Ask.com to Spend $100m to Buy Market Share

Can Ask.com buy additional market share for the sum of $100 million?

That’s what it hopes to do, with a marketing blitz this summer, that will see the search engine try and convince searchers to give the company a try.

“We have a number of ways to tell people about Ask, its tools, and why it should be used (and) why you should make a change from Google,” IAC Chairman and CEO Barry Diller said at the Reuters Global Technology, Media and Telecoms Summit in New York. “We’ll spend this year probably, on media, close to a hundred million dollars to promote Ask,” he said.

The campaign will include TV ads as well as the same “shock” billboard strategy that has been used in Britain. How many percentage points will $100m buy? We’ll have to wait until the fall and see if Ask has increased its audience size.

  • http://www.toprankblog.com Lee Odden

    Hmmm. $100m in advertising in a bid for search engine market share. That sounds awfully familiar….

  • http://devon-county.co.uk Alan Marks

    You can’t buy a share of the market place any more than you can buy better rankings in search engines.

    What you can do however is to market your site, that is the same for anyone.

    If they genuinely have improved, that is a good thing.

    A capitalistic economy only thrives when there is competition, and the search market is very capitalistic, and the moment the ‘big G’ is being used by a lot of people due to habit, rather than any realy questioning about why they are using that engine.

    The others need to buck up to improve, and if marketing their achievements is the way they are doing it, good for them.