2010 Super Bowl search marketing scorecard

(Reprise Media)This morning, Reprise Media released the 6th annual Search Marketing Scorecard on the Super Bowl, which ranks Super Bowl advertisers based on the level of integration between their television commercials and presence in search and social media –measuring how prepared each brand was to capture the demand created by their Super Bowl advertising investment. The Search Marketing Scorecard is the longest-running study of its kind.

The audience for this year’s Super Bowl was primed and ready for integrated campaigns. According to a recent comScore study, 1/3 of the 90 million people planning to watch the Super Bowl expected to log on to their computers during the game. Furthermore, One out of every ten viewers (or nearly 9 million people) were going to use their computers specifically to seek out advertiser websites. That sounds like an audience that’s not only interested in the ads, but interested in having real interactions with brands, which is what our study is all about.

So how did this year’s advertisers do?  Read full article here.

Social searching is trusted searching

Bing and Google integrate Twitter into Search Social search, that is, search aided by our friends or online connections, suggests that being able to search your friends’ opinions, interests, and actions would create a better search experience. We already look to our friends for recommendations on movies, restaurants, and vacation spots, so doesn’t it make sense that our favorite search engines would be aided by content from our social connections?

Although companies have recognized the significance of using trusted contacts as filters and have approached this in various ways, so far, we haven’t realized the promise of social search. But recent announcements have made it clear that social media’s influence has made its mark with the big search players. In the past few weeks, both Bing and Google announced programs which will bring real-time updates from our social circle to search results, perhaps transforming search as we know it. Enter Bing Twitter Search and Google Social Search. Continue reading “Social searching is trusted searching”

Social media…Revolutions online and offline

The People of Iran (Lewishamdreamer via Flickr)
When Iran had their most recent popular revolution in 1979, people around the world had no 24 hour news source to convey what was happening. CNN would be launched the following year by Ted Turner so coverage was limited to shows like ABC’s Nightline (which was created in response to the hostage crisis which grew out of the uprising) and the regularly scheduled network new programs, as well as the daily newspapers like The New York Times and newsweeklies like Time magazine. The Internet? A gleam in Al Gore’s eye.

Now there are the stirrings of what might turn out to be another popular revolution inside Iran and newsjunkies have skipped a whole generation ahead, past the 24-hour news channels which mostly filled their weekend schedules with less-expensive canned programming, and have gone straight to Twitter and the Huffington Post.

Read full article on Searchviews.

Horton hears a Hulu

(iStock)Last week the NY times reported on the insanely divergent number of Hulu users reported by Nielsen and comScore, both reputable measurement firms.  Nielsen reported 8.9 million visitors to Hulu in March while comScore counted 42 million. Nielsen also shows Hulu losing audience in April while still managing to add video views, also known as streams.

So who is really watching Hulu? And why isn’t Hulu countering with its own measurement numbers; assuming they manage their servers, couldn’t they tell the world who is hitting those streams? Continue reading “Horton hears a Hulu”