Ask Jeeves to Start Advertising Again, with TBWA/Chiat/Day SF
Overall billings were not disclosed, but online, out-of-home, and print advertising will be a part of the mix. Heather Staples, Chief Marketing Officer at Ask Jeeves, said that the budget is "modest" and the company will reply on TBWA/Chiat/Day to recommend the best media mix, but that TV spending will most likely not be included in the campaign.
Staples said that the timing was right to begin advertising again, but not for branding purposes. "The campaign is more about evolving the consumer perception of the Ask Jeeves brand, letting users know about our capabilities which have expanded significantly over the past two years."
The company is wrapping up an in-house OOH campaign that runs from March 24- April 24 in San Francisco, New York and Los Angeles on bus panels, phone kiosks, and transit shelters. The month-long campaign included such taglines as "The First Place You Search Will Be The Last Place You Look" and "Search That Never Sleeps."
The first campaign from TBWA/Chiat/Day is expected to launch in late spring or early summer.
Ask Jeeves today also plans to announce upgrades to its site with a "Smart Search" upgrade, which would help users more quickly and intuitively find what they seek on the Web by making it easier to tailor search queries for information, pictures, products or news.
This represents Ask Jeeves' entry into a search field currently dominated by Google, the company credited for moving Web search into the mainstream.
Recent Online Media Daily Articles
-
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ... -
MediaVest Database Charts Brand Experience, Social Media Impact May 23, 12:11 p.m.
After a year-long research effort, Publicis Groupe’s MediaVest has created a massive database designed to help ... -
Discovery Launches TestTube.com, Ups Digital Video Involvement May 23, 11:27 a.m.
Discovery Communications is looking to get into digital video platforms in a big way -- launching ... -
Network Advertising Initiative Proposes New Mobile Privacy Rules May 22, 9:03 p.m.
Moving forward with its plan to issue mobile privacy rules, the self-regulatory group Network Advertising Initiative ... -
Entertainment, Travel Bet On Mobile Banners May 22, 4:16 p.m.
Banner ads have long been the whipping boy of online advertising, and the same is now ... -
Marketers Should Tailor Specific Pitches To Tablet, Smartphone May 22, 2:51 p.m.
Don’t lump tablets in with mobile. That’s the takeaway of a new Forrester study looking at ...
Be the first to comment on "Ask Jeeves to Start Advertising Again, with TBWA/Chiat/Day SF"
Leave a Comment