• by OMMA Magazine Writers , August 22, 2011

Branding Lenovo to reflect its acquisition of IBM personal computers wasn't easy for Covario, but the search agency used paid search on Google, Bing, Yahoo and other engines, as well as advertisements on Google TV Ads to target 18- to 34-year-olds in the U.S., UK and Germany. The results drove up share of impressions by 500 percent, and share of clicks by 55 percent. Visitors to Lenovo Web sites rose 79 percent, with nearly 95 percent of them landing on the page for the first time. Nearly 75 percent came to the Web site through paid search ads. The U.S. program maintained 56 percent SOV; the UK, 51 percent; and Germany captured 63 percent.