In the News
Brand Anarchy, Compliments of Google SideWiki
The Search Insider, October 23, 2009
If you walked out of your home to find graffiti on the outside,
what would you do? If you got to your office building to find more
of the same, but from different "artists," how would you react?
Regardless of the quality or spirit of the message, your initial
reaction would likely be violent to find your personal property
defiled, your professional workplace violated...
» read more
Convenience Vs. Destination
The Search Insider, September 25, 2009
Every summer, millions of people take time off for the annual
family vacation. Families take to planes, trains and automobiles in
search of an escape from their day-to-day grind. Yet, during these
tough economic times, many families have chosen convenience
over destination. Fewer families headed to Disney's theme parks
and more headed to their closest lake or amusement park...
» read more
Word Association And Clarity of Focus In The Search Space
The Search Insider, August 28, 2009
It's one of the prerequisites of business development. In the time
you can spend with someone on a 30-second ride, how do you
describe your business? For established brands, the elevator
speech is not so much a speech but a word. For brands like
Google, Microsoft, and Apple, you can quickly get from brand
name to association in a word...
» read more
The Code Of Advertising: Like Car Buying OR Home Buying?
The Search Insider, July 31, 2009
Warren Buffet prides himself in being a shareholder. When he buys
an interest of whatever size in a company, he intends to hold onto
that interest by and large for an extended period of time. His goal
is not the quick flip, but rather to buy smart businesses with good
leadership and see through the thick and thin towards a better
long-term reward. In his eyes, shareholders make businesses, not
share traders, because they have a mutual long-term interest in
success...
» read more
Bing: The Promise Of The Next Act
The Search Insider, July 10, 2009
At the end of "Casablanca," Humphrey Bogart's character, Rick,
utters the famous line "I think this is the start of a beautiful
friendship." And in those words, we find the current feelings from
advertisers towards the newly credible Microsoft search entry,
Bing. So far, the data is good. Query shares are up, and
advertisers are reporting positive click and ROI trending. Overall,
good news for a space lacking a viable forward-moving competitor
for too long...
» read more
Searchme Launches Search Advertising Program Out of Beta
SearchEngineWatch.com, June 17, 2009
In February, visual search engine Searchme began testing a search advertising program in a closed beta. Now, the ad program is officially launching to all interested advertisers.
Searchme's results offer up images of website pages, which provides search marketers with an opportunity to include more design concepts into their campaigns. "We've basically fused together the best elements of brand and keyword advertising. At the same time,
we're helping consumers know exactly what they're getting before they click on an ad," said John Galatea, Searchme vice president of sales and marketing.
As a result, search marketers may find their cost-per-click maximized...
» read more
The Dawn of 'Why' Marketing
The Search Insider, June 5, 2009
In my last column, I proclaimed search to be going out of business.
So what comes next? The answer lies in the question "why?"
Traditional advertising has been in the business of addressing what
we know about people and their tendencies. We act based on
models of what people do and what that likely means about them
in mass. We buy TV to target women in specific demographics with
the help of research (focus groups, panels, surveys, and gut
instinct) to encourage them to try a specific shampoo...
» read more
Microsoft's Bing Might Catch On With Internet Advertisers
CNNMoney.com, June 3, 2009
Microsoft's new search engine,
Bing, won't grab significant market share from Google Inc. (GOOG)
overnight. But Internet marketing executives think it will likely win
over some big brand name advertisers, helping it push the scales
on search.
The new search engine, formally unveiled last week, focuses on
specific market segments: shopping, travel, health, providing users
with easy to navigate categories...
» read more
Going Out of Business: The End Of Search Marketing
The Search Insider, May 8, 2009
A guy walks into a search pitch meeting and says, "Thank you for
inviting me here today. But I'm not in -- and you don't want
someone in -- the search marketing space to be your search
vendor."
Now the punchline to that could have been the guy ends up on a
barstool in about 15 minutes because he was thrown out on his
ear. But it wasn't. In fact, the reality was a two-hour discussion
about the change that is taking place which has its roots in search,
but transcends our business entirely...
» read more
Can Search Build Brands?
The Search Insider, April 10, 2009
Earlier this week, eMarketer published its most recent view on the
U.S. advertising space" and the spending trends within it. The
company noted the point gains being made year over year for
digital marketing and explained the impact in its intro as such:
"Digital marketing offers compelling benefits, especially for cashconscious
companies in a recession, because marketers can more
readily measure the results of Internet advertising than with most
traditional media."...
» read more
The Future Of Search: Is Twitter The Chosen One?
The Search Insider, March 13, 2009
Over the past three months it has become in vogue to discuss the
future of search in one word -- Twitter. With real-time, consumerdriven
micro-blogging, Twitter has suddenly become what the
next generation of search is to be. I started to discuss this topic in
a column a few months ago, but as the buzz keeps getting louder,
it seems to be a good time to revisit and debate the merits of the
noise and the potential for both Twitter and the crowd sourcing of
search to become the future of the space...
