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Online Advertising Articles
(June 2001)



Yahoo! Calls on Designers to Make Ad Push

Written by Joshua Smith

June 26, 2001-- Bringing one of the largest collaborations of design talent under one single online roof, Yahoo! Inc. and ONE Media have today celebrated the launch of their new "Designer Ads" campaign.

The breakthrough ad campaign has called on the talent of a "who's who" of technical design across disciplines ranging from architecture to industrial to interior to graphics to fashion in an attempt to showcase the potential of the new large ad spaces standardizes by IAB earlier this year by presenting story-driven ad messages similar to those created for television.

Elevating online advertising beyond the traditional banner, focusing on how design impacts the Web, and captivating consumers, the designers worked to create unique ads using the new L-Rec (large rectangle) and super banner ad units. Many of the ads were created on paper using storyboards and then translated to the Web. The one-of-a-kind ads drive consumers directly to ONE Media's ONE Magazine, and are running through July on the Yahoo! network. The ads are also running on Yahoo! en espanol (http://espanol.yahoo.com) and Yahoo! Brazil (http://br.yahoo.com), which feature language and country specific Web programming relevant to U.S. Hispanic and Brazilian users.

"The Internet is a place where new ideas and creativity are encouraged and have flourished. At Yahoo! we continue to embrace this proposition and look for ways to foster innovative, integrated and impactful marketing to meet our partners' unique needs," said Murray Gaylord, vice president of brand marketing at Yahoo!.

ONE Media Founder and CEO, Dana Lyon confirmed that the goal of the campaign is to educate marketers to look beyond criticisms of a medium's perceived frailties to take advantage of its stengths through innovative design. "In the end, in all that you do, design matters. That, of course, applies to online advertising," she said.

The online gallery of ads is publicly available via: http://promo.yahoo.com/designerads



 
 
 

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