Reprise Accelerates Search Campaigns

Share this content:
Search marketing firm Reprise Media launches a product today that it says builds search marketing campaigns for breaking news and other time-sensitive content within hours.


"Getting live a search marketing campaign, including finding the keywords, building the creative ... and waiting for the editorial process, would take three to seven days," said Joshua Stylman, managing partner at Reprise Media, New York. "If publishers can't promote their breaking news for several days, it ceases to be 'breaking,' and its value drops significantly."


Reprise's patent-pending Feedcast automates the process of building and implementing SEM programs by extracting key terms from the publisher's XML and RSS feeds. Then it converts those keywords into predefined creative content.


"If a keyword is five words or longer, for example, we specify to use 'Creative A.' If it is shorter than five words, we specify to use 'Creative B,' " Stylman said.


Then Feedcast pushes the news or other information to search engines. Leveraging the engines' application program interface, the information goes directly into search engines' databases.


"Three steps are used [with Feedcast] to take marketers from days to hours," Stylman said. "When a story breaks, we can get it in within hours."


TV Guide is one publisher using Feedcast to promote its breaking news stories, specifically breaking stories about last night's Emmy Awards broadcast.


"Feedcast allows us to promote our breaking Emmy content automatically and within hours," said Dave Bovenschulte, vice president and general manager of TV Guide. "As a result, our search campaigns are far more current than any of our competition."


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here