Geary Interactive Acquires Fathom Online

Geary Interactive has acquired award-winning Fathom Online, a next-generation search engine marketing and technology services firm. The addition of Fathom strengthens Geary’s existing capabilities and produces one of only a few truly integrated, independent digital agencies. Moreover, Fathom Online advances Geary Interactive’s position in the industry to one of the largest independent agencies in terms of annualized billings.

Launched in 2002 and headquartered in San Francisco, Fathom Online is an acknowledged pioneer in search marketing. The firm’s advanced search engine marketing (SEM) and search engine optimization (SEO) services, as well as its comprehensive digital marketing technology suite, including its Keyword Price Index^® – a modeling tool, and Fathom Analytics – an on-demand marketing intelligence platform, optimize multi-channel, digital media advertising programs to cost-effectively drive business results for B2B, consumer and technology marketers.

“Search engine tactics are the most popular element of a digital marketing campaign. In order to effectively generate search demand and convert customers’ search clicks, the campaign must also include a strong integration with web development, paid and organic digital media planning and data analytics,” said Andreas Roell, president and CEO of Geary Interactive. “The combination of Geary and Fathom Online provides a compelling platform for today’s digital marketing landscape. Together, we offer powerful capabilities and deep relationships with publishers and engines, expanded end-to-end customized marketing solutions, a national presence and extensive industry category experience. Additionally, the combined entity has enhanced growth opportunities and a more diversified customer base, giving us a competitive edge.”

To read more about Geary’s acquisition of Fathom, click here.

The Long and Short of Mobile Video

by Andreas Roell CEO Geary Interactive

For mobile video, the time is now.

Nielsen Mobile reports 2007 saw a 198 percent increase in mobile video revenue, and a 155 percent increase in mobile video subscribers. While impressive, the company also reports that this is only a 3.6 percent share of the entire mobile market. eMarketer projects mobile television subscribers alone will number 462 million by 2012. With better video delivery platforms, faster connections, and flat-rate mobile video plans, are we finally ready for mobile video?

To adequately answer this question, it’s imperative to investigate what’s required for a pleasant mobile video experience.

Mobile devices are everywhere; they’re in pockets and purses across the world. But when a user is experiencing downtime (en route, on-hold, waiting in line) it becomes obvious that cell phones are simply not entertaining. No one ever casually scrolls through their contacts to kill time, or changes their display settings when they have nothing better to do. That’s not entertainment. This downtime is when mobile video can easily fit into peoples’ lives.

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 Article published on March 4 by ClickZ

Optimizing Video Content for Search Engines

By Andreas Roell

Are your videos optimized for search engines? Now that search engines crawl for video content, the same rules that apply to optimizing Web site text now apply to video content. Key words, tags, and content are all a part of the equation that search engines will use to rank your video.

The importance of SEO for video can be summed up in one word: revenue. Most online video advertisements don’t generate direct revenue on their own like pay-per-view, pay-to-own, or subscription video services. Their purpose is to be “propagated across as many services and viewers as possible,” and to do that, videos must be search-engine friendly, according to video search engine Blinkx.

Marketers also need to keep close tabs on how and where their videos are posted. When a video is picked up by an aggregator, the file name, descriptions, tags, and titles should be monitored, and possibly changed, to ensure that every site displaying your video content will drive the most traffic and business to your Web site.

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Article published by ClickZ on February 5, 2008

Indiana Jones finds a Widget

Paramount Pictures is scheduled to release an Indiana Jones widget this week to promote the franchise’s latest installment, Indiana Jones and the Kingdom of the Crystal Skull.  According to Reuters, Paramount is counting on the widget to be posted on blogs and social networks to build publicity around their latest movie.

Paramount already released a widget in February to promote the movie, but this time they are upping the ante and integrating a contest into their widget campaign.  The two fans who distribute the widget with the most people wins a trip to the movie’s world premiere.

