Sign up for our daily recaps of the ever-changing search marketing landscape.
Ask.com Puts Its NASCAR Sponsorship Back In Garage
Ask.com has ended its NASCAR sponsorship after one year. That’s according to The Sporting News, which reports that the sponsorship was actually fairly successful for Ask.com.
Jared Cluff, Ask’s senior VP of marketing, says the deal produced some measurable results in 2009:
“We saw double-digit increases in usage among NASCAR fans. With the fan cards that our Ask Ambassadors passed out at the track, we saw a 27 percent conversion rate to the site, so fans were coming back from the track and going to the site. That’s a remarkable stat.”
The Sporting News says Ask spent about $15 million on its NASCAR-related sponsorships last year. The deal was announced last January, with Ask saying the agreement would help it compete against Google, Yahoo, and Microsoft. But a year later, Ask remains a distant fourth in market share according to both Hitwise and comScore, and fifth according to Nielsen.