The hottest search marketing trends of 2011

17 Jan 2011

Google and Bing will offer app search before the year is out

Smartphone users likely already feel the pull of their respective app store/marketplace as much as if not more than a traditional search engine like Google - when they have a particular need. That, according to Adam Bunn, director of search at Greenlight, is a new frontier for search: the idea that instead of finding a website that will be able to answer your question right now, you’ll go and find an app and install that app because it will answer the question, and questions like it, again and again, in a more usable way.

Display marketing to mirror search characteristics

Google’s acquisition of Double Click, Yahoo Right Media Exchange, and Direct Response; and MSN bringing its exchange to the forefront - as well as offering similar display programs and formats to search advertisers - is bringing a very search-like feel what we all once knew as traditional display marketing.

The Ad Exchanges specifically have been pivotal to this evolution, providing real-time bidding and optimization. It is making advertisers and brands rethink their display strategy and investment – and ask the question, does display have a new lease of life?

Google versus Bing – competition will hot up

Among other things Greenlight expects:

  • Bing to imitate Google Instant Preview and introduce image previews of sites, with some additional functionality over the Google implementation such as the ability to zoom or “grab and scroll” the preview with the mouse to take a closer look before selecting which site is of interest;
  • Google to introduce a feature similar to Bing’s “Recent Searches” only called “Recent Pages”. It will list the viewers five most recently clicked on search results for easier recollection later on. Data pertaining to how often a site is revisited when in the respective user’s recent pages list will be fed into the algorithm.

“Expect this amidst a continued advertising push by Bing throughout the year,” adds Bunn.

Yahoo’s “Rich ads in Search” proposition will take off

Yahoo has launched its ‘Rich Ads in Search’ (RAIS) proposition. In summary, RAIS are designed to deeply engage the target audience through images, videos and multiple direct links to the respective site. Unlike Google, Yahoo is offering permanent real-estate. You buy full inventory over a fixed period of time and are charged on a CPM (cost per thousand impressions).

RAIS is focused on branded search. It aims to highlight a respective brand even further, incorporate its video assets and extends its search functionality including site links and a search function in the ad as well.

The proposition is expected to increase click through rates (CTRs) significantly for brand owners. It aims to take back some of the control/brand visibility lost from affiliates and competitors.

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