» read more
The Overlooked Strategy For Reputation Management
The Search Insider, February 13, 2009
There is an opportunity screaming at companies that is supported
in great degree by search, traffic and consumer behavior data:
using search for reputation management.
Prior to the development and ubiquitization of the Internet, news,
damaging or otherwise, would flow from the media to the
consumer. Feedback from consumers was limited to that of letters
to the editor of newspapers and the occasional letter or phone call
directly to a company or politician...
» read more
2009: Year Of The Calculated Risk
The Search Insider, January 16, 2009
It's become the vogue pastime to prognosticate trends and events to come in the new year. This
year these crystal balls are met with inauguration balls, as the calendar not only flips to a new
year, but to a new message of hope and change from 1600 Pennsylvania Avenue. However, for all
the testimonials and affirmations that we can change, the economic future for the U.S. appears
firmly entrenched in a deep recession...
» read more
Search's Andy Warhol Moment: How LinkedIn, Twitter and Social Networks May Change Search for the Better
The Search Insider, December 19, 2008
Andy Warhol once said, "In the future, everyone will be worldfamous
for fifteen minutes." More recently, rapper Eminem asked
if you had one shot, one moment to seize everything you wanted,
would you capture it or let it slip away?
A recent meeting I had with Yahoo brought both of these quotes to
mind...
» read more
Android Widens Reach For Mobile Search, Brand Marketers
Online Media Daily, December 11, 2008
Google swung open the doors to mobile search marketing when it
introduced the Android operating system and developer network.
Now 14 new members are stepping on for the ride. Some believe
it gives mobile marketing the credibility it seeks...
» read more
I'm Rubber, You're Glue: Yahoo, Google And The Future Of SEO
The Search Insider, December 2, 2008
Two weeks ago, both Yahoo and Google introduced changes to the U.S. search results experience.
Yahoo brought Glue to the States; the original version was introduced in India. Google brought
forward GoogleWiki, which is about as close as Google has ever come to allowing users to taint the
perfection that is the Google algorithm system. As one might expect, the Google release drew the
lion's share of commentary, much of it for the wrong reasons around privacy. But combined, these
two offerings signal three major shifts in the search landscape...
» read more
Synchronization In Search
The Search Insider, October 31, 2008
Last month I wrote a column about integration in media. Everyone
loves the concept of integration. Advertisers love to tout an
integrated effort, agencies love to sell the integrated model to
those same advertisers, and consumers theoretically love the
cohesive nature of which their day is infused with oh-so-pertinent
marketing. Then, being the contrarian that I can be, I suggested
that in fact integration was more hype than substance. I would
suggest that integration today is more about making sure that when
a TV spot runs, that the banners or search listings you have show
the same creative...
» read more
Why Integration Is Not the Grail,
And Causality Is Overrated In Search
The Search Insider, October 3, 2008
Integration.
If you are keeping score at home, it’s the buzzword bingo center square. You
know, the free one that everyone claims before the game actually begins.
Next week, I’m on a panel at SMX East titled “Ad Agencies & Search
Marketing.” The panel’s construct is to take three agency-employed leaders and
tout the merits of search marketing inside an agency. The teaser line for the
session off the SMX Web site is, “Do traditional agencies ‘get’ search?”
This is part of a series of panels that will attempt to validate or dispel the notion
that agencies get it. And all will talk about integration...
» read more
When The Going Gets Tough, Will Advertisers Get Going?
The Search Insider, September 5, 2008
Every week studies, research and data are released that paint a picture of the
advertising industry. And right now that painting would be something straight
out of the Picasso Blue Period. The overall economic data from housing to job is
not exactly rosy — and the forecast for 2009 in the domestic advertising space,
without the Olympics and a presidential election, is not far behind.
So, the following recently released studies and their associated data points got
me thinking about the choices search provides advertisers moving into 2009...
» read more
Mobile Mapping Usage Growing, Outrider Debuts Mobile Search Practice
Search Engine Land, July 25, 2008
Maps and directions are (so far) the "killer app" for mobile and yesterday comScore reported
that mobile mapping usage is on the increase: "8 percent of American mobile subscribers and 3
percent of European subscribers accessing maps from the mobile phone in the three-month
period ending May 2008. This represents a growth rate of 82 percent and 49 percent in the
number of users, respectively."...» read more
Is The Search Industry Closed for Business? Or Just Opening?
The Search Insider, July 11, 2008
With the announcement of Google’s deal with Yahoo to serve search ads within
the Yahoo network, the U.S domestic search industry suddenly looks a lot less
competitive than before. Yahoo has stated it isn’t getting out of the search
business, and MSN remains firmly committed to being a player. Yet the current
data shows Google north of 60% market share. The view in Europe is even more
dramatic, where in several countries Google is for all intents the player with 80-
90% market share...» read more
Search Shop Outrider Adds Social Media To Its Mix
Online Media Daily, June 24, 2008
Group M's search marketing agency Outrider went public on Monday with its social media marketing practice. The group is made up of four social media and search experts tasked with formulating tailored strategies for clients so they may better engage--and glean insights from--the blogosphere and various online communities. General marketing goals include building site traffic, conversions and sales, increased brand awareness and brand association, talent development and business development through networking...
