Ingenio's Barach Sees "energy" surrounding Online Advertising

Share this content:

Marc Barach is chief marketing officer at Ingenio Inc., a pay-per-call advertising firm in Palo Alto, CA. Here are his thoughts on the state of interactive advertising and marketing, including search.

"This year, we're seeing more energy and excitement around online advertising than ever before. There is an increasing focus on using the Web as an entry point to access all kinds of ad media - from print to TV to radio.

"This month marks the one-year anniversary of the launch of Ingenio's pay per call network, which is anchored by AOL. Since then, pay per call has officially gone mainstream. Many thousands of businesses are using it, and a whole new industry has sprung up around it. Major players are now involved, and by the end of the year, all will be engaged in one way or another.

"For Ingenio, it's all about more: More advertisers, more distribution partners, more service enhancements. We'll also be focusing on expanding beyond traditional Web search to other offline media channels, where consumers are also in a commercial search mode.

"For the search industry, 2006 is the year the click fraud issue must be comprehensively addressed. We'll also see the pay-for-performance marketing concept broaden and reach beyond the confines of Web search. We'll start to notice consolidation in the search engine marketing segment. Web 2.0 advertising services mash-ups will emerge as well.

"Ad:tech still remains the place to meet and interact with just about everyone is the business. It's the most efficient way to stay plugged in to this industry. Companies who innovate in their niche and push the ball forward are the ones who stand out. A big exhibit is good, a big idea, better."

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa 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 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 »

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

Relive the 2017 Marketing Hall of Femme

Click the image above