Posts Tagged ‘MicroHoo!’

Advice to Client Regarding Social Media and Online Display Advertising

September 14, 2009

The following is my response to a request from a client regarding my opinion on social media and online display advertising.

There seems to have been an uptick in the number of recommendations suggesting businesses begin or increase their budgets for social media and online display advertising campaigns.

Dear Client,

The efficacy rhetoric of both social network and display advertising  is increasingly on the rise as Microsoft/Yahoo and Facebook/Twitter attempt to attract more display brand advertising dollars from traditional media who are losing the war for the consumer’s attention.

The social / display advertising camps wouldn’t have to be selling their merits – if their results did their speaking for them.

The reason the former don’t is because their product produces inferior results while the latter has yet to yield any results if any results at all.

These are some of the reasons why the Yahoo/Facebook/Twitter market cap / value is 1/8 Google’s $150 Billion.

However, as with everything else – there are exceptions.

I have had a small percentage of deals convert with display while others have not.

Testing is the only way to prove or disprove whether or not display advertising will work for a particular business.

Display ads can be geo-targeted but its not as precise because it relies on other publishers data and it can have placement, targeting and measurement issues.

The first thing to do is to test whether text ads convert in their display network first. If so, then try image / display ads.

Unless of course a testing supports and fulfills a brand’s impression objectives in target markets and isn’t held to the same level of results performance as search.

If a display advertising test meets its objectives, then launch trials with Yahoo / MSN publishing partners.

Microsoft+Yahoo+Twitter = Microhooter! to the Rescue?

March 4, 2009

While thinking about commenting on another blog regarding all the blather about how this company or that company will kill Google and its lead in the search space, I believe I stumbled upon the perfect Google killer: Microhooter!

Combined or by reputation alone couldn’t Microsoft’s desktop monopoly, Yahoo’s display ad business and Twitter’s mass texting be enough to derail Google’s money making search engine?

Maybe in theory but not in practice.

No, not even Microhooter! will save the day.

The search audience is an army of one – one billion people online that is – an army which will continue to march where it can find and get the answers it needs when and where they are needed.

With or without a Microhooter, for the time being and for the foreseeable future that place will remain Google.

You can go back to work now.

Microhoo Boo

May 1, 2008

According to today’s online edition of the Wall Street Journal, Microsoft’s Chief Executive Office Steve Ballmer and it board remain undecided about whether or not they will raise their bid to acquire Yahoo and its internet display advertising and search audience business.

As I previously wrote in a post on Greg Sterling’s blog, Microsoft’s proposed acquisition of Yahoo is really about Microsoft’s need to retain, preserve and grow their existing audience and keystrokes before Google has completed their quarterback sneak through Microsoft’s desktop.

Without Yahoo and its internet audience, Microsoft will face accelerating short and long term audience losses to Google.

The question Microsoft hasn’t yet been able to answer for itself remains: “How much cash do we have to spend today to save and protect the future of our desktop franchise and its cash flow?

Apparently the price is one Microsoft has yet to come to grips with or let go of.