Ask.com ads expose its inner algorithm
Search engine Ask.com is launching an advertising campaign that aims to pull of the impossible – introduce the word “algorithm” into common parlance.
Ask.com’s most recent campaign involved placing mysterious guerrilla-style messages on the London Underground that called for a revolt against Google’s ‘monopoly’ on the search sector.
Now the company has enlisted a new agency, Crispin Porter + Bogusky, that intends to make users aware of the powerful computer code that lays behind its search functionality.
Marketing vice president Greg Ott acknowledged “algorithm” is “a strange, funny, and, for most people, wholly unfamiliar term”, but the campaign will seek not to scare people.
Meanwhile, competitor Yahoo! is unveiling its new branding campaign, which focuses on the proposition “Be a better…” and focuses on Yahoo!’s oneSearch and Answers offerings.