Magazine article American Banker

Bank One Planning to Market More Products through Yahoo

Magazine article American Banker

Bank One Planning to Market More Products through Yahoo

Article excerpt

Bank One Corp.'s expanded contract with Yahoo Inc. will give it a chance to peddle more credit cards and other banking products online.

The Chicago banking company, which already offers a cobranded Yahoo card, said last week that it would start using the popular Web portal as a larger advertising channel.

"We're doing a lot more things with Yahoo today" than in 1997, when the companies struck up the partnership, said Bill Fisher, a senior vice president in Bank One's credit card division in Wilmington, who manages the Yahoo relationship. It has been putting more Bank One-branded spots on the Yahoo network for products besides the cobranded Yahoo Titanium Visa reward card, which does not currently carry the bank's logo but could do so in the future, Mr. Fisher said.

So far Bank One, the largest issuer of Visa-branded cards, has advertised its color-customizable bank-branded card line and several cobranded products -- especially the Disney and United Mileage Plus cards -- through the Yahoo network, Mr. Fisher said. The bank would not say how many Yahoo cobranded cards it has issued, but it did say it is pleased with the portfolio's size. Cardholders, who pay no annual fee, earn points toward purchases on Yahoo's shopping site.

Though customers acquired through Yahoo tend to use Bank One's online service more than other customers, those behavior patterns are converging, he said. "The Internet has become such a prevalent channel, it's so easy to go online and check your balance, that trend probably won't hold out a whole lot longer. …

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