Ask.com Providing Celebrity Search Info For Entertainment Tonight

Ask seems to be making use of television aggressively of late. The commercials doing direct comparisons to Google and now they are sponsoring "celebrity search" at Entertainment Tonight.

The popularity of celebrity helped the development of a segment on ET about the top three celebrity searches. I have yet to see a segment but I am thinking that the search numbers may not be a big issue.

"Product integrations, in my mind, perform a different task than a pure advertisement," Ask.com CEO Jim Lanzone told Advertising Age. "An advertisement is part of a larger brand campaign where you control the message and you control the creative. With product integrations, it's more of a real-life example of your product in action, which has the positive of actually demonstrating the benefits of your product."

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.