Marchex Provides Data Collected from Beta Launch of Local and Vertical Web Sites
August 08 2006 - 4:05PM
Business Wire
Marchex, Inc. (NASDAQ:MCHX) (NASDAQ:MCHXP), today announced early
results from the initial launch of its local and vertical Web sites
which featured integrations from Marchex's search technology and
content aggregation engine, Open List (http://www.openlist.com).
Results from Local and Vertical Web Sites during the initial
testing period: On May 30, 2006, Marchex launched several locally
and vertically focused Web sites into beta test mode that included
integrations from Open List. The goal of the beta launch was
two-fold: one, to increase usage by creating a useful and relevant
consumer experience; and, two, to increase monetization. Marchex's
strategy to accomplish this goal was centered on leveraging its
search technology platform to: (i) Dynamically populate these beta
Web sites with targeted content, including product or service
descriptions, ratings, expert third-party reviews, user-generated
reviews, and other information specific to the context and location
associated with each individual Web site. Marchex achieved this by
treating the domain name of each Web site as a search keyword and,
therefore, extending the appropriate relevant content and elements
to its Web pages; and (ii) Provide a mechanism with which users
could refine their search and quickly find specific information on
their topic of interest. Marchex achieved this by providing users
with search refinements that allowed them to discover specific
information based on personal relevance. Examples include allowing
the user, once they have searched for "New York hotel", to drill
down on their search by selecting additional elements such as
neighborhood (Upper East side); price (under $300); and ambiance
(luxurious, hip or romantic) to limit the results to data that is
personally relevant. The information below is based on internal
logs: Selected results and trends from 29 beta Web sites are as
follows and represent data for the full month of July 2006 versus
data for the average of the months of March, April and May 2006,
which were the three months prior to launch. Marchex sites
http://www.90210.com and http://www.lasvegasvacations.com were
included in the initial beta launch, but were excluded from this
data analysis due to certain unique characteristics and other
testing initiatives. Marchex selected July as a comparison month
since implementation effects are likely to have taken place during
the initial 30 days immediately post-launch: Pageviews: Pageviews
to these beta Web sites increased more than 175% for the month of
July 2006 over the average pageviews for the months of March, April
and May 2006. Specifically, pageviews for the month of July were
more than 235% over the month of March, 270% over the month of
April, and 90% over the month of May. Revenue: Revenue from these
beta Web sites increased more than 75% for the month of July 2006
over the average revenue for the months of March, April and May
2006. Specifically, revenue for the month of July was more than 70%
over the month of March, 90% over the month of April, and 75% over
the month of May. Natural / Algorithmic Search Inclusion: Data
indicates that many of the beta Web sites were indexed by
algorithmic search engines, which Marchex believes was due to their
deep, highly targeted content that specifically relates to the
domain name associated with each Web site. For example, Marchex
owns http://www.delis.com, which provides online users with
comprehensive reviews and ratings on local delis throughout the
United States. This Web site was listed in the algorithmic search
listings of multiple major search engines in response to a user
query on "delis". Direct Traffic and Associated Usage: Marchex
believes that even when the beta Web sites were not indexed by
algorithmic search engines, users who directly navigated to the Web
sites found them more useful and subsequently interacted more with
the site. This is supported by data that highlights an increase of
more than 50% in both monthly pageviews and revenue across many
such sites over prior monthly averages. "We believe that our
approach of leveraging technology to dynamically populate Marchex's
Web sites with targeted and unique information and to provide a
deeper search experience is the right one and one which we can
scale. While the initial data set is limited, given some of these
early trends and results in the metrics provided today, our goal is
to methodically launch as many of these integrated Web sites as is
practical, knowing that the aggregate impact can lead to meaningful
revenue growth and profit margin expansion," said Peter
Christothoulou, Marchex Chief Strategy Officer. "As we further
develop our search technology and build a footprint in commercially
focused verticals beyond our existing travel category, we will
extend our approach and resources toward more of our Web sites,
keeping in mind that there is a balance between overall content
provided and monetization." While these results are encouraging,
Marchex is focused on collecting additional data over a longer
period of time and will provide feedback on such data when
appropriate. A full list of the 29 vertical and local Web sites
that made up this beta test group, in addition to
http://www.90210.com and http://www.lasvegasvacations.com, can be
found below. -0- *T ZIP Code: http://www.90210.com
http://www.10041.com Travel - Local:
http://www.lasvegasvacations.com Restaurants - Local:
http://www.anaheimrestaurant.com
http://www.bestnewyorkrestaurant.com http://www.laketahoefood.com
http://www.neworleansrestaurant.com http://www.newyorkbagels.com
http://www.newyorkcuisine.com http://www.newyorkdining.com
http://www.nycfood.com http://www.rhodeislandfood.com
http://www.sanfranciscofinedining.com
http://www.santabarbarafood.com http://www.seattlefinedining.com
http://www.sonomarestaurants.com Restaurants - Generic:
http://www.burrito.com http://www.chinesetakeout.com
http://www.delis.com http://www.dimsum.net
http://www.frenchrestaurants.com http://www.japaneserestaurant.com
http://www.restaurantonline.com http://www.sushibar.com Hotels -
Local: http://www.bostonmotels.com
http://www.chicagoluxuryhotels.com
http://www.chinahotelbookings.com http://www.newyorkhotelrates.com
http://www.sanfranhotel.com http://www.shanghaihotel.com
http://www.stmoritzresort.com *T About Marchex, Inc. Marchex
(http://www.marchex.com) is a technology driven search and media
company focused on vertical and local online traffic. Specifically,
the company is focused on search marketing, local search, and
direct navigation. Marchex's platform of integrated
performance-based advertising and search marketing services enables
merchants to efficiently market and sell their products and
services across multiple online distribution channels, including
search engines, product shopping engines, directories and selected
Web sites. Forward-looking statements: This press release contains
forward-looking statements that involve substantial risks and
uncertainties. All statements, other than statements of historical
facts, included in this press release regarding our strategy,
future operations, future financial position, future revenues,
projected costs, prospects, plans and objectives of management are
forward-looking statements. We may not actually achieve the plans,
intentions or expectations disclosed in our forward-looking
statements and you should not place undue reliance on our
forward-looking statements. Actual results or events could differ
materially from the plans, intentions and expectations disclosed in
the forward-looking statements we make. There are a number of
important factors that could cause Marchex's actual results to
differ materially from those indicated by such forward-looking
statements which are described in the "Risk Factors" section of our
most recent periodic report and registration statement filed with
the SEC.
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