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MARKETING JOBS's Second TV Ad Campaign to Break

Hoping to increase search engine market share, IAC will today break a branding campaign for that will air on national TV, including NBC's "Today" show and "Saturday Night Live, reports MediaPost. The campaign was created by ad agency Berlin Cameron, and OMD handled the media buy. The campaign comes three months after Ask rebranded itself without Jeeves, the butler mascot, in an effort that involved a TV campaign created by TBWA/Chiat/Day.

The new spots feature Apostolos Gerasoulis, EVP of search technology at and founder of Teoma Technologies, a search company that Ask acquired in 2001. ClickZ writes that Gerasoulis, a former professor at Rutgers University, was asked to use to find out about pop culture references, such as hip-hop culture, and then to explain what he found.

In one spot, Gerasoulis shows that a search for "pimped out cars" can lead to useful information about custom rims and also find sites that use related terms such as "tight" or "phat." "Search engines understand text. understands concepts," he says in a Greek accent. "Pimped out cars are related; tight cars are related. is a 'pimped out search engine'; it is very tight."

The Ask Network accounted for 5.9 percent of online searches in March, whereas Google had 42.7 percent and Yahoo 28 percent, according to comScore Networks.


Related Topics

Related stories: - CEO to Head Microsoft's Internet Unit - Google's U.S. Lead Keeps Growing, Ask Makes Move - Expands Farther into Europe - Launched Sans Jeeves, Serious about Search - Ask Jeeves Keeps TBWA - IAC Sees Search, Vertical Site Symbiosis; Profits Slip - Diller Will Fire Jeeves - Diller Hopes Jeeves Will Give IAC Some Answers - Ask Jeeves Wants a Medal

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