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Longstanding investor in Looksmart (and a 69 yr old ex-tradesman), who has a passionate interest in the problems of newspapers along with their success in all their monetisation attempts made, on the web. For the "times are indeed, a changin", I feel. [17th of Aug, 2011 - Print media... More
  • Brands Can Soon Get To Maximize The Role Search Can Play 2 comments
    Feb 9, 2013 6:38 AM

    From within my previous instapost here I explain just why I feel that the announced Google/Yahoo Ads Deal is likely to be about the following of a User's [keyword/s, search based] Intent.

    I wrote, that:

    These ads could be much more than your average 'run of the mill' type and may well be an 'early days' version for the introduction of PLAs, with Google's targeting of users (on various Yahoo properties), after a user's search intent has been shown.

    And that, the Yahoo blog account has explained it, as follows:

    "Say you've been shopping for boots. [then] If you see an ad for boots, that's instantly going to pique your attention more than an ad for, say, a car battery."

    This has to be more about 'search intent' than it is about Contextual Advertising, surely?

    In a recent article Chris Copeland (CEO of GroupM Next-the innovation unit of GroupM) talks of 'intent', the buying of audiences and 'targets'. That in 2013, social, mobile and [for Brands] audience-based buying are all going to command attention and media dollars.

    "Making Search the Centerpiece of Your 2013 Digital Advertising"

    I particularly like his points 2 & 3.

    < As brands ready for 2013, here are a few ways to maximize the role search should play for your brand:

    2 - Testing. When Google introduces product listing ads ( PLAs) or Yahoo announces ad formats for organic results, how quick are you ready to jump in?

    Whether it's an ad format or a third-party system for creative or bidding, there are any number of tests. .......The basis for any test should be to improve or increase your campaign.

    Many brands want something beyond search because they feel like search is tapped out. .....Testing can be a solution without leaving the channel, but a testing rigor must be established and applied.

    3 - Find "like" media opportunities.

    If search works for you, figure out why and go find non-traditional opportunities. If search works because people are expressing intent in your brand, then find channels where you can generate more intent.

    If they are expressing category interest and you need more exposure, then go find inventory with similar targeting opportunities. More and more businesses are being created using search principles and more channels are using hand-raising as selection criteria for ads. >

    How, Where and When?

    It's from within the amended FORM SC 14D9/A (Filed 08/03/12), is the LOOKSMART LTD CC transcript - - where Looksmart's CEO advises all (I feel), of the Co's plans, for what lies ahead. (In 2013)

    ..."When discussing game-changing events for online advertising with our customers and partners, there is strong consensus regarding the significant value an integrated Search & Display open marketplace would have for them."

    And this is a company with approximately $15.85 million in cash and a current Market Cap of just $15.56M.

    I've no doubt this is a prime example of where people are more fooled by noise (or, the total 'shutting down' of it), than ever before.

    Always, only an opinion.

    LC

    Disclosure: Long LOOK

    .

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  • LookingConfident
    , contributor
    Comments (846) | Send Message
     
    Author’s reply » .
    Microsoft says Xbox has some76M Devices. http://dthin.gs/12oJBn5

     

    Pretty handy to 'find' users on, in real time. Likely why Microsoft fancies Itself a Content Producer, Again http://dthin.gs/XE4cmq

     

    LC
    .
    11 Feb 2013, 07:44 PM Reply Like
  • LookingConfident
    , contributor
    Comments (846) | Send Message
     
    Author’s reply » .
    ............."Google Product Listing Ads served on Google Shopping and in search query listings are no longer free in the United Kingdom, Germany, France, Japan, Italy, Spain, Netherlands, Brazil, Australia, Switzerland and Czech Republic."

     

    "Datapop's Creative Optimization platform tests what the viewer sees and the merchant's or manufacturer's product data feed. The technology aligns the product data feeds with keywords searched. When optimized, the platform claims merchants can see between 40% and 50% of their search traffic from PLAs."

     

    Datapop: http://bit.ly/Xvuwhm

     

    Read more: http://tiny.cc/f9xxsw

     

    Is Looksmart 'involved', as yet? This may well be the case (at least to some degree) if the recent rise in the 'Estimated percentage of visits to looksmart.com- that came from a search engine, is any indication.

     

    Alexa: http://bit.ly/HDwBit#

     

    Google PLAs : http://tiny.cc/zlyxsw

     

    LC
    .
    22 Feb 2013, 11:27 PM Reply Like
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