San Jose, Calif.—Search engine Ask.com, a unit of IAC Search and Media, has begun rolling out a new TV ad campaign in spot markets to promote Ask3D, its re-engineered version of Ask.com that was launched in June. The campaign was created by Crispin Porter Bogusky.
CEO Jim Lanzone said in a keynote Q&A session here at the Search Engine Strategies conference on Tuesday, “It’s going full bore next Monday.”
The current ad, which takes a potshot at search leader Google, begins with, “Can your search engine do this?” Users then follow the cursor on Ask.com’s search screen as it navigates through a search on the Golden Gate Bridge. Videos and blogs are among the results, along with simple text links. It concludes with, “Or does it just do this?” with a screen shot of simple blue links that resemble a typical Google search results page.
The ad ends with the tagline “Experience instant 'getification.' ”
The next spot breaks on Monday and will be broadcast nationally. That ad will be more vertically focused, a spokesperson said. Additional TV spots are slated to air in September.
—Carol Krol
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