Vortrag Bamberg

Social Search zwischen Werbung und Information

Theo Röhle

Universität Hamburg

Suche 2.0

»Ultimately we want to understand the intention of the user, and I think we're going to get closer to that through personalization.« Jeff Weiner, Senior vice president of search and marketplace, Yahoo! Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg

Social Search

Personalized verticals

Die Entwicklung des Suchmaschinenmarketings

Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg

Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 1. Social Search »Social search tools are internet wayfinding services informed by human judgement« Chris Sherman (2006) searchenginewatch.com

Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 1. Social Search abstimmen tagging Taxonomie Algorithmus filtern Eigene Antworten Shared bookmarks and web pages ● ● Collaborative directories ● Taggregators ● ● Social Q&A sites ● ● ● Collaborative harvesters ● Personalized verticals ● ● ● ● ●

Social Search

Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 2. Personalized verticals

2. Personalized verticals

Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 2. Personalized verticals

Social Search

Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 3. Die Entwicklung des Suchmaschinenmarketings 1994 Lycos / WebCrawler 1995 Excite / AltaVista 1998 Google 2003 Yahoo! 2005 MSN 1996 Inktomi 1993 The Wanderer

Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 3. Die Entwicklung des Suchmaschinenmarketings 1994 Lycos / WebCrawler 1995 Excite / AltaVista 1998 Google 2003 Yahoo! 2005 MSN 1996 Inktomi 1993 The Wanderer Banner- Werbung 1994 Contextual Advertising (Goto.com) 1998

»I realized that when someone types ‚Princess Diana’ into a search engine, they want, in effect, to go into a Princess Diana store – where all the possible information and goods about Princess Diana are laid out for them to see.“« Bill Gross in Battelle (2006) „The Search“ Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 3. Die Entwicklung des Suchmaschinenmarketings

Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 3. Die Entwicklung des Suchmaschinenmarketings 1994 Lycos / WebCrawler 1995 Excite / AltaVista 1998 Google 2003 Yahoo! 2005 MSN 1996 Inktomi 1993 The Wanderer Banner- Werbung 1994 Contextual Advertising (Goto.com) 1998 2000 AdWords

Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 3. Die Entwicklung des Suchmaschinenmarketings 1994 Lycos / WebCrawler 1995 Excite / AltaVista 1998 Google 2003 Yahoo! 2005 MSN 1996 Inktomi 1993 The Wanderer Banner- Werbung 1994 Contextual Advertising (Goto.com) 1998 2000 AdWords AdSense 2003

Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 3. Die Entwicklung des Suchmaschinenmarketings Banner- Werbung 1994 Contextual Advertising (Goto.com) 1998 2000 AdWords AdSense 2003 Yahoo Search Marketing 2005 1994 Lycos / WebCrawler 1995 Excite / AltaVista 1998 Google 2003 Yahoo! 2005 MSN 1996 Inktomi 1993 The Wanderer

Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 3. Die Entwicklung des Suchmaschinenmarketings Banner- Werbung 1994 Contextual Advertising (Goto.com) 1998 2000 AdWords AdSense 2003 MSN AdCenter 2006 Yahoo Search Marketing 2005 1994 Lycos / WebCrawler 1995 Excite / AltaVista 1998 Google 2003 Yahoo! 2005 MSN 1996 Inktomi 1993 The Wanderer

Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 3. Die Entwicklung des Suchmaschinenmarketings Banner- Werbung 1994 Contextual Advertising (Goto.com) 1998 2000 AdWords AdSense 2003 MSN AdCenter 2006 Yahoo Search Marketing 2005 1994 Lycos / WebCrawler 1995 Excite / AltaVista 1998 Google 2003 Yahoo! 2005 MSN 1996 Inktomi 1993 The Wanderer DoubleClick Right Media aQuantive 2007

»We’re actually in a fairly unique position to be able to take advantage [...] of the enormous data and insight we have on the largest online audience in the world. [...] We can see what people are putting in their search strings. We can see what kinds of ads they click on. We can see what kinds of sites they were on prior to the site that they are currently on.« Sue Decker, Chief Financial Officer, Yahoo! Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 3. Die Entwicklung des Suchmaschinenmarketings

»AdCenter will allow advertisers to target their ads demographically, using data collected from registrations for other MSN services such as Hotmail.« »[Search marketers] would be able to buy specific audiences rather than simply placing bids on keywords. Neither Google nor Yahoo now offers that level of targeting.« „ MSN Search Ads to Get U.S. Test“ www.directmag.com Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 3. Die Entwicklung des Suchmaschinenmarketings

»Behavioral targeting is the most effective form of targeting available. It allows you to re-target the most desirable audience of all: browsers who have already shown an interest in your product or service. With Boomerang, you can now engage that audience in a dialogue, providing timely and relevant messages triggered by their online actions.« www.doubleclick.com Auf der Suche nach dem Kunden. Suchmaschinen zwischen gesellschaftlicher Verantwortung und wirtschaftlichem KalkülTheo Röhle – Universität Hamburg 3. Die Entwicklung des Suchmaschinenmarketings

»When people search from a swicki-enabled site they are not only active, they are self-selected, self-filtered, and, in general, more sophisticated users. [...] Vertical search users constitute a more highly targeted audience segment and [...] they are more likely to convert to buyers than are users of general search engines.« www.eurekster.com Suche 2.0: Social Search zwischen Werbung und Information Theo Röhle – Universität Hamburg 3. Die Entwicklung des Suchmaschinenmarketings