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Ask.Com Debuts "The Algorithm" Brand Advertising Campaign

Thursday, May 3, 2007 - 05:02

OAKLAND, Calif. - May 3, 2007 - Ask.com today unveiled a comprehensive new creative campaign featuring a series of television, outdoor, online and print advertisements centered around the "The Algorithm." Created by award-winning advertising agency Crispin, Porter + Bogusky, "The Algorithm" represents the initial phase of a year-long campaign that promotes "The Algorithm" as the secret ingredient that powers Ask.com and binds the search engine's innovative products together.

 

"The algorithm is the core component of a search engine that, combined with features and tools, determines the results searchers get. However, a little like the engine in your car, most people don't give it much thought," said Greg Ott, Ask.com's vice president of marketing. "With this campaign, we want people to know that all search engines are not the same, and the algorithm they use is important."

Beginning May 2nd, two television spots will run on major networks and cable during morning, prime time and late night programming. One spot, entitled "Daddy," features a child telling his father that a classmate was teased at school because her parents use a "lame algorithm." After being reassured by his father that "your mom and I get everything we want with the most powerful algorithm on earth," the child whispers proudly to himself, "I knew it!" Another spot, entitled "BBQ," features four friends standing around a barbecue grill. Three are telling stories about their experiences with the algorithm when the fourth friend, succumbing to peer pressure, jumps in with his own story but clearly has no clue what an algorithm is or does. The other three shame him into admitting his lie.

The outdoor campaign, which appeared unbranded during the month of April to build initial buzz and awareness, features thought-provoking lines like: "The Algorithm Killed Jeeves" and "The Algorithm Is From Jersey." The out-of-home ads will appear on billboards, bus shelters and transit stations in New York, San Francisco and Los Angeles, and will be branded Ask.com during the course of this week. The online component of the campaign features creative similar to that of the out-of-home ads and will run on a wide variety of sites, including CNET, MySpace, NYTimes.com, Salon.com, Slate and YouTube.

"An algorithm is the central underpinning of a search engine, but it's a funny word that most people do not hear everyday, if at all," said Alex Bogusky, chief creative officer at Crispin, Porter + Bogusky. "The new creative is designed to introduce the concept of an algorithm at a high level and inject the word into the consumer arena. We want to get people talking about the algorithm, wondering what it is, while also sparking additional interest in Ask.com and the overall concept of search."

Ask.com's algorithm takes a differentiated approach to relevance ranking. Called ExpertRank, the algorithm provides a unique view of the Web for searchers, helping them find what they are looking for better, faster.

Broadcast-quality video and stills of the advertising campaign are available at www.TheNewsMarket.com to registered users. If you are interested in viewing the ads please contact a member of the Ask.com media relations team.

About Ask.com

A leading search engine on the Web, Ask.com combines world-class search technology with one-of-a-kind search tools to help people get what they are looking for faster. Ask.com sites include Ask.com US (http://www.Ask.com), Ask.com Deutschland, Ask.com Espana, Ask.com France, Ask.com Italia, Ask.com Japan, Ask.com Nederlands and Ask.com UK. Additionally, Ask.com syndicates its search technology and advertising units to a network of affiliate partners. Ask.com is a division of IAC Search & Media, a wholly-owned business of IAC (NASDAQ: IACI). Ask.com b-roll footage is available at www.thenewsmarket.com/ask.

About Crispin Porter + Bogusky

Crispin Porter + Bogusky's client list includes Burger King, Volkswagen, Haggar, Nike, Virgin Atlantic Airways, Coke Zero, Sprite and the 'truth' anti-tobacco campaign. Based in Miami and Boulder, the agency is known for their non-traditional approach to strategic branding and their creative firepower. The agency and its work has been profiled in The New York Times, The Wall Street Journal, USA Today, Businessweek, Forbes, Fast Company, Time, Newsweek, Advertising Age, Creativity and Archive as well as on national and international television and radio. CP+B is one of the world's most awarded agencies, and the only agency to win the Grand Prix in every category at Cannes.

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Contacts:

Media Contact:
Aimee Yoon
Dotted Line Communications (for Ask.com)
617-332-1658
aimee@dottedlinecomm.com
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