The ABC sought a competitive edge against its commercial TV rivals in covering the Royal wedding over the weekend, forking out money to appear at the top of Google’s search rankings.
Those who searched “Royal wedding” on Google would’ve seen an ad for ABC News above the marriage of Prince Harry and Meghan Markle on Saturday night, according to Fairfax.
An ABC spokesman confirmed its search engine marketing strategy to Fairfax ahead of the wedding, but said it was “no different” to other broadcasters, and the amount it was spending was “very small”.
“For example, less than $1000 would be spent on SEM for the ABC coverage of the royal wedding, for which we will have both television and news coverage available,” the spokesman said.
“We spend on SEM purely to ensure our audience can easily find ABC coverage of significant news, television or radio programs or events.”
In an interview with Mindshare’s Katie Rigg-Smith, recently returned Australian CMO Brent Smart said advertising lacks enough emotional storytelling, and that marketers lack the support of their organisations to brand build in the long term. Smart is the chief marketing officer at Insurance Australia Group, a position he moved to after returning to Australia from […]
Media strategy specialist Slingshot has won the strategy, planning and buying account for Masterpet, and Endeavour Consumer Health. Masterpet owns pet care brands Black Hawk, VitaPet and Aristopet, while Endeavour Consumer Health includes brands like Red Seal, Pharmacy Choice and Faulding. Slingshot CIO and Partner Simon Corbett (pictured) said that winning the two businesses was […]
Leading South Australian ageing care provider ECH (Enabling Confidence at Home) is shining a light on the need for Australians to talk openly about death with their family members and loved ones to ensure any specific wishes or choices can be fulfilled. Australia faces a significant societal challenge as death continues to be a subject […]
Introducing The Zavy Social Scoreboard You might have noticed a colourful scoreboard sitting on the B&T homepage this month. Well, allow us to formally introduce ourselves – and it. We’re Zavy. And we believe in the promise of social media: brand building by two-way engagement and rich communication. What does this have to do […]