companies whose websites are listed at the top of the search results are also the leading brands, reported eMarketer. "[Many] search engine users ascribe industry leadership to those brands within top results, and believe them to be leaders in their fields," said Murray. "Cleary, this brand lift is a critical element for brand marketers. It not only reinforces the importance of being found in the top results, but also underscores the need for collaboration between online marketers and their colleagues in brand management, as search is clearly no longer just for direct marketers." The study also found out what happens when users don't find what they are searching for: 41% change search engines or search terms if they do not find what they seek on the first page of search results. 88% change engines or search terms if they do not find what they seek on the first three pages of search results. 82% re-launch an unsuccessful search using the same search engine but with more keywords. Link: SearchEngineWatch.com 04/11/06 - Searcher Behavior Research
Monday, April 17, 2006
Researchers analyze point and click behavior
According to iProspect's "Search Engine User Behavior Study," search marketers should strive to get their natural results as high as possible on search return pages; 62% of search engine users use links returned within the first page of search hits. A full 90% of users use links within the first three pages of search results. Searchers seldom wander deep into results. "The message to marketers should be clear, and the implications obvious," said Robert Murray, President, iProspect. "If your site is not found on the first page - or within the first three pages of search results - you might as well be putting up a billboard in the woods." Search placement not only affects click-through behavior, it seems to have an affect on attitudes as well. Among search engine users, 36% believe that the
companies whose websites are listed at the top of the search results are also the leading brands, reported eMarketer. "[Many] search engine users ascribe industry leadership to those brands within top results, and believe them to be leaders in their fields," said Murray. "Cleary, this brand lift is a critical element for brand marketers. It not only reinforces the importance of being found in the top results, but also underscores the need for collaboration between online marketers and their colleagues in brand management, as search is clearly no longer just for direct marketers." The study also found out what happens when users don't find what they are searching for: 41% change search engines or search terms if they do not find what they seek on the first page of search results. 88% change engines or search terms if they do not find what they seek on the first three pages of search results. 82% re-launch an unsuccessful search using the same search engine but with more keywords. Link: SearchEngineWatch.com 04/11/06 - Searcher Behavior Research
companies whose websites are listed at the top of the search results are also the leading brands, reported eMarketer. "[Many] search engine users ascribe industry leadership to those brands within top results, and believe them to be leaders in their fields," said Murray. "Cleary, this brand lift is a critical element for brand marketers. It not only reinforces the importance of being found in the top results, but also underscores the need for collaboration between online marketers and their colleagues in brand management, as search is clearly no longer just for direct marketers." The study also found out what happens when users don't find what they are searching for: 41% change search engines or search terms if they do not find what they seek on the first page of search results. 88% change engines or search terms if they do not find what they seek on the first three pages of search results. 82% re-launch an unsuccessful search using the same search engine but with more keywords. Link: SearchEngineWatch.com 04/11/06 - Searcher Behavior Research
The Ads are morphing into Shows
As a new strategy to shore up for eroding viewership and commercial skipping many advertisers are moving beyond their traditional role as sponsors of TV programming and are becoming producers -- creating content that showcases their brands. The goal is "to gain the attention of busy, distracted consumers who often ignore or avoid traditional commercials," according to The New York Times. But BusinessWeek warns that "not only are companies creating entertainment to flog their stuff to viewers, they are getting increasingly cagey about it." Links: BusinessWeek 04/17/06 – Bet You Can’t Tivo Past This, NYT 04/17/06 – A Sponsor and It’s Show Interwined
Friday, April 14, 2006
Feds Crack Down on Web Publishers for Casino Ads
A much-discussed topic (especially when you want to pull in the end of the quarter billing is) with broadcasters, cablecasters and publishers is Internet gambling. As the Feds continue to educate us that it is illegal in this country, even with offshore betting companies and so is placing an ad on your station or publication. The only advertising placement outside of the “gray area” dot net ads that you will see now and again is found on the web. No more says U.S. authorities and they recently started clamping down on those Web publishers who display casino ads, forcing them to divulge 
revenues from online casinos and rethink their advertising strategies. Of course publishers think this is unfair, especially when you consider the fact that individual gamblers have very low odds of being prosecuted for betting on these sites. As Wired points out, it's a "largely toothless" law, because so many consumers continually violate it without being prosecuted; in fact, according to one capital investment firm, roughly half of the $12 billion earned by the online gambling industry last year came from the U.S. And so businesses who sell online casino ads come out the only losers. The Sporting News, founded by Microsoft co-founder Paul Allen, is one of the biggest, having agreed to surrender $7.2 million to avoid prosecution for advertising gambling sites between 2000 and 2003 on its properties. The other half of that settlement you can hear on Sporting News Radio: a stream of anti-gambling public service ads worth $3 million. Nevertheless, some publishers continue to accept ads from off-shore gambling sites--and those who aren't familiar with the law have no idea they're breaking it. Link: Wired News 04/14/06 – All Bets are off, Online Anyway Past SMM Post: 01/23/06 - $7.2 Million Fine for Gambling Ads
revenues from online casinos and rethink their advertising strategies. Of course publishers think this is unfair, especially when you consider the fact that individual gamblers have very low odds of being prosecuted for betting on these sites. As Wired points out, it's a "largely toothless" law, because so many consumers continually violate it without being prosecuted; in fact, according to one capital investment firm, roughly half of the $12 billion earned by the online gambling industry last year came from the U.S. And so businesses who sell online casino ads come out the only losers. The Sporting News, founded by Microsoft co-founder Paul Allen, is one of the biggest, having agreed to surrender $7.2 million to avoid prosecution for advertising gambling sites between 2000 and 2003 on its properties. The other half of that settlement you can hear on Sporting News Radio: a stream of anti-gambling public service ads worth $3 million. Nevertheless, some publishers continue to accept ads from off-shore gambling sites--and those who aren't familiar with the law have no idea they're breaking it. Link: Wired News 04/14/06 – All Bets are off, Online Anyway Past SMM Post: 01/23/06 - $7.2 Million Fine for Gambling Ads
Wednesday, April 12, 2006
SportsLine.com Break Records
"From Madness into Masters," reads the company’s news release. As they touted early on and promised advertisers, CBS SportsLine.com has had a crazy few weeks. Their efforts and risk has been rewarded handsomely with record-breaking traffic to the site. During the month of March, the SportsLine.com brought in 8 million unique visitors, up 50% over 2005. Link: 04/12/06 - From Madness into Masters New Release Past SMM Posts: 04/05/06 – The 2006 Masters Tournament, 03/31/06 – NCAA Web Action wins big, 03/08/06 – March Madness Live on the Web
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