Yoyodyne Deal Enhances Yahoo's DM Services

Share this article:
Web portal company Yahoo agreed to acquire Yoyodyne Entertainment, Irvington, NY, last week in a $30 million deal that will strengthen the direct marketing component of Yahoo's advertising and merchant services and increase the exposure of Yoyodyne's permission-based promotions.


"From the beginning, our intent was to partner with someone who had a well-respected global brand and a huge amount of reach, and Yahoo was our first choice in both categories," said Yoyodyne president Seth Godin. "It exactly fits our model because it brings the two things we didn't have."


Yahoo, Santa Clara, CA, gains access to Yoyodyne's database of more than 1 million e-mail addresses and the technical know-how to implement a permission-based business model. The deal represents a shift by Yahoo to an approach more targeted than general branding.


"This is a signal that says advertisers are demanding more measurable accountability and people on the Internet are realizing that half of all marketing dollars go to promotions and direct marketing, not to advertising,'' Godin said "There was all this money being left on the table, and now Yahoo can offer thousands of customers the ability to do both."


Spokeswoman Diane Hunt said Yahoo will continue to do all the things it has traditionally done as an Internet media company to reach targeted audiences.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Publicis Constructs Pan-Agency Marketing Platform With Adobe

Publicis Constructs Pan-Agency Marketing Platform With Adobe

Riding on the Adobe Marketing Cloud, the Always-On Platform aims to unite all Publicis Agencies around delivering cross-channel efficiencies to clients.

Mohegan Sun Bets on an Integrated Customer Experience

Mohegan Sun Bets on an Integrated Customer Experience

Casino and entertainment destination Mohegan Sun went all-in and overhauled its website to improve its guest experience online and on-site. The casino's payoff was big.

Former Lenovo Executive to Head Digital Marketing at Interakt

Former Lenovo Executive to Head Digital Marketing at ...

Elijah Degen brings 15 years of experience to his new role at the digital agency.