5 Questions with David Jakubowski, General Manager of Search Strategies and GTM for MSN
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Written By Reprise Media | December 16, 2005 | Share This
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I recently quizzed MSN Manager of Search Strategies and Go-to-Market David Jakubowski on his feelings about the SEM/portal divide, the MSN Messenger ad debate and more.
1. MSN has caught some flack for tweaks to MSN Messenger text ads, which some say pose a threat to user privacy. You’ve responded to critics by saying that the ads are based on demographic information, not the content contained within the chats. Is there any reason to believe this will eventually change?
The ads served in Messenger are served like any other targeted banner, sponsorship, skyscraper, etc. We offer an array of demographic targeting options, this is just one of them. We will certainly innovate in this area, but none of it breaches Microsoft’s strict privacy policy.
2. How does MSN define the role of search engine marketer? How can the interests of a major portal/search engine and an SEM be aligned?
The interests of Search Engines and SEM’s are already aligned. We are both out to put the most relevant ads in front of the right user at the right time…driving a great user experience and producing the best results for advertisers. It’s funny, I’ve had this question before, I just don’t see that there is a divide between the engines and the SEM’s. Our SEM partners are among the most valuable we have. We actually have a “Search Council” comprised largely of SEMs where we vet our ideas and where they provide us valuable feedback to help us confirm the direction we are taking to best meet market needs. I think if you asked our SEM partners, they would tell you that we are working with the SEM community.
3. While the idea of MSN layering demographic targeting over search results is interesting, what impact do you expect this will have on actual spending? Is this an attempt to shift the lexicon of search to make it more understandable to traditional marketers, or will the inclusion of demographic detail provide other additional benefits?
Demographic targeting is not about spending or an attempt to change anything in Search…it was the most requested feature that advertisers told us was missing from the industry. It makes a ton of sense. Keywords are an amazing indicator of intent. Demographic targeting coupled with intent is the natural, ideal next step of optimization, driving better and better results for advertisers. In fact, by the very nature of demographic research in adCenter, there is nothing stopping any advertiser from learning more about their potential audience and making their search buys on other engines more efficient. This is just the first step of empowerment and innovation that advertisers expect and will get from Microsoft.
4. For the adCenter’s demographic data to be meaningful and powerful, it requires a large community of registered users who are searching while signed in. How are you migrating your other registered users (Hotmail, Messenger, Passport) to the search platform, and what incremental services do you plan to offer to incent people to log in each morning?
We have one of the largest and best audiences on the web. We intend to keep creating more and more products and services that our audience is asking for. Fundamentally, we intend to empower our users to maximize their potential by providing them with tools and services that enrich and simplify their lives and then to unify those tools and services for convenience and ease of use. At the end of the day, the plan is simple…give ‘em what they want…as one wise man once said…”build it and they will come.”
5. Tell us about your book digitization project with the British Library. How will you guys go about making this profitable? Will you do a pay-per-page offering, similar to Amazon or a rental program like what Google has on tap?
We’ve partnered with The British Library with the long-term vision of digitizing a large quantity of the world’s greatest collection of offline content. Right now we’re developing software that will ensure the materials are available to the widest possible audiences, with easy navigation and rich interactive capabilities. During 2006 Microsoft, MSN Search and The British Library will work together to digitize the content (around 25 million pages worth) and make sure we’re delivering precise search results.
Topics: Interviews |
MS offers Gender and AGE targeting as an option
eg.
Males
18 to 24
But in Pay Per Click as opposed to Pay Per Impression - those who are uninterested will simply NOT CLICK (duh) so you will not be charged anything -
but, how about those people, out of ta democraphic range, who might have bought the item AS A GIFT for someone in that demographic range.
If you are EXCLUDING other demographics with Pay per Click - you may be losing potential customers.
However, if you are just increasing your bids-rankings depending on the specific ideal demographics, that may offer a better ROI.