Ask.com: The $100 Million Brand
May 15, 2007 at 8:41am ET by Barry Schwartz
IAC to spend $100 mln on Ask brand in 2007: Diller from the Washington Post reports that Ask.com is going spend $100 million on branding Ask.com this year.
IAC chairman Barry Diller, whose company owns Ask.com, said
We have a number of ways to tell people about Ask, its tools, and why it should be used (and) why you should make a change from Google.
The branding material includes TV spots and billboards featuring The Algorithm campaign which has been receiving some nice buzz already.
Ask CEO Jim Lanzone told the Washington Post that the marketing budget would also go towards development and not just TV spots.
Ask.com recently announced their new algorithm, Edison and launched a controversial campaign in the UK named the “Information Revolution”.
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Does that include co-branding Ask search across all of IAC’s Web sites?
What a marketing concept! Might cost them $100,000 to do the work….
I just find it funny that one of the top 5 engines needs to resort to off-line advertising to generate buzz and awareness. I know it makes sense, but it’s also a little ironic… I mean what’s next – Google blimps soaring above NYC saying ‘Google or Burst?’?