The $100 Million Brand

IAC to spend $100 mln on Ask brand in 2007: Diller from the Washington Post reports that is going spend $100 million on branding this year.

IAC chairman Barry Diller, whose company owns, 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. recently announced their new algorithm, Edison and launched a controversial campaign in the UK named the “Information Revolution”.

Related Topics: Ask: Promotions | Channel: Industry


About The Author: is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.

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  • Michael Martinez

    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….

  • f-lops-y

    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?’?

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