Reprise Accelerates Search Campaigns

Share this article:
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


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.

Top 20 Percent Is Twice as Good at Converting as the Rest

Top 20 Percent Is Twice as Good at ...

There are five reasons elite marketers trounce the competition: testing, targeting, spending, mobilizing, and democratizing.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.