» read more
When Multiple Personalities Threaten The Common Thread
The Search Insider, June 13, 2008
Last month, I wrote about the apparent lack of a common thread in most
advertising. Suddenly media properties are selling bundled solutions through a
single salesperson. And while this checks the box for economies of scale, it
provides little incremental value unless media efforts are bound together by
something more substantial from the communications plan.
But what happens when the ties that bind are sliced apart by consumers?...» read more
The Common Thread Of Consumer Intent
The Search Insider, May 16, 2008
Search marketers have spent more time on the proverbial island than the cast of
“Lost.” All of the adages about “playing at the kids’ table” to “functioning in a
silo” have been appropriate at various times over the past decade. This practice
of “siloed” work has been perpetuated by marketing departments that have seen
search as an IT function or a “Web” thing...» read more
Bad Ideas in Search Management
DM News, May 12, 2008
During its more than year run, Saturday Night Live has made the parody commercial a staple of its repertoire. One such commercial was the Bad Idea Jeans sketch. The sketch featured Phil Hartman, Mike Myers and David Spade, among others, trading comical suggestions of things they had done, which most would consider being absurd. After each suggestion, the television screen would go black with the words "BAD IDEA" appearing. About once every two weeks, someone shares with me a situation which makes me quote a line from this faux commercial....» read more
What's The Big Idea Anyway?
The Search Insider, April 18, 2008
There are more than 14,000 books on Amazon when you do a search for "Big
Idea." Donny Deutsch turned himself from ad ,an to TV host by focusing on
"The Big Idea." But perhaps it was David Ogilvy who said it best when he
described the importance of the big idea in advertising: "It takes a big idea to
attract the attention of consumers…Unless your advertising contains a big idea, it
will pass like a ship in the night."...» read more
Ad:tech Panelists Actively Push Mobile Search
Mobile Marketer, April 17, 2008
Now’s the time to experiment with mobile and local search, according to ad:tech
San Francisco panelists yesterday at the tactical mobile and local search session.
The speakers all agreed that companies should get in before the waterfront is
completely crowded and while the cost to running mobile efforts is inexpensive...» read more
Having a Partay
OMMA Magazine, April, 2008
Who needs Google? Not search-marketing agency Outrider. It faced a challenge:
Market products for Diageo's Smirnoff Progressive Adult Beverages using
a comprehensive strategy, but do it without Google, which doesn't accept
alcohol advertising...» read more
Awareness, Engagement And Sentiment -
The New Measure of Search?
The Search Insider, March 21, 2008
Anyone who has dealt with Google knows that one of the
unwavering points of view coming from Mountain View and beyond
is that if the system is working for you, there should never be a cap
on what you should spend. The rationale goes that if you are able
to hit your metrics using Google, then you should constantly have
100% share of voice...» read more
With Search Marketing (SEM/SEO) Expertise in High Demand, Search Engine Strategies (SES) Kicks Off in NYC
Business Wire, March 17, 2008
Against a backdrop of high demand for search industry expertise, Search Engine
Strategies (SES) Conference & Expo 2008 starts today at the Hilton New York.
The show runs through Thursday, March 20th. Led by renowned search authority Kevin Ryan,
Vice President, Global Content Director, Search Engine Strategies and SearchEngineWatch.com,
SES New York is known as the preeminent source of practical knowledge for search marketers...» read more
With Search Marketing (SEM/SEO) Expertise in High Demand, Search Engine Strategies (SES) Kicks Off in NYC
Forbes.com, March 17, 2008
Against a backdrop of high demand for search industry expertise, Search Engine
Strategies (SES) Conference & Expo 2008 starts today at the Hilton New York.
The show runs through Thursday, March 20th. Led by renowned search authority Kevin Ryan,
Vice President, Global Content Director, Search Engine Strategies and SearchEngineWatch.com,
SES New York is known as the preeminent source of practical knowledge for search marketers...» read more
What's the Difference Between SEO and SEM?
