In what first was seen by the search and branding community as the perfect mix of Yahoo’s social properties and advertising, Yahoo has now discontinued its Yahoo Brand Universe initiative, exactly one year after its birth.
AdWeek reports that a Yahoo rep said the destinations “did not fit into the broader strategy laid out by CEO Jerry Yang for Yahoo! to be the ‘starting point’ of consumer Internet activity” and that Brand Universes are included in the fat that Yang plans to trim at Yahoo which are not central to that vision or its ad network strategy : which is mostly search, travel, sports & entertainment.
Yahoo first started Brand Universe with its Wii page, at wii.yahoo.com (now redirects to Yahoo Games)which shined a spotlight on the many Yahoo social media offerings like Flickr, Delicious and Yahoo Answers, and united them around a branded nucleus. Yahoo had then planned to build 100 other sites based upon Yahoo advertisers and popular brands from the film, video, music and gaming industries.