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Thursday, April 27, 2006
MSN Adcenter isn't going to do well because of Bill's billions, or because Ballmer pounds on a table, or because Tom Cruise gets paid to jump on a couch and say he loves the butterfly.
Nope, its success hinges on whether the product is cool or not, from the standpoint of what working search marketers need and want.
The product is cool. It's good. The demographic targeting options and dayparting capability have conference attendees paying rapt attention, more so than you usually see with new product rollouts. It's too early to tell whether the product is stable or particularly usable, but it clearly has been a hit with those who've tried it out. The campaign forecasting tools alone are addictive enough to give new advertisers an incentive to sign up.
Of course the ads have to serve somewhere, so MSN needs to create a great MSN Search product as well, and convince folks to use it. In this case, maybe they should track down Mr. Cruise's agent and show him the money.
Posted by
Andrew Goodman
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D'oh!
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