Your Questions Answered: Search
Advertising Age, March 17, 2008
Search-engine optimization, or SEO, is the key to making content rank highly in natural or organic
search results. And while these "free listings" in a search-results page are technically, well, free, most
companies pay folks trained in the art of SEO to keep their content atop the list. Search engine
marketing, or SEM, refers to the paid ads that show up in the sponsored links or sponsored results boxes...» read more
Navigating the Tradeshow Waters
DM News, March 10, 2008
There was a time when there was just one show in town, and that was Search Engine
Strategies. It grew to become a regional and then international affair, and all search
engine marketers flocked to the event closest to them in hopes of learning more and
driving new business leads. Over the years, agency-focused shows, such as Ad:tech, OMMA
and MIXX haveincorporated search elements into their content mix...» read more
The Last Days Of SEO
The Search Insider, February 22, 2008
I started doing website promotions in 1996. Back then, the
term "search engine optimization" (SEO) had yet to be coined, and
the industry was nothing more than a random collection of
individuals emailing sites asking for links. Early Yahoo submitters
recall fondly the days when extra information on a submission
would expedite the process...» read more
GroupM Merges Search Groups
Marketing Daily, February 19, 2008
GroupM has put together one heck of a search party. In what it describes as a
"significant reorganization" of its search marketing operations, the parent
company of WPP Group’s media operations announced Friday that it is
consolidating and restructuring its global search operations...» read more
Top Search Agency Shining Bright
Yahoo! Search Marketing Blog, February 15, 2008
If you ask us, the biggest election story last Tuesday was not the Obama and McCain landslides in
the Potomoc primaries, but rather, the election of this year’s winner for search marketing
excellence. Outrider, the search unit of Group M, was awarded the Searchlight Award for 2008
on a snowy, blustery day at the Time Life Building in New York City...» read more
GroupM Restructures Search, Integrates
24/7 Real Media's Decide DNA
Online Media Daily , February 15, 2008
WPP's GroupM is set to restructure the search practice across Mediaedge:cia, MediaCom and MindShare (and to a lesser
extent MAXUS), rolling out branded search divisions at each agency, and integrating 24/7 Real Media's proprietary bid management
technology in the process...» read more
GroupM Search Emerges As Industry's Biggest Player
Online Media Daily , February 15, 2008
WPP group, already Madison Avenue's largest buyer of search advertising with disparate operations housed within its
Mindshare, Mediaedge:cia, MediaCom media networks, and its Outrider search specialty unit, is reorganizing its search
operations to create centers of excellence to service clients across all four of those units...» read more
GroupM Combines Assets to Make
'World's Largest Search Specialist'
Advertising Age, February 14, 2008
Coming soon to Group M: Account teams led by search specialists?
Group M, the parent company of WPP Group's media assets, is laying the groundwork for such a possibility by
consolidating its search operations around the world. The move will create what the company says will be the world's
largest search specialist within a holding company...» read more
Third Annual Yahoo Searchlight Awards
Happen Against Surreal Backdrop
Search Engine Land, February 13, 2008
As Yahoo was apparently laying off its promised 1,000 workers today I was at the Time-Life
Building in New York as a panelist for the third Yahoo Searchlight Awards. I've had the honor
to be a part of this event since its inception in 2005 and think it's a terrific opportunity for ad
agencies to showcase and share best practices about search, display and integrated ad
campaigns...» read more
WPP To Consolidate Search Agencies Under
GroupM And Outrider Brand
Search Engine Land, February 13, 2008
Global ad agency WPP, which paid almost $650 million for 24/7 Real Media last year, will be
bringing together all its search agencies under the Outrider brand and under the GroupM
media division...» read more
Yahoo Searchlight Awards and SES New York
Search Engine Strategies Blog, February 13, 2008
Kevin Ryan stole the show at the Yahoo Searchlight Awards held yesterday here in NYC. As an
independent judge - could he be any other kind? - Ryan grilled interactive agency and search marketing
presenters from the likes of Resolution Media, Digitas,
and Outrider...» read more
What Search Pros Want: Traffic, Sales Support
And A Stable Platform
Online Media Daily , February 4, 2008
While Google likely would still reign supreme in volume, a combined Yahoo-Microsoft would level the playing field in
terms of campaign performance and technological advancements in search marketing. Together, Microsoft and Yahoo accounted
for almost 28% of all U.S. searches executed in January, according to Hitwise, while Google alone garnered almost two-thirds of all U.S. searches...» read more
Pass Patterns
OMMA magazine, February, 2008
Super Bowl Ads Call the Flea Flicker with Search
About 20 advertisers paid CBS as much as $2.6 million for a 30-second spot during Super Bowl XLI - and last year, one search agency
in particular was able to capture, track, and analyze the fulfillment of their clients' TV spend for less than 1 percent of the cost.
Outrider, the St. Louis based search division of WPP's GroupM, did it for Pizza Hut...» read more
SEMPO Announces Nominees for Its 2008-2009 Board of Directors
Prime Newswire, January 31, 2008
The Search Engine Marketing Professional Organization (SEMPO) today announced nominees for its 2008-2009 Board of Directors. Voting
will open on Wednesday, February 6, 2008 at 5 p.m. GMT (12 p.m. EST) and close on Friday, February 15, 2008 at 10 p.m. GMT (5 p.m. EST)...» read more
SEMPO Nominees for Board of Directors
SearchEngineWatch.com , January 29, 2008
SEMPO, the Search Engine Marketing Professional Organization, has announced the nominees
for its 2008 board of directors. The 2008 board will consist of 13 individuals who will each
serve a two-year term. Voting runs from February 6 to February 15. Candidate profiles are
available to SEMPO members on the SEMPO site...» read more
What Does a Recession Mean For Your Search Program?
