Branding via Search

I'm the programming chair for the Search Insider track at the OMMA Global Conference & Expo taking place this Thurs. and Fri. in NY.

More details to come in tomorrow's Search Insider column but I wanted to put in a plug for the session I'm moderating on branding via search as it's a topic near and dear to my heart.

I'm excited to announce that both Google and Microsoft will be sharing research that proves search placement (just placement, not traffic) can impact brand awareness, consideration, purchase intent, ad recall, likelihood to recommend, etc.

Following the presentations, Rob Crigler from Orkin will be providing a response from the marketer's perspective before kicking off the Q&A.

Here's the 411 on the session:

Can You Really Brand With Search?

Thursday 9/18 4:00pm - 4:45pm

Session Description: As search engines and agencies look to expand their advertiser base to larger brands and their accompanying budgets, they've been quick to point out the benefits of branding indicators like awareness and purchase intent. But can those little text ads actually move the needle on upper-funnel metrics? In this session, two of the top search engines will share proprietary research indicating paid search can more than simply capture existing demand.

Moderator: Aaron Goldman, VP, Marketing & Strategic Partnerships, Resolution Media

Speakers: Rob Crigler, Director, Interactive Marketing, Orkin
Jon Diorio, Group Project Manager-AdWords, Google
Pavan Lee, Microsoft

If you're going to be at the show, this session is a must-see. And don't worry, I'll only be on the mic for 5 minutes. Unlike the Search Marketing Now webcast, where you'll have to put up with me for a full 30 minutes.