The Clickthinking Blog | Scent Optimisation

According to Statcounter &  some of the other usage share date centres, Bing has captured usage share but its debatable whether this is from Yahoo! or Google. It’s still too early to regard the increase a significant as there is a large P.R / Advertising and awareness campaign running and much depends on whether Bing will retain the audience post the media blitz.

Whilst relevance is critical, its great to see a major search player dramatically modify their landing page and we really like the usage of photography.

Timing also couldn’t be better so here’s to Bing becoming a real challenger!

According to a recent study by Media Research company Outsell Inc,  $65 billion will be siphoned away from traditional advertising channels in 2009 and spent instead on companies’ own Web sites and Internet marketing.

In a recent interview with Forbes, Chief Executive Anthea Stratigos put the amount into context by comparing the total U.S. TV and cable advertising revenue for 2009, which is about $66 billion. The marketing dollars companies now spend on their own sites is equivalent to all TV ad revenue for the year.

Why wouldn’t you shift spend if you could target, influence and engage with customers yourself.

To read the full article on Forbes click here

Or do they?

Recently, Pringles & Bridge Worldwide won a Gold Cyber Lion at Cannes for a banner creative. You can view & interact with the banner here.

What was cool? The banners unique in many ways.

1. The concept did not depend on flashing graphic and rich media execution to disrupt consumers.
2. No competition or incentives to win in an attempt to fancy dress click through rates.
3. Subtle call to action to commence journey.
4. The engagement and interaction starts and ends in the banner environment.
5. Clever and whacky dialogue retaining the respondents attention.

Did it achieve it’s results?

Much will depend on the campaign objectives and how the Agency measured the interactions. Simply reporting on click-throughs could well be misleading.