The Search Insider, January 25, 2008
By most accounts, the U.S. economy is about to enter the 12th recession since WWII. The last came in 2001 following the attacks
on 9/11 and roughly a year and a half after the dot-com-fueled stock market reached its peak and began its rapid decline through
the bubble bursting. Now, we find ourselves inside another economic downturn...» read more
2007: The Year Traditional Agencies 'Got' Search
The Search Insider, December 28, 2007
What better way to end a prosperous year for search than with a little controversy? A recent Search Insider
column by Gord Hotchkiss declaring that media agencies don't "get" search struck a cord with search specialists and marketers
alike...» read more
Search Marketers Seek Ways To Use Social Networks
DM News, December 14, 2007
Social networks have become a powerful channel that can improve brand awareness and create buzz when used
correctly, according to search executives. The past few years have brought a growing number of Web sites that
leverage the insight and expertise of their users to identify and categorize content, and a rising number of
users rely on their peers to find and share interesting content...» read more
Party Of The Month
OMMA Magazine, December 2007
More than 215 advertising, search and industry execs gathered at the Chase Park Plaza Hotel in St. Louis
for the first annual Outrider Client Summit Guests mingled atop the hotel's roof to kick things off with
the Google Starlight Rooftop Reception...» read more
Giving Web Sites A Much-Needed Boost
PRWeek, October 22, 2007
As more consumers turn to the Web for information, it's vital that companies implement a search engine
optimization (SEO) strategy to ensure that their Web site is prominently featured in a free,
organic search...» read more
Optimizing Images Delivers Online
DM News, October 12, 2007
To capitalize on growing searcher interest in vertical content such as images, news and video and to improve
the search engine user experience, Google and the other search engines have begun blending vertical results
into the main search result page. This phenomenon, “universal search,” is advantageous for searchers, as it
gives instant access to many types of files on the same search result page...» read more
GUS Makes SEM Success Dependent On Diverse Content
DM News, October 12, 2007
The launch of Google Universal Search (GUS) has dramatically changed the search landscape. It’s now become
important to include videos, images, news articles and other content that search engines may want to crawl,
and marketers must revamp both their SEO and SEM efforts in order to rule the Google search engine results
pages(SERPs). Basically, marketers need to be as creative as possible when adding
elements to Web sites...» read more
Firm Works To Drive Web Users To Specific Sites
STLtoday.com, October 5, 2007
Let's say you wanted information on local pizza outlets. Or King Henry VIII. Or, perhaps, serial killers.
You punched the keywords into Google. If a Maryland Heights-based group called Outrider succeeded, the next
thing you clicked on was a website crafted by one of its clients...» read more
Sharpening Focus of Web Search
St. Louis Post-Dispatch, October 5, 2007
Let's say you wanted information on local pizza outlets. Or King Henry VIII. Or, perhaps, serial killers.
You punched the keywords into Google. If a Maryland Heights-based group called Outrider succeeded, the next
thing you clicked on was a website crafted by one of its clients...» read more
Showtime Culls Search Data to Refine Plan
TV Week, September 16, 2007
Showtime is plumbing the minds of consumers on the Web to fine-tune its marketing pitch for
serial-killer drama "Dexter." It's the next step in the evolution of television marketing...» read more
Goodby, Silverstein Nab MIXX Honors
Mediaweek, September 26, 2007
Goodby, Silverstein and Partners was the big winner at the third annual MIXX awards
presentation held on Sept. 26 in New York, as the San Francisco, Calif.-based agency took Best
In Show honors...» read more
IAB Announces MIXX Award Winners
Yahoo Finance, September26, 2007
The Interactive Advertising Bureau (IAB) closed this year's highly successful MIXX
Conference and Expo with the presentation last night of the third annual MIXX Awards...» read more
Should You Buy Brand Terms
MediaPost OnlineSpin, September 4, 2007
Today, the questions evolve around ROI expectations, can search impact brand perception, and what is the proper media mix allocations for search.
With that in mind I want to begin an exploration of frequently asked, but
difficult to answer questions...» read more
Profit from Hot Web Search Tools
Fortune Small Business; CNN Money, July 17, 2007
Never mind the odd names of these technologies. They are making it increasingly easy for
businesses to find customers - outside of Google.
» read more
A View from the Executive Suite
OMMA magazine, July 17, 2007
Search marketing is under ever closer scrutiny
Keeping up with search's challenges is a never-ending proposition. Keyword prices change
as soon as bids are put in, and optimization efforts become less effective...» read more
Building a Better Algorithm: The Little Engine(s) That Could
OMMA magazine, July 2007
With nearly every Web user conducting searches on one of the three major engines, who's advertising
on the second tiers? And why do marketers continue to use them? The main reason: Those engines offer
a way to reach niche markets...» read more
Extreme Makeover: Five Tips for Organic Search Rankings After a Site Redesign
DMNews Essential Guide To Search, June 2007
Your company anticipated the launch of a new and improved corporate Web site like expectant parents.
