Ogilvy searching for business answers
Ogilvy's newly appointed head of search Mark Lapsley will help businesses maximise opportunities from their search order.
Ogilvy’s newly appointed head of search Mark Lapsley will help businesses maximise opportunities from their search order.
The relatively new area of expertise helps businesses keep pace with the changing forms ads are taking in diversifying media.
“The exciting thing for search is the trend toward web enabled televisions and I think that is going to herald a massive change in the way TV advertising is bought and sold,” said Mr Lapsley.
“Search technology can serve up an ad in whichever media you like. For me the most exciting thing is seeing where the technology and personalisation of advertising is going to go.”
Businesses should be paying to be at the forefront of search engine results if they are not prominent in natural results, and should also be utilising tools like Google Places that localises information, Mr Lapsley said.
“For a large business to get the best out of search they need to have a provider that understands search thoroughly and is keeping up with changes in innovations, to make sure their advertisements are as effective as possible, that their positioning is right and that they are gaining as much traction that is generated from search as possible.”
Nicola Williams
Thu, 15 Sep 2011
Thu, 15 Sep 2011
© All content copyright NBR. Do not reproduce in any form without permission, even if you have a paid subscription.
Ogilvy searching for business answers
16892