MediaPost published an article a couple hours ago on Donuts initiating its first advertising campaign. Comments from Jeff Davidoff the CMO at Donuts are quoted in the article. One interesting quote, “Dot-com doesn’t mean anything. The Google algorithm looks for meaning and connects the word with relevant content. Marketers really need to focus on the quality of the content and the connection with the domain name.”
From the article:
The campaign will run video and banner ads online for 60 days on Yahoo, MSN, Entrepreneur, Business Insider, Fast Company, Forbes, and others. Manhattan-based MediaStorm spearheaded efforts, along with Los Angeles-based ad agency Walton Isaacson, creating the campaign and media buy. Search, podcasts, radio, and broadcast TV ads will come later.
Of the 1,200 new domain names about 600 are brand names and the remaining are non-branded names. Donuts will own about 200 of the non-brand names; and Google and Amazon, about 50 each, per Jeff Davidoff, CMO at Donuts, told Search Marketing Daily at South By Southwest Interactive in Austin.
Davidoff believes the industry will see an end to the backslash in the domain name such as Gucci/shoes, making it easier in the long run, for consumers to find brand Web sites.
Read the full article on MediaPost