FindWhat.com finds a new name for itself in MIVA

To reflect the company’s expanded scope in e-commerce services, e-marketing services provider FindWhat.com Inc. is changing its name to MIVA Inc. “The FindWhat.com brand will cease to exist,” the company says.

“As our company moves forward as a multi-dimensional enterprise and as we work to take performance marketing to the next level, we believe ‘MIVA’ better represents our core business vision,” said chairman and CEO Craig Pisaris-Henderson.

FindWhat.com changed its stock symbol to MIVA effective today, and it expects to complete the re-branding by the end of this month, the company said. The new corporate name and brand reflects the company’s expansion in recent years, a spokeswoman added.

A pay-per-click advertising network, FindWhat.com has expanded over the past 18 months through the acquisition of several companies, including the Espotting PPC ad network, e-commerce platform provider MIVA Corp. and Comet Systems, a provider of desktop-based online marketing tools. Comet has been operating as MIVA Direct.

The former FindWhat.com and Espotting PPC networks will now operate as MIVA Media. In addition to pay-per-click Internet search advertising, MIVA Media is also developing a pay-per-call network. Catering to small businesses that don’t operate their own web sites, the pay-per-call service will let advertisers bid on keywords whose search results will show the advertiser’s telephone number instead of a link to a web site.

MIVA Corp. will now operate as the MIVA Small Business division, providing integrated marketing services through its MIVA Merchant e-commerce platform. The platform includes an online retail storefront, payment processing services and logistics management services.

MIVA Direct will offer products including web site toolbars that, when loaded on a consumer’s computer, will offer on the screen built-in Internet search and direct links for making purchases and getting information from the toolbar sponsor. For example, a professional sports organization would offer the toolbar to fans who want to get game news and schedules and have a direct link to purchase tickets and souvenirs.

MIVA said it is launching a global multi-media ad campaign, including online, print and direct mail, to promote its new brand.