A seven-figure campaign will highlight Yahoo!'s local credentials above Google's by stressing that its search technology can deliver results more relevant to the user and their immediate location.
The campaign will also mark Yahoo!'s first use of outdoor advertising, with all executions tailored to the local area. The ads, created by MBA, will run sporadically until the end of the year.
Yonca Brunini, Yahoo!'s UK marketing director, said the marketing activity was intended to reinforce the company's ambition to become the 'number-one global provider of search'.
'It will highlight that we have a more local and relevant service compared with much of the competition - and it will show that Yahoo! is taking search seriously.'
Search is a major revenue driver for portals such as Yahoo!, Google and MSN. Microsoft is rumoured to be investing up to $5bn (£2.75bn) on developing search technology, which is expected to be made available through MSN.
Brunini said although there was room for more than one search provider in the market, Yahoo! would look to take advantage of its existing relationship with its millions of UK users to usurp rivals MSN and Google in the long-run.
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