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Ask partners with other firms to boost market share
Search engine Ask.com is taking the approach of partnering with other companies in order to increase its market share.
Currently a long way behind market leader Google, Ask nevertheless has a sizeable chunk of the search market and has increased its exposure in the media of late.
Last week the search engine enjoyed featured placements on Entertainment Tonight's The Insider, Advertising Age reports.
The shows will profile the top three celebrity names sought after on Ask.com, making Ask seem like the best place for celebrity searches.
Company chief executive Jim Lanzone said: "Product integrations, in my mind, perform a different task than a pure advertisement.
"An advertisement is part of a larger brand campaign where you control the message and you control the creative. With product integrations, it's more of a real-life example of your product in action, which has the positive of actually demonstrating the benefits of your product."
Ask has made various innovations on its search engine of late, including the announcement that it will allow users to erase their search history.
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Search Marketing news posted on 08 October 2007
