Adam Symson, EVP of Interactive at E.W. Scripps Television Group, was the keynote speaker Friday to kick off the first-ever Digital Non-Conference.
Some highlights from his presentation:
- "I believe in the power of search advertising. Forty percent (40%) of all online dollars are search dollars. I am a huge believer in search.
- "However, search is one element of effective advertising. Some are spending all of their advertising budget next year in search (ALL of their advertising budget..wow). What did they do before Google?
- "While search is great, local search is even better.
- "Can a successful branding campaign be pulled off using only search?"
Symson pointed out the website kypost.com where advertisers are targeting potential customers in the 859 area code. They call it "life in the 859."
"The Internet is the wild wild West, said Symson. "However, if you buy an ad on the web (and you have no control), what is the ad going to be placed next to? The Mini Me sex video? You get what you pay for. Do you have control over the ad?"
Symson mention a local model, which is "pay per view" vs. "pay per click." Both, he said, are important.
"I am a big fan of PPC. It is very effective. Search and PPC are part of the mix, but there is something to branding. There's still something to display branding."
Symson went on to say:
- "What's going to happen with local search? It's difficult to look past 1-2 year years, but you need to provide the customer with the best experience when they are on your website.
- "We are trying to get the content out; trying to get where the people are.
- "The web is what you want to see and when you want to see it."
Symson noted that users previously would not be able to share the video player from WCPO. If you did, you might receive a cease and desist letter. Today, however, users are encouraged to use it, take it, put it on their website and play it.
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