A team of "marketing doctors" worked on the project for almost a year...» read more
GroupM Adds Outrider To Family Of Media Communications Agencies, Creating Dedicated Search Center Of Excellence For Maxus, MediaCom, Mediaedge:cia And MindShare Search Engine Strategies New York 2007
dBusinessNews-St. Louis, May 3, 2007
Recognizing the growing role search marketing plays in the communications mix for advertisers, GroupM,
the leading global media investment management operation and a division of WPP, announced today that
Outrider, an industry-leading search marketing firm, is now a GroupM company...» read more
GroupM Adds Outrider To Family Of Media Communications Agencies, Creating Dedicated Search Center Of Excellence For Maxus, MediaCom, Mediaedge:cia And MindShare
Business Wire, April 12, 2007
Recognizing the growing role search marketing plays in the communications mix for advertisers, GroupM,
the leading global media investment management operation and a division of WPP, announced today that Outrider,
an industry-leading search marketing firm, is now a GroupM company...» read more
GroupM Adds Outrider To Family Of Media Communications Agencies, Creating Dedicated Search Center Of Excellence For Maxus, MediaCom, Mediaedge:cia And MindShare
AOL Money & Fiance, April 12, 2007
Recognizing the growing role search marketing plays in the communications mix for advertisers, GroupM,
the leading global media investment management operation and a division of WPP, announced today that Outrider,
an industry-leading search marketing firm, is now a GroupM company...» read more
GroupM Appoints Outrider As Dedicated Search Agency
BtoBOnline, April 12, 2007
GroupM, the media division of WPP Group that includes agencies MAXUS, MediaCom, Mediaedge:cia and MindShare,
announced that Outrider, a search engine marketing agency, will serve as the dedicated global search
marketing agency for those shops...» read more
The Search Is On: Holding Companies Elevate Role In Media Mix
Media Daily News, April 12, 2007
In a move that signals the growing importance of search marketing in the overall media and communications
mix, three of the Big 6 agency holding companies have either added to, or elevated the role of search
marketing agencies in their media organizations...» read more
Media Agencies Bulk Up On Search Marketing
Advertising Age, April 11, 2007
Group M, the umbrella unit that oversees WPP media networks MindShare, Mediaedge:cia, MediaCom and Maxus,
today said it will create a search-engine-marketing specialty. That move follows news of Interpublic Group
of Cos. taking a stake in search-marketing firm Reprise Media and Aegis Group's elevation of an executive
to oversee global search efforts...» read more
GroupM Adds Outrider To Family Of Media Communications Agencies, Creating Dedicated Search Center Of Excellence For Maxus, MediaCom, Mediaedge:cia And MindShare
AAAASmartBrief, April 2007
Search Engine Strategies New York 2007--Recognizing the growing role search marketing plays in the
communications mix for advertisers, GroupM, the leading global media investment management operation and
a division of WPP, announced today that Outrider, an industryleading search marketing firm, is now a GroupM
company...» read more
Deeper Targeting And More Competition On The Search Horizon
DMNews, March 30, 2007
Things in the search arena are looking good with moderate growth in inventory, traffic and ad spend.
The industry has grown 20 percent to 30 percent from the first quarter of 2006, said David Berkowitz,
director of emerging media at 360i, New York...» read more
In A First, Yahoo Appoints VP To Fight Click Fraud
Online Media Daily, March 23, 2007
In a first, Yahoo has appointed Reggie Davis vice president of market quality, overseeing the fight against
click fraud and the increase of transparency on Yahoo's search listings marketplace. As associate general
counsel, Davis had represented Yahoo in various click-fraud litigations. In his new role, he will serve as the
company's liaison to advertisers on issues ranging from click fraud to traffic quality...» read more
SEM For Those You Know And Those You Don't
webpronews.com, March 20, 2007
Avinash Kaushik has a thought-provoking post on how to optimize your search marketing budget. He is right
on in his assertion that most search marketing programs are far too heavily skewed to popular brand
keywords—the words people who already know you use. Avinash contends that if you analyze the return on your
investment, you'll find that the lesser-used terms (the "tail" keywords in Chris Andersonspeak)
are bringing back far more money than the popular keywords...» read more
Experts Mixed On Effect Of Microsoft Search Leader's Departure
Online Media Daily, March 9, 2007
Christopher Payne, Vice President of Microsoft's Windows Live Search group, has reportedly left the company
to found a Seattle startup, departing Redmond as its search product continues to lose market
share to rival Google...» read more
Google Tweaks Minimum Bid Formula
Online Media Daily, February 16, 2007
Search giant Google next week will change its methods for calculating advertisers' quality scores, which the
company uses to determine marketers' minimum bids as well as ad placement. In a bid to give marketers more
insight into its workings--which advertisers often criticize as too mysterious--Google will make available
data on minimum bids of all keywords within ad groups, and will rate marketers' proposed keywords as
"great," "ok" or "poor."...» read more
Super Bowl As Scores Are In
DMNews, February 14, 2007
