ABCsearch CEO explains why his company invested in a category-killer domain name.
On Friday Domain Name Wire reported that ABCsearch had purchased Advertise.com and was rebranding. I asked ABCsearch CEO Daniel Yomtobian why his company made such a bold move. The answer is music to the ears of domain owners who have been preaching the value of a quality, category-killer domain name over the past decade. Yomtobian definitely “gets it”.
Last year while ABCSearch was experiencing explosive growth, I knew that, very soon, the company would have to do something bold to ensure our future success. There were two problems with the ABC brand. First, ABCSearch is a known and trusted business-to-business brand, but is not well known outside of industry circles. Second, our business model did not easily lend itself to implementing the array of advertising initiativesâ€”including an innovative display/banner network, a new SEM bid management platform, and special technology services tailored to local businessâ€”that were ready to roll out. Earlier this year, I decided to acquire a domain name robust enough to reach everyone in the online advertising community.
Our new name, Advertise.com, said it all. Luckily, it had not been developed yet and was available. It did not come cheap though, but in the long run it will pay off. It is the perfect brand name to attract new customers and make them feel comfortable if they had not heard of usâ€”which translates into a much higher customer acquisition rate. This brand allows us to sell any kind of digital media under the sun. It will provide the online advertising community with a valuable new tool to maximize the return on their ad spend. This is a transformational move for us, built on ABCSearch’s established network of publishers and advertising partners. Advertise.com will realize my vision of giving the online advertising community easy-to-use, effective, and affordable ad campaigns all under one roof.