment.
So, if you don’t want to know what it’s marketing (there might be a little clue further up though…), then watch the embedded video below, then read the rest of the post.
The viral stands out on several counts: although personally I hate musicals I have to admire the quality of the acting and singing; the hidden cameras capture the surprise of the unsuspecting public perfectly; it plays on the lack of human interaction in large public spaces like airports; and it’s a great fit for promoting a theatre booking service and doesn’t damage the brand by trying to stand out by being too edgy.
Best of all it works, it’s had me thinking I should go to the theatre more often, just not to any musicals…
Interesting to read that the Google, Microsoft and Yahoo! have collaborated on standards for Robots Exclusion Protocol (REP) - in simpler terms, the code you use to tell search engines not to spider a particular page or section.
Similar to Google’s guidelines for Webmasters, it would be helpful to have a set of consistent standards for the basics of search engine optimisation across the search engines. Obviously each search engine has its own closely-guarded algorithm that determines rankings, but with consistent guidelines on sitemaps, use/abuse of keywords and clear do’s/don’ts would be a big help in putting the emphasis firmly on supporting white hat practices.