Search Marketing

• Sponsored Search:
  Lists your site as sponsored search results across the web. Formerly knowns as Overture, this is Yahoo's version of Google's AdWords and AdSense-- combined. Results appear in Yahoo's search results, but also on partner sites that use Yahoo's search engine, including CNN.com, MSN, Excite and Dogpile, among others. Yahoo Inc.'s Search Marketing division started banning bids on trademarks on March 1, so advertisers are no longer allowed to bid on competitors' trademarked keywords.
• Content Match:
  A feature of Sponsored Search allowing you to reach customers through online publishers, newsletters and emails. Listings are displayed next to content that is relevant to your business. Content Match extends your reach beyond sponsored results by displaying your listings near relevant articles, product reviews and more.
• Product Submit:
  Brands can submit their products to be featured in Yahoo Shopping, as well as other relevant areas across Yahoo. In addition, brands can be included in Yahoo's Product Search and buyer's guide pages with a cost-per-click pricing structure.

Local

• Local Sponsored Search:
  Businesses are asked to submit a description that accurately describes the products and services they offer and then bid on keywords that apply to the business. Businesses also determine the size of the area (ranging from 0.5- to 100-mile radius around your location) from which they want to draw customers.
• Yahoo Local:
  Allows users to search neighborhoods within a city for events, recommendations and links to Yahoo's other services such as Yahoo Classifieds, Yahoo Movies and the company's HotJobs employment service.
• Local Enhanced Listings:
  Includes a business profile, a reporting feature to enable businesses to track the performance of its listing.

• Yahoo Maps:
  Yahoo's mapping program. Yahoo offers three API families (AJAX, for Flash, or the original Simple API) that allow brands to develop mashups on their websites.

Video

• Yahoo's Video Search:
  Relationships include Buena Vista Pictures, CBS News, CMT, Discovery Communications, MTV, Reuters, Scripps Networks, VH1 and more.

Other players include
Search:
Google, MSN, Ask Jeeves

Local Search:
Google, MSN, Yellow Pages, AOL, Verizon Wireless, Citysearch, YellowPages, Monster, Craigslist, MapQuest, Google Maps

Specialty Search Engines:
Kayak (travel), Technorati (blogs), blinkx.tv (video and audio)

Product Submit:
Google Base, Froogle, NexTag, Shopping.com

Video Search:
iTunes, Google Video

What it could mean for marketers
Yahoo's search tools are designed with users in mind, which translates into more opportunities to ensure increased visibility. As more and more people come to Yahoo to find the content using Yahoo's search, your brand is either going to be there or not.

Yahoo has invested heavily in specialized searches, including podcasts, local, video and more. More specialized searches mean more ways to reach niche audiences with your brand. In particular, local searches are full of marketing possibilities and levels the playing field for many brands-- both big and small. A local mom-and-pop electronic store could have just as big of a power play in a local search as giants like Best Buy.

With Yahoo Maps APIs, you can integrate a store locator, view traffic patterns and create custom routes. HBO's Sopranos used a Google Maps API to allow fans to explore the Sopranos' haunts using a customized Google Map, and the field is open for brands to the same sort of thing with Yahoo Maps.