Breaking Out of the Entertainment Marketing Mold
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Written By Reprise Media | August 30, 2005 | Share This
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Some networks get it, others don’t. Fox Broadcasting Company’s innovative and timely use of online advertising to promote its upcoming shows firmly places it in the former category.
An article in AdAge titled Broadcast Networks Buy Into Search Keywords (free reg required) tells how networks such as Fox and CBS are turning to the keyword-based search advertising in order to entice new viewers.
Peter Liguori, president of entertainment at Fox says:
“The marketing guys at Fox work in a very sophisticated fashion. They have a real desire to figure out what creates noise and buzz.”
The Fox show PrisonBreak recently appeared as a sponsored link on Google that leads clickers to a promo site about the series. The site is ad-supported and has been among the top shows for buzz among consumer media such as blogs and messageboards.
The article goes on to talk about the cost savings associated with the online medium and ends with some speculaton from ABC entertainment president Mike Benson, who isn’t so convinced:
“Search terms? We’re looking at all kinds of things. The challenge is what makes most sense and what people actually use. We have to be careful. I don’t want to invest money that gives us a low return on investment. High ROI is what we’re looking for and the alternative things are low-cost ideas.”
Perhaps Mr. Benson would be interested to read our take on the issue, outlined in this article earlier in the year on the synergy between the Super Bowl & search in which we refute most of his claims.
If he’s still not convinced, how about this article titled Super Bowl Shows Broken Field for SEM?
Here’s a quick quote from Reprise Media Managing Partner Peter Hershberg:
“It doesn’t matter how broad the appeal of the event is. If there’s an audience out there that you’re trying to reach that could potentially go online to find information, it makes sense to position your advertising in search engines and make sure search is integrated into your campaign.”
Topics: SEM: Paid Search |