Ask.com: The $100 Million Brand

By Barry Schwartz

Published: May 15, 2007 at 8:41 am

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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Advertising campaign Ask.com Barry Diller Co-branding IAC Jim Lanzone Search engine The Washington Post United Kingdom

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About the author

Barry Schwartz

Barry Schwartz is a technologist and a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics.

In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land, in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here and in 2023 he was listed as a top 50 most influential PPCer by Marketing O'Clock.

Barry can be followed on X here and you can learn more about Barry Schwartz over here or on his personal site.