I don't know about you, but I like a good fight. And one of the biggest brawls happening right now is in the world of insurance comparison websites.
Charming comic meerkat vs massive(ly) annoying tenor - who wins?!
Well, the nice thing about living in the Age of Infomagination, is that it ain't too hard to find out. For these guys, winning means getting people to go looking for your website - and with Google's new Insights for Search tool we can find out roughly how many people are doing just that. Just log in, enter the search terms you want to compare and you can find out how many people are searching for the brands/things of your choice wherever and whenever you're interested in. I use it for monitoring the brands I work on - but you can check whatever you like with it.
This is the current state of play for our two opponents, looking back over the last couple of years. It shows how searches for compare the market/meerkat (blue and red) increased massively since Aleksander came on the scene at the start of last year, but how appeal really waned on the run up to Christmas, leaving Go ComPaverotti to make inroads, which have dramatically reduced the gap between the rivals - so much so that they're now neck and neck once more.
So, whilst Aleksander's won almost every plaudit going in the advertising world, and ComPaverotti has only managed most annoying advert of 2009, it seems that both have been effective in their own way - and the ultimate prize of market supremacy is very much up for grabs.
This is one fight that's certainly not over yet.