1.Google, Bing to offer app search
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, if/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 (in the long term).
“To maintain any kind of grasp on the mobile user, search engines will need to be able to point out apps that might be relevant to the searcher’s search - and even give them a one-click install option for when the search is being carried out from a mobile with the right operating system. This will manifest as another type of vertical search on Google and Bing, as well as being pulled into the normal results as a universal search element.”
2.Display marketing to mirror 'contemporary' search
Google’s acquisition of Double Click, Yahoo! Right Media Exchange, and Direct Response crossing over; and MSN bringing its exchange to the forefront, as well as offering similar display programmes and formats to search advertisers - is turning what we all once knew as ‘traditional display marketing’ to a very search-like feel to display.
The Ad Exchanges specifically have been pivotal to this evolution, providing real-time bidding and optimisation. It is making advertisers and brands rethink their display strategy and investment - and ask the question, does display have a new lease of life?
“The best example of this was Google’s acquisition of Double Click”, says Hannah Kimuyu, Director of paid search at Greenlight. “It transformed its Content Network into a fully fledged display network (also rebranded Display Network) proving that in fact traditional display (blanket run of network etc) is a thing of the past, and marketers can expect more sophistication, control and results from a new era of display.
Imagine having search-like control with display - moving into 2011 we expect to see more from this new form of display marketing.”
3.Google, Bing competition to 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 Bings 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 userङs recent pages list will be fed into the algorithm. Expect this amidst a continued advertising push by Bing throughout the year, adds Bunn.
4.Yahoo ‘Rich ads in Search’ may take off
A little similar to Google’s recent introduction of Video extensions via its AdWords programme. 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.
According to Kimuyu, RAIS has to be one of the most exciting things to come from Yahoo in a while. “In my opinion it is a great example of the search networks finally taking responsibility over their advertisers’ brands. Although Google’s version is yet to make its mark, we do expect Google to up its game, especially now Yahoo! has shown its hand.”
5.Web to get content- heavy
The real problem is not that there is too much content, but that there is too much similar or identical content that offers no real value for search engines the second, third or one thousandth time they come across it.
2010 saw Google implement its “May Day” algorithm update, part of which penalised cookie cutter content that is excessively template driven or syndicated to multiple sites in favour of more unique and valuable pages.
In 2011, Greenlight expects duplication filters will get even tougher as the engines take ever more drastic measures to limit the amount of resource they spend on less valuable content and maximise the focus on everything else.
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