Reprise Accelerates Search Campaigns
"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