The partnership will feature a number of "microsites" sponsored by a Procter & Gamble product, according to Jeff Mallett, president of Yahoo. These sites will feature links to Yahoo content and other software features.
The portal is testing its ability to attract more marketing relationships with mainstream advertisers. For Procter & Gamble, it's a way to tap into newer and younger market demographics.
One site, "pampers.yahoo.com," is a parenting guide sponsored by the company's diaper division. It will contain editorial content and links to other Yahoo features, such as clubs, chat rooms, home pages, and its instant messenger client.
Another, sponsored by Pepto-Bismol (pepto.yahoo.com), resembles an online travel magazine. The site features five 20-somethings that post daily entries in their travel diaries, and links to related Yahoo sites for music, events, and fantasy sports.
Mallett said the sites will provide branding, and promotion through the advertiser's banner ads. In addition, he said advertisers can information when users register on the sites, opening doors for direct marketing.
If this type of marketing becomes worthwhile, Yahoo will aim to tap other mainstream advertisers to sign onto a similar program, Mallett said. "We are expecting only a handful of companies in major markets that will work at this type of level," Mallett said.