The search juggernaut continues

Our market update: search engine advertising

Digital Insight Report - August 2006

The search juggernaut continues: Our market update - search engine advertising

The revolution in direct marketing continues as more firms realise the power of search. Search engines account for half the online advertising industry in some countries and they're changing the nature of customer acquisition marketing forever. Now Central and Eastern Europe are heading towards their tipping points in the growth of search, and with the engines continuing to deliver waves of new products and tools, its clear the growth will not slow down.

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Comments (3)

David White:

For me, search has grown so fast because the internet is used daily in just about every industry, commercial and non commercial. Advertising is just one beneficiary of this massive shift in the way people work. A key task is to locate information and search is the most commonly used tool. Everyone knows about search and how to use it. It is simple and fast. The search advertising juggernaut carries on at this incredible pace because it’s just part of a massive change in how people across Europe get information.

David White, founder, Weboptimiser

The exciting new developments in social search are adding yet another layer to the potential for filtering and structuring knowledge. Part of the challenge with the first generation of mapping one set of words used in the search query, vs those already on the pages of potential search engine results sites, is that there's no context. Google et al do a great job of adding in the insights about popularity based on page rank / link equity / click volumes, but the area of understanding the context of search has been slower to get cracked.

The problem is that language is messy, complex, and that the meaning is often in the eye of the beholder. Take a simple word like ‘banner’: to an internet marketer it conjures up visions of a graphic about 468 pixels wide by 60 pixels deep. To someone in the outdoor events industry it’s a large rubber-coated canvass, normally with a commercial logo slapped across it. Only socially driven search can really help figure out which sort of banner we’re most likely to be interested in and that’s part of the challenge in the next generation of activities the engines themselves are undertaking.

Danny Meadows-Klue, Series Editor, Digital Insight Reports

Today around 15 per cent of the world's information is available online. As more and more information is digitized, the harder it will be for people to find what they are looking for - and the more important search will become. Google spends 70% of its time on core search and ads - because we believe that the best is never good enough.

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