Yahoo Hires MediaVest

Yahoo recently confirmed hiring Publicis Groupe’s MediaVest for its online and offline media chores in the U.S. following a review.

WPP Group’s Mindshare has handled traditional duties, while digital chores have been with sibling shop Neo@Ogilvy. Yahoo spent about $35 million last year in domestic media, per Nielsen, and its annual global outlay is roughly $200 million, per company filings with the SEC. When the process began, Yahoo indicated that the search was global in scope. Today, a company rep said only that MediaVest has been hired for U.S. chores; he provided no additional information.

The Internet giant has been using Select Resources International in Santa Monica, Calif., to assist in the review process. WPP’s Ogilvy & Mather last September it launched “It’s Y!ou,” a major branding push that stressed the portal’s customization features and its longstanding mission to serve as a central focus of Web users lives. The effort met with mixed results. Omnicom’s Goodby, Silverstein & Partners was added shortly thereafter.

The rep said the media competition was a result of “normal business practices” and offered no detailed explanation for its launch or MediaVest’s selection. Yahoo’s second-quarter financials disappointed some analysts, particularly the 8 percent decline in search ad revenue compared to the year-ago period, though the firm did enjoy a 19 percent year-over-year rise in display advertising. The company has been especially aggressive in the content realm, inking a pact with Gannett and acquiring Associated Content.

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