Vertical Search Is Better For You
Monday, 16 April 2007
I’ve been spending time with vertical search lately; though a long time fan and advocate of social search networks like Del.icio.us, I want to revisit my experience with vertical search and catch up on some of the new options and opportunities. Vertical, or specialized search, describes engines that are the focus on a specific business
- Published in Brand Marketing, Display Advertising, Search, Vertical Search, Web 2.0
2 Comments
Google the Ad Network
Friday, 13 April 2007
And the winner is… Google for a mere $3.1b A agreement was announced today outlining Google’s acquisition of DoubleClick combining DoubleClick’s expertise in ad management and analytics for media buyers and sellers with Google’s leading advertising platform and publisher monetization services. I admit it felt a little weird reading the news on Yahoo! in a
- Published in Brand Marketing, Display Advertising, Google, Vendors / Agencies
Marketing is Dead
Wednesday, 11 April 2007
I recently had a chance to discuss the future of online advertising with Shane Vaughan, VP of Marketing for Balihoo, and offered a forum in which to share his perspective. He has succinctly characterized how the relevance of advertising, enabled by the internet, will deliver more qualified customers while supporting, not replacing, traditional forms of
- Published in Advertising, Insights / Research, Search
DoubleClick to Make Ad Inventory More Accessible
Wednesday, 04 April 2007
Our friends at DoubleClick have been in the news lately. I’ve largely ignored the acquisition hype as one thing is likely certain for which speculation is just that, they will be acquired. By whom is an interesting discussion but one purely academic. The frontrunners for the acquisition seem to be Microsoft and Google. I’ve read
- Published in Advertising
How Ad Based Digital Content Allows Us to Reach Engaged Customers
Wednesday, 28 March 2007
Though we’ve witnessed the demise of Napster, dozens of other file sharing networks have risen in their place creating a network of 9.4M simultaneous peer-to-peer users legally, and illegally, trading music, movies, and other content. What does that have to do with Marketing you ask? Intent MediaWorks, endorsed by various record labels, has begun seeding
- Published in Brand Marketing, Fun, Web 2.0
Search Marketing is Reputation Management
Tuesday, 27 March 2007
I was wrestling with the concept of the value of Paid Search for Branding over the weekend as I contemplated the limitations of performance based bid management. As a fan of performance based bidding, I believe all search programs should be managed as such with even obscure objectives, such as creating awareness or branding, leveraging
- Published in Brand Marketing, Paid Search, Search
Google’s Pay-per-action Model Needs to Track Performance
Tuesday, 20 March 2007
The big news of the day seems to be Google’s Pay-per-action model with blogs citing the potential threat to the affiliate space this “new” advertising option presents (another from Search Engine Journal). For years, we’ve considered Adsense itself a (if not THE) threat to affiliates as a model in which publishers are merely paid for
- Published in Affiliate Marketing, Analytics, Display Advertising, Google
