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]]> By: JeremyCrane http://blog.compete.com/2006/12/12/askcom-offline-media-spending/#comment-13155 JeremyCrane Fri, 15 Dec 2006 16:48:39 +0000 http://blog.compete.com/2006/12/12/askcom-offline-media-spending/#comment-13155 Excellent points dramroll and Red Roster. My post was obviously not by any means a complete analysis of Ask's media campaign. It was really just a thought starter at a particular point in time. To date the correlation has been stronger between online spend and traffic. That is by no means the end of the story though. Time will only tell how effective Ask will be at penetrating the super competitive search market. They are definitely doing a lot of really good things though. For instance Ask's ExpertRank search results are regarded by many as the most relevant among the top players. The recent launch of AskCity has been heralded by most as a major breakthrough in local search. Hmmm ... that gets me thinking. Maybe it's time for Compete to weigh in on AskCity and the Local Search space. Thanks for the great comments ... keep 'em comin' Excellent points dramroll and Red Roster. My post was obviously not by any means a complete analysis of Ask’s media campaign. It was really just a thought starter at a particular point in time. To date the correlation has been stronger between online spend and traffic. That is by no means the end of the story though. Time will only tell how effective Ask will be at penetrating the super competitive search market. They are definitely doing a lot of really good things though. For instance Ask’s ExpertRank search results are regarded by many as the most relevant among the top players. The recent launch of AskCity has been heralded by most as a major breakthrough in local search. Hmmm … that gets me thinking. Maybe it’s time for Compete to weigh in on AskCity and the Local Search space.

Thanks for the great comments … keep ‘em comin’

]]> By: dramroll http://blog.compete.com/2006/12/12/askcom-offline-media-spending/#comment-9468 dramroll Wed, 13 Dec 2006 00:53:37 +0000 http://blog.compete.com/2006/12/12/askcom-offline-media-spending/#comment-9468 We are all exposed to cross media every day, so not a single media can dominate comprehensive effect all alone. Taka a look at survey resources from IAB, OPA, EIAA, and so on. All says TV, Print and Online are interweaving each other to get awareness, recall, brand preferenec and purchase intent. Also we need to consider exposures of competitors such as Google, Yahoo and MSN that definitely affect and sometimes erode the effect of exposure from Ask.com. It's not a simple calculation to determine the effect of Ad of any media with those added conditions. So I just wonder how you can segregate TV Ad effect from Online, and how you can reach the conclusion. We are all exposed to cross media every day, so not a single media can dominate comprehensive effect all alone. Taka a look at survey resources from IAB, OPA, EIAA, and so on. All says TV, Print and Online are interweaving each other to get awareness, recall, brand preferenec and purchase intent.

Also we need to consider exposures of competitors such as Google, Yahoo and MSN that definitely affect and sometimes erode the effect of exposure from Ask.com. It’s not a simple calculation to determine the effect of Ad of any media with those added conditions.

So I just wonder how you can segregate TV Ad effect from Online, and how you can reach the conclusion.

]]> By: Red Roster http://blog.compete.com/2006/12/12/askcom-offline-media-spending/#comment-8538 Red Roster Tue, 12 Dec 2006 18:54:28 +0000 http://blog.compete.com/2006/12/12/askcom-offline-media-spending/#comment-8538 Ask and you shall receive... Thanks Jeremy... The general market buzz about Ask is that they are doing really well. Their partners are happy... Their traffic is up... and the TV spots bring this artificial sense of 'establishment' to the brand. I think you are right that the TV spend was ineffecient... however, sometimes we have to look at these mass market campaigns from a more subjective standpoint. My guess (I do not work at IAC) is that they are happy with their marketing execution and this was all part of the plan. Ask and you shall receive… Thanks Jeremy…

The general market buzz about Ask is that they are doing really well. Their partners are happy… Their traffic is up… and the TV spots bring this artificial sense of ‘establishment’ to the brand.

I think you are right that the TV spend was ineffecient… however, sometimes we have to look at these mass market campaigns from a more subjective standpoint. My guess (I do not work at IAC) is that they are happy with their marketing execution and this was all part of the plan.

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