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Revamped Bing sets its sights on Google with Pepsi Challenge style campaign

Microsoft’s search engine, Bing, is tak­ing bold steps to lose its sta­tus as Google’s less sophis­ti­cat­ed lit­tle broth­er with a new cam­paign called “Bing it On.” If suc­cess­ful, online adver­tis­ing sales could ben­e­fit from a search engine to rival Google for accu­ra­cy and rel­e­vance. A moun­tain to climb? So, what can the for­ward-look­ing search engine mar­ket­ing spe­cial­ist, busi­ness devel­op­ment man­ag­er and advert­ing sales man­ag­er glean from the new cam­paign?  “Bing it On” bor­rows from Pepsi’s famous blind taste chal­lenges dur­ing the ‘70s and ’80s and presents side-by-side search results for five search queries, pit­ting Bing against Google.  Searchers then choose which results are best and which are a draw.  So far, Microsoft claims, the results of its own blind tri­als are in its favor by 2 to 1. Break­ing the “Google habit” is going to involve a for­mi­da­ble strug­gle. Google com­mands a thun­der­ing 66.8 per­cent of the search mar­ket, with growth of 1.8 per cent since Bing made its first appear­ance in June 2010.  This com­pares to Bing’s still fee­ble 15.8 per­cent, vir­tu­al­ly all of which has been gained from Microsoft part­ner Yahoo. Play­ing the long game Despite the rel­a­tive­ly small gains, some indus­try insid­ers believe Bing it On is…

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Discovery Channel Slowing Down?

Though Dis­cov­ery Com­mu­ni­ca­tions’ Q2 report showed earn­ings up 15.4 per­cent from last year, the com­pa­ny plans to slow its pro­duc­tion dur­ing Q3. Accord­ing to AdWeek.com, Dis­cov­ery Com­mu­ni­ca­tions CEO David Zaslav indi­cat­ed that the cul­tur­al appeal of the Olympics has affect­ed the num­ber of pre­mieres the com­pa­ny will release on its net­works dur­ing the third quar­ter, includ­ing its flag­ship net­work, the Dis­cov­ery Chan­nel. What does this mean for cus­tomers? How will the slow down affect Dis­cov­ery Com­mu­ni­ca­tions’ 2012 prof­its? Look­ing At Q2 Accord­ing to Dis­cov­ery Com­mu­ni­ca­tions’ Cor­po­rate Press Release, the Q2 earn­ings report showed a net income of $293 mil­lion, which was 15.4 per­cent high­er than the amount report­ed for Q2 2011. Total rev­enues also increased by 7 per­cent from the same quar­ter last year, with an end­ing val­ue of $1.14 bil­lion. Though the com­pa­ny’s over­all rev­enue fell slight­ly short of the $1.16 bil­lion ana­lysts had orig­i­nal­ly pre­dict­ed for this quar­ter, Dis­cov­ery Com­mu­ni­ca­tions’ Q2 net income was sig­nif­i­cant­ly high­er than the same ana­lysts had expect­ed. While finan­cial ana­lysts had pre­dict­ed earn­ings of only 70 cents per share for Dis­cov­er Com­mu­ni­ca­tions dur­ing Q2, the quar­ter­ly report showed actu­al earn­ings to equal 76 cents per share. Dur­ing Q2, Dis­cov­ery Com­mu­ni­ca­tions’ dra­mat­ic increase in…

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Doubling UP: $200 Million More for New Video Creators at YouTube

In 2011, Google invest­ed $150 mil­lion into the cre­ation of over 100 YouTube chan­nels, most of which fea­tured exclu­sive con­tent from the likes of The Onion, Slate and The Wall Street Jour­nal. Sev­er­al celebri­ties also joined the effort, includ­ing such media sen­sa­tions as Madon­na, Ash­ton Kutch­er and Amy Poehler. YouTube’s hum­ble begin­nings may have empha­sized awk­ward vlogs and end­less cat videos, but this heavy invest­ment has forced the com­pa­ny to take on a more sophis­ti­cat­ed approach. The effort proved an over­whelm­ing suc­cess, with the com­mis­sioned YouTube chan­nels quick­ly land­ing mil­lions of sub­scribers. Pleased with the results, Google is now invest­ing anoth­er $200 mil­lion in the project. Accord­ing to The Wall Street Jour­nal, this mon­ey will be used to pro­mote exist­ing chan­nels and upgrade videos for a more user-friend­­ly expe­ri­ence. A Tri­al And Error Approach To Video Con­tent Google’s YouTube ini­tia­tive has proven suc­cess­ful thus far, but it took quite a few blips along the way to get there. Chan­nels are giv­en exten­sive cre­ative license, leav­ing them with them with the oppor­tu­ni­ty to either shine or flop. Lar­ry Aidem, the mas­ter­mind behind YouTube chan­nel MyISH, expe­ri­enced sev­er­al ups and downs along the way. His first few videos fea­tured pre­sen­ters chat­ting about…

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Cheil Worldwide Spends $50M to Go Global

Cheil World­wide solid­i­fied its glob­al pres­ence in the adver­tis­ing world with the $50 mil­lion pur­chase of North Car­oli­­na-based McK­in­ney. Accord­ing to Tanz­i­na Vega of the New York Times, McK­in­ney will keep its name, but with the pur­chase, the suc­cess­ful adver­tis­ing com­pa­ny becomes part of Cheil Amer­i­c­as. The New York Times quot­ed from an e‑mail state­ment from Cheil World­wide chief exec­u­tive, Nack-Hoi Kim. The pur­chase rep­re­sents the begin­ning of the “next chap­ter in the com­pa­ny’s trans­for­ma­tion into a glob­al net­work made of the best local ad agen­cies.” Cheil Seek­ing to Bol­ster US Pres­ence Mr. Kim con­tin­ued the e‑mail by explain­ing that “McK­in­ney is one of the best adver­tis­ing agen­cies in the world’s largest adver­tis­ing mar­ket. Their high­ly cre­ative, inte­grat­ed approach is rec­og­nized as the most effec­tive in the world.” McK­in­ney was for­mer­ly part of Havas, anoth­er glob­al adver­tis­ing hold­ing com­pa­ny, until 2008 when it bought itself back. Cheil was for­mer­ly owned by Sam­sung and has strug­gled to cre­ate a sol­id, vis­i­ble pres­ence in the Unit­ed States. Two Prize-Win­n­ing Adver­tis­ing Com­pa­nies Come Togeth­er If McK­in­ney was­n’t well-known to Amer­i­cans, all of that changed in April of 2012 when the com­pa­ny went up against Cul­ver City, Cal­i­­for­­nia-based WDCW LA (Wong Doo­dy Cran­dall, Wiener,)…

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How Amazon will Blow Away Google

When are web users bypass­ing Google for Ama­zon?  When they are search­ing for prod­ucts.  Why search in Google for prod­ucts that are on Ama­zon?  It gets even more sig­nif­i­cant when mobile comes into play.  Using Ama­zon’s mobile app shop­pers can buy at Ama­zon right from their phone. The vast major­i­ty of Google’s rev­enue is from paid adver­tis­ing.  The biggest growth in this paid adver­tis­ing is from the sale of prod­ucts.  Looks like Ama­zon has a large advan­tage.  Thanks to Busi­ness Insid­er for the video.

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