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Initial research reveals 81% of top 100 global brands are being exploited in search engine ads
Amsterdam, The Netherlands – May 4, 2010 – Following on the heels of a highly visible court
case between Louis Vuitton and google, WatchMouse, a global industry leader in self-service
website and application performance monitoring, today announced the new product launch of
GeoBrand, an automated way to detect brand abuse in pay-per-click (PPC) advertising on
Yahoo!, Bing and google in over 30 countries. WatchMouse tested GeoBrand using Interbrand’s
“2009 Best Global Brands” list, and determined that 81 percent of the top 100 global brands are
victims of search engine advertising brand abuse including BMW, IBM, Cartier, Coca-Cola,
Goldman Sachs and L’Oréal.
Search engine advertising programs offered by Yahoo!’s Sponsored Search, google’s
AdWords, and Microsoft Bing’s Search Advertising service allow any business to purchase
keywords to display web advertisements on the search engine results page.
“Unauthorized use of third-party trademarks and brand names as keywords to trigger
keyword advertising and sponsored links is a rampant problem. We discovered through our
testing that one of the sectors with the most widespread and blatant brand abuse is the
automobile industry,” states Mark Pors, CTO and co-founder of WatchMouse. “Business is
siphoned or lost when consumers visit a competitor’s website via a competitor’s keyword ad
rather than accessing the brand owner’s website.”
The recent European google-louis-vuitton-search-ads” target=”_blank”>court case involving Louis Vuitton and google ruled that companies
who use brand names in search advertising to drive sales must be more transparent about who the
seller is. The court’s decision however, left the challenge of tracking and handling this type of
brand abuse with brand owners.
Each of the major search engines has different policies that vary by country. The challenge for brand managers is to remain abreast of the rules and to monitor and track abuse globally.
“It’s very challenging to detect when and where a brand is being exploited via online
advertising because search engine results vary greatly depending on the user’s actual location by
country. GeoBrand is the only monitoring solution capable of detecting the unique PPC ads for
each country’s search engines,” adds Pors.
GeoBrand performs actual tests and detects PPC ads in 30 major countries and generates
reports of the offenses by country and specific search engine. This provides brand managers with
the documentation they need to correctly manage search engine complaint procedures, overbid
competition, and if necessary, to take legal action.
The GeoBrand Solution offers:
- Actual tests in 30 major countries
- Smart filtering technology delivers the most relevant brand abuse cases
- A clean, web-based console for easy management and reporting
- A way to proactively monitor and manage all brands and trademarks on the Web
- Easily accessible, brand and trademark abuse reports
GeoBrand is currently available for members of INTA (International Trademark
Association), professional legal service providers and dedicated brand managers only. For more
information visit www.geo-brand.com.
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