RFID Firm Turns To Google For Image Campaign - InformationWeek

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RFID Firm Turns To Google For Image Campaign

A firm is paying Google an undisclosed sum to make available on its sponsored search pages some white papers that paint an upbeat picture of all things having to do with RFID technology.

The Google advertising campaign is part of RFID Ltd.'s drive to inform consumers, media and investors about what Chavez call the truth of ultra high frequency RFID technology. There's no change for the documents that intended to explain the effects of RFID technology on consumer privacy. The document is scheduled for release on Friday. Web surfers will find it by typing into the search bar one of several keywords such as "RFID investing," "RFID," "RFID Spychips," and "Spychips," each word or phrase costs something different and is associated with a different advertising campaign that could last for weeks.

The RFID market is growing. Research firm Frost & Sullivan estimates RFID technology revenue will exceed $7 billion by 2008. While there is some debate, a generally accepted definition of RFID technologies can be found in TechEncyclopedia, which defines RFID as "a wireless data collection technology that uses electronic tags for storing data. Like bar codes, they are used to identify items. Unlike bar codes, which must be brought close to the scanner for reading, RFID tags are read when they are within the proximity of a transmitted radio signal."

Google was Chavez's obvious choice for the counter attack. RFID Ltd. needed to go to the source where people acquire information about RFID to provide them with "accurate and credible information that comes from engineers." Google reaches more than 80 percent of the Internet Web users that search for information on RFID, he said.

Since Google isn't an actual portal where color ads are posted, advertisers must purchase advertising as a sponsor whose name and link appear on the right side of a Web page after a keyword is searched on. The sponsored links are priced per click through, about 100,000 would cost about $40,000, Chavez said.

Customers buying the advertising set their own price by limiting the number of times you can click-through to the content. Once that limit is reached the link disappears, Chavez said. "You can spend X number of dollars daily and it can get into the millions of dollars monthly," he said. "We are not entirely sure how much this will cost us but we're prepared to do what it takes."

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