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.