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� Google's footprint grows = :.= � 3: G oogle is extending its advertising began to plateau, until reach into a new medium with Constant Contact the announcement in January of = its agreement to acquire dMarc Broadcasting Inc. The deal, expected decided to add an offline campaign including radio and to close this quarter, means an initial print ads in multiple $102 million in cash for the radio ad markets. Suddenly, platform provider with performance the search engine ad based payouts to come. But what does campaign began to grow again, with Google's move into radio advertising iProspect's automated bidding agent Google advertisers now have access mean for retailer search marketers? reporting that higher, more expensive to analytics, including the ability to One view is that it will dem analytics firm Urchin means more positions in sponsored search results measure the effects of search and onstrate to those marketers how were beginning to reap conversion likely, the ability to integrate metrics offline advertising can power up rates that justified the higher bid price. from radio ads into their analysis. online search campaigns. "They ' ll "The offline advertising effect "It's a certainty that Google discover that when you add radio, was hard to miss. Clearly, it was doesn't have plans to simply be you increase the effectiveness and driving people to search engines," another broker of radio time," says the value of your search engine says Marckini. Markcini .• marketing," says Frederick Marckini, Google promises the incorpora Correction CEO of search engine marketing tion of radio buys into its ad platform company iProspect.com. will bring a new level of account In the January issue of Internet Retailer, ability to radio advertising, though the story, "Two e-catalogs, two strategies, one iProspect client, a b2b provider of it hasn't yet shared exactly how. two futures," stated erroneously that e-mail services, as proof of concept. Marckini speculates the measure Scene? provides e-catalog solutions to After considerable growth, the search ment of radio ad success may be tied Williams-Sonoma Inc. Willia m-Sonoma campaigns managed by iProspect to pay per call technology at Google, is not a customer of Scene7's e-catalog for the company, Constant Contact, noting that Google's acquisition of solution, and uses a different vendor. Marckini offers the experience of Internet Retailer. Februa ry 2006 www.internetretailer.com