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For a long time now, the utopia for online dis­play adver­tis­ing has been to be as tar­geted and as cost-effective as search adver­tis­ing in order to claw back adver­tis­ing dol­lars. The jour­ney has been slow, ad net­works ini­tially helped scale online dis­play adver­tis­ing and pro­vided lay­ers of tar­get­ing tech­nolo­gies to make the cam­paigns more effec­tive. How­ever, pric­ing was based on arti­fi­cial flat fees and seg­ments that had been pre-set within the lim­its of indi­vid­ual ad net­works.

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By now you’ve prob­a­bly heard of or even tried out Google’s lat­est search inno­va­tion — Google Instant. The new fea­ture lever­ages Google’s deep search insights and data crunch­ing abil­i­ties to try pre­dict what users are search­ing for and serve results even before they’ve fin­ished writ­ing. As users are typ­ing their query Google is con­stantly refresh­ing the web­site with pre­dicted results.

While it has just been rolled out in the UK and US to users logged into Google this week, and so empir­i­cal data is scarce, there are at least two early indi­ca­tions to how this will impact search mar­ket­ing:

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Even if search has matured incred­i­bly over the last few years, both from a tech­ni­cal point of view and as a chan­nel that gains board room level atten­tion, a lot of the basic issues remain the same. I’m not talk­ing about cross-channel click attri­bu­tion and life­time value, but cam­paign coor­di­na­tion and achiev­ing the appro­pri­ate buy-in at all lev­els of the organisation.

Ear­lier this year Ban­ner organ­ised a Search Hud­dle. This was an inti­mate ses­sion for B2B mar­keters with speak­ers from Autodesk, Avaya, and Microsoft.

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