Search ads beyond search engines

Search ads beyond search engines - ADVERTISING JANUARY 20,...

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ADVERTISING JANUARY 20, 2009, 11:46 A.M. ET Marketers Take Search Ads Beyond Search Engines Facebook, MySpace, iPhone Figure in Efforts by Pizza Hut, Others to Boost Online Exposure While Controlling Costs By EMILY STEEL Marketers, seeking to boost their online exposure while keeping a lid on costs, are looking beyond Internet search engines such as Google and Yahoo to find new places for their search ads. Everett Collection Universal Pictures is promoting its new horror movie "The Unborn" on YouTube, targeting visitors entering phrases like "scary movie" and "horror firm." Above, from left: Odette Yustman, Cam Gigandet, Meagan Good. The trend reflects a change in the way consumers are navigating the Web. More online searches now take place on YouTube, the popular video site owned by Google, than on Yahoo, the No. 2
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Web-search property. The change has companies including Pizza Hut, Universal Pictures and Monster.com rethinking their search marketing strategies. Even as No. 1 search engine Google's share of the online ad market -- including search ads --
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Search ads beyond search engines - ADVERTISING JANUARY 20,...

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