John Battelle looks ahead:
Compared to the unpredictable and untraceable value of a magazine ad or television spot, search looks pretty damn compelling. But at the end of the day, three lines of text sitting next to a set of results is a pretty meager way to declare your brand or inform a consumer about your new products or services. Clearly, there is room for both kinds of advertising intent-based (search), and content-based (TV). But what if the two were to merge?
Before you dismiss the idea as mere speculation, let me lay out a scenario in which such a beast exists. First, imagine that a majority of households have a digital video recorder of one kind or another (such an event is predicted to occur by the year 2009, according to Forrestor). Further, imagine that this DVR has a search history of everything youve watched and are planning to watch (this is already done by most DVRs). Further still, imagine that this history is with your tacit approval – blended with an edited profile of your online searching habits, forging a marketing precise of your likes and dislikes, your wants and needs (doing this is a matter of a marketing deal between DVR providers and search engines). Perhaps you use Google Desktop Search, or A9, or Ask, or Yahoo – it matters little, all of them create a search history already.