Overture Lands 3 New Newspaper Clients

[garyp]

Newspaper websites loving paid search ads
Source: Silicon.com
http://networks.silicon.com/webwatch/0,39024667,39123466,00.htm

Three major UK based newspapers (Financial Times, Guardian Newspapers and Independent News and Media) have signed or expanded deals with Overture to use Content Match.

Content Match listings will surface on all channels of the Guardian Unlimited website (it already employs them on its Travel and Money channels) as well as on the Observer's website and on several areas of FT.com and the Independent and Belfast Telegraph websites.

[shorebreak]

I'm interested to know why these three UK-based newspaper cos. chose to work with Overture rather than Google. Anyone have any thoughts/info on this?

Thanks,
Shorebreak

[andrewgoodman]

Doesn't it all come down to "payout"? When I look at certain keywords in Overture, I see bidding wars, even in content match. There seems to be more kamikaze bidding in Overture, and no opportunity for advertisers to triumph over it with high CTR's as with AdWords.

I suspect even at an equal revshare Ov. can afford to pay more out to partners, because advertisers on certain terms are simply more confused and throwing more money than they need to at these words.

Be it resolved that Overture's "dumb pricing" for contextual ads hurts advertisers. But some Overture advertisers are also hurting themselves.

Bottom line is, publishers go with whoever sends them the biggest cheque.