Greenlight predicts Google and Bing will offer app search before the year is out, competition between the two to hot up and duplication filters to get even tougher as the search engines take more drastic measures to limit the amount of resource they spend on less valuable content. For paid search, Greenlight predicts 2011 will be the year display marketing starts to mirror much of what is search in practice. It expects there to be huge growth in the contextual based pay-per-click (PPC) model – pulling away from the search engine domain to advertisers such as such as eBay or Amazon and the Yahoo! “Rich ads in Search” proposition to take off, prompting Google to counter with a more appealing model.
Greenlight’s top 10 predictions for paid and natural search in 2011 include:
1. 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, 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 will mirror much of what is search in practice
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.”