By Rich Cherecwich
When news happens, consumers flock to the web, but they often eschew major news outlets and turn to Twitter and Facebook for the latest developments. Recognizing this, both Google and Microsoft reached deals with Twitter last week to incorporate users' real-time discussions into search results.
Search advertising is still a major earner for online media, and dire economic conditions have marketers focusing on it now more than ever. However, neither search engine has plans to sell advertising on its Twitter searches, and Microsoft's focus is on driving user value with its Twitter search, according to The New York Times.
Right now, real-time search's potential hinges on scale, so user value will play a large role in its adoption. Search advertising succeeds largely because of scale and the ability to match broad search terms with appropriate ads. Because real-time search is still in its early days, there will be fewer queries, and these are likely to be very specialized.
Still, there remains a lot of potential. The folks who run Collecta, an independent real-time engine, believe that up 20 percent of all its searches present commercial opportunities. The challenge for marketers right now is matching search terms with relevant advertisements.
1 comment:
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