While many advertisers took steps to integrate offline and online marketing efforts for Super Bowl XLI,
there were still a some missed opportunities, according to Reprise Media's third annual Search Marketing
Scorecard. Reprise's Scorecard ranks Super Bowl advertisers based on their ability to use search engines
as a link between their television ads and a Web presence. In addition, the search engine marketing firm
partnered with Optimost, a technology and services company, to analyze the effectiveness of each campaign's
landing page...» read more
Super Bowl Ad Champ: Sexpot Or Pizza
MSNBC.com, February 6, 2007
Advertisers have known for years that consumers remember only about one third to one half of the commercials
they watch. Even market research studies and focus groups have failed to answer a key question: Why? The
holy grail of advertisers is to find that sweet spot: The moment when a commercial connects with viewers and
persuades them to make decision to purchase a product. Until now, no one could crack the code...» read more
Many Super Bowl Marketers Drop The Ball On Search
Advertising Age, February 5, 2007
Doritos and General Motors Corp. built up buzz for their Super Bowl ads before the big game, hyping their
respective consumer-generated-ad contests, but they appeared to forget one of the most important sales
fundamentals, the follow-through, according to Reprise Media's Super Bowl search-marketing scorecard...» read more
Pizza Hut Kicking Off Mobile Hunt On Super Bowl
Mediapost's Marketing Daily, February 1, 2007
Pizza Hut is launching a text-messaging promotion called the Cheesy Hunt using TV ads just before the
kickoff at Sunday's Super Bowl. The kickoff ad will contain a hidden series of letters. Cell phone users
will be able to text in the code to THEHUT. Correct entries will become eligible for prizes, including
$30,000, to be given away in a sweepstakes...» read more
Search Marketing Scorecard - Super Bowl XLI - Advertising Makes People Search
Reprise Media, February 2007
Advertisers now spend more than $2 million per 30 second spot to get in front of the Super Bowl audience –70
million consumers parked in front of big screen TVs, rooting on both their favorite teams and their favorite
brands. All that exposure generated huge interest in products and services –and sent millions of people to
Google, Yahoo! and other search engines...» read more
Pizza Hut, Bud Tie Super Bowl Ads to Cell Phones
MarketingVOX, February 2007
Budweiser, working with mobile marketing firm ipsh, created a real-time voting promotion for fans
who register at www.budweiser.com. Consumers voted via SMS to voice their opinions on Budweiser commercials
as they aired. After the game, participants have special access to a bonus commercial on the website...» read more
Google Distribution Deals Don't Matter Much To Marketers
ClickZNews, August 31, 2006
Google has recently added several huge distribution partners for its search and contextual ads,
which makes for great press, but do these deals impact marketers? According to several polled
by ClickZ News, the answer is "not really." » read more
2006 OMMA Awards Finalists Announced
Search Engine Roundtable, August 31, 2006
Outrider announced as a dual finalist in the Best Search Copy Campaign category.
OMMA magazine has selected finalists for its 2006 OMMA Awards, will be held Tuesday, Sept. 26 at the
New York Marriott Marquis. The OMMA Awards celebrate the year's most innovative and exciting creative
work in 19 categories.» read more
MEDIA Magazine Announced 2006 Creative Media Awards Finalists
Media Daily News, August 31, 2006
Outrider announced a finalist in the Online Media - Search category.
MEDIA magazine has selected finalists for its 2006 Creative Media Awards, which will be held Wednesday,
Sept. 27 at the New York Marriott Marquis. The event, the third year MEDIA has recognized creativity
in media planning, buying, research and strategy, will honor media agencies, their clients and media
partners in 17 categories.» read more
Search and Branding
Search Engine Roundtable, August 7, 2006
The Branding and Search session started out with Barbara Coll Moderating and the following cast of characters:
Ron Belanger, Senior Director of Channel Strategy and Development Yahoo! Search Marketing, Jonathan Mendez,
Partner, OTTO Digital, Chris Copeland, Partner, Managing Director Outrider Search Marketing, Mike Margolin,
VP, Associate Media Director, Targeted Marketing, RPA and Jenny Howell, Interactive Marketing, American Honda
Motor Co. who did not speak, but was the topic of Mark Margolin's presentation. » read more
Relevant Segmentation of Consumer Search: Part Three (pdf)
The Search Insider, July 5, 2006
For the past two Search Insider columns I advanced a concept of relevant segmentation of consumer search. Part One focused on what I believe is the wrong approach, of keywords as stand-alone marketing vehicles. Part Two focused on how that notion plays out over and over again with keywords being used to make broad assumptions about consumers, often improperly. So, that brings us to Part Three, the final chapter, at least for now in this forum, that many of you have anticipated based on your emails. Download article (pdf)
Focused Attention To Relevance Can Drive Search Results (pdf)
DM News' Essential Guide to Search Engine Marketing, June, 2006
The next time you are using public transportation, walk up to someone and just say 'Car' and then wait for a response. While this might sound crazy, more than 3.2 million people engaged in that exact behavior with Yahoo in April of this year.
