New Name, Branding for GoTo.Com

  |  September 10, 2001   |  Comments

As Overture, the pay-for-performance search engine aims to better convey its ability to "introduce" consumers to advertisers.

Pasadena, Calif.-based GoTo.com will henceforth be known as Overture Services, through a rebranding effort aimed at better communicating the company's pay-for-performance search engine services, and helping it distinguish itself from other similarly-named players.

As first reported by la.internet.com, beginning Oct. 8, GoTo will officially become Overture, with a new ticker symbol, OVER, and new Web site. The idea behind the name is that paid search engine listings like GoTo's facilitate "introductions" between merchants and prospective customers -- a benefit of the service that "Overture" is intended to better communicate.

"GoTo is the standard in pay-for-performance search and is redefining how businesses market online," said GoTo president and chief executive Ted Meisel. "Targeted introductions for marketers equal highly relevant results for users. In addition, Overture's ongoing commitment to product quality provides our affiliate partners with a high-quality and revenue generating search capability, and ensures advertisers receive extremely targeted and qualified traffic."

With the new name comes a new logo, designed by New York-based Chermayeff & Geismar, and a new tagline -- "Search Performance." The tag is meant as something of a double-entendre -- designed to convey high-quality search results, and, according to GoTo, "the strong return on investment that is derived from the targeted search introductions the company provides its advertisers."

The company said it decided to change its corporate name to better communicate to advertisers its position as one of the biggest players in cost-per-click search engine placement space -- with 45,000 advertisers and roughly 63 million consumers who see its search results, delivered via affiliate partner sites.

In addition, the company said it simply wanted to better stand out. In May 2000, the company concluded a yearlong fight with entertainment giant Walt Disney Co. and affiliated search engine Infoseek, which agreed to pay the startup a $21.5 million settlement and abandon the logo for its own Go.com Web site network -- which GoTo had alleged, in a February 1999 suit, was too similar to its own yellow-and-green logo.

Furthermore, the name change comes as GoTo.com says it's about to turn the corner for profitability. According to Meisel, the company should post positive net income in third quarter, ending in September. (Thomson Financial/First Call estimates place the company earning $0.02 per share during the quarter.)

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...