AltaVista paints 'smarter' pose to focus brand

Williamson, Debra Aho; Cuneo, Alice Z.
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, p62
Trade Publication
This article discusses the results of the advertising campaign for AltaVista created by Wieden & Kennedy. Five months into its nine-month, $120 million advertising campaign, there are definite signs that AltaVista is growing. Since launching its campaign in October 1999, AltaVista claims its growth has reached 28%, with 7 million new unique users in January 2000 alone; 13.4 million people visited the site during January, up 16% over December. This increase in user visits made AltaVista the No. 9 most visited site in the Internet for January as compared to its No. 13 position in December 1999. Revenue from advertisements, sponsorships, search services and other services also grew to $82.2 million for the ten months ended October 31, 1999. However, questions still linger about whether the effort is too much money too late for what many view as an also-ran, second-tier portal. If traffic and advertising sales have been growing, so have losses. AltaVista lost $268 million for the quarter ended October 31, 2005.


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