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BA occupies first slot on new-look Yahoo! UK homepage.(British Airways)(Brief Article)
British Airways is to be the first brand to run a campaign on the revamped Yahoo! UK homepage, which will see the introduction of new ad formats in a bid by the portal to encourage brands to advertise online.
The overhaul, which cost an estimated pounds 5 million, is Yahoo! UK and Ireland's first in more than two years. It is part of a total rethink of Yahoo!'s advertising strategy. The portal will offer preferential exclusivity of ad placements to key brands to increase the attraction of running campaigns on the site.
As part of the overhaul, five new advertising formats will be used and only one brand will be allowed to advertise on the homepage at a time.
A handful of preferential advertising partners, which include Ford, HSBC and BA, will be given the opportunity to use the formats, with Yahoo! offering 12 slots per month for other advertisers to buy one of the rich-media executions.
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