Search firm to roll out its allwords content merchandising programme globally, following success in Japan.
allwords enables content providers to purchase all keywords in vertical content search categories – such as music, images, games and shopping – so that users can go directly to the content item, not to a link or page. This approach reduces click count and improves ROI and sales conversion rates. It also gives ad agencies control over their budgets and the ability to adapt to changes in user interests.It’s been a big hit in Japan, where it’s been deployed on NTT DoCoMo’s iMode portal and with Yahoo! Mobile Japan since 2007. MCN claims it is now driving 20 per cent plus click-throughs on DoCoMo’s FM Radio Music Search.
MCN deliberately focus its early efforts in the advanced market of Japan (and also Finland) but is now ready to address the rest of the world. It has already closed deals with Nokia WidSets and BuzzCity’s myGamma mobile social network. More deals are imminent with operators and portals in Thailand, Turkey, Scandinavia and the US. MCN is working with 20 operator and portal partners worldwide, and nearly 100 content partners,
Marc Bookman, CEO of MCN, said: “In Japan we’ve consistently demonstrated higher clickthroughs, downloads, and ROI for content providers and now we are taking allwords global. MCN is bringing down the walls between content experts and end users without sacrificing operator brands and influence over the revenue streams associated with search.”
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