Summary
At the end of the day, winning ad dollars is about winning over consumers. You win consumers with content. And if that content is the contents of your search engines or the entertainment value of your site this battle for revenue comes down to who draws people with their content. Look at it like this way, drive my attention through compelling content, and I'm not going to open up another page, find another website just to search keywords. This has to be Yahoo!s play
Analysis
Its my belief that Yahoo! is poised to make a huge jump back into the headlines and if they get back to what they do better than MSN, Google, AOL or any of the major portals - entertain.
Yahoo! with its long history of entertainment can break through the mess by controlling what Google cannot, traffic around those who use the internet to find entertainment. By doing so, Yahoo! can keep users on their site and drive more searches. And while advertisers and industry insiders might know the effectiveness and click throughs and the technological differences between search engines, consumers do not.
Yahoo! must work to control entertainment options on the web. This is there best chance at holding off Google and avoiding a disastrous buyout from MSN.
