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Tracking Potential Google Killers

Read/WriteWeb continues to monitor the second tier of search engines. Last month, they published the top 100 alternative search engines. This month, they’ve updated the list for February, with 32 new additions.

The criteria to make the list:

1) The Search Engine should exhibit superiority to Google—not as a whole, but in just one particular area. . . . We are not arguing that any one of the 100 list members is a “Google killer”. Rather, that they should be matched against the appropriate corresponding part of Google. For example, TheFind is a shopping search engine and therefore should be compared to Google’s shopping search engine, Froogle. . . .

Radio Ads Enhance Internet Ads

The Radio Ad Effectiveness Lab has released a study on the effectiveness of Internet ads. “Are they confused?” you ask yourself. No, no: it’s the effectiveness of Internet and radio ads. Specifically, it’s how memorable these repeated ads are.

The “Radio and the Internet: Powerful Complements for Advertisers” study (Executive Summary) found that:

Recall of advertising is dramatically enhanced (27 percent versus 6 percent) when a mix of Radio and Internet ads is used compared to website ads alone.

Overall, the study found that an effective radio+Internet ad (compared to two Internet ads) can influence visitors to:

  • better recall information
  • visit the site
  • increase the likelihood of buying from that site
  • increase the likelihood of describing the brand as one which they like or love

Alexa Adds New Traffic Details

I noticed a change to the Alexa traffic reports late Friday, and have now found the official announcement from Alexa. They’ve added new data points including:

  • Geographic location of visitors.
  • Your site’s traffic rank in different countries.
  • Audience reach percentages.
  • Changing terminology to reflect latest data is from “yesterday” and not “today”.

Trusted Software Downloads Get in with Yahoo, Microsoft

TRUSTe logoTRUSTe has issued its first Trusted Download whitelist. The criteria to gain “Trusted Download” status included that the software is required:

to clearly communicate key functionalities, to obtain informed consumer consent prior to download, and provide an easy uninstall with clear instructions, among other requirements.

The Trusted Download program has already developed a receptive marketing plan. The press release (dated yesterday) states that

AOL, CA, CNET Networks, Microsoft, Verizon and Yahoo! will use the whitelist as a tool to help make business decisions related to advertising, partnering and distributing software products. By providing a whitelist of trusted applications, the program aims to provide attractive market incentives to software publishers to meet the requirements and earn certification.

Newspapers Outperforming TV in Video Ads

It’s true: newspapers are outperforming TV in video ads. In 2006, newspapers’ websites sold $81 million in local online streaming video advertisements. Local TV broadcasters’ websites sold only $32 million. Even taken with the other $48 million spent on online video advertising, it’s not much compared to the advertising industry total of $280 billion. But look out: online video is poised to become a more and more significant portion of online ad spending.

This year, $371 million will be spent on local online video advertising—comprising about 5% of the total of $7.7 billion online ad spending according to Borrell Associates Inc’s new study, “The New Frontier: Local Online Video Advertising.” This is more than double last year’s online video spend total of $161 million.

E-mail Love Fest One-sided

In honor of Valentine’s day: e-mail marketing is part of a love triangle. Perhaps that might more accurately be described as a love-hate triangle.

Marketers remain hopelessly devoted to the medium. E-mail marketing was chosen as the #1 most important advertising media in 2007 according to an informal survey of 1500 marketing professionals conducted by Datran Media.

83.2% of the respondents selected e-mail marketing as one of the most important media for this year, followed by 61.7% for search marketing. On the low end were RSS (4.3%), mobile marketing (10.6%) and online video (14.9%).

Not only is e-mail popular, but also:

  • 70.6% of those who will use e-mail in customer acquisition this year said they plan to increase their e-mail budget this year.

Mobile Search Not That Hot?

A recent UK survey of mobile phone users suggests that there may be no where near the amount of people using their cell phones for search, as believed.

Just 20% of UK subscribers actually search for content on the mobile internet, despite an industry perception that 89% do, according to research released today, from the Mobile Entertainment Forum and Ovum

What’s more, they’re not searching for restaurants, or directions. Just 2% conduct a search on a daily basis and those searching less frequently, search for ringtones and music downloads.

And remember, this is a UK survey. The Brits are ahead of their US cousins, when it comes to mobile phone adoption and technology. The stats hardly send a warm and fuzzy message to those looking for a broader adoption of mobile content.