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Portal mania will hit the airwaves in earnest next month as Yahoo and Snap each launch offline campaigns.
For Snap, the Internet directory run by NBC and CNET, the campaign will feature the first creative from Saatchi & Saatchi, San Francisco. It was named agency of record last week. Yahoo ads, including the first new TV spots in more than a year from Black Rocket, San Francisco, will continue to target Web newcomers and will keep the original tagline: “Do You Yahoo?”
Near-surfers are “still the most important market for us to go after,” explained Karen Edwards, vice president of brand advertising at Yahoo, Santa Clara, Calif.
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