(This article can be found on page 52)
Search Marketing and Emerging Technologies: Are We Ready? (pdf)
DM News' Essential Guide to Search Engine Marketing, June, 2006
With the ascendancy of increasingly sophisticated consumer-centric technology, and the emergence of consumer-generated media, marketers are facing a daunting array of challenges. Download article (pdf)
(This article can be found on page 57)
Relevant Segmentation of Consumer Search: Part Two (pdf)
The Search Insider, May 24, 2006
Last month I penned an article discussing the notion that keywords alone as a marketing vehicle are setting marketers up for failure. Keywords are simply how consumers express themselves, and we speak to consumers – not to keywords. So, what does this really mean? Download article (pdf)
The Spirit of San Francisco, Courtesy of Outrider and Offermatica
DM News Blog, April 27, 2006
Jodie Solomon, our intrepid business development specialist, thoroughly enjoyed her dinner cruise of San Francisco Bay last night on the San Francisco Spirit, as a guest of Outrider, the search engine marketing consultancy, and Offermatica, the website testing and optimization service. » read more
Author reflects on trade show events, reflects that Outrider event may have been highlight of the evening
Anyway, what we should have done and what we hope several of you did was attend the Outrider/Offermatica Bay cruise which, in hindsight, sounds like it would have been a lot more fun than not-so-hot Girls Gone Wild bar dancing. » read more
Outrider, Offermatica Host Bay Cruise
AdRants Blog, April 26, 2006
For those attending ad:tech in San Francisco, search marketing firm Outrider and web optimization company Offermatica are hosting a Bay Cruise Wednesday night, April 26 from 6:30P to 10P. » read more
Outrider, Offermatica Host Bay Cruise
AdTech Blog, April 21, 2006
Search marketing firm Outrider and web optimization company Offermatica are hosting a Bay Cruise Wednesday night, April 26 from 6:30P to 10P. » read more
Relevant Segmentation of Consumer Search: Part One
The Search Insider, April 12, 2006
For ten years the search industry has been built on the concept of keywords. What began in organic search has multiplied many times over in paid search. To many, this means no list of terms is ever too long, and no word ever irrelevant. Why? Because the advertiser only pays when someone clicks, and by clicking, consumers declare that a listing is relevant to their query. » read more
Putting Search in the Ad Mix
SearchEngingeWatch.com, April 4, 2006
Search advertising used to be an afterthought, but now search has become a fundamental part of the overall advertising strategy of most major brands. Let's find out how search has integrated itself into marketing campaigns and what the experts are encouraging us to capitalize on. Ron Belanger, of Yahoo! Search Marketing, Jonathan Mendez of DigitalGrit, David Roth of Carat Fusion, and Chris Copeland of Outrider Search Marketing came together to explore the strategies and trends that are working as businesses put search into the ad mix. » read more
GroupM expands operations in Asia Pacific
Televisionpoint.com, April 4, 2006
Group M has announced today three new appointments in Singapore, Australia and India. Recognizing the growth of the paid search market across the region Group M is making significant additions to its capability to provide service to clients of Mindshare, Maxus, Media edge:cia and Mediacom. » read more
Leaked Google Notes Detail Effort To Fight Off Microsoft
Dow Jones Newswires, March 8, 2006
NEW YORK (Dow Jones)--Notes from a Google Inc. (GOOG) product-strategy meeting that the company inadvertently posted on its Web site last week reveal aggressive internal plans for extending the company's Internet-search lead before competitors like Yahoo Inc. (YHOO) and Microsoft Corp.'s (MSFT) MSN can gain ground. » read more
A Speakeasy on Every Corner
MediaPost Blog, March 6, 2006
Inevitably, word got out and an increased demand for the goods led to a proliferation of providers. At one point, New York City was said to have 100,000 speakeasies, and judging by last week's Search Engine Strategies exhibit floor, there are just about as many SEMs.
» read more
Sorrell Sees New Media Changes
Adweek, March 3, 2006
NEW YORK WPP Group CEO Martin Sorrell said traditional media companies as well as WPP's ad agencies are still not reacting fast enough to the rapidly shifting digital media landscape. » read more
Enough With Theory and Hyperbole!
The Search Insider, February 8, 2006
"Search is great! It's the best form of advertising, with the lowest return point. It can build brands and create interest, intent and be point of sale. In short, search is the revolution and the future." » read more
Mediaedge:cia Combines Search Marketing, Traditional Direct and Online Media Buying
MediaPost, June 14, 2005
WPP'S MEDIAEDGE:CIA consolidated its search marketing group (Outrider), offline direct response group (Wunderman Media), and online media planning and buying (The Digital Edge) into one unit, MEC Interaction, effective immediately in North America . » read more
Mediaedge:cia Unifies Lead Generation Under One Banner
ClickZ News, June 10, 2005
Mediaedge:cia Unifies Lead Generation Under One Banner. WPP's Mediaedge:cia (MEC) is integrating its online and offline lead generation into a single unit, to be called MEC Interaction. » read more
Yahoo Adds Carat, Outrider to Reseller Program
Mediaweek, May 11, 2005
YAHOO NAMES OUTRIDER AS A STRATEGIC PROVIDER. Yahoo said Isobar's Carat Interactive and Mediaedge:cia's Outrider have qualified as strategic providers under its search advertising reseller program. » read more
Agencies eager to add search know-how
BtoBonline.com, March 14, 2005
Agencies eager to add search know-how: Niche search engine marketing companies have become prime acquisition targets. » read more
Cross-Channel Integration Key to Search Success
ClickZ News, March 4, 2005
Cross-Channel Integration Key to Search Success: The most successful search engine marketing initiatives are those that integrate with other marketing channels. » read more