We hear and talk all the time about the evolution of the search market and the opportunities that it brings. In this video specifically, James Colborn of Microsoft talks about the opportunities created for advertisers in the area of paid search.
James says the main stumbling block for advertisers is finding how to integrate search into the media mix. Advertising and searching used to be based on one keyword, but now searchers have become smarter and therefore, so have their queries.
For search engines, the challenge is to address the user’s motive for going to search. As search has developed, they are better able to detect user behavior and also the information a user readily provides to social networks.
James says search integration is the key to uncovering the right solution for advertisers. Microsoft strives to find the right mix of media to provide an effective result for advertisers. They are also making sure that their solutions are compatible with what people are doing online.
According to Virginia Nussey and her liveblog of the Orion Panel James spoke on, there is growth potential in search engines offering new outlets for the advertisers. She also reports that Microsoft is “very interested in becoming the key search provider for Facebook and offering educational opportunities to advertisers…”
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