Yahoo (NASDAQ: YHOO) to Spend $100M in Branding Campaign

Yahoo (NASDAQ: YHOO) announced Tuesday that the company will add $100 million to its advertising campaign, according to Associated Press.

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The campaign is the company's most expensive marketing move since Stanford University graduate students Jerry Yang and David Filo started Yahoo's Web site 15 years ago. Yahoo provided a peek at the 15-month blitz Tuesday in New York.

The ads will run on television, online and other media in the United States and nine other countries where Yahoo hopes to expand on a worldwide audience that is already approaching 600 million.

Despite its extensive reach, Yahoo's brand has been bruised in recent years as its profits sagged and many people turned to Internet search leader Google Inc. (NASDAQ: GOOG) and relative newcomers like Facebook Inc. and Twitter Inc., none of which have spent much money on self-promotion.

Yahoo's financial struggles were magnified last year when Yang and the rest of the company's board spurned a $47.5 billion takeover offer from Microsoft Corp. (NASDAQ: MSFT).

Google's revenue has been rising in recent years, even during the U.S. recession, largely because it dominates the Internet search market and can thus sell more text-based ads that appear on the side of search results. Yahoo's share of the search market has shrunk in the past few years and, more recently, the recession has made it more difficult to sell the visual ads that have long been its specialty.

Investors have rewarded Google with a market value of nearly $160 billion while Yahoo's hovers around $24 billion. Shares in based Google gained $2.06 to finish Tuesday at $499.06, after crossing $500 for the first time in 13 months earlier in the trading session. Yahoo shares fell 18 cents to close at $16.86.

Yahoo's new ads will highlight its recent efforts to give visitors more ways to customize the pages that they see on Yahoo, even if it means drawing upon material from other sites.

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