Search Data, Baby, And Where To Find It by Laurie Sullivan

In the old days a brand might put about 20 people in a focus group room, provide them with alcohol and food, and try to disprove or prove what the company's marketers already thought they knew about the positioning of their products and brands in the market, or how they measure up to competitors. These days tools give marketers that insight, supporting conversation and query analysis. The ability to add search query data provides insights into other mediums like social, Daina Middleton, Performics CEO, told Search Insider Summit attendees on Saturday in Park City, Utah. ...Read the whole story

  • Yahoo Makes Aggressive Pitch For TV Dollars, Releases New Mobile Units by Laurie Sullivan

    Yahoo plans to release research Thursday supporting why traditional media buyers might want to pull time on broadcast TV to allocate budgets to mobile advertising. Supporting consumer behavior, the data accompanies the rollout of three rich media formats: Yahoo Mobile Screen Takeover, Yahoo Mobile Customized Expandable Ads, and iPad Tap to Video Ads. ...Read the whole story

  • Internet And TV, Equal Time For U.S. Households by Laurie Sullivan

    A Forrester study released Monday confirms what marketers thought: Americans spend as much time online as they do watching television. The average U.S. household watches 13 hours weekly of traditional broadcast TV -- equal to the amount of hours spent online, according to the report. Titled "Understanding The Changing Needs Of The US Online Consumer 2010," the report bases the findings on Forrester's survey of more than 30,000 consumers. ...Read the whole story

  • Daily Deal Site DealOn Set To Automate Ad Network Role by Laurie Sullivan

    Automation and self-service technology will turn co-op coupon services into Google AdWords for daily deal sites. DealOn, a group-buying Web site and deal distribution network, has spent the past year building a platform called OfferEx designed to connect media sites with companies that want to offer deals and discounts to consumers. Rich Razgaitis, DealOn.com CEO, told MediaPost Monday the co-branded white-label platform will do for daily deals what DoubleClick did for publishers. ...Read the whole story

  • Ad Industry Needs To Get Collective Head Out Of Sand And Create Full-Funnel Attribution Ad Strategy by Laurie Sullivan

    Online search marketing agencies and publishers need to step up and create full funnel attribution models that help advertisers combine online and offline media buys. That's the plea from Matt Van Dalsem, vice president at Blackrock, during a fireside keynote discussion led by Chris Copeland, CEO at GroupM Search. ...Read the whole story

  • A Call For Search Experiments To Become Status Quo by Laurie Sullivan

    Marketers can gain a true understanding of campaigns through randomized search experiments. So says Jim Koehler, senior technical lead for search ads at Google, who on Thursday during the opening keynote at the Search Insider Summit in Park City, Utah, put a framework in place to help marketers understanding the importance of experimentation when creating a successful search campaign. ...Read the whole story

  • comScore: How Google Instant Influences Search And Advertising by Laurie Sullivan

    About 22% of Google searches in October were done using Google Instant, head terms continue to gain importance, and searchers see more ads per search session. So says comScore Search Evangelist Eli Goodman, who unveiled research on the impact of Google Instant on search and advertisers at the MediaPost Search Insider Summit in Park City, Utah. ...Read the whole story

Inside the Machine: How Search Is Influencing The Evolution Of Marketing And Beyond For Brands by Chris Copeland

Each month, Mediapost provides me an opportunity to offer perspective on the search industry and the evolution I see it going through. To close out 2010, I thought it might be of interest to hear not from me about the importance of search and where it is going to take us, but from some of the brands that are living this change every day. As luck would have it, I moderated a fireside chat earlier today at the Search Insider Summit in Utah with marketers from Blackrock, Kimberly Clark and SAP. The following is a portion of the conversation in ...More

  • Social and Search, Part 2: Crunching the Numbers by Erik Sass

    In yesterday's post I talked about the potential (or lack of potential) for social media to help boost search marketing revenues -- but I didn't get into the numbers, so today I thought I would look at some figures which might be relevant to the discussion. Although there's no way to do a decisive analysis in, I'm hoping to at least get a handle on possible correlations between social media, overall Web traffic, search usage, and the part that really matters: money. ...More

  • Search Breaks Out Of The Box In Park City by Gord Hotchkiss

    Wow! The Search Insider Summit is in full swing in Park City, Utah and for the first time in six or seven Summits, I'm not there. I don't mind saying, it's feeling kinda weird. ...More

  • Can Social Help Search Keep Growing? by Erik Sass

    It's a sign of the times that some of first panels and presentations at MediaPost's Search Insider Summit in Park City, UT were about social media. Social media and search marketing are converging, one way or another, and understandably everyone (including me) wants to know how they can make each other more effective and efficient. But in the end it's all about the bottom line -- so I'm also curious whether combining social media and search can really help boost total revenues for search marketing. ...More