Natural Search Blog


Yellow Pages Guerilla Ad Campaign

I was speaking at the Search Engine Strategies (“SES”) Conference in Toronto a couple of weeks ago, and was impressed by the YellowPages.ca booth in the exhibit hall:

YellowPages.ca booth at SES Toronto Conference

YellowPages.ca Search GraphI’ve seen other, equally-large booths for online yellow pages companies, but this one seemed particularly attention-getting and inviting. The glowing yellow desk and the simple design made the thing very friendly-looking, and the geek in me was drawn to the near-real-time search volume graph they had playing up on one screen. (more…)

The Ultimate Online Ad: Own The Google Logo

Google today changed their logo to celebrate the 50th anniversary of the Lego brick:

Google Logo in LEGOs

I think this may be the first time that they’ve used the logo to honor another company or product. This must be the very pinnacle of both product placement and internet advertising, combined! Millions of people go to the Google homepage every day, so this gives Lego company a nice piece of exposure.

What would you need do if you’d like to get that sort of advertisement or endorsement? (more…)

Examples of Roof Ads

I thought it might be interesting to do a survey of roof ads from around the country, so here are a number of examples that can be found in online mapping systems such as Google Maps.

Closeup of Amoco Roof Ad Amoco Welcomes You To The Big Apple
Roof Ad in New York City

If you recall, over a year ago I wrote a tongue-in-cheek post about how to optimize rooftop ads for best exposure in online maps, although some of the tips could actually be taken seriously if one did wish to market through advertising in this manner.

Rooftop Ads seen near Miami Airport
Roof Ads near Miami Airport (click to enlarge)

Now, most of the “roofvertisements” I could find were likely done with the intention of targeting promotional messages to airplane passengers, since most of the examples I can find are from buildings located near major airports. In happy serendipity for these companies, these ads are now also visible through the satellite images and aerial photos that have become table stakes for map search interfaces, so they’re getting dual use for them along with extra ad impressions. It’s pretty surprising to me that more companies haven’t painted promotional copy on their roofs, though, since I see tons of expansive, white roof “canvas” that would be ideal for this located near airports.

The Salvation Army rooftop ad, Seattle
The Salvation Army in Seattle – (click to enlarge)

Click through for even more samples. (more…)

Cool Yellow Pages Billboard Ads from Israel

Ad agency Young & Rubicam’s Israeli office came up with this great billboard and tv campaign to promote the Golden Pages — Isreal’s primary yellow pages company. This is one of the more effective yellow pages billboard campaigns I’ve seen — they’re funny, engaging, and simple enough to read when driving:

Y&R Billboard - Acupuncture
Acupuncture – billboard for Israeli Yellow Pages, the Golden Pages

Here’s their funny pinnocchio-inspired video ad.

The Y&R Israel blog shows some of these in Hebrew – I’m assuming they mocked up the ads in English primarily for promotional release distribution in America — I bet these English versions of the ads are not actually being used on billboards anywhere, but I couldn’t get confirmation from Y&R before posting this.

Click through to see some more cool billboards from the sequence…

(more…)

Laser-Projected Graffiti Ads on Buildings

In yet another example of cyberpunk fiction turned to reality, the Graffiti Research Lab has assembled a mobile unit that can project messages (“graffiti”) onto the sides of any large structure using a computer, laser projector, and a bicycle-powered generator. They recently tooled around Barcelona doing this up until the police apparently ticketed them and confiscated the projection equipment. Looking past the mischievous fun of the idea, could this be a new trendy advertising medium, about to take Madison Avenue by storm? Guerilla marketing companies seem to think so – click through for more of my thoughts on the matter.

Batman Bat Signal, laser light graffiti, Barcelona
The Batsignal, by Graffiti Research Lab, Barcelona, 2007

(more…)

“Roofvertising” mentioned in the news

Greg Sterling and I were quoted in a news story in yesterday’s USAToday by Craig Wilson in an article titled “Shout a message from the rooftops to the world“, along with Google Earth’s Chikai Ohazama. The article is about how people are increasingly trying to use Google Maps and other online mapping systems to communicate messages or display ads through them. People place the messages on rooftops or other ground surfaces which may be seen via the satellite pix or aerial photos in those interfaces.

Rooftop Advertising
Rooftop Ads or “Roofvertising” is becoming more common

(more…)

Superpages to Factor CTR into Ad Rankings

I noticed that Greg Sterling just reported over at Search Engine Land that Idearc Media’s Superpages is going to begin factoring in ad click-through-rates into the measures used for ranking ads on the vast networks of sites where Superpages content appears. I was aware of this plan prior to my departure from Superpages, and I think it’s one of the cooler things my old teammates are developing.

Superpages.com

Naturally, this follows other major ad networks who do similar things. Google, for instance, has begun using quality scores to decide ad rankings and the pricing of the ads.

(more…)


Fatal error: Uncaught Error: Call to undefined function UTW_ShowCurrentTagSet() in /home2/sspencer/public_html/naturalsearchblog.com/wp-content/themes/naturalsearch/footer.php:5 Stack trace: #0 /home2/sspencer/public_html/naturalsearchblog.com/wp-includes/template.php(688): require_once() #1 /home2/sspencer/public_html/naturalsearchblog.com/wp-includes/template.php(647): load_template('/home2/sspencer...', true) #2 /home2/sspencer/public_html/naturalsearchblog.com/wp-includes/general-template.php(76): locate_template(Array, true) #3 /home2/sspencer/public_html/naturalsearchblog.com/wp-content/themes/naturalsearch/index.php(49): get_footer() #4 /home2/sspencer/public_html/naturalsearchblog.com/wp-includes/template-loader.php(74): include('/home2/sspencer...') #5 /home2/sspencer/public_html/naturalsearchblog.com/wp-blog-header.php(19): require_once('/home2/sspencer...') #6 /home2/sspencer/public_html/naturalsearchblog.com/index.php(17): require('/home2/sspencer...') #7 {main} thrown in /home2/sspencer/public_html/naturalsearchblog.com/wp-content/themes/naturalsearch/footer.php on line 5