The company is running a series of workshops for people involved in creating ads for online campaigns, demonstrating that it is creativity and not technology that should be driving online advertising.
The workshops follow the Digital Art Works Summit organised by Yahoo! earlier in the year, which called for greater creativity and innovation in internet advertising.
The call was backed by industry figures including Sir Bob Geldof, who said: "The counterintuitive democratisation of the internet is taking place. It is no good ad agencies trying to act as the guardians of the flame when everyone has matches."
The Yahoo! workshops will begin in the middle of November, looking at the scale and reach of online advertising, its role in the marketing mix and how to develop great creative ideas into effective advertising.
Fru Hazlitt, managing director for Yahoo! UK & Ireland, said: "The dynamic, fast-moving pace of the internet means that it is possible for creatives to challenge traditional boundaries and stretch their imaginations, by customising content and harnessing the interactive power of the internet. We hope to help them unlock this potential and drive creativity online."
The £30,000 worth of media space on Yahoo! UK & Ireland competition will be launched at the first workshop, and will be awarded to the best online creative concept for a current traditional campaign. Yahoo! plans to roll out the workshops in France, Germany, Italy and Spain.
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