Lycos to launch £2.3m ad campaign

..deep joy

[NFFC]

"Lycos UK has unveiled details of a £2.3m advertising campaign that will promote its new Link Directory."

Article here [netimperative.com]

[engine]

It's those dogs again.

I'm trying to work out what the benefit of advertising the links directory is going achieve - apart from encoraging everyone to submit to it.

I would have thought the corporate search capability would be the thing to offer - not another directory on its own.

Thanks for the head up NFFC.

[oldtimer]

I wonder what the validity of the 'highly recommended' sites in their directory is when the 2nd out of 3 'labradored' under 'Wales' is an "official football site"...
It has the comment of 'null' after it. Clicking on the site shows it to be 'under construction' and only leads to citypages which is presumably hosting/building.

[Machiavelli]

Oh, it's a labrador is it? I had always thought it was a sealion. Not sure why. Doesn't really look like either, though.

[NFFC]

Cancel the "deep joy"! Looks like they are now apply the recommended tag to the directory catagories and not to the individual sites, the catagories are being shown first. That's a lot of labrador's to lose in one fell swoop, will let you know what, if any, impact there is on traffic.

[oLeon]

German-Lycos started last year a big campaign with its dog:
in the first tv-spot a man searched for a red football-shirt (because fans of another club are going to hit him), in the second a scottish searched for pants...;-)

I tried it: no related results, only one football-shirt in the first 30 results (and it was red-black...); and no pants you could buy in the other search.
Why did they spend that much money in advertising when they are not able to show results you´re looking for? Brand name? Okay, but: when you don´t get to the extract of your buisness, you´ll loss.

[tigger]

well it looks like the old dog has surfaced, premium time to, I don't know how long that 2.3m will last