The Reuter’s article points out that Hollywood is all about generating buzz.  Since this is undoubtedly true, we will more than likely see Hollywood continuing to employ emerging Internet trends to promote their movies.

Geary Interactive’s Andreas Roell on FOX6 news

Andreas Roell was interviewed on FOX 6 News regarding the impact of viral marketing in this year’s presidential race.  Two videos produced by the Black Eye Peas about John McCain and Barack Obama are discussed.  Click here to watch the video.

Targeting Tips in a Converged Media World

by Andreas Roell, CEO Geary Interactive

Convergence is the norm

Media convergence is all around us. The internet is available on cellphones, televisions and in cars, which is turning the world into one digital playground. In this dynamic atmosphere, traditional media outlets are continuing to struggle to keep in stride with their interactive counterpoints, and as a result, Americans are seeing reporters posting blogs, streaming radio online, TV programs available for download and digital billboards. Analog media outlets are fighting to stay relevant and timely, which creates opportunities for interactive marketers to increase their reach. The union of all forms of media equates to endless chances to reach consumers at multiple places on several platforms.

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-article published by iMedia Connection on January 30, 2008

Resurrecting Transitional Ads

by Andreas Roell, CEO Geary Interactive

Search engine marketing principles show us that landing page content should be a contextual extension of the ad. The same goes for transitional ads. Otherwise, the ad in between pages will seem overtly abrupt, noticeable, and unwanted. Advertisers could also use this technique to present their message as a sponsorship of sorts. For example, an advertisement could incorporate the headline of upcoming pages, then “proudly present” it to users.

Once users reach their intended page, marketers should display an additional advertisement. This has proven effective for both building brand awareness and driving click-through conversions. The actual transitional video ad should lead into the ad on the linked page. This way, users are more likely to notice the ad on the next page.

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Article published by ClickZ on February 5, 2008

Microsoft buyout of Yahoo helps Google?

Exciting news this morning. Microsoft bids $45000000000.00 for Yahoo!

…however, the fat lady hasn’t sung yet. People are shorting Yahoo stock thinking they will say no to the unsolicited offer. It will be fun to follow how it pans out. It seems like a very complex deal, with a mix of cash and stock, and it will need to get approved by the FCC and EU.

On the bright side for Google, it may speed up and guarantee the EU’s approval of the DoubleClick Google buyout.

Google Acquires DoubleClick – What Will it Mean for Consumers and Advertisers?

Today, the Federal Trade Commission cleared Google’s proposed merger with digital marketing company DoubleClick.

The commission predicts that the deal will not have any substantial effect on competition in Internet advertising, though many others – most notably Microsoft, who fought the deal – say differently.

Google’s challenge is not over, however. Personal privacy has more legal protections in Europe, and European regulators may not approve the deal.

With the merger approved, the new company will hold an incredible volume of personal information about consumers. It will have an unprecedented ability to track Internet users and target advertising according to their tastes and past purchases. In an era where information is as good as gold, one company with so much user information will be a force to be reckoned with.

Despite the consumer privacy concerns, the deal may shape up to be a boon for advertisers, who are seeking to gain insight into Web users’ behavior and how to tailor advertising to individual users as much as possible.

Because the online advertising industry is still in its infancy, it’s truly impossible to know whether the deal will end up threatening competition or consumer privacy. Only time will tell. Regardless, the deal is likely to dramatically change the online advertising landscape for consumers, advertisers, watchdogs and privacy advocates.

All Around Great Mac Ad

There is a new Mac vs. PC ad that is only being released online. This series of ads have been very entertaining and I would assume have had some very positive results for Mac. This new ad currently resides on the CNET Microsoft Vista page and is extremely targeted, relevant, and entertaining. They talk about all the problems users that have switched to Vista are experiencing, and offer Mac as an alternative to going back to XP. Kudos to the creative team that came up with this placement…we should all strive to create compelling advertising of this caliber!