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Reprise Media Releases ''Inside Yahoo Panama'' - The Most Detailed Review Yet of the 'New' Yahoo Search Marketing

Posted on: Tuesday, 12 June 2007, 10:52 CDT

Reprise Media, a leading provider of search engine marketing (SEM) solutions, today released "Inside Yahoo Panama," an in-depth look into the 'new' Yahoo Search Marketing system and its impact on marketers. The study offers a holistic perspective on this important new platform, comparing it to industry leader, Google, in a number of areas including campaign management, user interface, systems integration and performance.

The report analyzes the campaign launch process under Panama as well as three months of performance data. According to the report, Yahoo campaigns improved significantly in several areas since Panama's release, with cost per clicks declining more than 6% and average click through rates increasing by 32%.

Among the report's key takeaways:

Panama Establishes Industry Standards: Many of the changes between systems move Yahoo's structure and tools much closer to existing platforms at Google and MSN. Whether intentionally or not, Yahoo has created some defacto industry standards.

New Targeting Options Will Drive Revenue: With new options like geo-targeting and enhanced tracking of contextual placements, Yahoo is placing emphasis on two areas of the market that are currently underserved.

Big Companies at an Advantage: Panama increases the complexity of managing search marketing campaigns with Yahoo, making it harder for small market companies to compete with their big-brand competitors.

The firm's general consensus about Panama is that "it represents a huge improvement from its predecessor, the Direct Traffic Center (DTC)." said Joshua Stylman, Managing Partner, Reprise Media. "DTC had become an antiquated platform. This upgrade allows Yahoo to compete more readily with Google and MSN, which can only mean good things for the industry as a whole."

The report is available upon request at http://www.reprisemedia.com/inside-panama.aspx

About Reprise Media:

Reprise Media offers clients a complete managed solution for their search marketing needs, focused exclusively on improving their return on advertising investment. The Company delivers services and technology that enable advertisers to manage and optimize their customer acquisition programs through search, auction-based and category targeted digital media.

The company was named "2006 Agency of the Year: Best Search" by OMMA Magazine, and has been ranked among the 30 fastest growing companies in the country by Entrepreneur Magazine's Hot 100 for the past two years.

Reprise Media is headquartered in New York City, with offices in San Francisco and Boston. SearchViews (http://www.searchviews.com), the Company's award-winning blog, provides daily news and commentary on the Search Engine Marketing industry.

For more information, please visit Reprise Media at http://www.reprisemedia.com/. Reprise Media is a subsidiary of the Interpublic Group (NYSE: IPG)

Source: Business Wire

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