Home  › Search › Paid Search
screen-shot-2011-03-23-at-2

Yahoo Aims for Brand Ad Dollars with New Search Feature

  |  March 23, 2011   |  Comments

Search Direct provides instant search info and will provide new opportunities for advertisers.

Yahoo today launched a new real-time search product called Search Direct, which provides users with instant answers and search results as they type in the engine's query box.

Demonstrating the product at a launch event today, Shashi Seth, Yahoo's SVP of search and marketplaces, said it has been developed with advertisers firmly in mind, and that brands will be offered the opportunity to buy real estate alongside it within the next few months.

"We've been thinking deeply about how we can engage with advertisers in this environment....These products don't exist as we speak but we've been testing with brands and agencies to figure out how to best implement them," he said.

screen-shot-2011-03-23-at-2

Although similar to Google's instant results feature, Search Direct returns information in a floating window directly below the search box, and pulls from a separate, smaller index and algorithm than its main search offering. The intention is to provide users with instant answers to their queries, rather than simply serving a list of results.

Seth described the possibility of rich advertiser content being instantly displayed alongside branded search terms, such as video or other rich media experiences. "This is a pretty beautiful canvas for advertisers, and provides opportunities for both branding and to provide users with information," he said.

Following the launch of Search Direct, PPC ads will still be displayed on search results pages, however, so whenever a user clicks on a term or hits the enter key, a standard list of search results and ads will be displayed.

Seth implied the new product would therefore be aimed largely at brand campaigns, rather than the direct-response advertisers that currently make up the majority of search ad investment. "Advertisers might buy packages including inventory on the homepage, on Yahoo News, and on Search Direct," he suggested.

Following the search alliance Yahoo implemented with Microsoft late last year, the latter now powers all of Yahoo's organic and paid results. Microsoft will therefore provide the information surfaced by the Search Direct product, but the ad content will not be available on the Bing engine, at least initially.

Seth did speculate that further down the line the pair might look to provide self-service access to the product through Microsoft AdCenter, yet nothing has currently been implemented along those lines. He added it's still "to be decided" whether or not Microsoft will be given a share of the revenue generated from the sale of Search Direct ads.

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Search newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...