The struggling search engine company plans to spend more than $100 million on the “It’s Y!ou” campaign. “It’s Y!ou” features non-professional models touting Web personalization thanks to Yahoo!’s changes. For example, users will be able to access other sites – from Twitter and Facebook to news outlets and so on – without leaving the Yahoo! page. The customization requires registration and preference-setting; Yahoo! will use the information to provide targeted ads to users, all in hopes of reversing its ad revenue losses.
The campaign’s success largely rides on how many new eyeballs and subsequent registrations Yahoo! can attract.