Ask Jeeves Breaks TV Campaign, Heats Up Search Marketing War
ASK JEEVES THIS WEEK WILL launch a new TV ad campaign, following a similar consumer branding campaign by search engine rival MSN, in what is heating up to be a search marketing war that utilizes traditional media buys.
The effort marks Ask Jeeves' return to television advertising after a four-year absence. "We really see this as a first step in a marketing program," said Greg Ott, vice president of marketing. The campaign's goal, he said, is "helping people re-engage with the Ask Jeeves brand."
Currently, Ask Jeeves is the sixth most popular search engine, behind Google, Yahoo!, MSN, America Online, and meta-search portal Information.com, according to retail storefront design company , and last week, the company announced the acquisition of blog search engine Bloglines.
The campaign, a series of six 15-second spots designed by TBWAChiatDay, San Francisco, will run on network television shows including "American Idol," "Arrested Development," and "The O.C."--which, coincidentally, recently aired an episode in which a character mentioned competing search engine A9.
This Recap was reprinted from a Search Engine Optimization News Article Release by Media Daily News from MediaPost.
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