AlmondNet and Lycos Go Nuts for Each Other
|
Written By Reprise Media | April 6, 2005 | Share This
|
|
Big news today for AlmondNet, the NY-based company that serves up content ads based upon the information contained in user searches. They just signed a distribution deal with Lycos, who will be distributing listings from its advertisers throughout AlmondNet’s ad network. In turn, AlmondNet plans to distribute Lycos’ Adbuyer paid listings in banner ads, […]
Big news today for AlmondNet, the NY-based company that serves up content ads based upon the information contained in user searches. They just signed a distribution deal with Lycos, who will be distributing listings from its advertisers throughout AlmondNet’s ad network. In turn, AlmondNet plans to distribute Lycos’ Adbuyer paid listings in banner ads, targeting them based on the prior search behavior of users.
Read the press release.
The deal is part of an attempt to get a greater piece of the pie for non-search ads: “Forty percent of online advertising spending goes to search engines, but people spend less than 5 percent of their time on search engines. Something doesn’t add up,” says Roy Shkedi, CEO of AlmondNet.
AlmondNet was making a splash when we talked about them back in January. Their advertising based on search behavior model could prove more valuable than contextual listings in the long run.
This is yet another example of search and behavioral targeting colliding with one another. Knowing that someone is in the market (via their search behavior) for a purchase which typically has a long sales cycle (e.g. buying a car, getting a mortgage, etc) provides an opportunity for marketers to hit the user with relevant messages for weeks afterwards.
We’re not sure if AlmondNet will be the company to pull this model off, but one can expect to see other companies in both the search and behavioral categories follow suit.
Topics: Advertising: Distribution |